60 Influencer Marketing Statistics for 2022

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.

General social media influencer statistics

  • There are between 2 and 40 million influencers on Instagram. (Mediakix)
  • 87% of Instagram creators have between 1,000 and 50,000 followers. (Mediakix)
  • There are between 1.5 and 5 million influencers on YouTube. (Mediakix)
  • 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)

Influencer marketing statistics

  • 83% of firms take their influencer marketing spending from their marketing budget. (Influencer Marketing Hub)
  • In January 2021, more than 60% of marketers stated they planned to increase creator spending. (eMarketer)
  • 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)
  • 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)

Statistics on influencer relationships with their audience

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!

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