25 Influencer Marketing Statistics and Their Implications for Your Brand

Umme Sutarwala

February 9, 20243 min read

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In the digital marketing sphere, influencer marketing has become a prominent topic of discussion. More and more brands are leveraging influencers to promote their products and services. Are you familiar with the data supporting this trend? 

In this article, we'll explore 25 key statistics in influencer advertising and marketing, crucial for every knowledgeable marketer. These statistics encompass various aspects, from the swift growth of influencer collaborations to their influence on customer behavior, equipping you with essential insights to stay at the forefront and make informed decisions.  

Let's dive in! 

Table of Contents

25 key influencer marketing statistics  

We have put together 25 critical influencer advertising statistics to help you stay updated and make informed decisions. 

  1. Increase in global influencer marketing spend: The influencer marketing industry is expected to grow globally in the coming years. It reached $21.1 billion in 2023, an enormous increase from previous years. In other words, brands will allocate a sizeable amount from their marketing budget to influencer partnerships to grow customer engagement and reach.  

  2. Effectiveness of influencer marketing: According to 86% of marketers, influencer marketing is useful for attaining your brand marketing objectives. Influencer marketing strategies can improve customer acquisition, increase revenue and create a more personal relationship with the audience. LeBron James' partnership with Nike, which skyrocketed the latter’s sales and brand recognition, is an example of influencer marketing done right.   

    LeBron James


  3. ROI of influencer marketing: For every $1 invested in influencer marketing, brands make $5.78. This outstanding return on investment demonstrates the monetary advantages of working with influencers.   

    An illustration depicting the different stages in influencer marketing, starting with social media and ending with ROI
  4. Micro influencers are gaining popularity: Micro influencers, i.e., social media users with 1,000 to 100,000 followers are in huge demand. In comparison to macro influencers, micro influencers have higher engagement rates (averaging 2.8%), which makes them a first-rate choice for tailored campaigns. 

    Coca-Cola teamed up with micro influencers in their #Cokeambassador campaign in which the influencers regularly posted photos of themselves with the beverage in hand. 

  5. Trust in influencers: 61% of customers say they trust social media influencers to recommend products. Influencers' genuine and unbiased posts build followers' trust.  

  6. Instagram is the go-to platform for influencer marketing: 72% of influencers use Instagram, making it the most widely used medium for this type of advertising. Instagram's emphasis on visual content makes it the perfect platform for brand-influencer collaboration. 

    Starbucks' partnership with Instagram influencer Will Taylor (@brightbazaar) for the release of Starbucks Sunrise Blend.  

    Starbucks influencer post
  7. YouTube for in-depth content: YouTube encourages in-depth content such as product reviews, and 38% of marketers use it as their main platform for influencer marketing.  

    Tech giant Apple collaborates with YouTuber MKBHD regularly for in-depth reviews of their new launches.   

    MKBHD Tim Cook
  8. TikTok's rapid rise: The popularity of TikTok is rapidly increasing; 56% of marketers are constantly looking for ways to leverage it more frequently for influencer marketing. It's a hit with the audiences, too. 

    Chipotle collaborates with TikTok creators to promote their #GuacDance challenge.  

    Chipotle ad


  9. Integration of e-commerce: 53% of women have made a purchase through a social media influencer's post. To take advantage of this trend, brands are increasingly including e-commerce aspects in their influencer marketing initiatives. 

    Fashion brand Zara's "Shop the Look" feature on Instagram allows users to buy directly.

    Zara social post
  10. Authenticity is key: Authenticity is seen by 61% of marketers as being the most crucial trait when it comes to influencer posts. Genuine content resonates with audiences more deeply and fosters trust.  

  11. Rise of virtual influencers: In 2022, 35% of American consumers made a purchase after hearing a virtual influencer recommend it, which indicates AI-created influencers are slowly but surely gaining ground. 

  12. Impact of stories: In 2020, Instagram Stories accounted for 50% of influencer marketing campaigns. Stories provide a fleeting and captivating approach to engage viewers. 

    A bar chart that highlights the growth of Instagram Stories ad revenue worldwide from 2019 to 2023
  13. Popularity of video content: When compared to videos owned by traditional celebrities, videos by YouTube creators are generating much better results. Creators on the platform see 3x as many views, 2x as many actions and 12x as many comments.  

  14. Influencer marketing regulations: Only 25% of Instagram influencers follow FTC regulations. Platforms are being forced by the government to enforce disclosure and transparency more rigorously. 

  15. Platform diversification: 93% of marketers use video to communicate with their audience; 86% of them also use it to generate leads. A larger cross-section of the audience may be reached by partnering with influencers to generate video-based content.  

  16. Content collaboration: 57% of influencers collaborate with businesses to produce content. Such collaborations can result in campaigns that are more sincere and successful. GoPro partners with various adventure influencers to grow its repository of user-generated content.

    GoPro IG post
  17. Niche influencers: Instagram is preferred by about 77% of micro influencers in the fashion industry. However, only 31% of micro influencers in the pop culture or entertainment space favor Instagram. Influencers in niche domains make targeting audiences easier. 

    Susan (Organized31.com) partners with niche brands, building strong social proof with authentic content. 

    Organized31 Pinterest page
  18. Emphasis on storytelling: Audiences usually respond better to compelling stories, and such stories leave lasting impressions on people’s minds. Conversions improve by 30% when brand-influencer posts focus on storytelling. 

    National Geographic partners with wildlife photographers Cristina Mittermeier and Paul Nicklen, to produce storytelling campaigns to support ocean conservation.  

  19. The role of AI in influencer selection: 35% of businesses utilize AI-based solutions (sentiment analysis, chatbots) to find appropriate influencers. Massive volumes of data can be crunched by AI to determine which influencers would be the best fit for a brand. 

  20. Challenges with influencer marketing: According to 28% of marketers, it is difficult to measure the ROI of influencer marketing. It is still a major issue, and more precise metrics are constantly being developed. 

  21. Sustainability and ethical influencing: According to 67% of customers, influencers who advocate for sustainable products and practices are more likely to get their support. 

    Patagonia frequently collaborates with eco-aware influencer @tommycaldwell. 

    Patagonia IG post
  22. Long-term partnerships: According to 70% of creators, long-term campaigns are their preferred method of collaborating with brands. Developing enduring connections may increase brand loyalty and uphold authenticity.  

    Adidas and their long-term collaboration with Kanye West. 

    kanye west adidas cmo eric liedtke.jpeg 800x900 q85 crop-smart subject location-1598,1055 subsampling-2


  23. User-generated content: According to 85% of customers, user-generated content (UGC) has a greater influence than brand-produced content. Promoting UGC may be an effective influencer marketing strategy. 

    Coca-Cola's recent #ShareACoke campaign encouraged consumers to share pictures with personalized bottles. 



  24. The role of podcasting: Ad-exposed podcast listeners are 65% more likely to make a purchase and 74% more likely to visit a website.  

    Spotify partners with podcasters like Joe Rogan for sponsored content. 

    Joe Rogan podcast
  25. B2B influencer marketing: Influencer marketing is being used by B2B firms as well as to reach their target market. Influencer marketing is effective, according to 78% of B2B marketers, even for small campaigns.  

    Adobe partners with industry experts like IBM for webinars and thought leadership content pieces. 

    Read More: Influencer marketing strategies to improve engagement 

Implications of influencer marketing statistics 

The challenges your business might face in using influencers to engage its target audience are all highlighted in this statistical analysis of the influencer marketing landscape.  

Influencer marketing growth and ROI 

The success of influencer marketing is demonstrated by the sector's steady expansion.  

Businesses have allocated many resources to this approach, which had a market value of $21.1 billion in 2023. This expansion can be attributed to influencer marketing's remarkable ROI.   

The importance of engagement rates 

An essential success indicator for influencer-generated content is engagement rate.  

Engagement rates for posts created by or with influencers are 4.7 times greater than for those produced without influencers. This demonstrates the effectiveness of influencer content in engaging the audience, which directly correlates to more likes, comments, shares and better brand awareness. 

Micro influencers and authenticity 

Micro influencers are in demand these days due to their success rates despite having comparatively smaller (but highly engaged) followings.  

Additionally, 89% of customers value authentic content, making authenticity a crucial component of influencer marketing. Since they are frequently regarded as being more genuine, micro-influencers are excellent resources for marketers looking to engage with a particular niche.  

Platform preferences 

YouTube and Instagram are two of the most popular social media platforms for influencer marketing.   

YouTube is the preferred platform for 81% of businesses while Instagram continues to be numero uno choice for 97% of marketers when it comes to influencer marketing. However, TikTok's rise to prominence as a platform cannot be overlooked. TikTok has established itself as as one of the leaders, with 55.5% of businesses using it to power their influencer marketing initiatives. 

Video content and Gen Z appeal 

Influencer marketing is king when it comes to video content.   

Compared to 26% of the general population, 44% of Gen Zers have made a purchase based on a suggestion from a social media influencer. In addition, 70% of those Gen Zers follow at least one influencer on platforms like YouTube or Instagram. 

Wrap up 

Influencer marketing is an effective strategy that can have a huge bearing on your business success. It’s about leveraging the authenticity, influence and reach of prominent voices in the digital sphere, not merely following the newest trend. 

With Sprinklr's AI-powered analytics and reporting tools, you can create custom metrics for each of your influencer campaigns to track their performance better. 
Sign up for a personalized demo today to learn more! 

Frequently Asked Questions

Influencer marketing on social media may be highly effective, but results might vary. Better outcomes are produced with well-crafted strategies, target audience alignment and genuine collaborations. 

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