Influencer Marketing Statistics in 2023


Table of Contents

Influencer marketing has become an important part of many businesses’ marketing strategies. As such, it’s important to understand the latest influencer marketing statistics. This article will provide an overview of the current state of influencer marketing and explore the data that drives it. We’ll look at the most popular platforms, what industries are using influencers, and the trends that are driving the success of influencer marketing. By the end, you’ll have a better understanding of the key influencer marketing statistics and how you can use them to inform your own strategy.

What is Influencer Marketing?

Influencer marketing is a type of marketing that focuses on utilizing key leaders to drive a brand’s message to the larger market. Rather than marketing directly to a large group of consumers, companies instead identify and leverage individuals with influence to drive their product or brand messages to a larger market. The history of influencer marketing dates back to the 1950s, when companies used celebrity endorsements to promote their products.

This form of marketing has since evolved to include individuals who have influence in specific niches, such as fashion, beauty, gaming, and more. With the rise of social media, influencer marketing has become increasingly popular. Now, brands are turning to influencers to help them engage with their target audiences and build relationships with them. The future of influencer marketing is bright. As social media continues to grow, businesses will increasingly turn to influencers to help spread their message.

As a result, influencer marketing is expected to become even more sophisticated and targeted. Additionally, technology advancements such as Artificial Intelligence (AI) and Machine Learning (ML) will enable businesses to better measure the impact of their influencer campaigns and better understand their audiences.

What are advantages and disadvantages of Influencer Marketing?


  1. Increased trust and credibility – Influencers have already established a loyal following and their opinions can be trusted.
  2. Easier to reach your target audience – Influencers already have an established audience that is likely to be interested in your product or service.
  3. More cost-effective – Influencer marketing can be much more cost-effective than traditional methods of marketing.
  4. Increased engagement – Influencers can generate more engagement than other forms of marketing.
  5. Greater reach – Influencers have a larger reach and can help you reach a wider audience.


  1. Difficult to measure ROI – It can be difficult to measure the return on investment of influencer marketing campaigns.
  2. Potential for brand damage – If influencers don’t represent your brand properly, it could damage your reputation and credibility.
  3. Time consuming – Influencers need to be researched and managed, which can take up a lot of time.
  4. Difficult to control – Influencers are independent and can choose to promote whatever they want, so it can be difficult to control the message.
  5. Expensive – Influencer marketing can be expensive, especially for larger campaigns.

Overview: The most important influencer marketing statistics

wdt_ID Statistics Title Statistics URL Study Statistics date Summary-1 Core Message of the study
1 The State of Influencer Marketing: 10 Influencer Marketing Statistics to Inform Where You Invest 2018 Only 39% of marketers planned to grow their influencer marketing budget, suggesting that brand investment in influencer marketing will increase dramatically this year.
2 Every Brand’s Guide To Influencer Marketing Statistics 2019 Close to 75% of marketers say they’ve used influencer marketing at least once as a part of their strategy. More than a third (36%) use influencer marketing regularly. That’s down by almost 20% compared to 2019’s data.
3 Key Influencer Marketing Statistics You Need to Know for 2022 2021 Influencer marketing related companies grew by 26% in 2021 to 18,900 worldwide.
4 Every Brand’s Guide To Influencer Marketing Statistics 2022 Nearly 60% of marketers launch influencer marketing campaigns to increase brand awareness.
5 Iinfluencer makerting challenges 2022 influencer marketing challenges faced by businesses is finding influencers for their campaigns. 27.4% of brands say it’s a problem they’re facing this year.
6 Latest Influencer Marketing Statistics & Benchmarks 2022 Influencer marketing as 80% of brands found it to be an effective channel. Of that 80%, 35% found it to be very effective. A further 15% rated it as neutral, while only 5% said it was ineffective.
7 B2B Influencer Marketing: Statistics and The Future of All Of This 2019 According to this report, almost 3.17% of companies spend half of their marketing budget on influencer marketing.
8 Influencer marketing in South Africa: The stats you need to know 2022 According to the study, a staggering 85% of marketers say that engagement is their primary key performance indicator (KPI) for influencer marketing.
9 State of Influencer Marketing in South Africa 2019 Nano-influencers have stronger connections with their audience thus, their ER is higher. On the chart below you can see that nano-influencers have the highest ER (4.79%) and then ER is inverse to followers number.
10 Influencer Marketing Statistics to Have on Your Radar 2022 Almost half (47.3%) of influencers are micro-influencers with 5,000—20,000 followers on their biggest social media platform. That's shortly followed by mid-tier influencers (26.8%) and nano influencers (18.74%).
11 101 Vitally Important Influencer Marketing Statistics You Need to Know Today 2022 101 influencer marketing statistics demonstrate that creators set the tone for brand sentiment on social media and the data also demonstrates that social media is a marketplace where digital word-of-mouth can “make or break” brands in the 21st Century.
12 28 Essential Influencer Marketing Statistics You Need to Know in 2022 2022 93% of marketers say they have used influencer marketing as part of their strategy, which means this trend is increasing.
13 Global influencer marketing value 2016-2022 March 2022 The global influencer marketing market size has more than doubled since 2019. In 2022, the market was valued at a record 16.4 billion U.S. dollars.
14 Social commerce sales value worldwide 2022-2026 September 2022 Global sales through social media platforms were estimated at 992 billion U.S. dollars in 2022. Online purchases through this channel will become even more popular in the future. Forecasts suggest that the value of social commerce sales would reach around 2.9 trillion U.S. dollars by 2026.
15 Global influencer marketing spending on IG impacted by COVID-19 Q1 2019 - Q1 2020 May 2020 A recent study was conducted on Instagram influencer marketing. It revealed that in the first quarter of 2020, influencer marketing spending reached 400 million U.S. dollars. In comparison, in March of 2019, influencer marketing spending was higher by 16 million U.S. dollars. The differences were even larger when looking at February spending in both years, indicating that influencer marketing started bouncing back quite quickly after the coronavirus hit initially.
16 Monthly spending on IG influencer marketing worldwide 2019 May 2020 In 2019, a study was conducted on Instagram influencer marketing. According to the findings, in October of 2019, Instagram influencer marketing peaked with a total of 493 million U.S. dollars in spending that month. In contrast, the amount spent in the month of February was 378 million dollars.
17 Popular Instagram influencer topics worldwide 2020, by annual follower growth June 2021 In 2020, the most popular influencer curated topic on Instagram worldwide was music, based on the average annual growth of followers on Instagram influencer accounts with music-related content. Humor and fun and happiness was the second-most popular topic, with a 579-percent average annual growth of followers. At the same time, the travel-focused accounts grew their follower numbers by 137 percent.
18 Unpopular Instagram influencer topics worldwide 2020, by daily follower decrease April 2020 As of March 2020, the most unpopular influencer curated topic on Instagram worldwide was vape, based on the average daily decrease of followers on Instagram influencer accounts with vaping-related content. Hotels was the second-most unpopular topic, with 74 percent average daily decrease in followers. At the same time, the jewelry and watches focused accounts saw their follower numbers decline by 36 percent.
19 Most talked about brands on TikTok worldwide 2021 July 2022 Netflix was the most talked about brand on TikTok in 2021, with 4.56 thousand influencers mentioning it. McDonald's and FashionNova followed with 3.57 thousand and 2.64 thousand influencers, respectively.
20 Leading brands in Instagram influencer marketing worldwide in 2018, by earned media May 2019 This statistic presents information on the leading brands in Instagram influencer marketing worldwide in 2018, by earned media value. The data shows, that Fashion Nova generated close to 588 million U.S dollars in earned media from Instagram in 2018.
21 Goals of influencer marketing in the U.S. 2021 April 2021 During a December 2020 survey carried out among U.S. advertisers who used influencer marketing in the 12 months leading up to the survey, 35 percent stated that reaching or discovering new target customers was one of the goals they were pursuing with their influencer marketing activities. Driving sales was a target for 26 percent of respondents.
22 Leading goals of B2C influencer marketing in Europe 2021 April 2021 During a 2021 survey, 85 percent of responding business-to-consumer (B2C) brands from Europe said the main target of their influencer marketing activities was to raise brand awareness. Driving sales was a goal for 66 percent of marketers, whereas reaching new target audiences was named by 51 percent of responding brands.
23 LinkedIn Data Shows Rise of Remote Marketing Jobs in US May, 2022 Remote marketing jobs are on the rise in the US, and some jobs are more looked-for than others, and some cities hire more for remote positions than others
24 Remote Work Statistics: 15 Stats You Need to Know in 2022 10/08/2022 Working from home has benefits, fro workers and for companies, which need to be marketed
25 How exercise improves productivity and your brain function 15.10.2018 Workday exercise, not only improves well-being but participants noted a 72 percent improvement in time management and workload completed on days when they exercisedW
26 Workplace productivity statistics for 2022 11/2022 The aspects that improve and decrease productivity are analysed, as so is workplace versus remote work productivity
27 The Ultimate List of Marketing Automation Statistics 2022 2021 Multiple marketing automation trends are now being used: On average, 51% of companies are currently using Marketing automation. With more than half of B2B companies (58%) plan to adopt the technology.
28 25 Marketing Automation Statistics, Facts & Trends For 2022 2022 53% of B2B organizations implement marketing automation, and 37% plan to implement it.
29 101 Vitally Important Influencer Marketing Statistics You Need to Know Today 2022 101 influencer marketing statistics demonstrate that creators set the tone for brand sentiment on social media and the data also demonstrates that social media is a marketplace where digital word-of-mouth can “make or break” brands in the 21st Century.
30 28 Essential Influencer Marketing Statistics You Need to Know in 2022 2022 93% of marketers say they have used influencer marketing as part of their strategy, which means this trend is increasing.
31 New Study Shows Correlation Between Employee Engagement And The Long-Lost Lunch Break May 29, 2018 It is important that employers encourage employees to take breaks during the work day, especially lunch breaks, as that increases productivity.
32 Science says you need to stop taking breaks wrong to be more productive 2022 It is crucial to take breaks during the work day, but these breaks need to be proactive and healthy, to increase productivity.
33 State of the Global Workplace: 2022 Report 2022 Stress at the workplace has risen to great hights, especially in Europe and South Asia.
34 Workplace Stress 2022 83% of US workers suffer from work-related stress, more than 50% of workers are not engaged at work as a result of stress, leading to a loss of productivity.
35 Top Benefits of Diversity & Inclusion in the Workplace (According to Statistics) 05/03/2021 For millennial and generation z employees, who are reportedly the most diverse in history, 67% consider diversity and inclusion to be an important factor in their job search.
36 Diversity in the workplace statistics you need to know in 2022 2022 This article presents diversity in the workplace statistics that employers need to be aware of to shape life-changing employee education programs that advance equality and help address opportunity gaps.
37 19 Back Injury Statistics: How Many Back Injuries Occur Each Year? 27/09/2022 Back pain injuries are very common and they are a result of stressful positions in daily life.
38 Back safety in the workplace 05/05/2022 The back injuries of more than 1 million workers account for nearly 20 percent of all injuries and illnesses in the workplace. Only the common cold accounts for more lost days of work.
39 Workplace Conflict Statistics 2022 | Pollack Peacebuilding 2022 85% of employees experience some kind of conflict. 60% of employees never received basic conflict management classes or training for conflict resolution in the workplace.
40 Workplace Conflict Statistics: How We Approach Conflict at Work 11/08/2022 There are different conflict management styles and techniques; the collaborating conflict style is the most common. Restoring harmony is preferred by the majority of workers.
41 Mobile App Retention 3/11/2022 You need to keep mobile app users engaged and active if you are to keep your app profitable and sustain its growth. That is where a good app retention strategy comes in.
42 The Big List of Mobile App Retention Rate Statistics 17/11/2020 Improving retention is one of the most critical jobs of any app marketer. Getting users to download an app is one thing, but getting them to keep coming back is another challenge entirely. Across all categories, retention rates drop dramatically around the 7-day and one-month marks.
43 Education Technology Use in Schools 2019 About two-thirds of teachers (65%) say they use digital learning tools to teach every day; 22% use them a few days a week, and 13% use them once or less per week. More than half of teachers (53%) report that their students use digital learning tools every day to learn
44 21st-Century Classroom Technology Use is on the Rise (Infographic) 06/09/2017 About 63 percent of K–12 teachers use technology in the classroom daily. Daily classroom tech use is up from 55 percent in 2016.


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