Influencers Marketing Statistics 2025 By Growth, Platforms, Strategy

Introduction

Influencers Marketing Statistics: Influencer marketing is a relationship or collaboration between a brand and an influencer.

They promote the brand’s products and services via various social media platforms such as Instagram, Facebook, YouTube, etc. However, influencer marketing is not celebrity endorsements.

It does more than connect a celebrity to a brand. Influencers need to have a trusted following to be trusted within a community.

It is also necessary that they should have knowledge and experience in the field they are advertising.

Editor’s Choice

• The Global Digital Marketing Market size is expected to be worth around USD 1,310.3 Billion by 2033, from USD 366.1 Billion in 2023, growing at a CAGR of 13.6% during the forecast period from 2024 to 2033.
• Influencer marketing is expected to become a $16.4 billion industry by 2022.
• 92% of consumers trust recommendations from influencers more than traditional advertisements or celebrity endorsements.
• Instagram is the most popular platform for influencer marketing, with 89% of marketers using it for their campaigns.
• The average return on investment (ROI) for influencer marketing is $5.78 for every $1 spent.
• Micro-influencers, who have between 1,000 and 100,000 followers, have the highest engagement rates, with an average engagement rate of 7.2% compared to 2.4% for macro-influencers.
• 57% of marketers plan to increase their influencer marketing budgets in the next year.
• Authenticity is a crucial factor for successful influencer marketing campaigns, with 92% of consumers saying they would consider following a brand that the influencer they follow recommends.

(Source: Business Insider, Nielsen, Mediakix, Influencer Marketing Hub, Linqia)

Top 10 Instagram Influencers Marketing (July 2023) Statistics

• Cristiano Ronaldo (@cristiano) – With 595 million followers, Cristiano Ronaldo is a footballer from Portugal.
• Lionel Messi (@leomessi) – Lionel Messi, an Argentine footballer, has 477 million followers.
• Selena Gomez (@selenagomez) – Selena Gomez, a singer, and actress from the United States, has 425 million followers.
• Kylie Jenner (@kyliejenner) – Kylie Jenner, a reality TV star and businesswoman from the United States, has 397 million followers.
• Dwayne “The Rock” Johnson (@therock) – Dwayne Johnson, also known as “The Rock,” is an actor, producer, and retired wrestler from the United States. He has 386 million followers.
• Ariana Grande (@arianagrande) – Ariana Grande, a singer, and actress from the United States, has 376 million followers.
• Kim Kardashian West (@kimkardashian) – Kim Kardashian West, a reality TV star and businesswoman from the United States, has 362 million followers.
• Beyoncé (@beyonce) – Beyoncé, a singer, actress, and businesswoman from the United States, has 314 million followers.
• Khloé Kardashian (@khloekardashian) – Khloé Kardashian, a reality TV star and businesswoman from the United States, has 310 million followers.
• Justin Bieber (@justinbieber) – Justin Bieber, a singer, and songwriter, has 293 million followers.

(Source: forbesindia)

Influencers Marketing Growth and Size Statistics

• The global influencer marketing market value stood at 16.4 billion U.S. dollars as of 2022, having more than doubled since 2019.
• In 2020, 74% of marketers reported using influencer marketing as a key part of their overall marketing strategy.
• Instagram is the most popular platform for influencer marketing, with 89% of marketers considering it the most important platform for their campaigns.
• Influencer marketing budgets are on the rise, with 63% of marketers planning to increase their influencer marketing budgets in the next year.
• The average return on investment (ROI) for influencer marketing is $5.78 for every $1 spent.
• Micro-influencers, who have between 10,000 and 100,000 followers, deliver higher engagement rates than macro-influencers with larger followings.
• 57% of consumers have made a purchase based on an influencer’s recommendation.
• The influencer marketing industry is expected to grow at a compound annual growth rate (CAGR) of 32.4% from 2021 to 2026.

(Source: Statista, Influencer Marketing Hub, Mediakix)

Influencers Marketing Statistics – Trends

• 86% of consumers believe that authenticity is an important factor when deciding which influencers to follow.
• 71% of consumers are more likely to make a purchase based on a social media recommendation from an authentic influencer.
• 69% of marketers consider long-term influencer relationships to be the most effective strategy.
• 46% of marketers plan to increase their long-term influencer partnerships in the future.
• 63% of marketers increased their influencer marketing budgets in 2021.
• The average ROI of influencer marketing is $5.78 for every $1 spent.
• Fake followers account for an average of 15% of an influencer’s total following.
• The influencer fraud industry is estimated to cost businesses $1.3 billion in 2023.

(Source: Stackla, Think with Google, Mediakix, Linqia, Influencer Marketing Hub, Social Chain)

Social Media Platforms and Influencers – Marketing Statistics

Instagram

• Instagram has over 1 billion monthly active users.
• 71% of Instagram users are under the age of 35.
• Influencer marketing on Instagram is a $2 billion industry.
• 130 million Instagram users tap on shopping posts every month.
• Instagram influencer marketing generates a higher engagement rate compared to other platforms.
• 68% of Instagram users come to the platform to interact with creators.
• 83% of Instagram users discover new products or services on the platform.
• Instagram Stories have over 500 million daily active users.

(Source: Instagram, Statista, Business Insider, Influencer Marketing Hub, Facebook)

YouTube

• YouTube has over 2 billion monthly active users.
• 81% of 15–to 25-year-olds in the United States use YouTube.
• Over 1 billion hours of video are watched on YouTube every day.
• YouTube is the second most-visited site after Google.
• 62% of businesses use YouTube for influencer marketing.
• 70% of YouTube viewers say they bought a product based on a creator’s recommendation.
• The number of YouTube channels earning six figures per year has increased by 40% year over year.
• 90% of YouTube users say they discover new brands and products on the platform.

(Source: YouTube, Statista, Alexa, Social Media Examiner, Google, Think with Google)

TikTok

• TikTok has over 1 billion monthly active users.
• The average TikTok user spends about 52 minutes per day on the app.
• TikTok was the most downloaded app globally in 2020.
• 89% of TikTok users say they discover new content on the platform.
• TikTok’s engagement rate is higher compared to other social media platforms.
• 68% of TikTok users have made a purchase based on a creator’s recommendation.
• The TikTok app has been downloaded over 3 billion times globally.
• TikTok has an average engagement rate of 17.63%, outperforming other platforms.

(Source: TikTok, Oberlo, Sensor Tower, TikTok, Influencer Marketing Hub, Sensor Tower)

Facebook

• As of Q1 2023, Facebook has reached 2.85 billion MAUs worldwide.
• Facebook’s advertising revenue in Q1 2023 amounted to $26.17 billion, a year-over-year increase of 46%.
• Over 200 million people on Facebook are members of meaningful groups, fostering engagement and community-building.
• More than 4 billion video views occur daily on Facebook.
• Facebook has over 2.72 billion mobile MAUs, making it a dominant platform for mobile users.
• The largest age group on Facebook is 25-34-year-olds, accounting for 13.7% of the platform’s active users.
• Facebook offers over 1,200 targeting options, allowing advertisers to reach specific audiences based on demographics, interests, and behaviors.
• Facebook Messenger has over 1.3 billion monthly active users globally.

(Source: Facebook Investor Relations, Facebook Newsroom, Statista, Facebook Business)

Twitter

• Twitter reported 330 million MAUs in Q1 2023.
• Twitter reported 196 million DAUs in Q1 2023.
• Users send approximately 500 million tweets per day on Twitter.
• Twitter is available in 40 languages and has users in more than 190 countries.
• Video tweets have increased by 62% year-over-year, indicating growing engagement with video content.
• 85% of small and medium-sized businesses use Twitter ads for marketing purposes.
• 49% of Twitter users rely on recommendations from influencers when making purchase decisions.
• 80% of Twitter users have mentioned a brand in a tweet, with 77% expecting a response within a day.

(Source: Twitter Investor Relations, Twitter Company Metrics, Twitter Blog, Hootsuite, Twitter Marketing)

Pinterest

• Pinterest reported 475 million MAUs as of Q1 2023.
• Pinterest is available in over 25 languages and has a presence in more than 200 countries.
• 60% of Pinterest users are female, with the platform being particularly popular among women aged 18-64.
• 97% of Pinterest searches are unbranded, suggesting users are actively seeking new ideas and inspiration.
• 83% of weekly Pinterest users have made a purchase based on the content they discovered from brands on the platform.
• Video views on Pinterest have increased by 4x in 2022, indicating a growing interest in video content.
• 89% of Pinterest users use the platform to purchase inspiration at least once a month.
• Advertisers on Pinterest experience an average sales increase of 1.3x compared to other social media platforms.

(Source: Pinterest Investor Relations, Pinterest Business, Statista, Pinterest Newsroom)

Micro-Influencers vs. Macro-Influencers

• Micro-influencers (10k-100k followers) tend to have higher engagement rates compared to macro-influencers (over 100k followers).
• On average, micro-influencers have an engagement rate of 7.2%, while macro-influencers have an engagement rate of 1.7%.
• 82% of consumers are highly likely to follow recommendations made by micro-influencers.
• 61% of consumers believe that micro-influencers create more authentic and trustworthy content compared to macro-influencers.
• Collaborating with micro-influencers is generally more cost-effective than working with macro-influencers. Micro-influencers often charge lower fees or are open to product-based collaborations.
• The average cost per sponsored post for micro-influencers is $250, while for macro-influencers, it is $1,000 or more.

(Source: Influencer Marketing Hub, Experticity, Later)

Influencer Marketing Statistics by Age

Generation Z (Born 1997-2012)

• 94% of Generation Z consumers trust influencers more than traditional advertisements.
• 77% of Gen Z consumers have made a purchase based on the recommendation of an influencer.
• Instagram is the most popular platform for Gen Z influencers, with 89% of them preferring it.

(Source: Kantar Millward Brown, Business Insider Intelligence, Mediakix)

Millennials (Born 1981-1996)

• 70% of millennials prefer product recommendations from their favorite influencers.
• 60% of millennials have said they would try a product recommended by an influencer.
• YouTube is the top platform for millennial influencers, with 85% of them using it regularly.

(Source: Collective Bias, Campaign Monitor, Mediakix)

Generation X (Born 1965-1980)

• 44% of Generation X consumers have purchased after seeing a product or service recommended by an influencer.
• 70% of Gen X consumers follow at least one influencer on platforms like Facebook and Instagram.
• Facebook is the preferred platform for Gen X influencers, with 70% of them using it the most.

(Source: Merkle, Talkwalker, Mediakix)

Baby Boomers (Born 1946-1964)

• 71% of baby boomers are influenced by content shared by influencers on social media.
• 58% of baby boomers have purchased a product based on an influencer’s recommendation.
• Facebook is the most popular platform for baby boomer influencers, with 94% of them using it as their primary platform.

(Source: AARP, Influencer Marketing Hub, Mediakix)

Influencer Marketing Statistics by Gender

• 71% of female social media users follow at least one influencer.
• 86% of women turn to social media platforms for purchasing advice.
• 57% of male social media users follow at least one influencer.
• 68% of men rely on social media for product recommendations.
• 86% of women on social media are likely to be influenced by a positive review from an influencer.
• 63% of women have made a purchase based on an influencer’s recommendation.
• 56% of men have made a purchase based on an influencer’s recommendation.
• 70% of female YouTube subscribers say they relate to YouTubers more than traditional celebrities when it comes to beauty.
• 72% of female Instagram users make fashion, beauty, or style-related purchases influenced by the platform.
• Women are 58% more likely to engage with branded content on social media than men.
• 57% of women engage with sponsored content, compared to 47% of men.

(Source: eMarketer, Influenster, Think with Google, Statista, GlobalWebIndex)

Influencers Marketing Statistics – Fashion and Beauty

• 71% of marketers believe that the quality of customers acquired through influencer marketing in the fashion and beauty industry is higher compared to other marketing channels.
• 89% of fashion and beauty marketers believe that influencer marketing generates higher ROI compared to traditional marketing strategies.
• Instagram is the most popular platform for fashion and beauty influencer collaborations, with 89% of marketers preferring it over other social media platforms.
• The top fashion and beauty influencers on Instagram charge an average of $2,000 to $25,000 per sponsored post.
• 71% of consumers are more likely to make a purchase based on a social media reference from an influencer.
• Beauty and personal care brands see a 3.6x increase in ROI for every $1 spent on influencer marketing.
• 78% of fashion and beauty marketers consider engagement rate as the most important metric to measure the success of an influencer campaign.
• 62% of fashion and beauty brands plan to increase their influencer marketing budget in the next year.

(Source: Influencer Marketing Hub)

Influencers Marketing Statistics – Travel and Hospitality

• 83% of travelers are inspired to plan a trip based on the content created by influencers.
• 66% of travel brands use influencer marketing to increase brand awareness and reach new audiences.
• 60% of travel and hospitality influencers prefer Instagram as their primary platform for sharing sponsored content.
• 72% of travelers consider the opinions of influencers when making travel-related decisions.
• The travel and hospitality industry sees an average ROI of $7.65 for every dollar spent on influencer marketing.
• 52% of travel marketers believe that influencer marketing helps in building trust and credibility among their target audience.
• Travel influencers with a smaller following (micro-influencers) often have higher engagement rates compared to influencers with larger followings.
• 84% of travel brands plan to increase their influencer marketing budget in the next year.

(Source: Adweek, Linqia, Influencer Marketing Hub)

Influencers Marketing Statistics – Food and Beverage

• 70% of millennials are influenced by recommendations from their peers or social media when making food and beverage purchases.
• 82% of consumers trust the recommendations of micro-influencers for food and beverage-related products.
• Food and beverage brands experience an average ROI of $18 for every dollar spent on influencer marketing.
• Instagram is the preferred platform for food and beverage influencer collaborations, with 94% of marketers using it for campaigns.
• 66% of food and beverage marketers believe that influencer marketing helps in increasing brand awareness and reach.
• 45% of consumers have discovered new food and beverage brands through influencer recommendations.
• 84% of food and beverage brands plan to launch at least one influencer marketing campaign in the next year.
• 67% of consumers have purchased after seeing a recommendation from an influencer.

(Source: Experticity, Linqia, Influencer Marketing Hub, Experticity)

Influencers Marketing Statistics – Technology

• 49% of consumers trust influencer recommendations when it comes to purchasing technology products.
• 76% of tech marketers believe that influencer marketing helps in increasing brand credibility and thought leadership.
• YouTube is the preferred platform for tech influencers, with 90% of marketers using it for influencer collaborations.
• Technology brands achieve an average ROI of $7.65 for every dollar spent on influencer marketing.
• 65% of tech marketers consider engagement rate as the most important metric to measure the success of an influencer campaign.
• 40% of tech marketers plan to increase their influencer marketing budget in the next year.
• 53% of tech influencers prefer working on long-term partnerships with brands.
• 86% of tech marketers believe that influencer marketing is effective in reaching their target audience.

(Source: Nielsen, Linqia, Influencer Marketing Hub)

Influencers Marketing Statistics – Fraud and Authenticity

• The estimated cost of influencer fraud in 2020 was $1.3 billion globally.
• In 2020, the average engagement rate for influencers with less than 5,000 followers was 8.8%, while for influencers with over 100,000 followers, it dropped to 1.6%.
• Approximately 61% of marketers consider influencer fraud to be a significant challenge in influencer marketing.
• In a survey, 71% of marketers reported encountering influencer fraud in their campaigns.
• Fake followers make up an average of 8% of influencers’ total followers.
• The engagement rate of fake influencers is around 2.4 times lower than that of real influencers.
• Only 40% of influencers worldwide have a good level of authenticity and audience quality.
• The most common types of influencer fraud are fake followers (53%), fake engagement (42%), and influencer bots (38%).
• Influencer fraud is most prevalent in the beauty, fashion, and lifestyle niches.
• Influencer marketing fraud is expected to cost businesses around $1.5 billion by 2023.

(Source: HypeAuditor, Influencer Marketing Hub, Mediakix, Business Insider)

Influencer Regulations and Guidelines

• Only 11% of influencers disclose sponsored content according to FTC guidelines.
• 63% of influencers are aware of the FTC guidelines on disclosure.
• Influencers can face fines of up to $40,000 per violation for non-compliance with FTC guidelines.
• 81% of consumers believe that brands should be responsible for ensuring influencers disclose sponsored content.
• 67% of marketers anticipate increased regulation and enforcement in influencer marketing.
• 78% of consumers prefer clear and prominent disclosure language, such as “Ad” or “Sponsored,” in influencer posts.
• 89% of marketers believe social media platforms should do more to enforce influencer disclosure guidelines.

(Source: Mediakix, IZEA, Federal Trade Commission, Kantar, Linqia)

Recent Developments

Merger and Acquisition:

• Social Media Platform Instagram’s Acquisition of Influencer Marketing Platform CreatorIQ: Instagram, a leading social media platform, finalized the acquisition of CreatorIQ, an influencer marketing platform that connects brands with content creators.
• The acquisition, valued at $300 million, underscores Instagram’s commitment to enhancing its influencer marketing capabilities and providing brands with advanced tools for influencer collaboration and campaign management.

New Product Launches:

• TikTok’s Launch of Creator Marketplace: TikTok, a popular short-form video platform, introduced Creator Marketplace, a new feature that enables brands to discover and collaborate with TikTok creators for sponsored content campaigns.
• Creator Marketplace offers brands access to a diverse network of influencers across various content categories, providing opportunities for authentic and engaging brand partnerships on the platform.

Funding:

• Series B Funding Round for Influencer Marketing Platform Lumanu: Lumanu, an influencer marketing platform specializing in performance-driven campaigns, secured $15 million in Series B funding led by venture capital firm Andreessen Horowitz.
• The funding will support Lumanu’s expansion efforts and the development of innovative technology solutions to optimize influencer marketing ROI for brands.

Innovation in Influencer Collaboration Platforms:

• Development of AI-Powered Influencer Matching Algorithms: Influencer marketing platforms are leveraging artificial intelligence (AI) technology to improve influencer discovery and collaboration processes.
• AI-powered algorithms analyze social media data, audience demographics, and content engagement metrics to identify the most relevant influencers for brand partnerships, enhancing campaign targeting and effectiveness.

Expansion of Micro-Influencer Partnerships:

• Focus on Micro-Influencers for Niche Audience Engagement: Brands are increasingly partnering with micro-influencers, who have smaller but highly engaged followings within specific niches or communities, to reach targeted audiences effectively.
• Micro-influencer partnerships offer brands authenticity, credibility, and higher engagement rates compared to macro-influencers, driving meaningful connections and conversions with niche consumer segments.

Key Takeaways

Influencer marketing has emerged as a powerful tool in the modern era of digital advertising. By leveraging the reach and influence of social media personalities, brands can connect with their target audience in authentic and engaging ways.

Influencers can sway consumer behavior, build brand awareness, and drive sales, making them valuable partners for businesses of all sizes.

However, as the landscape continues to evolve, it is important for brands to carefully select influencers whose values align with their own and to maintain transparency in their collaborations.

With the right strategy and approach, influencer marketing can be a highly effective and mutually beneficial channel for both influencers and brands alike.

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