38 Fascinating Influencer Marketing Statistics for 2023

This is a complete list of up-to-date influencer marketing statistics.

You’ve come to the right place if you’re looking for carefully-selected stats on:

• Platforms
• Content types
• State of the industry
• Effectiveness
• Budgets
• Analytics

Read on to find out everything you need to know about influencer marketing.

Platforms

There are influencers on just about every social network, from Instagram to TikTok. But which sites are the most popular for influencer marketing? Which are the most effective? These statistics have the answers.

1. More than 9 in 10 influencer marketing campaigns utilize Instagram (Influencer Marketing Hub)
2. Influencers on Instagram get by far the best engagement rate of the traditional platforms, averaging 1.67% per post. That’s compared to 0.15% on Facebook and just 0.043% on Twitter (RivalIQ)
3. One study showed that TikTok influencers get significantly higher engagement rates than all of the more established platforms, averaging 7.7% (Influencer Marketing Hub)
4. Influencers are most active on Facebook – they average 0.86 posts per day on this platform. Twitter influencers are a close second with 0.84 posts per day, while influencers on Instagram average a more reserved 0.56 posts a day (RivalIQ)
5. Almost a quarter of people on TikTok say they are sharing more influencer posts since the start of the Covid-19 pandemic. 16% of Instagram users and 13% of Facebook members say the same (Global Web Index)

Content types

Once a business has partnered with an influencer, there can be a great deal of creativity in the campaign that follows. These statistics show the types of content that brands, influencers and consumers prefer.

6. Photos generate the most engagement for influencers on both Facebook and Instagram. The interaction rate with photo posts on Instagram is close to 1.8% (RivalIQ)
7. By contrast, Twitter influencers get the most engagement from plain status tweets. Links generate the lowest engagement rate, and yet tweets containing links are the most common type of influencer post (RivalIQ)
8. Video is the most popular content type among marketers. 31.7% name video as their preferred medium for influencers to use, behind product photos (28%) (SocialPubli)
9. In 2019, the #10yearchallenge hashtag provided Instagram influencers with a 500% increase in average engagement (RivalIQ)
10. Christmas hashtags are an effective signal booster for influencers. On Instagram, #merrychristmas was found to increase average engagement 4.5x (RivalIQ)
11. Content promotion, product launches and event publicity account for 89.9% of influencer collaborations. A further 5.1% relate to some form of crisis management (SocialPubli)
12. Influencers average over 22 posts per week (RivalIQ)
13. Almost 9 in 10 brands prefer influencers to make original content based on a brief, as opposed to posting content that has been directly provided (SocialPubli)

State of the Industry

Influencer marketing has firmly entered the mainstream. These statistics reveal the extent to which brands are turning to influencers.

14. 39% of B2C companies have used influencers or other media relations to distribute content within the last year (Content Marketing Institute)
15. In the B2B sector, 34% of businesses have pushed content via third-party media or influencers (Content Marketing Institute)
16. Large firms are now using 3x more micro-influencers than they were in 2016 (Influencer Marketing Hub)
17. Influencer marketing is expected to be worth $15 billion by the end of 2022 (Business Insider)
18. Companies collaborate with 660 million creators each year (Influencer Marketing Hub)
19. Ten micro-influencers (100k followers across all platforms) are used for every one mega-influencer (1m+ followers) (Influencer Marketing Hub)
20. Influencers are most prevalent in the fashion industry, with 57% of brands working with online personalities (Fashion Monitor)
21. Beauty is rated as the area with the highest potential for influencer marketing growth (SocialPubli)
22. 54.3% of brands engaged in influencer marketing use some kind of agency or self-service software to manage influencer relationships (SocialPubli)

Effectiveness

Conventional wisdom says that consumers trust individual recommendations more than traditional advertising. But does this hold true when the recommendations come from influencers? These statistics show the true effectiveness of influencer marketing.

23. 91% of companies using influencer marketing report it to be effective (Influencer Marketing Hub)
24. 71% of marketers say that customers gained from influencer marketing are higher-quality than those gained from other kinds of marketing (Mediakix)
25. ROI on influencer marketing averages $5.78 for every dollar spent (Influencer Marketing Hub)
26. Influencer marketing is ranked as the single best channel for ROI, with more than a third of marketers citing influencer collaborations as providing the highest returns of any channel (SocialPubli)
27. Firms with a strong understanding of influencer marketing reported returns as high as $18 per dollar invested (Influencer Marketing Hub)
28. More than 10% of marketers cite influencer posts as their most successful channel for audience engagement (HubSpot)
29. Nano-influencers enjoy far higher average engagement rates than larger accounts. Instagram influencers with fewer than 5000 followers average 6.25% engagement. That drops to just 1.1% for the largest accounts (Influencer Marketing Hub)
30. 70% of marketers consider a following somewhere between 2,000 and 100,000 to be the ideal range (SocialPubli)

Budgets

Ever wondered how much brands spend on influencer marketing? These stats have you covered.

31. Worldwide marketing spend on Instagram influencers is estimated at $8 billion (Statista)
32. Almost 4 in 5 businesses intend to create a dedicated influencer marketing budget within the next year (Influencer Marketing Hub)
33. 78% of businesses plan to spend 10% or more of their overall marketing budget on influencers in 2020 (Influencer Marketing Hub)
34. And 65% of companies are planning to increase spending on influencers (Mediakix)

Analytics

Marketers in every field need effective ways of tracking their performance. This is no different in the world of influencer marketing. These statistics show the KPIs and metrics that brands are using to track the success of their influencer collaborations.

35. Conversions/sales is the most common metric for measuring influencer marketing success (39%), ahead of engagement/clicks (34%) and impressions (27%) (Influencer Marketing Hub)
36. Marketers view reaching target consumers and building credibility as the joint-biggest benefits of influencer marketing (SocialPubli)
37. Audience relationship is the most important factor for marketers when considering which influencers to use. 53% ranked this as their top priority (Influencer Marketing Hub)
38. Google Analytics is the most popular tool for tracking the success of influencer marketing campaigns (Databox)

Conclusion

That’s it for my list of influencer marketing statistics.

I hope you found the stats as interesting and informative as I did.

Now I’d like to hear from you.

Which statistics surprised you the most?

Are there others you’d like to see included?

Let me know in the comments below.