29 Influencer Marketing Statistics to Know

Picture this: a world where everyday individuals have the power to influence millions with a single click.

That’s the magic of influencer marketing in 2023! It’s not just about celebrities anymore; it’s about relatable creators, tiny TikTok influencers, and their astounding impact on our choices, from what we buy to who we trust.

Join us on a journey through 29 influencer marketing stats that’ll make you rethink the way you see marketing in the digital age.

General Influencer Marketing Statistics

In the fast-paced world of digital marketing, influencer marketing has taken center stage. With a staggering 93% of marketers already on board, it’s clear that this strategy is no longer just an option but a necessity.

From raising brand awareness to boosting sales conversions, these general influencer marketing stats shed light on the widespread adoption of this marketing powerhouse.

Influencer Marketing Usage

You won’t believe how big influencer marketing has become! A whopping 93% of marketers have jumped on the influencer bandwagon. So, if you’re in the remaining 7% who haven’t given it a shot, maybe it’s time to consider this strategy to connect with potential customers.

Top Objective – Raising Brand Awareness

When it comes to influencer marketing goals, the big winner is raising brand awareness, with a whopping 86% of marketers aiming for it. It’s all about getting your brand out there in the influencer spotlight.

But it’s not the only game in town, as marketers also look to reach new audiences (74%), boost brand advocacy (69%), and increase those all-important sales conversions (46%).

Trust in Influencers

It’s no secret that we trust our favorite influencers. A cool 61% of consumers have faith in the product recommendations they receive from these content creators.

Contrast that with just 38% who trust content coming straight from brands themselves. Looks like influencers have quite the trust factor working in their favor!

Influencer Marketing Global Statistics

In the global arena, influencer marketing knows no borders. It’s a universal language connecting brands with audiences worldwide.

Discover how this phenomenon has grown from a $1.7 billion industry to a $21.1 billion powerhouse, and how influencers are making their mark from the Americas to Asia.

Global Reach of Influencers

The influencer world knows no bounds and is truly a global phenomenon. Unsurprisingly, the U.S. takes the lead when it comes to influencer deals, with places like Los Angeles, New York, Atlanta, Miami, and Chicago being the major hubs.

But it’s not just the U.S. in the spotlight; Canada, the UK, and Australia are also hotspots for influencer activity.

Instagram’s Influencer Landscape

Dive into the world of Instagram, and you’ll find that 84% of the influencers crafting sponsored posts are women.

Yep, you read that right; they’re taking the influencer marketing industry by storm. So, when it comes to influencing, it’s safe to say that women are leading the charge on this visual platform.

Influencer Marketing UK Statistics

Over in the UK, influencer marketing is thriving, with London and beyond playing host to a vibrant community of content creators.

Uncover how UK brands are leveraging influencers to raise brand awareness, the industries leading the way, and why consumers across the British Isles are putting their trust in these online voices.

UK’s Google Craze for Influencer Marketing

If you ever doubted the buzz around influencer marketing, here’s some proof! Google searches for “influencer marketing” shot up a whopping 400% in the UK from 2016 to 2023. Looks like everyone across the pond is eager to get the scoop on this marketing trend!

Budget Boost for B2C Brands

B2C brands in Europe have been getting in on the influencer action. A solid 44% of them planned to beef up their influencer marketing budgets in 2021. Only 7% wanted to scale back, while 29% decided to keep things steady, maintaining their budgets at 2020 levels.

Lifestyle Leads the Way

When it comes to influencer content, it’s a smorgasbord of niches. But in 2020, lifestyle content took the crown as the reigning champ in the UK. It was all about those daily life vibes, closely followed by the jet-setters and foodies dishing out their unique perspectives.

Influencer Marketing Industry Growth Statistics

The influencer marketing industry is on a rocket-like trajectory. From its humble beginnings, it has now become a multi-billion-dollar powerhouse, with numbers and trends that make the marketing world sit up and take notice.

Dive into the growth patterns, projections, and game-changing moments that have shaped this dynamic industry.

Influencer Marketing’s Astonishing Growth

Imagine this – influencer marketing, which was once a humble $1.7 billion industry in 2016, has skyrocketed to $9.7 billion by 2020. But that’s not all, folks! In just one year, in 2021, it ballooned to a whopping $13.8 billion.

And it didn’t stop there; it hit $16.4 billion in 2022, and rumor has it, it’s poised to hit a jaw-dropping $21.1 billion by 2023.

Marketers Jumping on the Bandwagon

It’s like the influencer marketing train just keeps chugging along, and marketers are eager to hop on board. With the incredible return on investment it offers, it’s no surprise that marketers are planning to increase their influencer spending by 2023.

This just might make it even more tempting for aspiring content creators to dive into the influencer arena.

Micro-Influencers Rising in Power

You don’t need a million followers to make an impact these days. Micro-influencers are stealing the spotlight because of their tight-knit and engaged communities.

The stats reveal that the micro-influencer scene grew from 89% in 2020 to a solid 91% in 2021, showing that even the smallest voices can make a big noise in the influencer marketing world.

Influencer Marketing for Business Statistics

For businesses, influencer marketing is more than just a buzz; it’s a bona fide strategy for success.

Discover how brands are making an impressive $5.20 for every dollar invested, how eCommerce stores are thriving in the influencer world, and why smaller influencers might just be the key to unlocking big results for businesses.

Money Matters

Let’s get down to the nitty-gritty – businesses are raking in the cash with influencer marketing. On average, they’re pocketing a cool $5.20 for every dollar they invest in it.

But hold on to your hats because the top 13% of businesses are laughing all the way to the bank, making a sweet $20 or more for every single buck they drop on influencer marketing.

eCommerce and Influencers

If you’re running an eCommerce store, you’re in good company. A whopping 50.7% of brands that partner up with influencers have an eCommerce store in their arsenal. It’s clear that influencers are a go-to strategy for these brands to connect with new customers and make those online sales soar.

The Power of Nano-Influencers

Don’t underestimate the little guys! With their relatively modest followings of 1,000 to 5,000, Nano-influencers are hitting it big with a jaw-dropping 5% engagement rate.

Believe it or not, they’re outperforming the mega influencers with over a million followers. So, when it comes to making a real connection, sometimes smaller is better.

Influencer Marketing ROI Statistics

The bottom line in influencer marketing is all about the return on investment (ROI). Uncover how influencer-generated content is outperforming branded posts, why consumers trust influencers’ recommendations, and how influencer marketing stacks up against traditional advertising methods.

Better Customers on the Horizon

When it comes to influencer marketing, the ultimate goal for brands is to reel in those high-quality customers. Well, the good news is that 51% of marketers believe they’ve hit the jackpot in that department.

Influencer marketing has helped them acquire customers who are not just good but the cream of the crop. It’s all about finding the right influencers to put you smack in front of an audience brimming with potential customers.

Influencer-Generated Content Reigns Supreme

Branded posts are cool, but let’s talk about what really gets the party started. A whopping 60% of marketers believe that influencer-generated content outshines the branded stuff.

It’s all about creating content that doesn’t just make waves but causes a tidal wave of follows, engagement, and conversions.

Influencer ROI vs. Banner Ads

We’ve all seen those banner ads on websites and social media, but here’s a twist. Influencer marketing seems to be stealing the spotlight with a whopping 11 times the return on investment (ROI) compared to those traditional banner ads.

So, while banner ads do the job, influencer marketing does it better, according to the experts.

Influencers Drive Sales

Influencers might be your secret weapon if your mission is to move products off the shelves. An impressive 8 out of 10 consumers have admitted to making a purchase after seeing it recommended by an influencer.

It’s no surprise – we tend to trust our favorite creators’ word when it comes to shopping decisions.

Instagram Influencer Marketing Statistics

Instagram is where the action is, with its visual appeal and influence. Learn why 70% of teenage YouTube subscribers relate more to Instagram creators, how smaller influencers are stealing the spotlight with sky-high engagement rates, and why Instagram is the shopping hub of choice for many.

Instagram Reigns Supreme

Choosing where to run your influencer campaigns can be a bit overwhelming in a sea of social media platforms. But here’s the scoop: Instagram takes the crown as the most important platform for influencer marketing.

Brands love it because influencers can not only post on their main feed but also share Stories, creating a double whammy of exposure.

Instagram: Influencer Paradise

Turns out, it’s not just brands that have a soft spot for Instagram; influencers are smitten too. A whopping half a million influencers have declared Instagram as their preferred or even their sole channel of influence.

It could be because they’ve gathered the biggest following there, or maybe it’s because Instagram offers a treasure trove of content options.

Instagram Action Takers

Influencer marketing is all about sparking action, right? Well, here’s a jaw-dropper – a whopping 87% of users have taken action after seeing a product on Instagram. What kind of action, you ask?

That includes following the brand’s account, visiting their website, or even making a purchase. Instagram isn’t just about scrolling; it’s a shopping spree waiting to happen!

Fashion Takes the Spotlight

You’re not alone if you’ve noticed fashion everywhere on your Instagram feed. A quarter of all sponsored posts on Instagram revolve around fashion.

It’s the numero uno topic for brand partnerships on the platform, edging out food, entertainment, and even baby products. Fashionistas unite!

YouTube Influencer Marketing Statistics

YouTube is not just about cat videos; it’s a colossal platform for influencer marketing.

Delve into how teenage subscribers are forming deep connections with YouTube creators, why influencer-generated content outperforms celebrity videos, and why consumers trust their favorite YouTubers’ advice over traditional celebrities.

YouTube Creators vs. Celebrities

It seems that the times are changing, and we’re putting more stock in everyday folks than traditional celebrities.

Google dishes out the scoop that a whopping 70% of teenage YouTube subscribers find themselves relating more to YouTube creators than the stars of Hollywood. Looks like authenticity and relatability are taking center stage.

Best Friends in YouTubers

Millennials are forming some seriously close bonds with their favorite YouTube creators. In fact, four in 10 Millennials feel that their beloved YouTubers understand them better than their own friends.

It’s a testament to the profound role these content creators play in the lives of the younger generations.

YouTube vs. Celebrity Videos

When it’s YouTube creators vs. traditional celebrities, it’s clear who’s winning the online battle. Google reveals that YouTube creators are pulling in three times as many views, scoring twice as many actions, and nabbing a whopping twelve times as many comments.

It’s like comparing a hit indie movie to a Hollywood blockbuster – sometimes, the indie wins!

Trusting Your Favorite YouTuber

Product recommendations hold a special place in the hearts of YouTube subscribers. A whopping six in 10 subscribers would rather follow advice on what to buy from their favorite YouTube creator than take recommendations from their cherished TV or movie stars.

It’s all about that trust factor, and YouTubers have it in spades.

TikTok Influencer Marketing Statistics

TikTok has emerged as the new kid on the block, shaking up the influencer marketing game. Explore the incredible engagement rates of smaller TikTok influencers, how TikTok outperforms Instagram in product purchases, and why this platform is becoming a haven for influencer campaigns in 2023.

TikTok’s Rising Influence

TikTok’s popularity has soared, opening up a world of opportunities for influencer marketing. With its rapidly expanding user base, brands are finding new avenues to run influencer campaigns on this lively platform.

The Power of Small TikTok Influencers

Don’t let the follower count fool you! On TikTok, influencers with fewer than 15,000 followers are stealing the show with a whopping 17.96% engagement rate. That’s way ahead of Instagram’s 3.86% average. It’s not merely a numerical game; it’s all about forging connections.

TikTok: The Shopping Hub

If your campaign’s main aim is to boost sales, TikTok might just be your secret weapon. A staggering 39% of respondents admitted to purchasing products through TikTok.

Compare that to Instagram’s 22% and Facebook’s 9% for influencer posts, and you’ll see why TikTok is becoming the go-to shopping destination.


So, there you have it, a whirlwind tour of the influencer marketing landscape in 2023. From the explosive growth of TikTok to the trustworthiness of micro-influencers, it’s clear that this dynamic field is here to stay.

Influencer marketing is not just a trend; it’s a transformative force that’s redefining how brands connect with their audience.

As we move forward, these stats serve as a reminder that in the ever-evolving world of digital marketing, influence is the name of the game, and anyone with a voice can play. Cheers to a future where everyone’s an influencer, and authenticity is key!

Frequently Asked Questions

1. What is influencer marketing?

Influencer marketing is a strategy where brands collaborate with individuals (influencers) who have a significant and engaged online following. These influencers promote products or services to their audience, harnessing both their credibility and expansive reach.

2. How can I locate the most suitable influencers for my brand?

Finding the right influencers involves identifying individuals whose audience aligns with your target demographic and brand values. You can use influencer marketing platforms, social media research, or work with agencies to locate suitable influencers.

3. What is the average cost of an influencer marketing campaign?

The cost varies widely based on influencer reach, niche, and campaign complexity. Micro-influencers may charge a few hundred dollars, while macro or celebrity influencers can cost thousands to millions of dollars per post.

4. What methods can I use to gauge the effectiveness of my influencer marketing campaign?

Key performance indicators (KPIs) for influencer campaigns include engagement rates, click-through rates, conversion rates, and return on investment (ROI). Track these metrics to assess the campaign’s effectiveness.

5. Is influencer marketing effective for small businesses?

Yes, influencer marketing can be effective for small businesses. Micro-influencers with niche audiences often provide cost-effective opportunities for small brands to authentically reach and engage with their target customers.