Influencer advertising is a quickly evolving trade. The important thing efficiency indicators, marketing campaign codecs and content material targets that outlined final yr’s success might not be as highly effective in 2025. That will help you keep knowledgeable on the most recent trade ideas and tendencies, we’ve compiled these 29 pivotal influencer advertising statistics.
Spanning six classes, this listing provides you with a snapshot of the state of the trade, the most well-liked social media platforms, what it takes to create an efficient influencer advertising marketing campaign and a lot extra.
The 2024 Influencer Advertising Report
This listing will embrace influencer advertising 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 knowledge recent from the Q1 2025 Sprout Pulse Survey knowledge.
Influencer advertising progress statistics
Influencer advertising has been steadily rising through the years and reveals no signal of stopping. Take a look at these influencer advertising progress statistics to be taught extra in regards to the trade and its projections for the way forward for social media.
1. 86% of US entrepreneurs will companion with influencers in 2025
In 2021, virtually 70% of US entrepreneurs in firms bigger than 100 staff had been anticipated to make use of influencer advertising. That share has been steadily climbing ever since and is predicted to succeed in 86% in 2025.
2. 26% of promoting companies and types allocate greater than 40% of their advertising budgets to influencer advertising worldwide
As of February 2024, 26% of the world’s advertising companies and types have allotted greater than 40% of their advertising budgets to influencer partnerships. Surprisingly, 26.1% of promoting companies and types allotted lower than 10%. Each of those percentages grew YoY, which might trace at a rising polarization in opinion concerning influencer advertising budgets.
3. The influencer advertising trade was valued at $24 billion in 2024
The influencer advertising trade 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 trade.
4. Instagram is the highest influencer advertising 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 % of manufacturers selected YouTube, 28% selected Fb and 12% selected LinkedIn.
5. The worldwide influencer advertising platform trade is predicted to hit practically $33 billion in 2025
Influencer advertising platforms help with discovering influencers and partnering them with manufacturers, creating contracts, planning campaigns and extra. So it’s no shock that platform market dimension can also be rising and projected to succeed in $33 billion in 2025.
Influencer advertising effectiveness statistics
Lots goes into an efficient influencer advertising marketing campaign. Discovering the appropriate area of interest influencers, reaching the appropriate audiences and choosing the appropriate content material format and briefing technique can take a little bit of trial and error. These influencer advertising effectiveness statistics will enable you to slim down what makes a marketing campaign profitable.
6. 65% of influencers wish to be concerned within the artistic course of
In line with knowledge from the Sprout Social 2024 Influencer Advertising Report, 65% of influencers would relatively be concerned in artistic or product growth conversations with manufacturers early on than observe 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 means of engagement and hyperlink site visitors, whereas influencers measure viewers progress
The identical Sprout Influencer advertising report reveals influencers measure efficiency by social media engagement metrics, viewers progress and hyperlink site visitors. Entrepreneurs differ barely, benchmarking influencer advertising 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 shoppers assume the important thing to the very best model and influencer collaborations is being trustworthy and unbiased
Information from the Client Expectations part of the Influencer Advertising Report reveals that throughout all ages and genders, influencer partnerships are almost certainly to cease the scroll if they’re trustworthy and unbiased (67%) and entertaining (48%). Customers are much less influenced by academic (29%), stunning (19%) and aspirational content material (18%).
Influencer advertising ROI statistics
Influencer advertising budgets are at an all-time excessive, however what are manufacturers getting out of their influencer campaigns? Listed below are some influencer advertising ROI statistics straight from Sprout Social’s most up-to-date influencer advertising report that can assist you measure and maximize the influence 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 publish, however 71% supply 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 shoppers make a purchase order impressed by an influencer at the very least as soon as per yr
In line with survey responses within the Shopping for Behaviors part of the 2024 Influencer Advertising Report, 16% of shoppers rank influencer advertising as having essentially the most influence on their shopping for choices, however the actuality is that influencer content material drives virtually half (49%) of shoppers’ each day, weekly or month-to-month purchases. And virtually all (86%) of shoppers make a purchase order impressed by an influencer at the very least as soon as per yr.
12. 64% of shoppers consider real opinions are the best 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 consumers are prone to share product suggestions with influencers
Influencer advertising ROI isn’t restricted to elevated web site site visitors and conversions. Purchaser conduct insights from the 2024 Influencer Advertising Report reveal that 29% of all shoppers are prone to share product suggestions with influencers. That determine jumps to 41% for Gen Z shoppers and 62% for frequent consumers.
This reveals that customers are bringing influencers into the product suggestions loop. In case your care groups and entrepreneurs aren’t working carefully with influencers to seize and deal with this suggestions, you’re lacking out on invaluable buyer insights.
14. B2C manufacturers work with a number of influencers at a time
Sprout Social’s Q1 Pulse knowledge reveals that B2C manufacturers are likely to companion with extra influencers at a time, with 52% partnering with 6-10 without delay and 23% partnering with 11-19.
B2B influencer advertising statistics
B2B influencer advertising is ready to take off in 2025. Manufacturers constructing their methods can be taught from the wins and rising pains described within the B2B influencer advertising statistics beneath.
15. 49% of B2B entrepreneurs predict influencer content material will pattern in 2025
Almost half of B2B entrepreneurs pointed to integrating influencer content material throughout their advertising methods as a high pattern to be careful for in 2025.
16. 58% of B2B advertising groups use an always-on influencer advertising strategy
An always-on strategy helps manufacturers domesticate long-term relationships with their influencers and their audiences. Almost three out of 5 B2B advertising groups use an always-on influencer advertising strategy. Entrepreneurs who don’t use an always-on strategy are 17 occasions extra prone to report that their program is considerably or very ineffective. On the flip aspect, 99% of groups utilizing an always-on strategy price their packages as efficient.
17. 67% of B2B manufacturers use influencer advertising to extend model consciousness, whereas 54% use it to extend credibility and belief
In line with knowledge from Sprout Social’s Q1 2025 Pulse Survey, rising model consciousness is the highest influencer advertising aim for many B2B manufacturers (67%). Different major targets embrace elevating credibility and belief (54%), boosting viewers engagement and buyer loyalty (37%), informing product growth and co-creation (29%), and income progress (24%).
TikTok influencer advertising statistics
Though US manufacturers might want to hold a pulse on the way forward for TikTok, the platform continues to be an influencer advertising powerhouse globally. TikTok influencers have a few of the finest engagement charges, making this platform superb for turning area of interest audiences into loyal prospects. Listed below are some TikTok influencer advertising 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 reveals 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 the US, with follower counts starting from 5,000 all the best way to 1,000,000+. And for the reason that complete variety of TikTok customers in the US 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 price for TikTok nano-influencers is 10.3%—that’s greater than three factors increased than the 7.1% engagement price anticipated by the platform’s mega-influencers.
Nearly all of Instagram influencers (76%) are additionally nano-influencers, however they obtain a mean engagement price of 1.73% (greater than eight factors decrease than their TikTok counterparts).
21. 54% of TikTok customers are underneath 24 years previous and 56% are feminine
Over half of TikTok customers are feminine and underneath 24 years previous. Technology Z would be the largest, wealthiest, highest-spending era in world historical past. In 2024, the era made up practically 25% of the world’s inhabitants and contributed 17% of client spending. In 2030, Gen Zers are anticipated to be the world’s largest era, comprising 19% of client spending.
Mixed with the financial affect exerted by the trendy feminine client, this knowledge makes influencer advertising on TikTok a golden alternative for manufacturers that cater to youthful girls.
22. Magnificence is the most-discussed trade on TikTok, however foods and drinks has the best engagement price
In line with The 2024 Influencer Advertising Benchmarks Report, magnificence is the most-discussed trade on TikTok, with 3.63M posts and a 2.46% engagement price. Foods and drinks is one other trade to maintain your eye on. Whereas there have been fewer posts on this class (1.05M), its common engagement price tops the listing at 3%.
Instagram influencer advertising statistics
Instagram influencer advertising is a must-use technique for a lot of manufacturers, particularly contemplating most entrepreneurs agree it’s the highest influencer advertising platform. Be taught extra in regards to the state of influencers on this social network by means of these Instagram influencer advertising 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 virtually twice as probably as Boomers to interact on Instagram
In line with the 2024 Influencer Advertising Report, Gen X and Millennials are practically twice as probably to interact on Instagram than Boomers, making the platform a perfect place to succeed in Gen X and Millennial audiences.
25. Vogue is the most well-liked area of interest on Instagram
Instagram is the most well-liked platform for fashion-related influencer content material. In line with our 2024 Influencer Advertising Benchmark knowledge, the area of interest earned 35.8M posts and a mean engagement price of 1.59%.
26. Sporty content material acquired essentially the most Instagram engagement in 2023
Instagram Influencers who publish content material associated to sports activities and health acquired the highest engagement in 2023. Information from The 2024 Influencer Advertising Benchmark Report reveals this trade obtained 17.8M posts and an engagement price of two.31%.
27. 79% of Reels customers have bought a services or products after watching a Reel
Instagram Reels are an important 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 stats
Lastly, let’s cowl YouTube influencer advertising stats and what its influencers appear to be.
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 reveals that greater than half of YouTube customers are almost certainly 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 check extra in-depth activations.
29. The highest three YouTube classes globally are gaming, sports activities and health and vogue
In line 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 could have solely gotten 146K posts, but it surely had the best engagement price for the platform (1.83%).
Keep knowledgeable with influencer advertising statistics
Maintaining with the most recent influencer advertising statistics is a strong approach to enhance the effectiveness of your influencer campaigns. Need to ramp up your influencer advertising technique even additional? You may check out these influencer advertising instruments to assist your crew discover area of interest influencers, construct campaigns and type long-lasting relationships with influencers and their audiences.
