In the changing digital landscape, it is important for every business to invest in digital marketing. While there are many ways to market your brand through digital means, influencer marketing is one of the best option.
Recently, influencer marketing has become the go-to option for many businesses. Seeing such growth, it is safe to assume that influencer marketing is here to stay.
Whether you’re preparing your strategy for the upcoming year, or have already done it, you need to check these stats. We’ve listed some extremely important influencer marketing statistics below.
These may make you reconsider your strategy, or even reinforce your decision of including influencer marketing in it. Let’s take a look.
99 Incredible Influencer Marketing Statistics
1. According to a marketing survey by Collective Bias, 70% of millennials are influenced by their peers in their buying decisions. This means that millennials find their peers the most relatable.
2. 30% of consumers are likely to buy a product if it is recommended by a non-celebrity influencer. Why do you think that is? Because consumers can relate better to them and value their opinions more.
3. Only 3% of consumers have reported being influenced by celebrity influencers. These influencer marketing statistics show that non-celebrity influencers can be much more effective in influencer marketing.
Image via Collective Bias
4. Facebook has more than 2 billion monthly active users. These numbers make it one of the most influential social media platforms today. Facebook influences the purchase decisions of 19% of consumers, according to the survey by Collective Bias. This is the reason why Facebook influencer marketing is used by many brands.
5. YouTube comes in a close second - influencing the purchase decisions of 18% of consumers.
6. According to the Collective Bias study, Twitter isn’t quite as influential as other social media platforms. Less than 2% of consumers are influenced by Twitter on buying decisions.
7. The same study also found that 60% of consumers have been influenced by social media while shopping in a store.
9. A study has found that 39% of marketers were planning on increasing their budgets for influencer marketing in 2018.
10. In the same study, only 5% of marketers said that they were going to decrease their budgets.
11. Another 35% of marketers said that they were unsure about any changes in their budget.
12. It’s interesting to note that 21% of them had decided to stick to their previous year’s budget. These influencer marketing statistics clearly show that more marketers are leaning towards this form of marketing.
13. In the same study, 76% of marketers said that the biggest challenge in influencer marketing is determining the ROI. This has remained a challenge for years and still remains a big one.
14. A survey by Mars Petcare found that 30% of pet owners follow and engage with celebrity pets on social media.
15. It also went on to show that 65% of pet owners post about their pets twice a week.
16. 50% of owners who post about their pets said that their pets get more attention than they do on social media. These influencer marketing statistics indicate that petcare brands can leverage celebrity pets as influencers to grab attention with ease.
Image via Mars
17. A study by Twitter found that nearly 40% of users made a purchase directly after seeing a tweet from an influencer.
18. The same study found that tweets from brands increased the purchase intent by 2.7X.
19. However, the purchase intent increased 5.2X when these tweets were coupled with tweets from influencers. This shows the importance of influencer marketing when it comes to selling products online.
20. The same study also found that 1/3 of Twitter audiences engage and follow social media influencers and celebrities.
21. 20% of Twitter users are likely to share a product recommended by an influencer. This, in turn, can increase engagement on the post shared by the influencer. These are some truly powerful influencer marketing statistics that show how effective this form of marketing can be.
Image via Twitter
22. According to the study, users aged between 13 and 24 years of age are twice as likely to evaluate influencers on follower counts.
23. The same study found that 56% of consumers were influenced by their friends in their purchase decisions. And 49% were influenced by Twitter influencers on their purchases.
24. According to research some marketers have spent $25,000 to $50,000 per influencer marketing campaign in 2016. That’s more than the total marketing budgets of most startups and small businesses. With so many marketers looking to increase their budgets in 2018, this number will only increase.
25. Google too, revealed some interesting influencer marketing statistics in a study. They found that 70% of teenagers on YouTube are more influenced by popular YouTubers than celebrities.
26. 40% of millennials in the study said that their favorite creator understands them better than their friends.
Image via Google
27. Videos created by influencers earned 3X more views as compared to traditional celebrities. This demonstrates the real power of influencer marketing.
28. Videos by influencers even received 12X more comments and drove 2X more actions.
29. 70% of YouTube audiences said that influencers shape the popular culture and set the trends. This is an amazing attribute you can leverage and improve your sales.
30. 60% of the audiences on YouTube are influenced by popular YouTube influencers in their purchases.
31. According to a survey by Influence Central, strong social media influence was noticed in women’s buying decisions. The study found mom bloggers to be the third-most influential when it comes to governing purchase decisions.
32. And favorite Instagrammers ranked at 6th place at influencing buying behavior.
33. Recipes shared on social media are the main driving force for grocery shopping according to 60% of women in the study.
34. The study also found that 81% of consumers frequently purchase items they’ve seen on social media.
35. 94% of consumers purchase new food ingredients based on recipes seen on social media. Now you know why food bloggers and influencers are so eagerly sought after by brands.
36. 81% of consumers are influenced by the reviews of the products and this reflects in their buying behavior.
37. Social media is the go-to place for 86% of women when it comes to researching before purchasing.
38. A survey of micro-influencers by Bloglovin’ in 2016 revealed a lot of interesting insights. As many as 89% of influencers said that they post content on platforms like Blogspot (Blogger.com) and WordPress.
39. However, Instagram seemed to be their most popular choice of social networks. 80% of influencers said that they use Instagram to post their original content regularly.
Image via Bloglovin
40. 59% of these influencers said that Instagram was the best medium to engage with their audiences. These influencer marketing statistics go on to show the importance of Instagram for marketing your brand.
41. The survey also revealed that 53% of micro-influencers have never boosted their sponsored posts using ads. Most influencers rely on their organic reach alone.
42. Only about 10% of influencers have paid for Instagram advertisements to boost their posts.
43. Only about 20% of Facebook influencers have boosted their posts to reach a wider audience.
44. The survey also found that Instagram and blogs were the best choices for branded posts. As many as 54% of influencers said that they use blogs for creating sponsored posts.
45. Another 42% of influencers said that they use Instagram for brand sponsored content.
46. The survey found some more interesting influencer marketing statistics. Only a quarter of the respondents believe that brands have a realistic idea about the costs associated with influencer marketing.
47. Influencers in the survey also revealed how much they charge for sponsored content. 84% of influencers said that they charge less than $250 per post on Instagram.
48. Another 97% said that they charge $500 or less for each sponsored post on Instagram.
49. In the case of blogs, 87% of influencers stated that they charge less than $500 for a sponsored blog post.
50. 96% of these micro-influencers said that they charge $1000 or less for a single sponsored blog post.
51. 90% of influencers said that they charge $250 or less for a single paid promotion on Facebook.
52. Another 96% of influencers said that they charge $500 or less per sponsored post on Facebook.
53. 90% of the respondents stated that they charge less than $150 per sponsored tweet.
54. Also, 96% of micro-influencers said that they charge $200 or less for each sponsored tweet.
55. According to a study more than 800,000 Instagram accounts had some interesting findings. Accounts with less than 1000 followers got their audiences to like their posts 8% of the time.
56. However, such accounts got their audiences to comment on their posts 0.5% of the time. As the number of followers increased, there was a drop in this number.
57. Influencers with more than 10 million followers could only get audiences to like their posts 1.6% of the time.
58. These influencers could get their audiences to comment only 0.04% of the time.
59. A report on ad blockers by PageFair showed that there has been a drastic increase in their usage. The use of ad blockers increased by 30% in 2016. This makes it more difficult to get results from traditional advertising.
60. The study also found that 11% of users across the world have enabled ad blockers.
61. According to a study, 94% of marketers have found influencer marketing effective. This has led to their marketing budgets increasing in 2017 and subsequently in 2018.
62. Another study by Influencer Marketing Hub found a massive increase in searches for “influencer marketing.” They found an increase of 325% in the searches of the term “influencer marketing” on Google in one year. Such statistics show how the popularity of influencer marketing has been growing.
Image via Influencer Marketing Hub
63. The study also ranked influencer marketing as the fastest growing customer acquisition method online. 28% of marketing managers ranked it as the fastest growing method.
64. This is almost 2X the number of marketers who found online searches to be the fastest at acquiring customers.
65. It is also 10X the number of marketers who found affiliate marketing to be the quickest. These influencer marketing statistics show how powerful it is compared to other marketing methods.
Image via Influencer Marketing Hub
66. The study also showed that companies are earning $7.65 for every $1 spent on influencer marketing.
67. Some companies are making as much as $20 for every dollar spent on influencer marketing.
68. As many as 57% of the respondents claimed to have a stand-alone budget for content marketing.
69. 37% of marketers in the study said that they had a separate budget for influencer marketing.
70. Two-thirds of marketers in the study said that they had plans to increase their spending on influencer marketing. This shows a growing interest towards influencer marketing among marketers.
71. A study by Ion stated that 57% of fashion and beauty brands leverage influencer marketing. This is one industry where influencer marketing is used to a great extent. Many brands have actually built their brand awareness based on influencer marketing alone.
72. In 2016, according to Google Trends, influencer marketing surpassed print marketing. It is still behind video marketing, but is catching up quickly.
Image via Google Trends
73. Within just 2 years from 2015 to 2017, 230 new platforms for influencer marketing popped up. This was found in a study by Influencer Marketing Hub. The demand for influencer marketing has increased and to cater to this, new agencies have opened up.
74. While the influencer marketing industry was just $700M in 2016, it was expected to reach $1.7B in 2018.
75. Similarly, the number of sponsored posts were expected to reach 12.9 million in 2017.
76. These sponsored posts are expected to double in 2018 to 24.2 million. These influencer marketing statistics show how the industry is growing at a fast pace.
Image via Influencer Marketing Hub
77. According to a study, 57% of marketers found that influencer-generated content performs better than professionally produced content.
78. 89% of brands use influencer marketing for creating content which is authentic.
79. Another study by Collective Bias showed that 34% of consumers don’t mind if a post was sponsored. They did not mind them being sponsored as long as they provided some value.
80. 37% of consumers said that they didn’t mind posts being sponsored as long as they were high-quality posts. These influencer marketing statistics show that people don’t mind seeing sponsored content if it’s beneficial.
81. One-third of 18-34 year-olds have made purchases being influenced by sponsored posts.
82. Finding relevant influencers is the biggest challenge in influencer marketing. As many as 67.6% of marketers said that this was their biggest challenge.0
There are so many things you need to keep in mind when choosing an influencer. This is why loads of marketers turn to influencer marketing platforms like Grin.
83. This study also found that 69.4% influencers chose to be influencers for the money involved.
84. Only 57.5% of influencers claimed to be engaged in influencer marketing to create a change or make an impact.
85. 48.2% of influencers said that they were involved in the activity to increase their popularity.
86. A study by Bloglovin’ found that 35.5% of micro-influencers were following H&M on Instagram. Sephora came in a close second with 35% following. This goes on to show that these brands are more popular than the luxury brands.
87. Bloomberg found that $255 million was spent on influencer marketing every month in 2016. This number has only increased dramatically and is consistently increasing every month.
88. A survey by MediaPost found that less than 1% of mothers are influenced by celebrity endorsements. So if you want to target mothers, it is a better approach to partner with micro-influencers than with celebrities.
89. The same survey also found that 48.3% of mothers were not influenced by either celebrities or advertisements. This makes it clear that targeting mothers is indeed a difficult task through any means of marketing.
90. One study by Collective Bias found that 22.8% men are influenced by YouTube in their purchase decisions. This shows that if you’re a brand that’s targeting men, YouTube is an amazing platform for partnering with influencers. And teenage boys are more likely to be influenced as they often turn to YouTube for inspiration and advice.
91. The same study also found that 34.4% of men are influenced by blog reviews when purchasing electronics. These influencer marketing statistics show that targeting bloggers is a great option for consumer electronics brands.
92. It also showed that only 13.9% of women were influenced by YouTube in their purchases. While the percentage is lower, this shows that women too can get impacted by YouTube.
93. According to a study by Influencer Marketing Hub, 32% of women turn to Pinterest for shopping inspiration. Pinterest is a great platform for brands that want to target women. To increase your reach further, you can team up with a relevant influencer and easily spread the word.
94. YouTube stars earn millions of dollars from their videos on YouTube. According to Money Nation, the most influential channel of 2016 was that of PewDiePie. He had a net worth of over $90 million, mainly from his YouTube channel. This means that you can reach a vast audience through such influencers too.
Image via YouTube
95. According to a survey by Crowdtap, 54% of influencers said that they prefer working with brands that respect them.
96. According to Statista, Snapchat has over 191 million daily active users in 2018. Due to its popularity among teenagers, it’s a great medium for targeting this demographic using influencer marketing.
Image via Statista
97. A study by the Keller Fay Group had some interesting findings when comparing micro-influencers with consumers. It found that micro-influencers have 22.2 times more buying conversations every week about recommendations as compared to the average consumer.
99. They also reported that Snapchat’s brand adoption rate increased 50% from January to October 2017. This goes to show that Snapchat is an important market for influencer marketing as well.
Based on these influencer marketing statistics, it is clear that there are a lot of opportunities for brands and marketers. Influencer marketing is one of the most preferred modes of marketing for many brands. And with gradual advancements in this field, it definitely shows no signs of slowing down anytime soon.
Do you know of any other interesting statistics about influencer marketing? Please feel free to share them in the comments below.
Brian Mechem is CRO and Co-Founder of GRIN, the #1 software solution for direct-to-consumer brands who run influencer marketing programs. GRIN's software powers some of the best influencer programs in the world, providing insights on ROI and adding efficiency to the influencer marketing process.