Influencer advertising and marketing is a quickly evolving business. The important thing efficiency indicators, marketing campaign codecs and content material targets that outlined final 12 months’s success will not be as highly effective in 2025. That will help you keep knowledgeable on the most recent business ideas and traits, we’ve compiled these 29 pivotal influencer advertising and marketing statistics.
Spanning six classes, this record provides you with a snapshot of the state of the business, the preferred social media platforms, what it takes to create an efficient influencer advertising and marketing marketing campaign and a lot extra.
The 2024 Influencer Advertising Report
This record will embrace influencer advertising and marketing statistics from the Sprout Social 2024 Influencer Advertising Report. It’s a four-in-one report overlaying client expectations, shopping for behaviors, model partnerships and long-term predictions. We’ll additionally cite information contemporary from the Q1 2025 Sprout Pulse Survey information.
Influencer advertising and marketing progress statistics
Influencer advertising and marketing has been steadily rising through the years and exhibits no signal of stopping. Take a look at these influencer advertising and marketing progress statistics to study extra concerning the business and its projections for the way forward for social media.
1. 86% of US entrepreneurs will accomplice with influencers in 2025
In 2021, nearly 70% of US entrepreneurs in corporations bigger than 100 staff had been anticipated to make use of influencer advertising and marketing. That share has been steadily climbing ever since and is predicted to achieve 86% in 2025.
2. 26% of selling businesses and types allocate greater than 40% of their advertising and marketing budgets to influencer advertising and marketing worldwide
As of February 2024, 26% of the world’s advertising and marketing businesses and types have allotted greater than 40% of their advertising and marketing budgets to influencer partnerships. Surprisingly, 26.1% of selling businesses and types allotted lower than 10%. Each of those percentages grew YoY, which may trace at a rising polarization in opinion concerning influencer advertising and marketing budgets.
3. The influencer advertising and marketing business was valued at $24 billion in 2024
The influencer advertising and marketing business was price simply $1.7 billion again in 2016. It hit $16.4 billion in 2022 and grew to $24 billion in 2024. This exponential progress demonstrates the well being of this business.
4. Instagram is the highest influencer advertising and marketing platform worldwide
Over half of manufacturers (57%) deem Instagram to be their most well-liked social media platform for influencer campaigns. TikTok is a detailed second, most well-liked by 52% of manufacturers. Thirty-seven p.c of manufacturers selected YouTube, 28% selected Fb and 12% selected LinkedIn.
5. The worldwide influencer advertising and marketing platform business is predicted to hit almost $33 billion in 2025
Influencer advertising and marketing platforms help with discovering influencers and partnering them with manufacturers, creating contracts, planning campaigns and extra. So it’s no shock that platform market measurement can also be rising and projected to achieve $33 billion in 2025.
Influencer advertising and marketing effectiveness statistics
Lots goes into an efficient influencer advertising and marketing marketing campaign. Discovering the correct area of interest influencers, reaching the correct audiences and choosing the correct content material format and briefing technique can take a little bit of trial and error. These influencer advertising and marketing effectiveness statistics will enable you to slender down what makes a marketing campaign profitable.
6. 65% of influencers wish to be concerned within the inventive course of
In accordance with information from the Sprout Social 2024 Influencer Advertising Report, 65% of influencers would relatively be concerned in inventive or product improvement conversations with manufacturers early on than comply with a inflexible transient. Influencers are deeply in tune with the nuance of web tradition and perceive what angles will resonate with their very own audiences.
7. Entrepreneurs measure efficiency by way of engagement and hyperlink site visitors, whereas influencers measure viewers progress
The identical Sprout Influencer advertising and marketing report exhibits influencers measure efficiency by social media engagement metrics, viewers progress and hyperlink site visitors. Entrepreneurs fluctuate barely, benchmarking influencer advertising and marketing efficiency with social media engagement metrics (68%), hyperlink site visitors from posts (50%) and elevated web site site visitors throughout campaigns (45%).
8. Influencers choose working with manufacturers on short-form movies, giveaways and product collaborations
When requested about their most well-liked content material format for model collaborations within the 2024 Influencer Advertising Report, 53% of influencers selected short-form movies between 15-30 seconds lengthy and solely 5% most well-liked evergreen activations.
9. 67% of customers suppose the important thing to one of the best model and influencer collaborations is being trustworthy and unbiased
Information from the Shopper Expectations part of the Influencer Advertising Report exhibits that throughout all ages and genders, influencer partnerships are almost definitely to cease the scroll if they’re trustworthy and unbiased (67%) and entertaining (48%). Customers are much less influenced by academic (29%), shocking (19%) and aspirational content material (18%).
Influencer advertising and marketing ROI statistics
Influencer advertising and marketing budgets are at an all-time excessive, however what are manufacturers getting out of their influencer campaigns? Listed here are some influencer advertising and marketing ROI statistics straight from Sprout Social’s most up-to-date influencer advertising and marketing report that can assist you measure and maximize the affect of your subsequent marketing campaign.
10. Forming long-term relationships with influencers helps manufacturers lower your expenses
The 2024 Influencer Advertising Report signifies that half of influencers cost between $250-$1,000 per submit, however 71% provide reductions for longer-term partnerships and one other 25% would think about doing so sooner or later. This emphasizes the worth of long-term influencer-brand partnerships.
11. 86% of customers make a purchase order impressed by an influencer at the very least as soon as per 12 months
In accordance with survey responses within the Shopping for Behaviors part of the 2024 Influencer Advertising Report, 16% of customers rank influencer advertising and marketing as having essentially the most affect on their shopping for selections, however the actuality is that influencer content material drives nearly half (49%) of customers’ each day, weekly or month-to-month purchases. And nearly all (86%) of customers make a purchase order impressed by an influencer at the very least as soon as per 12 months.
12. 64% of customers consider real opinions are the simplest influencer content material sort
The highest influencer content material qualities that compel customers to buy from a model are real opinions (64%) and low cost codes (55%). This means {that a} profitable influencer marketing campaign plan in 2025 will contain asking influencers with an viewers overlap in the identical area of interest to supply real opinions and unique promotions to their viewers.
13. 62% of frequent patrons are more likely to share product suggestions with influencers
Influencer advertising and marketing ROI isn’t restricted to elevated web site site visitors and conversions. Purchaser habits insights from the 2024 Influencer Advertising Report reveal that 29% of all customers are more likely to share product suggestions with influencers. That determine jumps to 41% for Gen Z customers and 62% for frequent patrons.
This exhibits that buyers are bringing influencers into the product suggestions loop. In case your care groups and entrepreneurs aren’t working carefully with influencers to seize and tackle this suggestions, you’re lacking out on useful buyer insights.
14. B2C manufacturers work with a number of influencers at a time
Sprout Social’s Q1 Pulse information exhibits that B2C manufacturers are likely to accomplice with extra influencers at a time, with 52% partnering with 6-10 directly and 23% partnering with 11-19.
B2B influencer advertising and marketing statistics
B2B influencer advertising and marketing is ready to take off in 2025. Manufacturers constructing their methods can study from the wins and rising pains described within the B2B influencer advertising and marketing statistics beneath.
15. 49% of B2B entrepreneurs predict influencer content material will pattern in 2025
Practically half of B2B entrepreneurs pointed to integrating influencer content material throughout their advertising and marketing methods as a prime pattern to be careful for in 2025.
16. 58% of B2B advertising and marketing groups use an always-on influencer advertising and marketing strategy
An always-on strategy helps manufacturers domesticate long-term relationships with their influencers and their audiences. Practically three out of 5 B2B advertising and marketing groups use an always-on influencer advertising and marketing strategy. Entrepreneurs who don’t use an always-on strategy are 17 occasions extra more likely to report that their program is considerably or very ineffective. On the flip facet, 99% of groups utilizing an always-on strategy charge their packages as efficient.
17. 67% of B2B manufacturers use influencer advertising and marketing to extend model consciousness, whereas 54% use it to extend credibility and belief
In accordance with information from Sprout Social’s Q1 2025 Pulse Survey, growing model consciousness is the highest influencer advertising and marketing purpose for many B2B manufacturers (67%). Different main targets embrace elevating credibility and belief (54%), boosting viewers engagement and buyer loyalty (37%), informing product improvement and co-creation (29%), and income progress (24%).
TikTok influencer advertising and marketing statistics
Though US manufacturers might want to hold a pulse on the way forward for TikTok, the platform continues to be an influencer advertising and marketing powerhouse globally. TikTok influencers have among the greatest engagement charges, making this platform superb for turning area of interest audiences into loyal prospects. Listed here are some TikTok influencer advertising and marketing statistics to encourage your subsequent marketing campaign.
18. 27% of Gen Z customers interact with influencers on TikTok.
Information from the 2024 Influencer Advertising Report exhibits that whereas 15% of Gen Z customers interact with influencers on social media total, over 1 / 4 (27%) interact with influencers on TikTok.
19. There are over 100,000 TikTok influencers within the US
As of June 2023, there have been over 100,000 TikTok influencers in america, with follower counts starting from 5,000 all the best way to 1,000,000+. And because the complete variety of TikTok customers in america grew from 150 million in March 2023 to 170 million in January 2024 (and a pair of billion globally), the platform is probably going now house to much more United States influencers.
20. 88% of TikTok customers are nano-influencers
The bulk (87.68%) of TikTok influencers are nano-influencers with fewer than 10,000 followers. The common engagement charge for TikTok nano-influencers is 10.3%—that’s greater than three factors larger than the 7.1% engagement charge anticipated by the platform’s mega-influencers.
Nearly all of Instagram influencers (76%) are additionally nano-influencers, however they obtain a median engagement charge of 1.73% (greater than eight factors decrease than their TikTok counterparts).
21. 54% of TikTok customers are below 24 years outdated and 56% are feminine
Over half of TikTok customers are feminine and below 24 years outdated. Era Z would be the largest, wealthiest, highest-spending technology in international historical past. In 2024, the technology made up almost 25% of the world’s inhabitants and contributed 17% of client spending. In 2030, Gen Zers are anticipated to be the world’s largest technology, comprising 19% of client spending.
Mixed with the financial affect exerted by the fashionable feminine client, this information makes influencer advertising and marketing on TikTok a golden alternative for manufacturers that cater to youthful girls.
22. Magnificence is the most-discussed business on TikTok, however food and drinks has the very best engagement charge
In accordance with The 2024 Influencer Advertising Benchmarks Report, magnificence is the most-discussed business on TikTok, with 3.63M posts and a 2.46% engagement charge. Foods and drinks is one other business to maintain your eye on. Whereas there have been fewer posts on this class (1.05M), its common engagement charge tops the record at 3%.
Instagram influencer advertising and marketing statistics
Instagram influencer advertising and marketing is a must-use technique for a lot of manufacturers, particularly contemplating most entrepreneurs agree it’s the highest influencer advertising and marketing platform. Study extra concerning the state of influencers on this social network by way of these Instagram influencer advertising and marketing statistics.
23. 77% of Instagram influencers worldwide have lower than 10,000 followers
The overwhelming majority of Instagram influencers are nano-influencers, with lower than 10,000 followers.
24. Gen X and Millennials are nearly twice as seemingly as Boomers to interact on Instagram
In accordance with the 2024 Influencer Advertising Report, Gen X and Millennials are almost twice as seemingly to interact on Instagram than Boomers, making the platform a really perfect place to achieve Gen X and Millennial audiences.
25. Trend is the preferred area of interest on Instagram
Instagram is the preferred platform for fashion-related influencer content material. In accordance with our 2024 Influencer Advertising Benchmark information, the area of interest earned 35.8M posts and a median engagement charge of 1.59%.
26. Sporty content material received essentially the most Instagram engagement in 2023
Instagram Influencers who submit content material associated to sports activities and health received the highest engagement in 2023. Information from The 2024 Influencer Advertising Benchmark Report exhibits this business obtained 17.8M posts and an engagement charge of two.31%.
27. 79% of Reels customers have bought a services or products after watching a Reel
Instagram Reels are an excellent content material format for driving conversions. When surveyed, 79% of weekly Reels customers have bought a services or products after seeing it in a Reel.
YouTube influencer advertising and marketing stats
Lastly, let’s cowl YouTube influencer advertising and marketing stats and what its influencers appear like.
28. 51% of YouTube customers choose to interact with a model’s long-form movies
Information from The 2024 Social Media Content material Technique Report exhibits that greater than half of YouTube customers are almost definitely to interact with manufacturers’ long-form movies (over 60 seconds), with 31-60-second movies coming in second place. From an influencer partnership standpoint, YouTube is the place manufacturers can take a look at extra in-depth activations.
29. The highest three YouTube classes globally are gaming, sports activities and health and vogue
In accordance with The 2024 Influencer Advertising Benchmarks Report, the industries with essentially the most content material on YouTube are gaming (1.24M posts), sports activities and health (650K posts) and vogue (549K posts). The journey class might have solely gotten 146K posts, however it had the very best engagement charge for the platform (1.83%).
Keep knowledgeable with influencer advertising and marketing statistics
Maintaining with the most recent influencer advertising and marketing statistics is a stable approach to enhance the effectiveness of your influencer campaigns. Need to ramp up your influencer advertising and marketing technique even additional? You may check out these influencer advertising and marketing instruments to assist your staff discover area of interest influencers, construct campaigns and kind long-lasting relationships with influencers and their audiences.
