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Herd 1 profile
Jack Shepherd Co-Founder & Marketing Director
Updated on 11 Mar 2022

28 Essential Influencer Marketing Statistics You Need to Know in 2022

Many brands turn to paid advertising to speed up their results when it comes to boosting awareness, engagement, and sales. However, influencer marketing has also proven to be just as effective (if not more), particularly in recent years.

In this post, we’ve compiled some influencer marketing statistics to show why it needs to be part of your overall marketing strategy if you want to expand your reach online.

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Top Influencer Marketing Statistics

To kick things off, here are a few fun influencer marketing statistics to pique your interest:

93% of Marketers Have Used Influencer Marketing

Showing just how prevalent influencer marketing is currently, 93% of marketers stated they’d used influencer marketing within their overall marketing strategy. That means only 7% have yet to try this strategy as a way to market their business to potential new customers.

93% of marketers have used influencer marketing

Raising Brand Awareness Was the Top Objective for 86% of Marketers

There are a number of reasons to invest in influencer marketing. However, the top objective of influencer marketing campaigns is to raise brand awareness. Here’s a breakdown of the most common goals to provide an idea of what it can help you achieve:

  • Raising brand awareness (86%)
  • Reaching new or targeted audiences (74%)
  • Improving brand advocacy (69%)
  • Increasing sales conversions (46%)
61% trust influencer recommendations, while 38% trust branded social media content

61% of Consumers Trust Influencers’ Recommendations

A recommendation from a creator that you like goes a long way. 61% of consumers trust the product recommendations they get from influencers. Meanwhile, only 38% trust branded social media content.

Influencer Marketing Global Statistics

Working with influencers is something that brands all around the world are getting involved in. Here are a couple stats for you to consider based on its demographics:

Influencers Based in the U.S. Receive the Most Deals Followed by Canada, the UK, and Australia

As it’s a growing industry, it’s no surprise there are influencers based all over the world. According to influencer marketing statistics, the influencers based in the U.S. receive the most deals. The cities in North America with the most influencers are Los Angeles, New York, Atlanta, Miami, and Chicago. Following behind the U.S. in terms of the amount of influencer deals is Canada, the UK, and Australia.

84% of Instagram Influencers Worldwide Are Women

After analyzing over three million Instagram posts labeled as an ad, Statista found that 84% of the influencers creating sponsored posts were women. Clearly they’re dominating the influencer marketing industry.

Influencer Marketing UK Statistics

Brands based in the UK are no stranger to the influencer marketing world. Here are a few fun stats to consider if you’re also in the UK:

Google Searches for “Influencer Marketing” Grew by 400% in the UK from 2016-2021

Proof that there’s tons of interest in learning more about influencer marketing! Google searches for “influencer marketing” grew by 400% from 2016-2021 in the UK alone.

Around 44% of B2C Brands Planned to Increase Their Influencer Marketing Budget

According to a survey of B2C (business to consumer) brands in Europe, 44% said they planned to increase their influencer marketing budget in 2021. On the other hand, 7% said they wanted to decrease it. And 29% of those brands intended to keep their budget the same as 2020.

Lifestyle Content Was the Most Popular Influencer Category in 2020

Influencer marketing content spans a wide array of niches, with many influencers specializing in just one. In 2020, lifestyle content reigned supreme as the most popular influencer category in the UK. It was followed by travel and food content.

Influencer Marketing Industry Growth Statistics

Influencer marketing isn’t anything new, but the industry sure has grown tremendously in recent years. This data shows just how popular it’s become:

Influencer Marketing Has Grown to Become a $13.8 Billion Industry

In recent years, influencer marketing has really been on the rise. What was a $1.7 billion industry in 2016 has since grown to become a $9.7 billion industry in 2020. In just 2021, it grew to $13.8 billion and is projected to expand to $15 billion in 2022.

Marketers Will Increase Spending on Influencers by 2023

As it’s a booming industry that seems to show a great return on investment, it’s no wonder that marketers plan to increase their spending on influencers by 2023. Surely this will make it even more tempting for content creators to get in on the action.

Micro-Influencers Are on the Rise, Growing From 89% to 91% in 2021

Luckily, you don’t need to have millions of followers to become an influencer. Micro-influencers can often have just as big an impact as those with larger followings due to their highly engaged and loyal communities. Influencer marketing statistics show the market share of micro-influencers grew from 89% in 2020 to 91% in 2021.

Influencer Marketing for Business Statistics

As a business, working with an influencer can speed up your results by generating lots of traction. Here are some influencer marketing statistics to consider before diving in:

Businesses Make $5.20 for Every $1 Spent on Influencer Marketing, on Average

Now, let’s talk actual money. Data shows that businesses are making $5.20 for every $1 spent on influencer marketing, on average. The top 13% of businesses are seeing revenue of $20 or more per every $1 spent.

50.7% of Brands Working With Influencers Run eCommerce Stores

For businesses with eCommerce stores, influencer marketing appears to be a popular way to reach new customers. 50.7% of brands that work with influencers have an eCommerce store to sell their products.

Graphic from Shopify stating that 50.7% of brands working with influencers run ecommerce stores.


Nano-Influencers Have the Highest Engagement Rate at 5%

When trying to choose the right influencer for your campaign, don’t overlook those with a smaller following. Nano-influencers (with 1,000-5,000 followers) have a 5% engagement rate, beating out even the mega influencers with over one million followers.

Influencer Marketing ROI Statistics

Seeing a return on your investment (ROI) is crucial for any marketing strategy. Here’s some data around the ROI others have seen on their influencer campaigns to show how effective it can be:

51% Say Influencer Marketing Helps Them Acquire Better Customers

As we know, generating customers is one of the primary reasons brands implement influencer marketing. So, it’s good news that 51% of marketers say influencer marketing has helped them acquire better customers. This is likely because the right partnership will put you directly in front of an audience that’s filled with potential customers.

60% Believe Influencer-Generated Content Performs Better Than Branded Posts

While branded posts can certainly be effective, 60% of marketers believe influencer-generated content performed better. At the end of the day, it’s all about doing what drives the most follows, engagement, and conversions.

Influencer Marketing Achieved 11x the ROI Than Banner Ads

Paid advertising in the form of website or social media ads has long been the way to boost brand awareness, sales, and more. While they do get the job done, some influencer marketing statistics say it might not be the best way to go. According to a study from Convince and Convert, influencer marketing received 11x the ROI than banner ads did, which is impressive data.

8 Out of 10 Consumers Purchased Something After Seeing it Recommended by an Influencer

If making sales is your primary goal, influencer marketing may help you make it happen. Eight out of 10 consumers have purchased something after seeing it recommended by an influencer. This is likely because we tend to trust our favourite creators' recommendations.

Instagram Influencer Marketing Statistics

Instagram is a popular choice for influencers, and this data makes it clear why it comes out on top:

Instagram is one of the Most Important Platforms for Influencer Marketing

With so many social media platforms out there, it can be tricky deciding where to run your campaigns. It turns out that Instagram is seen as the most important platform for influencer marketing. Not only can brands have influencers post to their main feed, but they can also have them share Stories posts.

Most important influencer marketing channels

Half a Million Influencers Prefer Instagram

Brands aren’t the only ones that love Instagram. Influencers do too. Half a million influencers said their preferred or only channel of influence is Instagram. This could be because it’s where they have the most followers or simply because Instagram gives them plenty of options for the types of content they can create.

87% of Users Took Action After Seeing a Product on Instagram

A huge part of influencer marketing is gaining exposure to a new audience and getting them to take action. Well, 87% of users have taken action after seeing a product on Instagram. What kind of action? This could be following the brand’s account, visiting their website, or actually making a purchase.

Fashion is the Focus of 25% of Sponsored Posts on Instagram

Fashion brands frequently use Instagram to spread the word about their clothing. 25% of all sponsored posts on Instagram have been related to fashion. That makes it the platform’s leading topic for brand partnerships. Fashion beats out food, entertainment, and baby products.

YouTube Influencer Marketing Statistics

When it comes to video content, YouTube is a favourite platform for influencers to talk about their favourite brands and products. These influencer marketing statistics show why it can be a great platform for influencer and brand collaborations:

70% of Teenage YouTube Subscribers Relate to YouTube Creators More Than Traditional Celebrities

While celebrities still have power when it comes to persuading their followers, we seem to value the average person’s opinion more. Google says that 70% of teenage YouTube subscribers relate to YouTube creators more than they do traditional celebrities.

4 in 10 Millennial Subscribers Say Their Favorite Creators Understand Them Better Than Their Friends

Some Millennials feel their favourite YouTube creators understand them better than their own friends. In fact, four in 10 Millennials agreed with this sentiment. This shows just how important a role YouTube creators play in the lives of the younger generations.

Videos Created by Top YouTubers Perform Better Than Celebrity Videos

When compared to videos owned by traditional celebrities, it appears YouTube videos are generating much better results. Google says YouTube creators see 3x as many views, 2x as many actions, and 12x as many comments. That sounds like a win, right?

6 in 10 YouTube Subscribers Would Follow Advice on What to Buy From Their Favorite Creator Over Their Favorite Celebrity

And as it turns out, YouTube subscribers take product recommendations seriously when they come from their favourite creators. Six in 10 YouTube subscribers would follow advice on what to buy from their favourite creator over recommendations from their favourite TV or movie personality.

TikTok Influencer Marketing Statistics

Even though TikTok hasn’t been around as long as some other platforms, it’s getting some traction in the influencer marketing world. Here are a couple of stats to consider:

TikTok Influencers With Less Than 15k Followers Have a 17.96% Engagement Rate

With TikTok’s user base rapidly expanding over the past few years, so have the opportunities for brands to run influencer marketing campaigns on the platform.

Influencers on TikTok with less than 15,000 followers see an engagement rate of 17.96%, beating out Instagram’s 3.86% average.

engagement rate on TikTok by the type of influencer with nano-influencers having the best engagement rate.

39% of Survey Respondents Buy Products Through TikTok

If generating sales is the goal with your campaign, 39% of respondents reported buying products through TikTok, versus 22% for influencer posts on Instagram and 9% on Facebook.

Using These Influencer Marketing Statistics

Not only does this data show why influencer marketing is a powerful and effective marketing strategy, but it can also help you determine which platforms to use to reach your target audience.

Instagram, YouTube, and TikTok have proven themselves to be strong platforms for collaborating with influencers.

Just remember that you don’t need a massive budget to work with an influencer. It’s all about creating a campaign that resonates and choosing the right person to collaborate with.

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