60 Influencer Marketing Statistics for 2022
Influencer marketing is a non-traditional means of marketing your brand, but that doesn’t mean it’s ineffective. It’s quite the opposite, in fact.
Time and again, influencer marketing has proven that it works. More businesses and brands around the world are discovering just how much of a difference a proper influencer marketing strategy can make.
With influencer marketing, brands can:
- Reach new audiences
- Increase trust with consumers
- Spread their brand message at scale
- Engage audiences in a genuine and effective way
And if you’re still on the fence, or you need to prove to someone that it’s worth exploring, then perhaps the influencer marketing statistics we compiled below can help.
Worth just $1.7 billion in 2016, the influencer marketing industry was set to reach $13.8 billion by 2021
- 97% of YouTube creators have between 1,000 and 100,000 followers. (Mediakix)
- 67% of respondents use Instagram for influencer marketing, but there has been a colossal increase in TikTok influencer marketing. (Influencer Marketing Hub)
- More than 90% of consumers engage influencers on a weekly basis on Instagram, YouTube, TikTok, and Snapchat. (Statista)
- 70% of consumers say they follow more than 10 influencers. (GRIN Report: Power of Influencer Marketing in Numbers)
Informative creator posts, such as product reviews and how-to videos, are the most popular types of content on social media.
- 38% of shoppers rely on influencer reviews when online shopping while 30% said they’re open to hearing from influencers several times per day. (SlickText)
- Over three-quarters of consumers trust opinions they find on social media, including those from friends, families and influencers, to help them make the right decision about buying a product or service. (Matter Communications)
TikTok launched the TikTok Creator Fund in 2020 to encourage creators to publish content. Creators must have up to 100,000 video views a month in order to be eligible. The fund starts at $200,000 and is expected to grow to $1 billion over three years.
Gen Z-ers and Millennials are the top U.S. consumers most interested in influencer-recommended products and services.
Influencer whitelisting outperforms traditional social media ads by 20-50%.
- Experts predict that marketers will collectively spend more than $4.5 billion dollars on influencers by 2023. (Statista)
- 67% of respondents measure the ROI from their influencer campaigns. (Influencer Marketing Hub)
- Men who trust creator endorsements tend to spend more per purchase than women. (GRIN Report: Power of Influencer Marketing in Numbers)
The most common measure of influencer marketing success is conversions/sales.
More than 40% of social media users say they prefer influencer reviews when considering whether to make a purchase.
of consumers are more inclined to buy products that creators promote.
- In-house influencer marketing programs consistently outperform those that use agencies and opt-in networks. (Forbes)
- More than 15% of brands spend over half their marketing budget on creator partnerships. (BigCommerce)
- Influencer marketers consider their leading challenges to be measuring campaign performance and influencer ROI. (eMarketer)
- More than 3⁄4 of influencer marketers use social post engagement as their main approach to tracking campaign performance. (eMarketer)
- Over 90% of brands now use social media to market their products and services. (Statista)
90% of brands
now use social media to market their products and services.
In January 2021, more than half of marketers planned to increase spending on Instagram, YouTube, and LinkedIn.
Businesses earn $5.78 for each dollar spent on influencers, with some seeing as much as $18.
- 51% of marketers say influencer marketing helps them acquire better customers. (Smart Insights)
- 57% of fashion and beauty companies now use influencers as part of their marketing mix, while 21% are planning to add this to their strategy in the coming year. (Ion)
- Nearly three-quarters of marketing professionals cite long-term influencer marketing campaigns as good for business. (Mediakix)
Statistics on brand-influencer partnerships
- The majority of brands use the same influencers across different campaigns. (Influencer Marketing Hub)
- Brand collaborations remain the leading source of influencer income. (eMarketer)
- Brands still tend to give away free product samples (or give discounts on more expensive products) rather than paying cash to their influencers. (Influencer Marketing Hub)
- 67% of respondents prefer their influencer marketing to be campaign-based rather than always-on. (Influencer Marketing Hub)
- Finding influencers remains the most significant challenge for those who run campaigns in-house. (Influencer Marketing Hub)
- Over 80% of influencer marketers consider a creator’s content quality to be the biggest consideration when negotiating rates. (BigCommerce)
Over 80% of influencer marketers consider a creator’s content quality to be the biggest consideration when negotiating rates.
The percentage of marketers who use TikTok for creator partnerships jumped by more than 50% between 2020 and 2021.
Statistics on influencer relationships with their audience
- Influencer fraud is still of concern to respondents, but less so than in the past. (Influencer Marketing Hub)
- Far fewer respondents have experienced influencer fraud than previously. (Influencer Marketing Hub)
- Regardless of the creator’s follower count, almost 70% of consumers are bothered when that creator lacks transparency about a sponsored post. (GRIN Report: Power of Influencer Marketing in Numbers)
- As many as half of social media users don’t equate followers size with influencer trustworthiness. (GRIN Report: Power of Influencer Marketing in Numbers)
46% of consumers prefer to follow creators that look and act like “everyday people.”
More than half of social media users report that an influencer’s follower count does not impact their decision to take action on product endorsements.
- 60% of consumers say that they are more likely to trust influencer endorsements when that influencer regularly engages follower comments. (GRIN Report: Power of Influencer Marketing in Numbers)
- 61% of Twitter users following a creator resulted in a 61% lift in brand favorability and a 64% increase in recommendation intent. (Twitter)
- Men trust influencer endorsements slightly more than women. (GRIN Report: Power of Influencer Marketing in Numbers)
- Almost 25% of consumers will unfollow a creator if they feel that they can’t trust them to be honest and authentic. (GRIN Report: Power of Influencer Marketing in Numbers)
- The number one reason why followers don’t trust an influencer occurs when that influencer promotes products that they don’t genuinely care about. (GRIN Report: Power of Influencer Marketing in Numbers)
Want to talk about more than just statistics? Reach out to us and we’ll tell you everything you need to know about influencer marketing!
About the Author
Chris Tuttle is the co-founder of InfluenceKit, and owner of the popular blog One Good Thing. He's personally helped dozens of brands and agencies say "good bye" to their spreadsheets, and restore their sanity. If he's not at is desk he's usually with his twin girl's Ruby & Addie and his dog Minnie.
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