27+ Must-know influencer marketing statistics (Trends & more)

Influencer marketing has gained popularity and has been adopted by companies as a result of the use of social media by large audiences. The bond that influencers establish with their followers has encouraged companies to communicate their products to their target audiences through this marketing channel.

The fact that influencers convey the products and services offered by companies in a unique way shapes the shopping preferences of the consumers. We have prepared 27+ influencer marketing stats for you to master the subject and apply. In our article, you will also learn what influencer marketing is and current trends on the subject. Now, let’s move on to our article:

What is influencer marketing?

Influencer marketing is a marketing method in which social media users work with brands to promote those brands' products and services.

Consumers consider influencer marketing more credible than traditional marketing methods. For this reason, it has frequently been preferred by companies in their marketing activities. 

27+ Essential statistics about influencer marketing

Influencer marketing allows you to achieve high conversion rates. You will learn the subject in detail with the 27+ Instagram influencer marketing statistics we have prepared for you. In addition, our influencer marketing statistics for 2024 will guide you in getting maximum efficiency from the influencer marketing strategy. Let's check out our statistics without wasting any more time:

1. The influencer marketing market is increasing its value.

Influencer Marketing Hub has published a helpful statistic that demonstrates the importance and popularity of influencer marketing. According to their data, the global influencer market size is projected to be worth about 24 billion dollars by the end of 2024.

The importance of influencers in the marketing sector is increasing daily. Influencers, who have a considerable place in social media marketing, are among the critical figures frequently preferred by brands to reach their potential customers. Therefore, the influencer marketing industry is expected to gain more value.

2. 40% of Gen Zers and millennials follow influencer recommendations.

The success of influencer marketing can vary from audience to audience. Emarketer proves this point with an important statistic. While over 40% of Gen Zers and millennials follow and make purchases from influencer accounts globally, only 9% of baby boomers do the same.

Younger audiences use social media platforms more intensively and are affected by influencers in their purchasing decisions. Therefore, it is very important for companies to correctly identify their target audience before implementing the influencer marketing strategy. When the target audience is correctly identified, influencer marketing stands out as an effective marketing method.

3. Consumers are influenced by influencers they find trustworthy.

Matter published a statistic showing the impact of recommendations from trusted relatives and influencers on consumers' shopping decisions. Compared to information obtained directly from a brand, 69% of respondents are more willing to trust a suggestion from a friend, relative, or influencer.

Consumers expect authenticity and originality from the influencers they follow. For this reason, they turn to influencers they can relate to and find trustworthy. For this reason, choosing the right influencers to reach your target audience will be critical for both increasing your sales and reflecting your brand values.

4. A third of Gen Z consumers made a purchase after hearing about it from an influencer.

Influencer marketing has a significant impact on shaping the shopping decisions of younger generations. An impressive statistics by HubSpot proves this. In the last three months, 33% of Gen Z and 26% of Millennial consumers made a purchase based on an influencer's recommendation.

Young consumers look up to and connect with the influencers they follow. Therefore, the advice of the influencers they look up to plays a role in their shopping decisions. As a result, an effective way to convince young consumers to buy from your brand is to use influencer marketing campaigns.

5. Influencer marketing is seen as more effective than brand-generated content.

Linqia's The State of Influencer Marketing Research, published in 2023, showed you the impact of influencer marketing compared to other types of content. 86% of the survey respondents said that influencer marketing content performed as well or better than brand-generated content.

Influencer marketing is considered so successful by the participants because it helps the brands gain trust and recognition. Getting more views on social media platforms as a result of influencers' posts will increase your sales and put you ahead of your competitors.

6. By the end of 2025, influencer marketing expenditure is expected to exceed one billion pounds.

Adobe Express released a statistic showing that influencer marketing is growing rapidly and is one of the leading marketing strategies for brands. According to their findings, influencer marketing expenditure is anticipated to surpass one billion pounds by the end of 2025.

The influencer marketing industry has grown so much because it allows brands to reach large audiences at an affordable price. Thanks to the widespread use of social media today, companies can reach millions of people and increase their brand awareness.

7. Influencer marketing brings in higher-quality leads.

A statistic shared by Smart Insights points out the advantages of influencer marketing over other marketing channels. Compared to different sources, 71% of marketers agree that influencer marketing generates higher-quality traffic and customers, demonstrating influencers' ability to increase conversion.

Thanks to their sincere relationships with their followers, influencers can effectively persuade their followers to buy from the brands they advertise. This leads to high conversion rates in influencer marketing. Brands' ability to convey their messages authentically through influencers is another factor that increases conversion rates.

8. Influencer marketing is becoming a more successful marketing strategy, according to 85% of survey respondents.

A significant 85% of Influencer Marketing Hub survey respondents now recognize influencer marketing as an increasingly effective marketing method, marking a notable increase over prior years. The increasing importance given to influencer marketing shows that you should allocate a significant portion of your company's marketing budget to it.

Through influencer marketing, you can reach consumers among social media users who will be interested in the products and services you offer. In this way, you can increase your brand's visibility and positively affect your sales. For these reasons, influencer marketing is seen as an effective marketing strategy.

9. 61% of customers are choosing to follow relatable personalities.

Matter found that 61% of consumers are drawn to relatable personalities when choosing which influencers to follow on social media. Expert personalities (43%), just-for-fun personalities (32%), and aspirational personalities (28%) are other characteristics that drive consumers to follow an influencer.

When choosing influencers who will communicate your brand's products and services to their audiences, you should determine your strategy correctly. The success of influencer marketing depends on establishing the proper connection with audiences and reflecting your brand's values.

10. 65% of respondents spend half of their influencer marketing budgets on media amplification.

In its research, Linqia revealed data on the use of market amplification in influencer marketing. According to 65% of respondents, media amplification accounts for at least half of their influencer marketing expenditures. This data shows that serious investments are being made to make the elements used in influencer marketing more visible.

Media amplification refers to increasing the visibility and prominence of content shared by social media influencers. This way, content gets more views, and brands reach more potential customers. In other words, media amplification makes influencer marketing more effective. Therefore, you should allocate some of your influencer marketing budget to media amplification.

11. Over half of American social network users between the ages of 25 and 34 plan to purchase on social media.

In September 2023, the statistics revealed, as a result of the research conducted by Emarketer, the importance of social media in marketing. More than half (54.1%) of US social network users ages 25 to 34 want to purchase on a social platform in 2024.

Consumers tend to shop at high rates from brands recommended by influencers they follow through social media platforms. In addition, brands gain visibility as a result of social media posts. For this reason, brands working with influencers and turning to social media marketing will increase their sales.

12. Marketers allocate more than forty percent of their budgets to influencer marketing.

If you are wondering how much of their marketing budget marketers allocate to influencer marketing, you should check out this statistic. Almost one-fourth of marketers reported to the Influencer Marketing Hub study said they plan to allocate over 40% of their total marketing budget to influencer campaigns.

The reason why marketers allocate a large portion of their budget to influencer marketing is because it has high returns. The fact that it increases brand awareness and enables you to reach large audiences through many social media channels makes influencer marketing valuable.

13. The global fashion influencer marketing market is growing rapidly.

According to SkyQuest, the global fashion influencer marketing market size was valued at 3.7 billion dollars in 2022 and 5.03 billion in 2023. It is expected to reach 58.50 billion dollars by 2031, growing at a CAGR of 35.9% in the forecast period (2024-2031).

This statistic shows the growing importance that fashion brands attach to influencer marketing. Brands operating in the fashion industry can promote their products through content creators who will appeal to their target audience correctly and get feedback. Fashion brands prefer influencer marketing as it contributes positively to increasing brand value.

14. 34% of marketers said influencer marketing ROI is higher than other channels.

41% of marketers claimed that the return on investment (ROI) from influencer marketing is comparable with other channels, while 34% claimed it is better. Moreover, Smart Insights found that 14% of those surveyed claimed it outperforms other marketing channels.

One of the main advantages of influencer marketing over other marketing channels is the ability to gain the target audience's trust through influencers. Reaching your target audience through creative content created by influencers is another factor that makes it advantageous compared to other marketing methods.

15. 1 in 4 Gen Z wants to get product information from influencers.

According to HubSpot’s survey, influencers' posts about products attract the attention of consumers. 25% of Gen Z say they would rather learn about new products from influencers, and 41% say they would rather watch short-form videos on social media.

Influencer marketing is remarkable, and thanks to the large audiences of influencers, your brand awareness will increase. This is especially useful for businesses in the process of rebranding to gain visibility. You should use influencer marketing to grow your audience and increase your brand awareness.

16. 69% of companies use TikTok for influencer marketing.

Many different social media platforms can be used for influencer marketing. Influencer Marketing Hub's research shows you the most popular ones. With 69% of firms utilizing influencer marketing, TikTok is currently the most widely used platform. It significantly surpassed Instagram (47%), YouTube (33%), and Facebook (28%).

TikTok's growing popularity and millions of users have made it an ideal platform for influencer marketing. Influencers' ability to reach large audiences regardless of their number of followers makes TikTok valuable. Thanks to social media platforms such as TikTok and Instagram, companies have successfully reached their target audience and gained their trust.

17. 40% of millennial YouTube subscribers find their favorite creator more relatable than their friends.

Think With Google notes that 70% of teenage YouTube subscribers said they can relate to influencers on YouTube more than traditional celebrities. Moreover, according to 4 out of 10 millennial subscribers, their favorite creator is more relatable to them than their friends.

This statistic shows how strong a bond influencers can build with their followers. Influencers can shape their shopping decisions by building relationships with their followers based on trust and sincerity. Therefore, influencer marketing can direct large audiences towards specific brands.

18. 59% of consumers want to see influencer content on food and beverage topics.

Matter's research shows which industries consumers are most interested in seeing content marketed by influencers. Customers are most interested in seeing influencer content on topics such as food and beverages (59%), health and wellness (43%), and beauty and personal care (42%).

Content that falls into these categories is also the one consumers are most likely to act upon, such as purchase, share, or consider. Through influencer marketing, brands can establish a sincere bond with their potential customers and gain their trust.

19. AI and ML are assisting influencer marketing.

According to Statista, 63% of participants said they intended to use machine learning (ML) and artificial intelligence (AI) for influencer marketing in the coming year. A further 27.1% of marketers said they might or might not use it to create successful influencer marketing strategies.

Artificial intelligence and machine learning have an important place in the digital marketing sector, as they manifest themselves in every field and sector. In influencer marketing, they contribute to more effectively addressing your target audience. They also allow you to make the right decisions and use your budget more efficiently when implementing influencer marketing.

20. Investments in influencer marketing are on the rise.

Advertisers are expected to invest 5.89 billion dollars in influencer marketing by the end of 2024, with a 14.7% YoY (year-over-year) growth. This statistic published by Emarketer reminds you that you need to invest in influencer marketing to stay ahead of your competitors.

Including influencer marketing in your marketing strategies will build trust and customer loyalty. The increase in investments in influencer marketing shows that its importance is increasingly recognized. Unlike traditional marketing methods, influencer marketing offers you the opportunity to approach your target audience more individually.

21. The number of influencer-sponsored social media posts customers saw increased in the previous year.

A statistic published by Marketing Dive shows that influencer marketing is rapidly being adopted and given importance by companies. 63% of participants reported seeing more influencer-sponsored content on social media in the last year compared to 53% in 2020.

Introducing the products you offer to your target audience through content produced by influencers will encourage them to try them. The fact that consumers tend to follow the recommendations of the influencers they follow has led to the popularity of influencer marketing. 

22. On average, Businesses receive $5.78 for every dollar invested in influencer marketing.

A statistic from the Digital Marketing Institute shows how profitable influencer marketing is for companies. According to them, for every dollar invested in influencers, businesses receive 5.78 dollars, with some earning up to 18 dollars. This statistic proves that you should include influencer marketing in your marketing activities.

Thanks to influencer marketing, you will increase your sales and grow your brand by reaching large audiences. You will also save money on your marketing budget and get total value for your investment. In this way, you will increase your conversion rates and bring your products to large audiences.

23. The main objective of influencer marketing is to produce user-generated content.

Leveraging influencer marketing is profitable for companies and has many benefits. Creating user-generated content is the primary goal of influencer marketing, accounting for 56% of the total. Generating sales comes in second, with 23%. This statistic from Influencer Marketing Hub shows you the primary uses of influencer marketing.

User-generated content is a valuable marketing tool that allows brands to reflect user experiences to their potential customers. It reduces marketing costs and saves companies time. It also inspires trust in potential customers and increases conversion rates. This way, brands can build strong bonds with their customers and outperform their competitors.

24. The number of Google searches for influencer marketing has increased dramatically over the last seven years.

Influencer marketing has become more and more recognized worldwide and is frequently used by brands. Adobe Express has released data that reflects the growing popularity of influencer marketing. From 2016 to 2023, the number of Google searches for "Influencer Marketing" increased by 400%.

Influencer marketing has become popular because it increases profitability and brand awareness. After finding the influencer who is right for your brand, it aims to reach customers using concepts such as giveaways. It is essential to learn how to promote your giveaway and have different giveaway ideas to get more engagement on social media platforms.

💡If you are curious about giveaway methods, check out our article for more insightful information.

25. 79% of marketers use Instagram for influencer marketing.

Instagram is one of the ideal platforms for influencer marketing, as it has millions of users. According to HypeAuditor’s data, 79% of marketing specialists run influencer marketing campaigns on Instagram. Influencers enable you to reach your target audience through the engaging content they share on Instagram.

High engagement rates on social media platforms increase your brand awareness and conversion rates. Through the connection between influencers and their followers on social media platforms, they can effectively communicate your products and services. The recommendations they receive from influencers will direct consumers to shop from you.

26. Finding the right influencer is the first step to effective influencer marketing.

Choosing the right influencer to collaborate with for your brand is vital to appeal to your target audience and reflect your brand accurately. Smart Insights found that 61% of marketers stated that finding the ideal influencers for a campaign is a difficult task, while only 39% disagreed.

In order to maximize the efficiency of influencer marketing, you must first determine your target audience correctly. After selecting your target audience, you should choose the influencer who will appeal to them and match your brand's values. In this way, you will be able to reach your target audience and increase your sales.

27. Gen Z women care about influencers' recommendations.

Consumers tend to seek advice from trusted relatives and influencers when shopping. 83% of Gen Z women look for product recommendations from influencers online, and 82% do so in person. This statistic, published by Emarketer, shows the impact of influencers in driving shopping decisions.

Influencers introduce brands' products to their followers by promoting them in an interesting and original way. This allows brands to communicate with their target audience and direct them to shop. In addition, the fact that they receive recommendations from influencers they trust also pushes consumers to be loyal to brands.

Latest influencer marketing trends to follow

Influencer marketing can be carried out on many different social media platforms by following different strategies. By using creative content produced by influencers, you can reach your target audience and attract their attention. Here are some of the latest trends in influencer marketing:

Popular influencer marketing trends

Key points to take away

Social media and influencers can guide audiences and influence their shopping decisions. Therefore, influencer marketing is an excellent way for your company to increase brand awareness and sales. Our 27+ influencer marketing statistics give you all the information you need to implement influencer marketing and get the best results.

Now you have all the necessary knowledge about influencer marketing, and you are ready to grow your company!