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78+ Influencer Marketing Statistics, Facts, and Trends

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Influencer marketing started as an offshoot of word-of-mouth marketing and affiliate marketing. But today, even multibillion-dollar brands like Apple, Samsung, and Coca-Cola are investing in it.

That said, which brands are getting the best results, which demographic is the best suited for this kind of marketing, and what more is there to know?

Find answers in this expository collection of the most intriguing and exciting influencer marketing statistics, facts, and trends.

Top 7 Influencer Marketing Stats (Editor’s Pick)

  • As of 2022, 77% of influencers were female.
  • In 2022, 31% of surveyed B2B marketers poached influencers used by their competitors.
  • 79% of influencers in 2022 used Instagram for marketing.
  • YouTube influencers charged the highest average ($791) to work with brands in 2022.
  • In 2022, brands spent $257 on average to collaborate with an influencer.
  • The global influencer marketing market is projected to hit $17.4 billion in 2023.
  • About 25% of B2B marketers in 2022 had no formal influencer marketing strategy.


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General Influencer Marketing Statistics

1. As of July 2022, 16% of surveyed B2B marketers believed their organizations would hire influencers in 2023.

Furthermore, 20% of the B2B marketers used organic influencer partnerships to distribute content between July 2021 – 2022.

2. 1 in 4 brands in 2022 invested in social commerce because it aligned with their influencer marketing strategy.

This was behind the companies investing in social commerce to gain more reach (44%), higher engagements (32%), and increased profits (30%).

3. As of 2022, 17% of companies not invested in social commerce were open to doing so for their influencer marketing campaign’s sake.

But ahead of this reason were respondents who were seeking higher profits for their brands (23%), increased engagements (33%), and improved brand discovery (37%).

4. 7 in 10 surveyed consumers in 2022 would purchase from a brand affiliated with a known and trusted influencer.

Another 59% actively sought influencers for product recommendations.

5. 30% of marketers in 2022 only signed 3–6-month contracts with influencers for their brands.

Almost the same volume (27%) of the surveyed US-based marketers engaged influencers for less than 3-month-long contracts. Another 16% signed one-time agreements with these freelancers, with only 18% signing influencers for up to one year.

6. In 2022, influencers took about 14 hours to respond to a collaboration request with brands or advertisers.

Overall, the initial contact stage to final project delivery took 16 days.

7. 77% of B2B marketers in 2022 preferred to work with industry experts and analysts for their influencer marketing campaigns.

Surprisingly, less than half (45%) worked with professional influencers.

Influencer Type Share of B2B marketers
Industry experts and analysts 77%
Internal executives 56%
Niche experts 48%
Customers 46%
Professional influencers 45%
Employees 42%
Prospects 12%

8. Instagram nano influencers averaged a 2.53% engagement rate on their content in 2022.

The average for the year was 2.05%, putting nano influencers ahead of micro-influencers (1.06%), mid-tier influencers (0.91%), macro-influencers (0.86%), and mega influencers (0.92%).

Influencer Marketing Platform Statistics

9. 68% of surveyed US-based marketers in 2022 used Facebook for influencer marketing.

Meta (Facebook’s parent company)-owned Instagram was in second place (63%), while YouTube (48%) rounded up the top three.

10. 45% of influencer marketing in 2022 took place on TikTok.

This was ahead of Instagram (39%) in second place, the top platform for paid collaborations in 2021. However, only 2% of influencer collaborations happened on YouTube.

11. 82% of influencers surveyed in 2022 offered their services on Instagram.

This made it the platform with the highest number of influencers, ahead of TikTok (61%), YouTube (9%), and influencers offering user-generated content (26%).

12. Female influencers in 2022 (82%) dominated paid user-generated-content platforms.

Female influencers also comprised 79% of influencer marketers on Instagram, 76% on TikTok, and 69% on YouTube.

13. TikTok male influencers in 2022 were likelier to have more followers than their female counterparts.

This is shown via data presented in the table below.

Follower Range Male Influencers Female Influencers
1,000 – 10,000 8% 92%
10,000 – 50,000 16% 84%
50,000 – 100,000 24% 76%
100,000 – 500,000 36% 64%

14. Most (81%) B2B marketers in 2022 found webinars were the most effective influencer marketing content delivery channel.

This was up from 64% of B2B marketers who thought the same in 2020.

A breakdown of the differences in voted content effectiveness is tabled below.

Content Type 2022 2020
Webinars 81% 64%
Social media 74% N/A
Blog post 71% 83%
Recorded video 67% 67%
Interview 62% 59%
Podcast 52% 52%
Live video 48% 48%
Case study 38% 34%
Industry 33% N/A
Interactive content 31% 33%
Third-party analysis 29% N/A
Social audio 22% N/A
Infographics 17% 34%

15. In 2022, 79% of Indian brands wanted to explore Live Streaming influencer-created content for their campaigns.

Only 21% were against the idea, choosing other content types instead.

Instagram Influencer Marketing Statistics

16. Most (31%) Indian influencers and brands in 2022 preferred Instagram for their influencer marketing campaigns.

21% would choose YouTube above all else, while Facebook (19%) rounded up the top three.

Only 5.1% preferred Twitter, while 8% chose TikTok among the notable options.

17. 1 in 4 US Instagram users in 2021 purchased a product from an influencer’s recommendation.

This worked into 30 million US Instagram users who had been influenced to buy a product on the platform.

us instagram users
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TikTok Influencer Marketing Statistics

18. 66.96% of TikTok influencers in 2022 were nano influencers with up to 10k followers.

The next major group was micro-influencers (10K-50K followers), with a 23.06% share of the TikTok influencer pie. Rounding up the top three were mid-tier influencers, boasting up to 500k followers, making up a 9.04% share.

19. TikTok influencer marketing engagement rate increased for all influencer types between 2021 to 2022.

Only nano influencers suffered a -0.5% growth in the timeframe.

Follower Range 2021 Engagement Rate 2022 Engagement Rate
1,000 – 10,000 15.7% 15.2%
10,000 – 50,000 12.2% 12.4%
50,000 – 500,000 10.8% 10.9%
500,000 – 1 million 10.6% 10.8%
Over 1 million 11.1% 11.3%

20. TikTok nano influencers charged between $20 - $150 per post in 2022.

This was the least range of the bunch as micro-influencers commanded $30-$400

While influencers with up to 1 million followers charged as much as $3,500 per post, those with over 1 million flowers could negotiate a per-post price as they desired.

YouTube Influencer Marketing Statistics

21. In 2022, “People and blogs” YouTube influencers made the most significant (20.6%) influencer category on YouTube.

Entertainment (16.8%) and music influencers (13.7%) followed.

Conversely, the bottom three categories by YouTube influencer population were technology (3.5%), sports (3.4%), and news/politics (3.1%).

22. Sponsored YouTube videos in 2022 cost between $60 to over $2500 per post.

The cost per sponsored video depended on the influencers’ follower base, as shared below.

Influencer Follower Range Per Post Rate
1,000 – 10,000 $60 - $650
10,000 – 50,000 $180 - $2,240
50,000 – 500,000 $389 - $5,859
500,000 – 1 million $1,105 - $16,234
Over 1 million $2,500 - Infinity

Influencer Marketing Demographic Statistics

23. In 2021, there were about 150,000 Indian influencers (pros and semi-pros) monetizing their services.

Further research showed that a third (33%) of these influencers focused on their regional languages to communicate with their audience.

24. Over 14% of Indian influencer posts in 2021 broke the Advertising Standards Council of India’s (ASCI) influencer marketing guidelines.

The body surveyed 5,000 posts from influencer accounts between July to December 2021 and found 719 posts violating its guidelines.

25. 82% of influencer marketing spending observed across 7,000 paid collaborations in 2022 was to the United States.

Influencers in Canada took only 8% of the pie, followed by those in Australia and the UK, with an equal 5% share each.

26. As of 2022, 77% of influencers were female.

Of the surveyed 50,000 influencer set, only 23% were male.

27. More male influencers (31%) offered their services on YouTube than on other platforms in 2022.

Males also accounted for 24% of the surveyed TikTok influencers, comprised 21% of the influencer marketers on Instagram, and made up 18% of user-generated content influencers.

28. In 2022, male influencers on Instagram were likelier to have higher followers than female influencers.

A breakdown of influencer share by gender across different follower bases is below.

Follower Count Males Females
1,000 – 10,000 16% 84%
10,000 – 50,000 22% 78%
50,000 – 100,000 21% 79%
100,000 – 500,000 34% 66%

29. 14.3% of Instagram influencers, the most in 2022, produced lifestyle-related content.

Next up were influencers creating music content (8.5%) and beauty-related content (7.6%).

30. Most (65.39%) Instagram influencers surveyed in 2022 were nano influencers.

In other words, they had followers in the 1,000 – 10,000 range.

Tag Follower Count Share
Nano influencers 1K – 10K 65.39%
Micro-influencers 10K – 50K 27.73%
Mid-tier influencers 50K – 500K 6.38%
Macro influencers 500K – 1 million 0.28%
Mega influencers & celebrities Over 1 million 0.23%

31. 28% of Indian brands reported up to 2X influencer marketing budget increments between 2021-2022.

In another survey, 77% of US brands planned to create an influencer marketing budget for 2022.

32. 6 in 10 Indian brands using influencer marketing leveraged it to get more brand awareness.

The 2022 survey also revealed that 37% were more concerned about making sales, while 35% sought higher brand engagement via influencer marketing.

33. About 80% of US digital shoppers in 2021 bought a product a social media influencer recommended.

This was from an estimated 230.5 million online shoppers in the USA.

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34. 68% of surveyed US brands already spending on influencer marketing in 2021 planned to increase their budgets in 2022.

While 16% were unsure whether they would increase or decrease their budgets, 14% claimed they would stay the same. Only 3% of the surveyed brands would reduce their influencer marketing spending.

Influencer Marketing Adoption Statistics

35. 22% of senior marketers not investing in social commerce in 2022 were open to investing in influencer marketing.

The number is higher (37%) for 2023 as more senior marketers uninterested in social commerce would take up influencer marketing instead.

36. As of 2022, most (68%) of US-based marketers had influencer marketing programs less than 4 years old.

Over half (51%) of these US-based marketers spent about $50,000 – $500,000 yearly on influencer marketing campaigns.

37. Only 1 in 5 surveyed US-based marketers in 2022 have had an influencer marketing program for over 4 years.

In contrast, the majority (37%) have had such programs for 1-2 years, followed by 31% whose similar programs were about 3-4 years old. Finally, there was another 12% whose influencer marketing program was under one year old.

38. 52% of B2B marketers got the best influencer to work with by asking their connections.

According to the 2022 research, 44% asked other influencers for recommendations, while 43% outsourced influencer recruitment to an agency.

39. In 2022, 31% of surveyed B2B marketers poached influencers used by their competitors.

And they claimed this was their most effective influencer identification strategy.

Another 41% asked their audience for the best influencers to work with, and 31% sought software help to identify the right influencers.

40. 70% of Indian brands in 2022 considered the quality of content when choosing an influencer to work with.

55% were keen on the engagement rates generated by the influencer, while 53% dug deeper to ensure the chosen influencer was right for their brand.

Similarly, 35% of brands considered the influencer’s pricing packages.

Influencer Marketing Impacts and Results Statistics

41. Sponsored posts from influencers' social handles surged 23% from 2020 to 2022.

This data was gathered from an analysis of over 40,300 influencer posts, compared between June 2020-May 2021 and June 2021-May 2022.

42. 54% of US marketers in 2022 enjoyed increased brand awareness from influencer marketing.

For another 82% of marketers, influencer marketing drove sales to their brands.

43. 86% of surveyed B2B marketing professionals in 2022 had a successful influencer marketing program.

Of these, 72% claimed influencer marketing improved their brand reputation, 70% got better brand awareness, and 56% generated new leads due to their campaigns.

44. In 2022, 73% of top-level B2B marketers claimed influencer marketing’s popularity grew in the past year.

And even more (8 in 10) believed its popularity would increase into 2023.

45. Only 19% of B2B brands running periodic influencer marketing campaigns reported considerable success in 2022.

55% claimed such campaigns were only moderately successful, while the remaining 24% did not get any success from their influencer marketing.

46. 31% of B2B brands with an always-on influencer marketing campaign in 2022 reported massive success from the program.

The majority (69%) claimed their campaigns were moderately successful, while none claimed unsuccessful campaigns.

47. 38% of B2B marketers using their senior executives for influencer marketing in 2022 reported very effective campaigns.

Those were the majority, as 35% had somewhat effective campaigns, and the rest (27%) got highly effective results.

48. In 2022, 6700+ US brands got over 50 mentions from more than 20 influencers in 90 days.

Next in line were brands in Brazil (2,232 brands) and the UK (1,273), making up the top three on influencer mentions.

49. 79% of influencers in 2022 used Instagram for marketing.

That was as 87% of Instagram users also acted on brand mentions by following the brand, buying a product, or simply visiting its store.

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50. In 2022, 71% of surveyed US brands tracked sales from influencer marketing campaigns.

45.5% had unique referral links to track each influencer’s sales, and 25.4% used coupon codes to attribute sales to influencers.

A breakdown of the influencer sale tracking methods is tabled below.

Influencer Sales Tracking % of Brands Using Method
Referral links 45.5%
Coupon codes 25.4%
Email addresses 15.6%
Product SKUs 7.6%
Other methods 5.9%

51. More US brands (70%) measured their influencer marketing ROI at the start of 2022 than in the two previous years.

67% of brands did the same in 2021, while a smaller 65% were in the same shoes in 2020.

Influencer Marketing Revenue Statistics

52. Influencer marketing is projected to generate INR 22 billion ($0.268 billion) in the Indian market by 2025.

The market pulled in INR9 billion (approx. $0.1 billion) in 2021 and is expected to grow steadily through 2022 to 2025.

53. The global influencer marketing industry was estimated at 13.8 billion in 2021.

This represented massive growth from 2019 ($1.7 billion) and 2020 ($9.7 billion).

54. YouTube influencers charged the highest average ($791) to work with brands in 2022.

Instagram influencers charged the least of the surveyed platforms, at $363. 

Between the highest and lowest were TikTok influencers ($460) and UGC influencers ($396).

55. Out of 50,000 surveyed influencers in 2022, lifestyle influencers charged the highest average at $994.

They were accompanied in the top three by health and fitness ($979) and comedy and entertainment ($968) influencers.

Influencer Category Average Pricing
Lifestyle $994
Fashion $912
Beauty $860
Travel $939
Model $864
Health and Fitness $979
Comedy & Entertainment $968
Food & Drink $918
Music and Dance $850
Art & Photography $818

56. 52.9% of B2B marketers in 2022 paid influencers in cash for their services.

But this was in a mix of payment options, as another 45.9% only publicly acknowledged the influencer, while 36.5% of marketers connected the influencer with new peers/experts.

Influencer Marketing Spending Statistics

57. Influencer marketing spend in India is expected to hit INR 220 billion (approx. $2.68 billion) by 2025.

This assumes the market continues to grow at a CAGR of 25% starting from 2022.

58. 15% of surveyed US-based marketers in 2022 spent over $1 million annually on influencer marketing campaigns.

Below is a breakdown of what the surveyed marketers spent on influencer marketing in their brands.

Spending Percentage
Less than $50,000 19%
$50,000 - $200,000 25%
$200,000 - $500,000 25%
$500,000 - $1 million 15%
$1 million - $5 million 10%
More than $5 million 5%

59. In 2022, brands spent $257 on average to collaborate with an influencer.

This figure was aggregated from over 10,000 surveyed brand-influencer collaborations.

60. 73% of B2B marketers with less than $50,000 in influencer marketing spending reported unsuccessful campaigns.

Nevertheless, none (0%) of B2B marketers with access to at least $100,000 was unsuccessful in their influencer marketing campaigns throughout 2022.

61. 53% of B2B marketing professionals in 2022 planned to increase their influencer marketing budgets in 2023.

While 10% were unsure whether their budgets would increase or decrease, 32% believed they would stay the same. Alternatively, 5% claimed their budgets would decrease.

62. Brands in 2022 stood to get 412% earned media value from Instagram influencer marketing spending.

For every $1 spent, there was a potential to earn $4.12 in media value.

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63. 29% of US brands (the majority) spent $100,000 - $500,000 on influencer marketing campaigns in 2021.

Next up were the 28% who spent less than $50,000 on their campaigns, while brands with a budget of $50,000 – $100,000 (22%) rounded up the top three.

Only 5% of the surveyed brands spent over $50 million on their campaigns.

64. 34% of US brands in 2021 assigned up to 10% of their overall marketing budgets to influencer marketing campaigns.

The table below shows how other brands spent their marketing budgets on influencer marketing.

Marketing Budget Percentage Brands Involved
0-10% 34%
11-20% 26%
21-30% 20%
31-40% 7%
41-50% 7%
51-60% 3%
61-70% 2%
71-80% 2%
81-90% 0%
91-100% 1%

65. US brands paying influencers per follower count in 2021 paid $10/1,000 Instagram followers.

LinkedIn ($30/1000 followers) influencers got the best rates, followed by Facebook ($25) and YouTube ($20). TikTok drew level with Instagram, while Twitter ($2/1000 followers) got the least payment scale.

66. 34.4% of US brands preferred to give influencers free products rather than pay them in 2021.

Another 34.4% paid influencers in money for their services, while 25% gave influencers a discount on any store product they wanted. The least share (5.9%) allowed the influencers to enter for giveaways.

67. 49% of US brands that paid influencers in 2021 used a flat-rate payment method.

42% paid their influencers on a sales-driven scale, while a 4% share (each) used a tiered system or product-level payment structure.

68. In 2021, 34% of US brands paying influencers used PayPal.

24% went with third-party payment providers (like Payoneer), while another 24% chose manual payment options. Only 18% opted for wire transfers.

69. 82.3% of surveyed US brands in 2021 took their influencer marketing spending from their main marketing budgets.

That left 17.7% of brands with a dedicated influencer marketing budget.

Influencer Marketing Market & Financials Statistics

70. The global influencer marketing market is projected to hit $17.4 billion in 2023.

This would represent a 14.47% bump over the $15.2 billion realized in the market in 2022. Further projections show that the market will cross $22 billion in 2025.

71. In 2021, the number of brands and agencies offering influencer marketing services surged 26%.

This pegged the number at 18,900 in 2021. The most significant growth (30%) was seen in the USA.

72. Influencer marketing software startups in 2021 raised over $800 million in seed funding.

The most notable startups are Grin ($126 million), LTK ($300 million), and MAVRCK ($120 million).

Influencer Marketing Challenges Statistics

73. In 2022, 32% of B2B marketing professionals cited a need for more budget as their biggest influencer marketing challenge.

That was behind the B2B marketers facing issues such as

  • The lack of a proper strategy – 48%.
  • Challenges identifying and engaging influencers – 39.5%.
  • The lack of automation – 38.3%.

74. 4 in 10 surveyed B2B marketers in 2022 did not apply technology in their influencer marketing campaigns.

Only 27% of B2B brands leveraged software to identify the right influencers to work with.

75. Less than 20% of marketers surveyed in 2022 were ready for influencer marketing challenges.

About 40% were slightly ready for the challenges posed by this new form of marketing, while 10% were either not equipped at all or only slightly equipped.

Other Influencer Marketing Statistics

76. About 25% of B2B marketers in 2022 had no formal influencer marketing strategy.

28% used an informal strategy which they did not bother to document, while about 47% used a documented influencer marketing strategy.

b2b marketers
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77. Only 49% of surveyed B2B marketers in 2022 considered audience size a vital requirement for choosing influencers to work with.

The top three criteria were audience relevance (98%), audience trust (87%), and subject matter expertise (78%), which the influencers had built over time.

78. 54% of Indian influencers in 2022 would like a dashboard to view their earnings, engagement rates, and projects.

This was split between nano/micro-influencers (23%) and macro influencers (77%) who wanted such.

79. 54.1% of US brands working with influencers in 2022 had e-commerce stores.

Leaving only 45.9% of such brands without an online store.

Expand Your Circle of Influence

Brands cannot go on the journey alone. Hence, you need influencers to carry your product and services to an audience that trusts their recommendations.

Still, it is important to vet your influencers thoroughly, ensure they align with your brand goals, and have the right audience set for your company.

And while at that, it is best to explore our Twitter Statistics, YouTube Statistics, Instagram Statistics, and Creator Economy Statistics to see where your influencer marketing spends are best directed.

Interesting Reads:
  1. https://www.ey.com/en_in/media-entertainment/tuning-into-consumer-indian-m-and-e-rebounds-with-a-customer-centric-approach
  2. https://contentmarketinginstitute.com/articles/b2b-content-marketing-research-trends-statistics
  3. https://www.deptagency.com/downloads/2022-social-commerce-report/?utm_source=business+wire&utm_medium=press+release&utm_campaign=2022+social+commerce+report
  4. https://www.traackr.com/resources/influencer-marketing-impact-report-2022
  5. https://collabstr.com/2023-influencer-marketing-report
  6. https://www.toprankblog.com/2022/07/b2b-influencer-marketing-report-22/
  7. https://hypeauditor.com/resources/whitepapers/state-of-influencer-marketing-2023/
  8. https://www.influencer.in/wp-content/themes/influencer-2022/images/IMR-2022-report.pdf
  9. https://grin.co/wp-content/uploads/2022/10/State_of_Creator_Management_2022_Report.pdf
  10. https://influencermarketinghub.com/influencer-marketing-benchmark-report-2022/
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