150+ Influencer Marketing Statistics 2024

In 2024, influencer marketing is one of the most prominent strategies driving consumer engagement and brand visibility. As social media platforms and audience preferences shift, businesses are increasingly turning to influencers to promote their products and services. As a marketer myself, I have witnessed the incredible growth and benefits of influencer marketing over recent years. These latest influencer marketing statistics for 2024 highlight the importance of why marketers and brands need to stay up to date.

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State of Influencer Marketing

Influencer marketing has seen huge growth over the past 5 years, increasing market value by the billions. This could be down to consumers trusting influencers more than any other source or it could be due to the exceptionally high engagement rates that influencers get; whatever the reason, there’s no denying that this form of marketing should inform your content marketing strategy, with these influencer marketing statistics to back it up:

The influencer market in the U.S. in 2022 was valued at 16.4 billion.
Influencer marketing spending increased from 3.69 billion to 4.14 billion (450 Million) in the U.S. in 2022.
Influencer marketing had grown into a $21.1 billion industry in 2023.
Influencer market value increased by 29% from 2022 – 2023.
Up to 2023, the U.S. spent around $26.09 billion on influencer marketing.
Global influencer marketing spending reached just over 34 billion dollars in 2023.

Influencer Audiences & Engagement

There’s no doubt that influencers have some of the best audiences and followers out there. These followers are loyal and engaged and have high levels of trust in the influencers they follow. As a result, this also leads to high engagement rates, especially when compared to content from brands and businesses.

Instagram influencer average engagement rates by followers bar chart with purple bars

Here are some of influencer statistics relating to audiences and engagement:

95% of men follow social media influencers which is more than women at 93%.
31% of social media users prefer to learn about new products through an influencer they follow compared to any other format or channel.
61% of people found relatable personalities to be the most appealing in influencers.
43% of people found that expert personalities were the second most appealing.
11% of people prefer celebrity personalities when it comes to influencers.
In 2020 – 17-22% of people preferred celebrity personalities.
The most preferred type of influencer content is educational.
42% of people surveyed said their preference for influencer content was how-to content and tutorials.
35% of people surveyed said that they prefer content with digestible bits of information.
YouTube creators see 3x as many views, 2x as many actions, and 12x as many comments as other platforms.
6-in-10 YouTube subscribers would follow advice on what to buy from their favorite creator over recommendations from their favorite TV or movie personality.

Generations

It’s clear to see that there is a correlation between generations and the increased popularity of influencers. Those growing up in the digital age with unlimited access to social media tend to be more invested in influencer’s content and lifestyle – leading to different statistics across generations. For example:

Age distribution of Instagram users bar chart with purple bars

21% of social media users under age 54 have engaged from an influencer recommendation.
21% of social media users aged 18-54 have purchased as a result of an influencer’s recommendation.
70% of teenage YouTube subscribers relate to YouTube creators more than they do traditional celebrities.
9% of baby boomers follow influencers on social media.

Millennials, (Generation Y), are those born between the early 1980s and mid-1990s to early 2000s. They are the first generation to grow up with widespread access to the internet and digital technology (starting with dial-up). They are known for their familiarity with digital media and technology, which has significantly influenced their social and cultural attitudes, but not as much as later generations.

72% of Gen Z and Millennials follow influencers on social media.
50% of Millennials trust product recommendations from influencers.
38% of Millennials trust product recommendations from celebrities.
4-in-10 Millennials say their favorite YouTube creators understand them better than their own friends.

50% of Millennials trust product recommendations from influencers.

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Gen Z is the demographic succeeding Millennials, generally born from the mid-1990s to the early 2010s. They are the first social group to have grown up with the internet and social media as a part of their everyday life from a young age, leading to a high level of comfort with digital technology and a strong online presence.

33% of Gen Z-ers bought a product based on an influencer’s recommendation during a 3-month period in 2023.
85% of Gen Z say that social media influences their purchasing choices. Recent data
Influencers are also the primary product discovery channel for GenZ.
47% of Gen Z follow influencers on social media.
43% of GenZ prefer influencers as a product discovery channel.
32% of GenZ social media users have purchased as a result of an influencer’s recommendation.

Consumers

A key factor in influencer marketing, especially with brands, is product recommendations. Brands partner with influencers to encourage sales of their product, in return for payment or rewards, leveraging influencer trust and audiences. These are some of the influencer marketing statistics that impact consumers and products:

39% of people on social media mention that influencers or creators have some influence on their purchasing decisions.
39% feel that influencers and creators have a significant impact on what they purchase.
54% of users aged 18 to 29 say influencers impact their purchasing decisions.
42% of users aged 30 to 49 say influencers impact their purchasing decisions.
29% of users who are 50 and older say influencers impact their purchasing decisions.
69% of consumers trust product recommendations from influencers.
58% of U.S. shoppers in 2023 bought a product they saw on a social media platform.
44% of survey respondents in the UK reported purchasing seeing a product on social media.
40% of people in Germany reported purchasing a product they encountered on social media.
1-in-5 people 18-54 made a purchase based on an influencer’s recommendation within 3 months in 2023.

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Influencer Stats for Marketers & Brands

Influencer marketing is a booming industry and every brand/marketer wants a piece. Whether it’s for increased sales, higher engagement, or to build brand awareness, leveraging influencers is essential for any marketing strategy in 2024. Here are some of the key influencer marketing statistics for marketers and brands in 2024:

Brands will spend $7.14 billion on influencer marketing in 2024.
Influencer marketing spending by brands has seen a 15.9% increase from $6.16 billion in 2023.
37.6% of brands stated that they had worked with 0-10 influencers, down from 39% in 2023.
19% stated they had worked with 10-50 influencers, down from 21% in 2023.
15.2% stated they had worked with 50-100 influencers, down from 16% in 2023.
13.5% of brands are collaborating with 100-1000 influencers, up from 11% in 2023.
14.7% of brands are working with more than 1,000 influencers, up from 12% in 2023, and 3% in 2022.
37.7% say that finding influencers is easy, up from 37% in 2023.
79% don’t consider it very difficult to find appropriate influencers.
36% of brands say influencer content outperforms branded content.

Influencer marketing spending by brands has seen a 15.9% increase from $6.16 billion in 2023.

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It’s not just brands that work with influencers, individual marketers also collaborate and partner with them. In particular, e-commerce stores are known to use influencer marketing to put them on the map and boost sales and awareness.

1-in-4 marketers currently leverage influencer marketing.
35% of marketers say that smaller content creators are more trusted by their audiences.
63% plan to use AI in their influencer marketing campaigns.
55% of brands will use AI for influencer identification.
73.4% believe that automation plays a vital role in influencer marketing, down from 77% in 2023.
56% state that the main purpose of running influencer campaigns is to create User Generated Content.
80% of influencer marketers say they work with small creators and influencers.
16% say they work with celebrity influencers with more than 1 million followers.
44% state they work with smaller influencers because it’s less expensive.
44% of influencers say they like teaming up with brands to make content that matters to their followers.

Campaigns & Budgets

Influencer marketing spend is on the rise and has been for some time. However, with the ROI being one of the highest, it’s still a great option for marketers who run influencer marketing campaigns. Here are some of the latest stats for campaigns and budgets:

60% who budget for influencer marketing intend to increase their influencer marketing budget over 2024.

43% of marketers were spending less than $10,000 annually
22% were spending between $10,000 and $50,000.
11% were spending more than $500,000 on influencer marketing per year.
47.4% of the brands said they spend less than $10K annually on influencer marketing.
20.9% spent between $10K and $50K, down from 22% in 2023.
A further 8.9% spent $50K to $100K, down from 14% in 2023.
8.3% spent $100K to $500K, down from 10% in 2023.
14.5% spent more than $500K, up from 22% in 2023.
83.2% take influencer marketing spending from their marketing budget.
16.8% take their influencer marketing spending from their PR Department.
76.2% claim that they ran their influencer campaigns in-house, up from 72% in 2023.
23.8% opted to use agencies or managed services for their influencer marketing.

There are many factors to consider when establishing influencer marketing campaigns. Marketers must determine the type of content, the influencer, how to measure the ROI, budget, and more.

78.6% of U.S. marketers within companies exceeding 100 employees were projected to leverage influencer marketing.
17% of marketers planned to invest in influencer marketing for the first time in 2023.
89% of marketers who engage with influencer marketing planned to increase or maintain their investment in 2023.
37.1% say content production is the most important factor when partnering with influencers.
22.9% believe audience relationships to be the most valuable factor when considering collaborating with a particular influencer.
18.1% said distribution is the most important when working with influencers – up from 17% in 2023.
50.7% of brands that work with influencers have an e-commerce store to sell their products.
Brands find that influencers they have worked for on previous campaigns are more genuine.

22.9% believe audience relationships to be the most valuable factor when considering collaborating with a particular influencer.

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Allocating budget is a challenging task in marketing, it must be divided to support the most effective channels based on brand goals. With the high ROI of influencer marketing, every brand or marketer should have a dedicated budget for influencer campaigns.

23% state that generating sales is the main purpose of running influencer campaigns.
85.8% indicated that they would be dedicating a budget to influencer marketing in 2024.
59.4% who budget for influencer marketing intend to increase their influencer marketing budget over the next 12 months.
22.1% indicate that they expect to keep their budgets the same as in 2023.
9.3% stated that they were unsure how their influencer marketing budgets would change.
9.3% intend to decrease their influencer marketing budgets.
24.2% are dedicated fans of influencer marketing intending to spend more than 40% of their marketing budget on influencer campaigns.
11.5% intend to put 30-40% of their marketing budget into influencer marketing, down from 13% in 2023.
An additional 15.8% plan to allocate 20-30% of their total marketing spending to influencer marketing.

22.4% expect to spend 10-20% of their marketing budget on influencer marketing in 2024.
26.1% expect to spend less than 10%, down from 20% in 2023.
39% of marketers invested 10-20% of their marketing budget into influencer marketing.
1-in-4 respondents intend to spend more than 40% of their entire marketing budget on influencer campaigns.
80% of marketers have a dedicated influencer marketing budget.
82% of marketers in 2024 are planning to have a dedicated budget for influencer marketing.
77% of marketers planned to have a dedicated influencer marketing budget in 2023.
37% of marketers planned to have a dedicated influencer marketing budget in 2017.
67% of marketers are planning to increase their budget for influencer marketing over the next 12 months.
15% are planning to maintain the same budget as before.
11% are still unsure.
7% of marketers showed an intention to decrease their spending on influencer marketing.
25% of brands will spend 40% of their marketing budget on influencers.

There are different criteria and factors that marketers consider when establishing influencer marketing campaigns. Some of these come before reaching out and some after campaigns have been established and implemented.

62.9% of influencer marketing relationships are campaign-based, up from 60% in 2023.
37.1% of influencer marketing relationships are “always on”, down from 40% in 2023.
56.9% believe that influencer marketing is a scalable tactic in their marketing ecosystem.
27.2% think influencer marketing is somewhat of a scalable tactic.
15.9% disagree that influencer marketing is scalable.
32.9% consider views/reach/impressions to be the most important criterion when selecting influencers, down from 35% in 2023.
21.1% consider content type/category to be the most important, up from 19% in 2023.
18.4% preferred to focus on sales as the most important criterion when selecting influencers, up from 18% in 2023.
16.4% preferred to focus on engagement or clicks as the most important criterion when selecting influencers, down from 17% in 2023.
11% of survey respondents said ‘Other’ as the most important criterion when evaluating influencers.
49% prefer to run discrete influencer campaigns monthly.
15% prefer to run discrete quarterly influencer campaigns.
14.4% prefer to organize campaigns annually.
21.5% only run campaigns whenever they launch a new product.

32.9% consider views/reach/impressions to be the most important criterion when selecting influencers.

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There is also a preference for the type of influencer that brands or marketers want to work with. This, again, would depend on the goals and content.

60% of brands work with at least 10 influencers for their campaigns.
21% of brands work with 10-50 influencers.
16% work with around 50-100 influencers for their campaigns.
60.4% said they have used virtual influencers in 2023.
62.2% said they have used virtual influencers in 2024.
44% of marketers prefer working with nano-influencers.
26% of marketers prefer working with micro-influencers.
17% of marketers prefer working with macro-influencers.
13% of marketers prefer working with celebrities (mega-influencers).
44% of marketers say it’s easier to establish long-term partnerships with smaller influencers.
63.2% said they had worked with the same influencers across different campaigns
36.8% claimed to use different influencers for their campaigns.

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Payments

Influencers don’t work for free, they come at a cost. Some brands offer payments, some free gifts, and some discounts on their products, this is down to the discretion of the partnership. Here are some of the key statistics for influencer payments:

17.1% are concerned about processing payments to influencers, up from 15.3% in 2023.
41% believe it is now the norm to pay influencers rather than the 31% that just give them a free product.
40.8% of brands offer monetary rewards to influencers.
30.8% of brands offer free product samples.
18.9% of brands offer their influencers a discount on their product or services.
9.4% of brands offer to enter influencers in a giveaway.
49.6% believed that paying a flat rate to influencers was best, in 2022.
42% of brands structured their influencer marketing payments more like affiliate marketing payments by paying a percentage of any sales made as a result of influencer marketing.

40.8% of brands offer monetary rewards to influencers.

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4% made payments based on product level.
4% offered tiered incentives.
49.6% of brands are paying as a percentage of sales value.
24.1% are paying flat rate payments of sales.
19% are paying with sales based on product level.
7.3% are paying by tiered incentives.
29.2% chose to pay influencers by wire transfer.
27.2% chose to pay influencers by PayPal.
25.1% chose to pay influencers manually.
18.5% chose to pay influencers through a third-party payment service.

Tracking & Measuring Results

Although many do not, every marketer should be tracking the ROI and results of their influencer marketing campaign. This has to be rigorous and established before partnering with an influencer in order to correctly track the impact – for example, you might need to provide a custom discount code to the influencer to track who makes a purchase. Here are some of the key influencer marketing statistics for tracking ROI and results:

38% of marketers said generating sales was their top goal for influencer marketing in 2022.
55.8% said they use social media analytics to identify the most effective influencers for a particular brand or campaign.
13.6% are concerned about measuring ROI and campaign results, down from 14.9% in 2023 and 28.1% in 2022.

Not every campaign and ROI goal is the same. Some marketers will measure the effectiveness of their campaign based on different outcomes.

In 2022 36.7% claimed their influencer campaign aimed to increase sales.
35.7% claimed their influencer campaign focused on awareness.
32.8% claimed they participated in influencer marketing to build up a library of user-generated content.
In 2023, 45% said that UGC was the main goal for influencer marketing campaigns (45%).
29% said that sales were the main goal.
26% said that awareness was the main goal.
55.7% say that UGC is the main reason for influencer marketing campaigns.
23.2% said that sales are the main reason.
21% said that awareness is the main reason.
7.5% said that attribution and tracking are the most valuable factors when working with influencers.

55.7% say that UGC is the main reason for influencer marketing campaigns.

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There are different ways to track ROI and measure results when it comes to influencer marketing. This could include sales, coupon codes, and custom links or it could be views, clicks, or impressions. It all depends on the goal.

Businesses are making $6.50 for every $1 spent on influencer marketing, on average.
3% of businesses are making $20 or more for $1 spent on influencer marketing.
18% of businesses fail to produce any revenue with influencer campaigns.
79.8% say that they track sales from their influencer campaigns.
29.9% use email addresses to track sales of influencer campaigns
28.4% use referral links to track sales of influencer campaigns
14.7% use coupon codes to track sales of influencer campaigns
4.2% use product SKUs to track sales of influencer campaigns
21% use ’email addresses ‘other methods’ to track sales of influencer campaigns
70% measure the ROI from their influencer campaigns, down from 71% in 2023.
30% of businesses don’t measure their influencer campaign ROI.
54.3% of survey respondents stated that they measure the success of an influencer marketing campaign by views/reach/impressions.
23.5% by engagement or clicks.
22.1% by conversions/sales.

79.8% say that they track sales from their influencer campaigns.

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With influencer marketing offering some of the highest ROI in the marketing industry, it would be foolish not to include this in your strategy and budget.

80.7% favor Earned Media Value to measure influencer campaigns against 19.3% who don’t.
30% of marketers consider sales as a measure of success when measuring the ROI of influencer campaigns.
Brands get a 9.2% higher ROI when partnering with influencers that have more followers.
Brands see a 30.5% drop in ROI when collaborating with influencers to announce new products.
Retailers are estimated to get $4.12 of earned media value for every $1 spent on Instagram for influencer marketing.
7% of respondents say influencer marketing has the highest ROI out of any campaign.
Increasing influencer marketing spending is said to result in higher engagement rates.

Challenges & Difficulties

Not every marketer is convinced though. Influencer marketing does come with its challenges and risks. Just like anything in marketing, things could change overnight and the whole industry could shift in no time at all. These are some of the statistics that cover the challenges and concerns of marketers:

60% of marketers say that tracking ROI is the biggest challenge in influencer marketing.
55.86 say that the biggest challenge is selecting the right quality influencers.
52.25% say that the biggest challenge is content quality.
49.55% say that the biggest challenge is brand safety.
26% of marketers say that cost is the biggest challenge when it comes to influencer marketing.
28% of marketers reported that the most common influencer marketing challenge was keeping up with social media trends.
59.8% of brands say they have experienced influencer fraud in 2024 – up from 31% in 2022 and 55% in 2023.
41.4% say that finding appropriate influencers is a “medium” difficulty reduced from 45% in 2023.
21% considered finding appropriate influencers to be very difficult, up from 18% in 2023.

60% of marketers say that tracking ROI is the biggest challenge in influencer marketing.

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There are instances of fraud in influencer marketing, especially with fake accounts/followers being so easy to purchase. Research and due diligence are key for effective influencer partnerships.

36% believe that brand safety is a concern with influencer marketing.
33.7% say that brand safety ‘could’ be a concern when running an influencer marketing campaign.
30.3% believe brand safety is not really a concern.
71.7% (up from 64%) of brands worry about influencer fraud in 2024.
13.9% are concerned about managing the contracts/deadlines of the campaign, up from 13.2% in 2023.
21.2% of survey respondents voted ‘Other’ as their main concern with influencer marketing, up from 14.2% in 2023.

Effectiveness

How effective is influencer marketing? Well, back in 2022, 90% of marketers believed that influencer marketing was effective. But check out these other statistics on the effectiveness of influencer marketing:

90% of people in 2022 believed influencer marketing is an effective form of marketing.
85% believe influencer marketing to be an effective form of marketing.
92% of marketers believe that influencer marketing is an effective form of marketing
83.8% believe that influencer marketing attracts high-quality customers and the quality of customers is better than other marketing types.
51% of marketers say influencer marketing has helped them acquire better customers.
Influencer marketing can 11x the ROI compared to banner ads.

Tools & Platforms

Every marketer needs tools – they help simplify, implement, and track campaigns. Influencer marketing is no exception, with new tools emerging as we speak. Here are some stats for influencer marketing tools and platforms:

71% stated that they used in-house tools for their influencer marketing campaigns in 2023.
71.8%. stated that they used in-house tools for their influencer marketing campaigns in 2024.
57.5% use third-party platforms to assist them with their influencer marketing, down from 60.3% in 2023.
47.9% say that influencer discovery is the most popular use of influencer platforms.
35.6% say they use influencer platforms for campaign automation and reporting.
34.5% say they use influencer platforms for influencer payments.
27.8% say they use influencer platforms for fraud and fake follower analysis.
24.2% say they use influencer platforms for paid amplification.
23.2% say they use influencer platforms for conversion attribution.

71% stated that they used in-house tools for their influencer marketing campaigns in 2023.

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Then there’s AI and ML (machine learning) and its place within influencer marketing, but how do marketers feel about that?

63% said they would use AI/ML in Influencer campaigns.
27.1% said they might use AI/ML in Influencer campaigns.
9.9% said they will not use AI/ML in Influencer campaigns.
18.6% say their intended use of AI in influencer marketing is locating and distributing relevant content.
5.7% intend to use AI to identify fake influencers and engagements.
5.6% of marketers would use AI/ML to identify fraudulent influencers and engagements.
71.82% of marketers would like to use AI to find the right influencers.
65% want AI to help them analyze the influencer performance
50% of marketers want to use AI to streamline their workflows.

Stats on Types of Influencer

There are 4 main types of influencers, named based on the number of followers they have:

The hardest-to-find social media influencers are macro-, mega-, and celebrity influencers (0.23%).
2/3 of all influencer accounts have fewer than 10,000 followers on their biggest social media platform.
6.38% of mid-tier influencers have fewer than 10,000 followers on their biggest social media platform.
Influencers on TikTok with less than 15,000 followers see an engagement rate of 17.96%
Influencers on Instagram with less than 15,000 followers see an engagement rate of 3.86%.
In 2020, lifestyle content was the most popular influencer category in the UK.
Travel and food content was the next most popular influencer category.
77% of content creators making money from their content are women.
23% of content creators making money from their content are men.

Influencers on TikTok with less than 15,000 followers see an engagement rate of 17.96%.

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Discrimination also exists in the influencer world and the numbers are surprisingly high.

58.3% of influencers said they have been discriminated against.
41.7% of influencers said they have not been discriminated against.
47.73% of influencers believed they had suffered from gender discrimination.
21.75% of influencers believed they had suffered from physical feature discrimination.
13.29% of influencers believed they had suffered from racial discrimination.
9.06% of influencers believed they had suffered from political discrimination.
8.16% of influencers believed they had suffered from sexual discrimination.
58.42% of influencers experienced discrimination on TikTok.
13.62% of influencers experienced discrimination on YouTube.
12.9% of influencers experienced discrimination on Instagram.
10.04% of influencers experienced discrimination on Facebook.

Celebrity (Mega)

Celebrity or mega influencers are those with over 1 million followers. Despite their large following they have a lower engagement rate – but charge the most for sponsored content. Here are some stats for celebrity influencers:

Cristiano Ronaldo earned $85.22 million from sponsored posts on Instagram – the most money on Instagram worldwide in 2021.
Lionel Messi made $71.96 million from sponsored posts on Instagram in 2021.
Ellen DeGeneres is the highest earner on Instagram in the USA, making $33.73 million per year.
Justin Bieber is the highest earner in Canada, making $4.43 million per year.
Ellen DeGeneres’ TV show Instagram account charges just $750,000 for a sponsored ad.
Ellen is the highest-earning Instagram influencer in the U.S. and North America, ranking fourth worldwide.
Celebrities or mega influencers have the lowest engagement rate at 0.92%.
12.9% of brands choose celebrities as their most likely partners.
69.7% of mega-influencers are also most likely to face discrimination.

Celebrities charge beyond $1 million per social media post:

$10,000+ for an Instagram video
$20,000+ for a YouTube video
$2,500+ for a TikTok video
$2,000 for an X (Twitter) post
$25,000 for a Facebook post

Ellen DeGeneres is the highest earner on Instagram in the USA, making $33.73 million per year.

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Nano-Influencer

Nano-influencers have a small following of 1,000 – 10,000 but have a high engagement rate. Likely due to the organic nature in which they grow their following in the beginning. Costs for posts with nano-influencers are low. Here are some nano-influencer stats:

65% of all Instagram influencers are Nano-influencers.
Nano-influencers have the highest engagement rates at 2.53%.
Nano-influencers on TikTok have an 18% engagement rate.
Nano-influencers on Instagram have a 5% engagement rate.
Nano-influencers on YouTube have a 3.5% engagement rate.
Nano-influencers have a 2.53% engagement rate.
44% of brands chose nano-influencers as their most likely partners

Nano-influencers charge between $2 and $250 per social media post:

$10 to $100 for an Instagram post
$2 to $200 for a YouTube video
$5 to $25 for a TikTok video
$2 to $20 for an X (Twitter) post
$25 to $250 for a Facebook post

Micro-Influencer

Micro-influencers are the next step up from nano and have between 10-100,000 followers. They still have a relatively high engagement rate but cost slightly more to partner with. Here are some micro-influencer stats:

Micro-influencers generate up to 60% more engagement than macro-influencers.
44% of marketers say that the biggest benefit of working with micro-influencers is that it is less expensive.
25.7% of brands choose micro-influencers as their most likely partners
56% of marketers who invest in influencer marketing work with micro-influencers.
27.73% of all micro-influencers have fewer than 10,000 followers on their biggest social media platform.
74% of marketers say micro-influencers top their list of ideal influencers.
47.3% of all influencers are micro-influencers.

Micro-influencers charge between $25 and $1,250 per social media post:

$100 to $500 for an Instagram post
$200 to $1,000 for a YouTube video
$25 to $125 for a TikTok video
$20 to $100 for an X (Twitter) post
$250 to $1,250 for a Facebook post

Micro-influencers generate up to 60% more engagement than macro-influencers.

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Macro-Influencer

Macro-influencers have a following of between 100K – 1Million. Engagement rates drop, however, and costs for posts increase. Here are some macro-influencer statistics:

81% of marketers say macro-influencers top their list of ideal influencers.
17.4% of brands choose macro-influencers as their most likely partners
81.25% of macro-influencers are most likely to face discrimination.

Macro-influencers can charge up to $25,000 per sponsored post:

$5,000 to $10,000 for an Instagram video
$10,000 to $20,000 for a YouTube video
$1,250 to $2,500 for a TikTok video
$1,000 to $2,000 for an X (Twitter) post
$12,500 to $25,000 for a Facebook post

Influencer Marketing Platform Stats

All social media tools and platforms are different – this reflects across influencer marketing too. Where the differences include content types, engagement rates, types of influencers, and effectiveness. Here are some of the key influencer marketing stats on platforms:

8% of marketers believe that Snapchat Spotlights provide the best ROI for influencer marketing.
20% of marketers say they get the biggest influencer marketing ROI from YouTube and Facebook.
9.9% of brands use X/Twitter for influencer marketing.
9.6% of brands use LinkedIn for influencer marketing.
7.9% of brands use Twitch for influencer marketing.
4.7% spread across the less popular or more specialist social networks.
Engagement for accounts with over a million followers is now 0.95% – compared to 1.97% in 2018.

Instagram

Instagram is one of the top influencer marketing channels there is, hence why there are many more statistics:

Instagram was the most-used influencer marketing platform in the United States in 2022.
72% of marketers used Instagram for influencer campaigns in 2022.
Zara’s had nearly 66K influencers posting and sharing about their products on Instagram in 2022, with a combined reach of more than 1.2 billion people.
The number of marketers using Instagram for influencer campaigns was expected to increase by 4.1% in 2023.
3.8 million posts tagged with #ad on Instagram in 2021.
25% of all sponsored posts on Instagram have been related to fashion.
Fashion is Instagram’s leading topic for brand partnerships.
Lifestyle was the most common niche for Instagram influencers in 2020, 2021, and 2022.
Music is the second most common niche for Instagram influencers.
Beauty is the third most common niche for Instagram influencers.
72% of marketers rely on Instagram’s influencer organic reach.
86% of marketers in the USA enabled ‘shopping’ functions in their influencer marketing campaigns on Instagram in 2021.

30% of marketers say they get the biggest influencer marketing ROI from Instagram.

(source)

Half a million influencers said their preferred or only channel of influence is Instagram.
29.9% of marketers believe that Instagram Reels provide the best ROI for influencer marketing.
$1,200 was the average price per post from an Instagram mega-influencer in 2021.
72% of marketers say they use Instagram to work with influencers and creators.
30% of marketers say they get the biggest influencer marketing ROI from Instagram.
32% say that Instagram is the easiest platform for working with influencers.
Accounts with fewer than 5,000 followers on Instagram get roughly a 4.21% engagement rate.
Accounts with over 100,000 followers on Instagram get roughly a 1% engagement rate.
79% of marketers consider Instagram the most important influencer marketing channel.
79% of marketers consider Instagram the most important influencer marketing hub for their business.
47% of brands use Instagram for influencer marketing.
9.5% of Instagram accounts are bots.

TikTok

TikTok has successfully established itself in the creator universe and new influencers are emerging all the time. Here are some of the TikTok influencer stats:

61% of marketers rely on TikTok’s influencer organic reach.
A TikTok from a macro-influencer receives 38,517 views on average.
50.1% of marketers believe that TikTok provides the best ROI for influencer marketing.
$1,034 was the average price per post from a TikTok mega-influencer in 2021.
61% of marketers say they use TikTok to work with influencers and creators.
14% of marketers say they get the biggest influencer marketing ROI from TikTok.
Accounts with over 1 million followers on TikTok get roughly a 10.53% engagement rate.
Accounts with 1,000-5,000 followers on TikTok get roughly a 15.04% engagement rate.
55.% of marketers rely on TikTok for their influencer campaigns.
78% of users have purchased a product after seeing it featured in TikTok content from a creator.
69% of brands use TikTok for influencer marketing.
Netflix was the most mentioned brand on TikTok in 2021.
Target was the most mentioned brand on TikTok in 2022.

Facebook

Facebook is not as popular for influencers, however, it is still used and can bring results.

57% of marketers rely on Facebook’s influencer organic reach.
52% of marketers used Facebook for influencer marketing campaigns in 2022.
Influencer videos accounted for 60% of video views on Facebook in the United States in 2022.
57% of marketers say they use Facebook to work with influencers and creators.
28% of brands use Facebook for influencer marketing.

57% of marketers say they use Facebook to work with influencers and creators.

(source)

YouTube

YouTube is one of the top channels for influencer marketing – but only those who focus on mid-long form video content.

28% of consumers from the United States report following at least one virtual influencer on YouTube.
12% of marketers believe that YouTube Shorts provide the best ROI for influencer marketing.
Dance, music, and gaming were the most popular categories for YouTube influencers in 2021.
YouTube micro-influencers have the highest engagement rates on the platform.
In 2021, YouTube was the most popular platform to watch gaming influencers for users in the United States and Great Britain.
$2,500 was the average price per post from a YouTube mega-influencer in 2021.
58% of marketers say they use YouTube to work with influencers and creators.
33% of brands use YouTube for influencer marketing.
YouTube channels with 100K-1M followers have the highest engagement rate of 3.47%.
YouTube influencers with 1M+ followers have a 3.40% engagement rate.
YouTube channels with 1K-5K followers only manage an engagement of 1.90%.

Other Influencer Marketing Statistics

Influencer accounts impacted by fraud have dropped to 50% by 2021.
In 2022, these rates dropped to an average of 36.68%.
57% of young people in a survey said they were seeking to be an influencer as a target career path.
One in four influencers has bought fake followers
Google searches for “influencer marketing” grew by 400% from 2016-2023 in the UK alone.

150+ Influencer Marketing Statistics 2024

State of Influencer Marketing

Influencer Audiences & Engagement

Generations

Consumers

Influencer Stats for Marketers & Brands

Campaigns & Budgets

Payments

Tracking & Measuring Results

Challenges & Difficulties

Effectiveness

Tools & Platforms

Stats on Types of Influencer

Celebrity (Mega)

Nano-Influencer

Micro-Influencer

Macro-Influencer

Influencer Marketing Platform Stats

Instagram

TikTok

Facebook

YouTube

Other Influencer Marketing Statistics

Sources

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