The Ultimate List of Influencer Marketing Statistics and Trends For 2025

Influencer marketing is one of the hottest topics in the marketing world today. And for a good reason, as it can be an extremely effective way to reach your target audience and boost your brand.

But what are the most effective ways to use influencer marketing? What are the best influencer marketing platforms for brands and influencers? And what are the latest influencer marketing statistics that you need to know?

In this blog post, we'll answer those questions and more. We'll dive deeply into the latest facts and trends and give you the information you need to make your influencer marketing campaigns successful.

General Influencer Marketing Statistics

1. The influencer marketing industry is forecasted to reach $16.4 billion in 2022.

(Influencer Marketing Hub)

Influencer marketing is profitable and expanding; that much is clear. The market had a $1.7 billion value in 2016. This amount had impressively increased to $9.7 billion by 2020. The industry saw a sharp increase to $13.8 billion in 2021 and is anticipated to reach $16.4 billion by the end of 2022.

The rise in popularity of short video formats on social media sites like Facebook, YouTube, and TikTok, the impact of the global pandemic on consumer behavior (which caused a spike in social media usage), and the marketing industry's optimization of data collection are a few reasons for this expansion (which has made social media ads super effective).

2. In 2022, brand ambassadorships will rule the influencer marketing industry.

(Social Publi)

That is a result of more businesses adopting an always-on strategy for influencer marketing. That makes it easier to develop a brand's dependable presence across several social media channels.

Marketers may convert these thought leaders into loyal brand advocates by building solid, long-lasting relationships with influencers. They can collaborate with people who have a solid understanding of their brand and audience.

3. There are five different categories of influencers.

(Mediakix)

• Mega-influencers are famous social media stars with more than a million followers.
• Macro-influencers are influencers with a following of between 100,000 and a million.
• Micro-influencers are individuals with between 10,000 and 100,000 followers. Despite having a little fanbase, they have a high level of authority. According to Mediakix's research, marketers should concentrate their influencer marketing efforts on micro-influencers rather than well-known figures with large audiences with low engagement.
• Nano-influencers are individuals with less than 10,000 followers who have significant influence in a relatively small specialty. Don't exclude these when selecting the ideal influencer for your campaign. With an engagement rate of 5%, nano-influencers outperform even mega-influencers.

4. A new generation of influencers is emerging.

(Hubspot)

New influencer categories like financial influencers (finfluencers), skincare influencers (skinfluencers), and pet influencers (petfluencers) are emerging, while traditional influencer categories like beauty and lifestyle influencers are still very much in use.

Additionally, lines between categories are becoming fuzzier as influencers branch out from their core specialty. For instance, influencers in the beauty industry have written on topics related to travel, cuisine, and fitness.

5. 140 million people self-identify as content creators by 2022.

(Businesswire)

Experts predict the democratization of content creation as the creator economy expands and the influencer marketing industry changes. People can create content more quickly as social media platforms are widely available, easy to use, and equipped with functions that fundamentally streamline the content creation process.

6. 86% of women consult social media for advice on purchases.

(SmartInsights)

To reach more women and persuade them to purchase your goods or service, you must be active on social media and aware of the influencers they follow. 78% of women use social media, with Instagram and Snapchat being their preferred platforms.

According to an influencer marketing survey by SmartInsights, more than half of female consumers said they made purchases due to influencer posts. So be inspiring and sincere if you want to influence and engage this demographic.

7. 58.4% of influencers chose to be influencers to get income.

(Influencer Marketing Hub)

Together, Altimeter and Tapinfluence conducted interviews with influencers for a study on the state of influencer marketing. Nearly 70% of respondents who were asked to explain why they engaged in this type of marketing acknowledged that their primary motivation was to make money online. Additionally, 57.5% stated that they used their power to have an impact or bring about change.

8. PayPal is the most widely used method for paying influencers.

(eMarketer)

According to important influencer marketing statistics from eMarketer, 18% of influencers preferred being paid via wire transfer, and 24% chose cash on delivery, money orders, and bank transfers. Another 24% said they preferred third-party payment providers like TransferWise, and 34% preferred PayPal. In actuality, the location of the influencers has a significant impact on the payment methods.

TransferWise or PayPal are considerably more accessible than manual transactions or wire transfers if they are located in a different nation than where you conduct business.

9. 49% of influencers are paid at a flat rate.

(Variety)

A sizable portion of brands (42%) structured their influencer marketing payments more like affiliate marketing payment structures. Costs determined by the product level (4%) and tier-based incentives (4%) were less common.

Nowadays, 34.5% of brands offer free product samples to influencers. 25% of companies provided product discounts to influencers, while only 5.9% of brands favored giveaways as payment.

10. There will be more collaborations between influencers in the coming years.

(eMarketer)

Collaborations aren't only limited to influencers and brands. App developers are improving social management tools to enable influencers to communicate with their fans across numerous channels.

11. Influencers in the US, followed by those in Canada, the UK, and Australia, are the ones who land the most deals.

(Statista)

Due to the magnitude of its consumer market, the US has a sizable number of influencers. The most influential cities in North America are Los Angeles, New York, Atlanta, Miami, and Chicago.

12. Influencer engagement declined in 2021.

(SmartInsights)

When examining Instagram accounts, a fundamental trend emerges. Most influencers with more followers typically have lower engagement rates than accounts with fewer followers.

Different channels have different engagement rates, with TikTok having the most incredible rates across all follower counts. For accounts with 1k–5k followers, Instagram has a higher engagement rate (4.84%) than YouTube (4.064%).

13. Finding the right influencers for your brand is generally easy.

(Hubspot)

This year, respondents who said it was challenging to find influencers fell from 22% to 16%. However, the number of those who claim to find it simple has decreased from 22% to 16%. Due to this contradictory data, most respondents (63%) now rate the difficulty of locating suitable influencers with whom to collaborate in their business as a “medium.”

The fact that 79% don't think it's tough to identify the right influencers is perhaps the best way to interpret this figure. That indicates that brands profit from having access to more channels and influencer discovery tools than ever before.

However, some brands still have trouble locating the right influencers, perhaps because they are unwilling to pay for the necessary platforms or tools. This data indicates that influencer marketing platforms still require improving service promotion.

Influencer Marketing Campaigns Statistics

14. In 2022, cross-channel influencer campaigns will become more popular.

(Influencer Marketing Hub)

Each person in 2014 had around 4.8 online social profiles. In 2022 consumers now have approximately 8.4 accounts each. Companies must adopt a cross-channel strategy when conducting digital marketing initiatives, given the continued growth of social media influencers and usage. Although some platforms are similar, they aren't all the same.

For instance, the content on TikTok is targeted at a distinct group of social media users—those who are most likely interested in starting or riding trends—while Instagram Stories is more enticing to individuals who value interactive media.

Brands must be able to provide content appropriate for each social media platform if they want to remain relevant. They should collaborate with influencers who have expertise in each channel and can influence their target audience.

15. The new benchmark for influencer campaigns will be equality, diversity, and inclusion.

(Marketing Dive)

In 2022, equality, diversity, and inclusion are more than simply trendy terms. They are evolving into industry norms. Influencers and consumers are both attempting to develop venues and narratives that are more inclusive.

Many social media influencers are now candid about gender and racial inequality on well-known social sites like Instagram. According to a recent study, Black influencers earn 35% less than White content producers.

16. Brands use the same influencers in their campaigns 56% of the time.

(Marketing Dive, Hubspot)

Hubspot asked respondents if they collaborated with the same influencers on various projects and 43% claimed to have used other influencers for their social media marketing efforts. This number hasn’t changed that much from what was stated in 2021. Some businesses use a variety of influencers based on the:

• Objectives of a given campaign,
• Target audience,
• Marketing budget,
• Items they are attempting to sell,
• And influencer marketing strategy.

17. Determining the Return on Investment of influencer campaigns is Still Difficult for Businesses.

(P2P)

Studies on the most effective ways to calculate ROI and measure success from influencer campaigns have been conducted frequently as influencer marketing has grown in popularity. In actuality, the ROI is greatly influenced by the brand's aim. Executives and traditional marketers continue to have difficulty with this vague idea.

18. 42.3% of brands judge the effectiveness of influencer marketing campaigns based on sales and conversions.

(Influencer Marketing Hub)

Influencer marketing is becoming a more significant focus for brands to provide tangible benefits that boost their financial performance. Influencer marketing challenges statistics state that 42.3% of brands consider sales and conversions to be the most crucial indicator of influencer marketing success. The success of other brands is measured by engagement or clicks (32.5%) and views, reach, and impressions (29%).

19. Brands that run influencer marketing campaigns generate $5.78 for each dollar invested.

(Influencer Marketing Hub)

According to the State of Influencer Marketing 2021 report, 66% of marketers intend to boost their influencer marketing spending, quickly overtaking email marketing as the fastest-growing channel for companies. Additionally, companies make from $5.78 to $18 for every dollar they spend on influencer campaigns, which is an excellent influencer marketing ROI.

20. There will be an increase in the use of AR technology by brands in influencer campaigns.

(Zine)

AR is a revolutionary technology for applications like games, navigational systems, and learning and web development platforms. A lot of B2C and B2B companies are already aware of the value that AR offers.

For instance, augmented reality is used in retail as filters that let people virtually try on clothing or cosmetics. Expect brands and partners to use these developments to their advantage in future campaigns. Brands and influencers are looking to AR's rising popularity as a chance to grow.

21. 2/3 of business owners believe influencer marketing campaigns bring in high-quality customers.

(Hubspot)

Many brands use influencer marketing channels for a variety of reasons. Instead of promoting sales, they aim to improve brand advocacy and recognition. Influencer marketing may occasionally attract new clients to the company, but the additional spending might not even cover the campaign's expense.

The majority of businesses are optimistic about brand partnerships and influencer endorsements in general. And many marketers concur that it draws in high-quality leads and customers more than other marketing channels.

22. Although monthly campaigns are almost as common, quarterly campaigns are now the most popular.

(Digital Marketing Institute)

35% (up from 27%) of those who run influencer campaigns prefer to do so quarterly. Another 34% (the same as last year) run campaigns monthly. Just 14% (down from 17%) think campaigns should be run annually. These latter businesses are likely brands that choose the influencer marketing strategy of being “always-on.” The remaining 18% (down from 23%) adopt a unique approach and only run advertising when introducing a new product.

23. Micro-influencers can reduce a campaign's advertising cost per action while increasing a brand's reach.

(Variety)

Although micro-influencers might not have as many followers as mega-influencers, they can significantly impact followers. Micro-influencer marketing is anticipated to expand more quickly than traditional influencer marketing. These influencers often charge low fees. Mega-influencers charge between $1,000 and $2,000 for each post, whereas someone with 1,000 to 10,000 followers can price up to $100 per post.

24. 71% of influencer marketing campaigns are managed in-house.

(Find Your Influencer)

In the past, businesses found influencer marketing challenging since they lacked the tools to aid the process. However, many companies today use tools to speed up the process (either internal or purchased from outside sources).

Because agencies have more expertise working with influencers at scale, some brands prefer to use them when working with micro-influencers. Moreover, bigger businesses employ agencies for all aspects of marketing, including influencer marketing and print marketing.

25. Most businesses don't worry too much about brand safety in influencer campaigns.

(StartupBonsai)

Only 32% of the respondents to our survey think brand safety is always a problem, but 49% say it might occasionally be a problem when executing an influencer marketing campaign. The remaining 19% don't think it's a problem. This final group probably has the best skills at selecting influencers who are a good fit for their companies and don't worry too much about a values conflict.

According to influencer marketing platform statistics, platforms have more robust guidelines for channels and profiles aimed at kids. Matching your brand with influencer marketers whose values align with yours is the key to a successful marketing campaign.

Influencer Marketing Fraud Statistics

26. 38% of influencers artificially increase their followers.

(Mediakix)

Pick your influencers wisely if you don't want to be taken advantage of. Ensure their fans genuinely engage with your brand. Although you can increase the ROI of your influencer campaign by reducing fraud risk, the potential benefits far outweigh any adverse effects.

27. 50% of brands have trouble spotting fake followers and unauthentic engagement.

(Emplifi)

Despite the countless reliable and dedicated influencers, marketers must learn to deal with those who have bought fake followers for their accounts or are manipulating engagement metrics.

Most brands consider this to be one of the most considerable obstacles to influencer marketing because it might be challenging to pinpoint. As a result, many brands decide to collaborate with the same influencers repeatedly to lower the possibility of wasting their influencer marketing budgets due to fraudulent practices.

28. 38% of organizations have fallen victim to influencer scams.

(Hubspot)

Influencer marketing is a relatively new form of advertising, and in earlier years, many companies had doubts about how safe it was to collaborate with influencers. In recent years, it's shedding that stigma and is starting to be recognized as one of the reliable marketing channels.

According to new influencer marketing statistics, less fraud is being reported, with only 38% of organizations reporting being the victim of fraud through influencer marketing. Although this number still seems high, it represents a positive development for the influencer marketing sector.

29. Over the past few years, Instagram influencer fraud has decreased.

(Hubspot)

Influencer fraud was a significant topic of discussion a few years ago. In fact, there was a chance that influencer fraud might end the still-emerging industry. Since then, various platforms and techniques have been created to identify influencer fraud.

As a result, less than 50% of influencer accounts are affected by fraud, a decrease in percentage across the board. According to the facts shown here, many influencers continue to struggle with it. When looking for potential influencers, it is advised for firms to make use of the resources at their disposal to assure influencer authenticity.

Influencer Marketing for Business Statistics

30. Live shopping will be a significant part of social commerce.

(Rakuten)

Live shopping is becoming a standard feature on social media networks. Influencers will likely be streaming live events live. Additionally, live events can be used to provide more interactive material that can hold audiences' attention in the present.

31. Social Commerce is forecasted to generate $958 billion in sales by 2022.

(Rakuten)

Social commerce goes beyond traditional advertising. Nowadays, social media channels are giving brands new opportunities for sales. The buyer experience is now more convenient due to the ability for users to make purchases without leaving an app, for instance. In 2022, it is predicted that social commerce platforms will account for $958 billion in global sales. Media will likely start to offer additional ways to increase first-party revenues in 2022 or beyond.

32. As ad-blocker usage rises, influencers will become more critical in 2022.

(Think With Google)

While many traditional advertisements become less visible due to the growing usage of ad blockers, the influencer marketing industry aids in the distribution of marketers' messages. Since 2014, the use of mobile ad blockers has increased every quarter. Ad blocking is commonplace in many browsers, and the average global desktop ad blocking rate is over 43%. Aside from limiting annoying adverts, ad blockers can also aid in virus defense.

33. 54.1% of brands engaged in influencer marketing are eCommerce brands.

(AgilityPR)

Respondents who took part in this survey came from different backgrounds, but it was surprising that over 50% were involved in eCommerce. Check out this article on eCommerce statistics if you run an online store. Of the 54.1% of respondents involved in eCommerce, more than 36.7% of their sites ran on Shopify, one of the world's best eCommerce platforms.

34. Most brands spend less than $50,000 on influencer marketing.

(Rakuten)

In a poll by Rakuten, 37% of the companies said they spend less than $10,000 per year on influencer marketing (a significant decrease from the previous year's figure of 49%). Brands that spend between $10K and $50K account for 30%. A further 19% spend between $50,000 and $100,000 (a significant increase from last year), 10% between $100,000 and $500,000 and 4% spend over $500,000.

35. 57% of businesses in the fashion and beauty industries use influencer marketing.

(AgilityPR)

Influencer marketing is essential in the fashion and beauty sectors because it is harder for firms to expand organically without advertising. In this industry, 57% of businesses currently include influencers in their marketing mix, and another 21% expect to do so in the upcoming year.

With remarkable success, several brands are now hiring influencers. While many beauty and fashion brands are enthusiastic about using influencers, many also want to be sure that the ones they select have the authenticity necessary for a successful campaign.

LinkedIn Influencer Marketing Statistics

36. 25% of the 740 million LinkedIn users are senior-level influencers.

(Oberlo)

57% of those senior-level influencers are men, and 43% are women. Additionally, the platform lists more than 55 million businesses. After Facebook, it’s the second-most used B2B marketing platform. It's where professionals produce and exchange content, even though many individuals mistakenly believe it to be a massive database of resumes and a job market. Several B2B companies use B2B influencers for advertising on LinkedIn.

Statistics on Facebook Influencer Marketing

37. Facebook is one of the most prominent social media platforms.

(Statista)

The platform has 2.89 billion monthly users worldwide, influencing 52% of purchasing decisions. Other social media platforms are overtaking Facebook, but it's holding its own, particularly now that it owns Instagram and WhatsApp.

To increase your Facebook reach, you must remain active and interact with influencers. Unexpectedly, Facebook experienced a surge in popularity as a medium for influencer marketing last year, with 50% of firms collaborating with Facebook influencers.

Facebook remains widespread among older audiences, although it doesn't have as many well-known influencers as its more visually appealing competitors. Brands should focus their influencer marketing plans on older Millennials, Generation X, and Baby Boomers this year.

38. Video ads are the best-performing ad formats on Facebook.

(Hubspot)

Video advertisements generate more engagements than image ads on Facebook. Unlike images, which can rapidly be digested, video forces viewers to pause and pay attention to the information, which results in more ad clicks and conversions.

Statistics on Instagram Influencer Marketing

39. 83% of Instagram users use it to discover new services and products.

(Oberlo)

Instagram will continue to be a valuable source of leads in 2022, given that 79% of marketers view it as a crucial component of their efforts. 87% of users who saw product information posts on the site decided to take action, such as following a brand, going to its physical location, or making a purchase.

40. Instagram has grown to be the most effective medium for influencer marketing.

(Hubspot)

The platform has over 1 billion users and a rapidly expanding network of influencers producing millions of sponsored posts. While more well-known platforms like YouTube and Facebook continue to be well-liked, the simplicity of photo-sharing on Instagram has given rise to a range of influencers with access to various niche audiences.

41. 69% of marketers spend most of their influencer marketing expenditure on Instagram.

(Statista)

Despite having a variety of social media sites to pick from, many marketers have decided to stick with Instagram because it is the most secure alternative. In the subsequent years, this might, however, change. Younger generations are strongly influenced by new platforms like TikTok, where an increasing number of influencers focus their efforts.

TikTok was barely noticeable on the influencer marketing radar in 2020, but it succeeded in overtaking Instagram last year. Therefore, over the following few years, marketers aiming to reach younger audiences should begin moving their advertising to TikTok.

Statistics for YouTube Influencer Marketing

42. While Facebook still reigns supreme, YouTube is nipping at its heels.

(Social Publi)

That is especially true when it comes to turning influencers into millionaires. The internet has elevated ordinary people to the status of influencers and celebrities (think PewDiePie and Mr. Beast), and popularity is accessible to people of all ages and demographics. On YouTube, there is content for every taste, and businesses are taking note by investing more money in influencer marketing there.

43. There’s more engagement on larger YouTube channels than on smaller ones.

(StartupBonsai)

Channels with 100K–1M followers have the highest engagement rate, followed by ones with 1M+ subscribers.

44. 67% of males prefer to watch YouTube influencers.

(Rakuten)

Like most women like to follow their favorite influencers on Instagram, most guys prefer to follow them on YouTube. According to these YouTube statistics, this platform would be an excellent choice for your campaign if your target demographic is mainly guys.

In influencer marketing, age is also a significant factor because many young people like TikTok and YouTube over Facebook and Instagram. Before choosing a social network and the influencers you want to collaborate with for your campaigns, it's a good idea to conduct market research and build a clear client persona.

45. YouTube is making Influencers millionaires.

(Statista)

Here are the top YouTube earners in 2021:

Ryan Kaji – $29.5 million

Mr. Beast – $24 million

Dude Perfect – $14 million

Markiplier – $12.5 million

Logan Paul – $12.5 million

PewDiePie – $12.5 million

Jake Paul – $11.5 million

DanTDM – $11 million

Smosh – $11 million

Lilly Singh – $10.5 million

46. Teenage YouTube subscribers claim to relate more with YouTube creators than mainstream celebrities.

(ThinkWithGoogle)

Generation Z is much less influenced by television compared to the prior generation. As a result, kids these days are much less interested in conventional celebrities. The internet has been a part of today's generation's upbringing, and it is where they discover their own stars.

Four of ten millennial subscribers claim their favorite creators are more in tune with them than their friends. That demonstrates the significant influence YouTube producers have on the younger generations. Top YouTubers' videos perform better than videos featuring celebrities. Google claims that YouTube producers get a 3x increase in views as celebrities, a 2x increase in activities, and a 12x increase in comments.

It also turns out that YouTube fans take the advice of their favorite creators seriously when making purchase decisions. Six out of ten YouTube fans would follow recommendations from their favorite creator over those from their preferred movie or TV star.

Statistics on TikTok Influencer Marketing

47. The most popular brand on TikTok in 2021 was FashionNova.

(SmartInsights)

With over 10,000 mentions, FashioNova was the most followed brand on TikTok. Netflix, McDonald’s, and Starbucks also cracked the top 10 brands list on the app. It's interesting to note that Barstool Sports was another of the most popular and referenced channels on TikTok. A sports and pop culture site called Barstool Sports uses blogs, videos, and podcasts to cover the day's most recent news and viral moments.

48. TikTok has swept up Generation Z like a hurricane.

(Businesswire)

So, if you want to sell to Gen Z (at least among females), you should look for TikTok influencers to collaborate with. On the other hand, you can confidently ignore TikTok if you want to market to Baby Boomers or Generation X. The gender distribution is fascinating. Users of TikTok who are 24 years old or younger are primarily women. However, the situation is much more balanced for Millennial TikTok users, and the few older TikTok users are overwhelmingly male.

49. TikTok engagement is higher than on other social networks, especially for influential users.

(Rakuten)

Except for the COVID blip in 2020, most social networks have had a gradual decline in engagement for organic posts in recent years. However, TikTok influencer engagement rates have remained the same. In 2021, the engagement rate remained high for big influencers and low for little ones, yet it is still reasonable compared to other platforms.

That may have to do with how well TikTok's algorithm matches content to viewers' interests. According to Influencer marketing stats from Rakuten, Influencers with under 15,000 followers have an engagement rate of 17.96%.

Over the past few years, as TikTok's user base has rapidly increased, so has the potential for marketers to conduct influencer marketing campaigns on the platform. TikTok influencers with less than 15,000 followers see an engagement rate of 17.96%, surpassing the 3.86% average on Instagram.

50. TikTok has established a $1 billion Creator Fund to support influencers.

(Rakuten)

The app introduced the TikTok Creator Fund in 2020 to support creators who want to use TikTok to support their livelihood. This fund, which rewards TikTokers for spreading joy to huge audiences, requires creators to have up to 100,000 video views for a month to qualify.

Over the next three years, the $200k initial investment in the fund is anticipated to increase to $1bn in the United States. Their goal is to create a force of influencers that can support themselves through sponsorship, representation, and brand collaborations. The fund's first recipients included kombucha girl Brittany Tomlinson, Chef Matt Broussard, and prankster David Dobrik.

51. 39% have purchased products because on TikTok

(World of Digital Information)

If the main objective of your campaign is to generate sales, 39% of respondents from a World of Digital Information survey said they have purchased goods using TikTok, compared to 22% for influencer posts on Instagram and 9% on Facebook.

Grow Your Business With Influencer Marketing

We hope these influencer marketing statistics can help you stay on top as the year unfolds. Overall, influencer marketing effectively reaches out to potential customers and creates a connection with them.

To be successful, it's vital to consider the following: Who is your target audience? What type of content will they engage with? And which influencer marketing platform should you use to connect with influencers or brands?

• AspireIQ is the best AI-powered influencer marketing platform with over 6 million influencers' databases. This platform uses machine-learning calculations to match you with influencers with the perfect audience for your brand.
• Upfluence is the influencer marketing system for small-to-medium-sized businesses looking to scale up operations. This tool allows you to send bulk messages to influencers you’re interested in working with, as well as track the progress of all your campaigns in one place.
• Traackr is the best relationship management tool for medium-to-large-sized businesses looking to build long-lasting relationships with influencers. You can use this platform to track influencer content in real-time with the social listening tool and the network visualization map to see connections between influencers and other people.

Enjoyed this article? Then you’ll also love reading about Social Media Marketing Statistics.

Source

1. Influencer Marketing Hub
2. Businesswire
3. ExportData.io
4. Content Marketing Institute
5. Rakuten Marketing
6. Tribe
7. Rival IQ
8. MediaKix
9. SmartInsights
10. Marketing Dive
11. Statista
12. eMarketer
13. Statista
14. Variety
15. Linqia
16. Zine
17. Statista
18. Find Your Influencer
19. P2P
20. AgilityPR
21. StartupBonsai
22. Social Publi
23. BBC
24. Medium
25. Go2Experticity
26. MediaKix

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