60 Influencer Marketing Statistics for 2023

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)

• 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)

• 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

• More than 240 new influencer marketing-focused agencies and platforms were established in 2019. (Influencer Marketing Hub)

• 90% of survey respondents believe influencer marketing to be an effective form of marketing. (Influencer Marketing Hub)

• 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)

• 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

• 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)

• 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)

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