80+ Influencer Marketing Statistics & Facts

Influencer Marketing Statistics by Social Network

TikTok

• 1 in 4 small businesses on TikTok partner with influencers (Hootsuite)
• 69% of all brands use TikTok for their influencer marketing efforts (Influencer Marketing Hub)
• 67% of brands choose to work with micro-influencers, and only 17% work with mega influencers (HubSpot)
• TikTok macro-influencers charge between $150 and $3,500 per post (Statista)
• 14% of marketers said that TikTok was the best platform to use when working with influencers (HubSpot)
• TikTok accounts with over 1 million followers see an engagement rate of around 10.53% (Influencer Marketing Hub)
• Just over 71% of TikTok users shop from paid influencer recommendations on their feed (Statista)
• Around 76% of engagement goes toward influencers with under 10k followers (Sprout Social)
• Males take to TikTok later, with more 25–34-year-olds liking it (15.74% compared to 11.77% for females of that age) (Influencer Marketing Hub)
• TikTok has an incredible 18% engagement rate (Shopify)
• When people weren’t watching videos on Netflix, they were talking and making videos about what they’d streamed on TikTok (Influencer Marketing Hub)

Instagram

• 79% of marketers say that Instagram is an important influencer channel for their campaigns (HypeAuditor)
• And 47% of brands use Instagram for their influencer marketing efforts (Influencer Marketing Hub)
• 30% of marketers say that Instagram generates the biggest ROI for influencers (HubSpot)
• Speaking of ROI, it is estimated that for every $1 a company spends on Instagram influencer campaigns, they generate around $4 in sales (Dash App)
• The majority of influencers on Instagram are nano influencers (Statistica)
• Nearly 77% of Instagram influencers worldwide have less than 10,000 followers (Statista)
• The most popular type of Instagram influencer creates lifestyle content, coming in at 14.32% (Sprout Social)
• Worldwide, influencers on Instagram charge anywhere from $20-7,000+ per post (Sprout Social)
• The majority of Instagram users are people aged 25-34 (46.81%) (Influencer Marketing Hub)
• Approximately 4.7 posts are published on Instagram by brands each week (WebFX)
• The most common niche in which Instagram influencers posted in 2020-2022 was lifestyle (Influencer Marketing Hub)
• The brand value of Instagram currently sits at $47.4 billion (WebFX)

YouTube

• When collaborating with brands, 80% of YouTube influencers say that engagement rate is more important than view count (WifiTalents)
• 90% of people admit they’ve discovered new products and brands on YouTube (WifiTalents)
• In the U.S., there are roughly two 385,000 influencers on YouTube (Statista)
• The majority of YouTube influencers have around 10,000-50,000 subscribers (Sprout Social)
• 33% of brands use YouTube for their influencer marketing efforts (Influencer Marketing Hub)
• Over 169 billion YouTube views on influencer channels come from those in the beauty space (WifiTalents)
• The most popular type of content YouTube influencers post are product reviews (WifiTalents)
• If you have over 1 million subscribers on YouTube, you can earn nearly $60,000 per year from ad revenue (WifiTalents)
• 60% of YouTube subscribers claim they would follow advice on what to buy from their favorite YouTube influencer over celebrities (WifiTalents)
• In 2024, users spent approximately 29 hours using the YouTube mobile app per month (G2)
• More young females watch YouTube videos than males: Females 13-24 (26%) vs Males 13-24 (22%) (Influencer Marketing Hub)
• In February 2024, YouTube videos appeared in over 791.3 million search queries in the US (G2)
• Channels with 100K-1M followers have the highest engagement rate (3.47%) but huge YouTube influencers (1M+ followers) aren’t far behind with 3.40% (Influencer Marketing Hub)
• 59% of people find YouTube ads more relevant than network TV or other streaming apps (G2)

Statistics on Marketers Working with Influencers

• 85% of marketers believe that influencer marketing is an effective form of marketing (Influencer Marketing Hub)
• 44% of companies believe that the biggest advantage of working with a smaller influencer is that it is less expensive and easier to establish a long-term relationship (Hubspot)
• 80% of marketers have included a budget for influencers in their marketing plans (Influencer Marketing Hub)
• 58% of marketers utilize AI for sourcing the right influencers for their marketing campaigns (Digital Marketing Institute)
• In 2024, it’s projected that 14.5% of brands will spend over $500,000 on influencer marketing (Influencer Marketing Hub)
• 71% of marketers will use AI to find the best influencer for their brand (Shopify)
• 36% of brands say that influencer content outperforms created content by brands (Linqia)
• If you want to hire a nano-influencer, it will cost between $20-$100 per post (Sprout Social)
• Just under 56% of marketers believe that the biggest challenge with influencer marketing is selecting the right quality influencer (Shopify)
• Celebrities can charge up to $1 million for a single social media post (Shopify)
• The number of followers an influencer has will affect ROI by 9.2% (Shopify)
• For every $1 spent on influencer marketing, companies make $5.78 (Shopify)
• 7% of marketers say that influencer marketing had the highest ROI (Hubspot)
• 60% of brands will usually work with at least 10 influencers (Influencer Marketing Hub)
• 38% of marketers see macro influencers as most successful with their company (Hubspot)
• If marketers spent 1% more on influencer marketing, they would see around a 0.5% increase in engagement (Sage Journals)
• Most companies spend less than $50,000 on influencer marketing (Influencer Marketing Hub)
• 94% of small businesses plan spend more on influencer marketing in the next 12 months (Taradel Survey)
• 57.66% of brands working with influencers have ecommerce stores (Shopify)

Statistics on Consumer Behavior Towards Influencers

• 42% of users prefer how-to tutorials from influencers (Influencer Marketing Hub)
• In 2022, 81% of consumers enjoy influencer marketing (Industry Dive)
• 61% of users find that influencers who have relatable personalities are the most appealing (Industry Dive)
• In 2023, 32% of Gen Z bought a product based on an influencer recommending it (HubSpot)
• Due to our digital age, Gen Z generally trusts influencers more than celebrities (Digital Marketing Institute)
• But out of the general population, 69% of consumers trust influencer recommendations over messaging that comes directly from a brand (Marketing Dive)
• Interestingly enough, 95% of men follow influencers, while only 93% of women follow influencers (Statista)
• 74% of Gen Z shoppers say they spend the bulk of their free time online, and influencers are the primary product discovery channel (Shopify)
• 36% of 10 millennials worldwide say influencer recommendations are more trustworthy than traditional ads (WebFX)
• 95% of men follow influencers and 93% of women (Shopify)