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101 Significant Influencer Marketing Statistics: 2022 Perception & Strategies Data

As the number of social media users rises, influencers are seen to continue to play an integral role not only in how online content is being consumed but also in the way shoppers are making purchase decisions. Plus, more people are now glued to their online devices, especially as the COVID-19 pandemic has forced many to stay at home and get connected virtually. So, it became inevitable for online users to discover more influencers to provide much-needed entertainment. Eventually, brands and marketers recognized the potential of influencer marketing.

You might be wondering, however, how big the influencer marketing industry and how effective it truly is. So, to help you out, we’ve gathered these significant influencer marketing statistics to guide your marketing plan and strategy for 2021 and beyond.

influencer marketing statistics

General Influencer Marketing Statistics

Influencer marketing is a relatively new form of marketing. However, there is no denying that it continues to dominate marketing trends, particularly as consumers become more attuned to virtual platforms and ecommerce. As such, the continued growth of influencer marketing becomes even more apparent. To better understand influencer marketing growth, let’s dive into these general influencer marketing statistics.

Influencer Marketing Industry Growth

  • The influencer marketing industry’s estimated market size in 2020 was $9.7 billion. It is expected to reach $13.8 billion this year. (Influencer Marketing Hub, 2021)
  • Meanwhile, a more conservative forecast that estimated the industry’s value at $6 billion in 2020 predicts that the market will grow to $24.1 billion by 2025, at a CAGR of 32%. (Markets and Markets, 2020)
  • As a response to the growing demand for more streamlined and effective influencer marketing campaigns, at least 240 new influencer marketing agencies and platforms were established in 2019. (Influencer Marketing Hub, 2021)
  • To date, the total number of influencer marketing agencies and platforms is estimated to have reached 1,360, which is about three times the number that existed a couple of years ago. (Influencer Marketing Hub, 2021)
  • Eventually, these new agencies contributed to the valuation growth of influencer marketing companies, which was estimated to be worth around $3 billion in 2019. (Mediakix, 2019)

Source: Influencer Marketing Hub

Adoption Statistics

  • How many brands are using influencer marketing? A recent survey revealed that more than nine out of ten marketers and brands today include influencer marketing in their overall marketing strategy. (SocialPubli, 2019)
  • As of 2019, 27.9% of marketers have been leveraging influencer marketing for more than three years, while 20.9% have been using it for a year or less. (SocialPubli, 2019)
  • Furthermore, more than 50% of brands that adopt influencer marketing regularly use it, while a quarter report using it frequently. Meanwhile, about a third utilizes it as an ongoing strategy. (SocialPubli, 2019)
  • 50.7% of brands that use influencer marketing are in the ecommerce market. (Influencer Marketing Hub, 2021)
  • Moreover, 67.9% of US marketers with 100 or more employees are expected to use influencers for brand partnerships in 2021. (eMarketer, 2021)
  • The top three goals of brands for using influencer marketing are to increase brand awareness (85%), reach new audiences (71%), and generate sales and conversions (64%). (Mediakix, 2019)
  • Globally, 36% of brands used micro-influencers (those with 1,000 to 100,000 followers), while 30% used celebrities or high-tier influencers (those with more than 100,000 followers to millions) in 2019. (Rakuten Marketing, 2019)
  • Moreover, another survey found that 77% of marketers prefer working with micro-influencers. (Linqia, 2020)
  • According to a recent study, the COVID-19 pandemic did have an impact on the number of influencer marketing campaigns in the first half of 2020. From 2,110 campaigns in Q4 2019, the number dropped to 1,945 in Q1 2020 and further down to 1,575 in Q2 2020. However, the numbers picked up in the following quarters, ending 2020 with an estimated 2,901 influencer marketing campaigns. (Influencer Marketing Hub, 2021)

Influencer Marketing Budget Allocation

  • Most brands (59%) report that they have a separate budget for content marketing and 75% plan to dedicate a standalone budget for influencer marketing this year. (Influencer Marketing Hub, 2021)
  • However, 83% of firms still take their influencer marketing fund from their general marketing budget. (Influencer Marketing Hub, 2021)
  • In 2019, most brands had an influencer marketing budget of $1,000 to $10,000 per year. Meanwhile, some allocated as much as $500,000 per year. (Mediakix, 2019)
  • Although some brands and companies, particularly those in the travel industry, cut their influencer marketing spending during the pandemic, general interest in this form of marketing actually increased. The percentage of marketers using influencers increased from 55.4% in 2019 to 62.3% in 2020, according to eMarketer’s estimate. (eMarketer, 2021)
  • In line with this, 63% of marketers intend to increase their influencer marketing budget next year, while 17% expect that their budget will remain the same. (Influencer Marketing Hub, 2021)
  • Meanwhile, another research revealed that senior marketers worldwide expect that they will increase their budget allocation for sponsored influencer content by 48% this year. (eMarketer, 2021)

brands that use influencer marketing

Influencers and Platforms Statistics

  • It’s not surprising why brands prefer to work with micro-influencers. In general, micro-influencers on Instagram have higher engagement rates, an average of 3.86%. Meanwhile, their YouTube engagement rates average at 1.64%—although this may seem low, it is still higher compared to those of other influencer types. Micro-influencers also boast an average of 18% engagement rates on TikTok, which is significantly higher than mega influencers’ average of 5%. (Influencer Marketing Hub, 2021)
  • Interestingly, Gen Z influencers are on the rise, showing a 9% growth acceleration. Unsurprisingly, they are also the highest-earning demographic. (Klear, 2021)
  • The top five fastest-growing English-speaking Instagram influencers as of June 2020 based on four-week follower growth are Brittany Packnett Cunningham (496.41%), Mary Fitzgerald (288.24%), Maya Vander (274.05%), ChristineQuinn (231.48%), and KALE DINERO (201.18%) (InfluencerDB, 2020)
  • Meanwhile, the top five most-followed creators on TikTok globally as of January 2021 based on the number of followers are Charli d’ Amelio (107 million), Addison Rae (75.2 million), Zach King (54.9 million), Bella Poarch (54 million), and Spencer X (51.1 million). (Kyra IQ, 2021)
  • Moreover, Instagram takes the lead when it comes to preferred social media platforms for influencer marketing. Among marketers, 79% named Instagram as most important for their influencer marketing campaigns, distantly followed by Facebook (46%) and YouTube (36%). (Influencer Marketing Hub, 2021)
  • In line with this, almost 100% of marketers have planned to use Instagram for their influencer marketing campaigns in 2020. (Linqia, 2020)
  • Influencers whose niche are more visual, such as fashion, prefer to use Instagram more. For instance, around 77% of fashion micro-influencer prefer Instagram. Meanwhile, only 31% of micro-influencers in the entertainment or pop culture niche prefer Instagram. (Influencer Marketing Hub, 2021)
  • Furthermore, it is also good to keep an eye on TikTok, another growing platform for influencer marketing. In 2020 alone, TikTok sponsorship activity increased by 130%. (Klear, 2021)

Marketers' Most Preferred Social Media Platforms for Influencer Marketing

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Source: Influencer Marketing Hub

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Statistics on Reasons for Influencer Marketing

There are many benefits of influencer marketing. For starters, in an age when most consumers find it hard to trust brands, influencers have become bridges that allow businesses to effectively tap their target audience. This is why it’s not surprising that influencer marketing has been generating better quality traffic and improved engagement compared to other forms of marketing. This translates to higher conversions and ROI for businesses that decide to leverage this platform.

  • COVID-19 has changed the way people live their daily lives. With community quarantines forcing us to stay home as much as possible, more than 80% of consumers in the US and United Kingdom report that they consumed more online content during COVID-19. In return, this gave marketers an opportunity to engage with consumers online and one of the effective ways to do that is through influencer marketing. (Markets and Markets, 2020)
  • As a result, influencer collaborations had 57% more reach and impact in 2020 than in 2019. (Klear, 2021)
  • In line with this, 90% of marketers consider influencer marketing as an effective form of marketing. (Influencer Marketing Hub, 2021)
  • Furthermore, 71% of marketers report that the quality of traffic and customers they get from influencer marketing is better than what they get from other sources. (Mediakix, 2019)
  • Additionally, influencer content outperforms typical branded content by 2.7 times on paid channels, based on overall performance. (Linqia, 2020)
  • Moreover, a neuro analytics study conducted to understand the emotional and cognitive impact of influencer marketing on users 18 to 65 years old revealed that influencer promotions generated 87% higher memory encoding and 277% greater emotional intensity compared to TV ads. (eMarketer, 2019)
  • Furthermore, the same study showed that influencer promotions were 182% better than Facebook ads in terms of memory encoding. The former also generated 64% higher emotional intensity than the latter. (eMarketer, 2019)
  • In addition, influencer promotions also performed better than YouTube advertisements: 73% better in terms of memory encoding and 28% greater emotional intensity. (eMarketer, 2019)
  • Moreover, YouTube influencers appeal more to young people compared to other advertising channels. Around 69% of online users aged 13 to 24 say that the endorsements made by influencers they watch and follow are more likely to make them buy than ads on other social media channels. Similarly, influencer endorsements are better than TV ads (66%), banners (62%), print ads (61%), and radio ads (54%) in terms of encouraging young consumers to make a purchase. (Hub Research, 2021)
  • Notably, around 50% of YouTube influencer video viewers aged 35 and above also agree that influencer endorsements hold more sway than social media, TV, banner, print, and radio ads. (Hub Research, 2021)

influencer marketing is effective

Influencer Marketing ROI

  • Interestingly, 89% of marketers say that influencer marketing generates a return on investment (ROI) comparable to other marketing channels. Meanwhile, 48% say that influencer marketing ROI is better than other marketing channels. Finally, 41% say influencer marketing ROI is the same as other channels. (Mediakix, 2019)
  • However, another study found that 42% of marketers believe influencer marketing gives the best ROI when compared to marketing strategies such as paid media ads, email marketing, and search engine optimization (SEO). (SocialPubli, 2020)
  • In general, businesses can make an average of $5.20 for every dollar they spend on influencer marketing. (Influencer Marketing Hub, 2021)
  • Impressively, the top 13% of businesses that enjoy the highest returns make at least $20 per dollar they spend on influencer marketing. (Influencer Marketing Hub, 2021)
  • Moreover, more than monetary gains, public relations and marketing professionals consider increased engagement (45%) and reach (44%) as prominent measures of influencer marketing ROI. (eMarketer, 2020)
  • Meanwhile, 38.5% of brands see conversions and sales as the most important ways to measure the success of influencer marketing campaigns. (Influencer Marketing Hub, 2021)
  • On the other hand, another report states that the top five influencer marketing metrics used by brands are engagement (75%), sales or conversions (48%), impressions or views (45%), reach (44%), and clicks (31%). (Mediakix, 2019)
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Top Metrics Used By Marketers to Prove Influencer Marketing ROI

Top Metrics Used By Marketers to Prove Influencer Marketing ROI
Engagement Rate: 45

Engagement Rate

Top Metrics Used By Marketers to Prove Influencer Marketing ROI
Potential Reach: 44

Potential Reach

Top Metrics Used By Marketers to Prove Influencer Marketing ROI
Clickthrough Rates or Unique Discount Code Usage: 37

Clickthrough Rates or Unique Discount Code Usage

Top Metrics Used By Marketers to Prove Influencer Marketing ROI
Number of Video Views: 32

Number of Video Views

Top Metrics Used By Marketers to Prove Influencer Marketing ROI
Number of Competition Entries: 28

Number of Competition Entries

Top Metrics Used By Marketers to Prove Influencer Marketing ROI
Quality of User-Generated Content: 21

Quality of User-Generated Content


Source: Talkwalker

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Statistics on Influencer Marketing Strategies

It is not entirely surprising that influencer marketing statistics reveal how beneficial it is in terms of increasing engagement, reach, and overall ROI. However, the only way to realize influencer marketing effectiveness is to develop a foolproof strategy. This is particularly important if you intend to incorporate influencer marketing into your multichannel marketing plan. Below are significant influencer marketing statistics to help you generate a strategy suitable for your business’ needs and resources.

Collaboration and Campaign Strategies

  • The first step in launching influencer marketing campaigns is to find influencers to work with. According to marketers, the top three ways to find social media influencers are social search (71%), influencer marketing platforms (43%), and influencers reaching out to them (42%). (Mediakix, 2019)
  • Meanwhile, the top determining factors brand use when choosing an influencer include quality of content (81%), target audience (78%), engagement rate (73%), on-brand messaging and/or aesthetic (56%), and budget (50%). (Mediakix, 2019)
  • 56% of marketers use the same influencers across different campaigns. (Influencer Marketing Hub, 2021)
  • Meanwhile, 89% of marketers plan to re-use influencer-generated content across social media, website, email, and display ads. (Linqia, 2020)
  • Moreover, 67% of marketers prefer campaign-based influencer marketing over always-on campaigns. (Influencer Marketing Hub, 2021)
  • Interestingly, about 36% of brands still pay influencers in the form of free product samples or discounts on more expensive products, rather than pay them in cash. (Influencer Marketing Hub, 2021)

use of influencers in marketing campaigns

Content Strategies

  • In general, the top three most effective online content formats are Instagram posts (78%), Instagram Stories (73%), and YouTube videos (56%). (Mediakix, 2019)
  • However, in 2020, sponsored Instagram Stories increased by 32% compared to the previous year, showing its increasing popularity among marketers. This is also one of the reasons why Instagram trends predict more Stories will be posted in 2021 and beyond. (Klear, 2021)
  • Moreover, 64% of consumers said they prefer to interact with influencers while watching videos. Meanwhile, 61% often engage in posts containing images. Only 38% of consumers engage with influencers via written content. (Rakuten Marketing, 2019)
  • Ultimately, live video is preferred by online users 44% of the time. (Rakuten Marketing, 2019)
  • It is also smart to note that US and UK consumers who follow influencers are most interested in influencer content that entertained or helped them cope with the pandemic. How-to tutorials (40%) were the most popular, followed by memes and funny content (37%) and short-form videos (33%). (eMarketer, 2020)
  • Overall, 80% of brands reported that they increased their content output in 2020. (Influencer Marketing Hub, 2021)
  • In 2020, 80% of brands that used influencer marketing increased their engagement in social activism. (Klear, 2021)
  • Furthermore, 51% of marketers reported occasionally reusing influencer-generated content in other advertising channels, while 31% said they do it all the time. Meanwhile, 13% said they rarely do it and 5% have never done it. (Mediakix, 2019)

Source: Mediakix

Platform Preferences

  • Around 67% of marketers use Instagram for influencer marketing (Influencer Marketing Hub, 2021)
  • In line with that, 89% of marketers say Instagram is vital to their influencer marketing strategy. (Mediakix, 2019)
  • Furthermore, 68% of brands consider Instagram as the most important influencer marketing platform for them this 2021. (Influencer Marketing Hub, 2021)
  • Interestingly, despite being categorized under the “Other” category in 2020, TikTok is now second to Instagram in terms of being a significant influencer marketing platform. Around 45% of brands report that they use TikTok for influencer marketing. (Influencer Marketing Hub, 2021)
  • However, even though Instagram and TikTok lead the pack, brands still use other social media platforms for influencer marketing, albeit with some declines. Facebook usage for influencer marketing decreased by 3% in 2021 compared to 2020. Twitter use also went down by 7%. Meanwhile, YouTube and LinkedIn use remained at 36% and 16%, respectively. (Influencer Marketing Hub, 2021)

Consumer Perception of Influencer Marketing Statistics

The ultimate goal of influencer marketing is to reach consumers and make them buy products and subscribe to services. As such, it is just fitting to know how audiences perceive influencers and influencer marketing in the first place. The influencer marketing statistics below show that consumers have a growing preference for influencers rather than celebrities. So much so, that they would be much more willing to heed their product recommendations. Plus, even though there are highly discerning consumers out there who prefer to research before buying a product, they still take a look at what their favorite influencers have to say to make a decision.

  • The majority (61%) of consumers prefer influencers who create engaging and authentic content. (Influencer Intelligence, 2020)
  • Furthermore, 49% of online users follow influencers to be entertained. Meanwhile, 49% follow them primarily to discover new brands and products, while 46% follow them for their recommendations. (Rakuten Marketing, 2019)
  • As such, the most popular influencer types among consumers overall are entertainers (47%), beauty influencers (43%), celebrities (43%), and fashion influencers (39%). (Rakuten Marketing, 2019)
  • Among those who follow influencers, 61% interact with an influencer at least once a day, while 35% interact with their favorite influencers multiple times a day. (Rakuten Marketing, 2019)
  • Interestingly, more men (65%) report engaging with influencers every day than women (60%). (Rakuten Marketing, 2019)
  • Unsurprisingly, the top three influencer categories for women are beauty influencers (56%), entertainers (48%), and celebrities and fashion (47%). (Rakuten Marketing, 2019)
  • Meanwhile, men follow gaming influencers the most (54%), followed by influencers who specialize in technology (46%), and entertainers (44%). (Rakuten Marketing, 2019)
  • Interestingly, 68% of consumers follow international influencers. (Rakuten Marketing, 2019)
  • Furthermore, online users say they discover new influencers through social media recommendations (53%), tips from family and friends (48%), promotion or recommendation of a fellow influencer or celebrity (45%), or through a giveaway or contest (32%). (Rakuten Marketing, 2019)

influencer marketing engagement

Purchasing Influence

  • Eight out of every 10 consumers (80%) make a purchase after seeing an influencer’s recommendation. (Rakuten Marketing, 2019)
  • Interestingly though, 61% of audiences say they click on a sponsored link from an influencer’s post to learn more about the product or service being promoted. However, the other 39% say they avoid clicking the sponsored link and search about the product elsewhere. (Rakuten Marketing, 2019)
  • Moreover, around 61% of consumers say their decision-making process has been swayed by influencers at some point. (Influencer Intelligence, 2020)
  • Furthermore, 26% of online users in the US say they pay attention to social media influencers’ recommendations, with millennials (39%) paying the most attention, closely followed by Gen Z (38%). (ThinkNow, 2019)
  • A 2019 report revealed that millennials (57%) and Gen Z (55%) users are more likely to buy the products and services that an influencer recommends if they seem knowledgeable on the product, brand, or industry they are endorsing. (eMarketer, 2020)
  • In all, 22% of Gen Z users and 20% of millennial consumers in the US and UK who made a purchase in 2019 were inspired by an influencer. (eMarketer, 2020)
  • According to another survey, about 40% of D2C (direct to consumer) customers say that influencers and celebrities make them more interested in a brand, while only 15% of non-D2C customers felt the same. This suggests that D2C brands may benefit from influencer marketing the most. (eMarketer, 2019)
  • Additionally, a third of D2C customers say that while they research products and brands, they also check what celebrities and influencers may have to say about them. (eMarketer, 2019)

Source: Morning Consult

Challenges With Influencer Marketing Statistics

Indeed, influencers’ continued influence is recognized as one of the emerging inbound marketing trends of today. However, before you dive in, you must be aware of its every facet, including the challenges associated with it. For starters, while influencer marketing is generally a good strategy today, implementing it does not automatically translate to conversions. It is important to find the right influencer and measure your campaigns with the right metrics. What is more, vetting the influencers’ strategies is also important. Below, we dive into other challenges that you should prepare for in case you decide to take advantage of this marketing strategy.

  • Many brands benefit from influencer marketing and report getting positive results out of their campaigns. However, around 25% fail to generate revenue, most likely because they don’t fully understand the mechanics of influencer marketing and are unable to overcome its challenges. (Influencer Marketing Hub, 2021)
  • For instance, 34% of brands that run in-house marketing campaigns report that finding influencers is their most significant challenge. Other challenges cited are problems measuring ROI (23.5%), managing contracts and deadlines (13%), processing payments (10%), and time-related restraints (9.5%). (Influencer Marketing Hub, 2021)
  • This is supported by a 2019 survey by Mediakix, which revealed that 61% of marketers acknowledged the difficulty of finding influencers relevant to their campaigns. (Mediakix, 2019)
  • Other than that, measuring and improving ROI was cited as the top challenge when working with influencers. (Mediakix, 2019)
  • In relation to ROI, a surprising 33% of firms don’t measure influencer marketing ROI. As a result, they cannot effectively gauge the effectiveness of their campaigns. (Influencer Marketing Hub, 2021)
  • Moreover, 72% of marketers say that setting up influencer marketing campaigns is a time-consuming process that they believe can be automated. (Clearcode, 2021)
  • Interestingly, influencers themselves report challenges, too. Around 27.3% say the main challenges they faced during the pandemic are fewer collaborations (27.3%), the worry of seeming insensitive (26.5%), and other challenges to creating content, such as having to stay indoors (20.2%). (eMarketer, 2020)

influencer marketing ROI

Influencer Marketing Fraud

  • Among influencer marketing challenges, influencer marketing fraud could be the most concerning. In fact, around 67% of brands are concerned about influencer fraud. (Influencer Marketing Hub, 2021)
  • Astonishingly, fake influencer follower fraud cost companies as much as $1.3 billion in 2019. (Invesp, 2019)
  • About 63% of brands and marketers have experienced influencer fraud. (Invesp, 2019)
  • Furthermore, around 50% of marketers, most of which are from the US, identified spotting fake followers as a top challenge for influencer marketing. (Mediakix, 2019)
  • Moreover, another survey shows a similar finding, with 42% of US and UK marketers naming fake followers their biggest concern relating to influencer marketing. (eMarketer, 2019)
  • Somehow, it’s not surprising that they’ll be concerned as up to 20% of mid-level influencers or those with 50,000 to 100,000 followers are likely fraudulent. (Invesp, 2019)
  • Additionally, more than 60% of influencers are suspected to use artificial methods for Instagram growth. (Invesp, 2019)
  • Furthermore, around 28% of influencers artificially inflate the number of comments on their posts. Meanwhile, 38% use illicit methods for growing engagement rates. (Invesp, 2019)
  • In all, even though brands are still worried about influencer marketing fraud, the percentage of brands that report experiencing it went down from 68% in 2020 to 38% in 2021. (Influencer Marketing Hub, 2021)

Consumer Distrust

  • Although many consumers heed influencers’ recommendations, US internet users still trust their inner circle for recommendations more than they would trust an influencer. (eMarketer, 2019)
  • Furthermore, consumers may also distrust and stop following influencers eventually. Some of the reasons why consumers would stop following influencers are: they lost interest over time (41%), the influencer doesn’t align with their core values (37%), and influencer posts too much sponsored content (33%). (Rakuten Marketing, 2019)
  • Moreover, a 2019 research by Oracle revealed that 86% of US internet users distrust influencers and bloggers. (Oracle, 2019)
  • Additionally, only 9% of US internet users completely pay attention to social media influencers’ recommendations. (ThinkNow, 2019)

Source: Rakuten Marketing

How Can You Best Utilize Influencer Marketing?

So, there you have it—a comprehensive collection of influencer marketing statistics that should help you decide whether this form of marketing deserves a spot in your strategy. However, it seems that there’s not much to decide about in that aspect. Clearly, influencer marketing offers great potential. What’s left for you to do is ensure that you devise a great strategy and use the marketing tools available at your disposal.

Furthermore, as the statistics above show, influencer marketing has its own set of challenges. This is why it will be in your best interest to combine it with other forms of marketing to make sure that what it may lack will be compensated by your other strategies. It is also crucial that you find influencers relevant to your industry and brand. In this regard, social media monitoring tools that are capable of finding influencers can help you out. Moreover, it’s also vital that you keep yourself up to date with the latest marketing statistics and trends, so you’ll know which new marketing strategies apply to your brand.



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Louie Andre

By Louie Andre

B2B & SaaS market analyst and senior writer for FinancesOnline. He is most interested in project management solutions, believing all businesses are a work in progress. From pitch deck to exit strategy, he is no stranger to project business hiccups and essentials. He has been involved in a few internet startups including a digital route planner for a triple A affiliate. His advice to vendors and users alike? "Think of benefits, not features."

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