Influencer Marketing Statistics By Usage and Facts (2025)

Introduction

Influencer Marketing Statistics: Influencer marketing has become an effective tool for brands to reach their audiences effectively. It includes partnering in which individuals hold a strong online presence and influence over their followers. Influencers promote products, services, or campaigns, often leading to increased engagement and sales rates. In recent years, the popularity of influencer marketing has increased, holding businesses of all sizes investing in this strategy.

This article explores key statistics about influencer marketing, highlighting its growth, impact, and trends. From the return on investment (ROI) to consumer trust in influencers, these numbers offer insights into why this approach has become a favourite for marketers worldwide. Whether you’re new to influencer marketing or looking to improve your strategy, these stats are worth knowing.

Editor’s Choice

The influencer marketing industry is expected to reach a market size of USD 24 billion by the end of 2024, up from USD 21.1 billion in 2023.
Approximately 67% of marketers plan to increase their influencer marketing budgets over the next 12 months.
In 2024, TikTok remains the leading brand for influencer marketing, with 68.8% of the total brand share, followed by Instagram (46.7%).
Meanwhile, nano-influencers (those with fewer than 10,000 followers) achieve the highest engagement rates, averaging 5%, compared to 2.2% for all influencers.
Businesses earn an average of USD 6.50 for every USD 1 spent on influencer marketing, with the top 3% realizing returns of USD 20 or more.
Influencer Marketing Statistics show that a significant 61% of consumers trust influencer recommendations, while only 38% trust content directly from brands.
In 2024, 24.2% of firms intend to allocate over 40% of their marketing budgets to influencer campaigns, indicating a strategic shift towards this marketing channel.
Over 75% of brands have increased their content production to meet the growing demand for authentic and engaging influencer collaborations.
About 63% of brands plan to use AI to execute their influencer campaigns, and 55% will use it to identify influencers.
An overwhelming 85% of survey respondents believe influencer marketing to be an effective form of marketing in 2024.

General Influencer Marketing Statistics

In 2024, nearly 60% of companies plan to spend more on influencer marketing.
While most brands allocate under USD 50K, about 15% invest over USD 500K.
More than 60% aim to include Artificial Intelligence or machine learning in their campaigns.
Around 80% of brands track sales generated by influencers, and over 80% agree that influencer marketing attracts high-quality customers.
Over 60% of companies have worked with virtual influencers, and 70% measure the return on investment (ROI) from these campaigns.
Influencer Marketing Statistics further state that most companies (83%) fund influencer marketing through their marketing budget, with 76% managing campaigns in-house.
Additionally, 72% rely on tools developed internally, though nearly 60% also use third-party platforms.
About 75% think influencer marketing can be automated.
However, almost 60% of influencers report discrimination, with nearly half facing gender-related biases.

U.S. Influencer Marketing Usage Statistics

(Reference: optimise2.com)

As mentioned in Influencer Marketing Statistics, by 2024, about 82.7% of U.S. marketers at larger companies planned to use influencers, which increased from 2023, resulting in a 78.6% share.
By the end of 2025, the influencer marketing usage rate will reach a share of 86%.

U.S. Influencer Marketing Spending Statistics

(Reference: chad-wyatt.com)

As of 2024, in the United States, the total spending on influencer marketing turned out to be around USD 5.62 billion, up from USD 4.92 billion in 2023.
It is estimated that in coming years, the spending will increase, resulting in 2025 (USD 6.24 billion), 2026 (USD 6.83 billion) and 2027 (USD 7.48 billion).

By Category

As of 2024, the most popular category among respondents this year is still Fashion & Beauty, though it dropped slightly to 21.6% from 25% last year.
Gaming has now become the second most popular at 11.9%.
Sports and Travel & Lifestyle are tied at 8.6%, but interest in Travel & Lifestyle has dropped compared to last year.
Family, Parenting & Home saw a slight decrease and is now at 7.6%.
After declining last year, Health and Fitness rose slightly to 7.6%.
The biggest change this year is the growth of the “Other” category, which now represents 34.1% more than any single category.

By Campaigns

According to Influencer Marketing Statistics, 63.2% of people said they had worked with influencers by the end of 2024.
Meanwhile, almost 36.8% mentioned using other influencers for their campaigns or only having run one campaign so far.
On the other hand, in 2023, the same influencers, as well as other influencers, made up 61% and 39% of the total, respectively.
Additionally, 63% of people said they would, while 1% said they might include artificial intelligence or machine learning in their campaigns.
Only 9.9% answered “no” clearly, which shows that AI and ML are now widely accepted.

By Top Platforms

(Reference: shopify.com)

In 2024, TikTok will remain the leading platform for influencer marketing, with 68.8% of the total brand share, followed by Instagram (46.7%).

Furthermore, other common channel usage shares by influencer marketing brands are stated in the table below:

Channels	Share
Facebook	27.5%
YouTube	33.1%
X/Twitter	9.9%
LinkedIn	9.6%
Twitch	7.9%
Other	14.7%

Influencers Post Costing Statistics by Types

Influencer Types	Instagram post (USD)	YouTube video (USD)	TikTok video (USD)	X post (USD)	Facebook post (USD)
Nano	10 to 100	20 to 200	5 to 25	2 to 20	25 to 250
Micro	100 to 500	200 to 1,000	25 to 125	20 to 100	250 to 1,250
Mid-tier	500 to 5,000	1,000 to 10,000	125 to 1,250	100 to 1,000	1,250 to 12,500
Macro	5,000 to 10,000	10,000 to 20,000	1,250 to 2,500	1,000 to 2,000	12,500 to 25,000
Mega	10,000+	20,000+	2,500+	2,000	25,000

ROI on Their Influencer Marketing Statistics

Almost 80% of people in our survey said they track sales from their influencer campaigns.
It’s not surprising that 70% also check the ROI (return on investment) of these campaigns.
This year, 70% measure ROI, slightly less than last year’s 71%.
The number is still better than or the same as previous years: 70% in 2022, 67% in 2021, and 65% in 2020.

Popular Use of Influencer Marketing Statistics by Platforms

Influencer platforms started by helping brands find the right influencers, and this remains their top use, with 47.9% of users relying on them for this purpose.
Other common uses include automating campaigns and generating reports (35.6%), managing influencer payments (34.5%), spotting fake followers (27.8%), boosting posts through paid ads (24.2%), and tracking conversions (23.2%).
Additionally, 30.9% use these platforms for various other services.

Popular Ways to Attract Sales in Influencer Marketing Statistics

In 2024, most people used email addresses (29.9%) to share, and referral links came in close second (28.4%).
Other popular methods included using coupon codes (14.7%) or product SKUs (4.2%).
A significant number of people (21%) mentioned using different methods, grouped as “Other.”

Influencer Marketing Budget Allocation Statistics

(Reference: influencermarketinghub.com)

Influencer Marketing Statistics reports almost 59.4% of people plan to spend more on influencer marketing in 2024.
Another 22.1% say they will stick to the same budget as 2023.
In contrast, 9.3% are unsure about their plans, while only 9.3% plan to cut their influencer marketing budgets.

Brand Spending Statistics on Influencer Marketing

As of 2024, most brands spend less than USD 50,000 on influencer marketing, but about 14.5% spend more than USD 500,000, compared to only 11% in 2023.

Furthermore, other spending shares of influencer marketing for 2023 and 2024 are detailed in the table below:

Spendings	2023	2024
Less than USD 10K	47.4%	43%
Between USD 10K and USD 50K	20.9%	22%
From USD 50K to USD 100K	8.9%	14%
From USD 100K to USD 500K	8.3%	10%

By Types of Preferences

Nano-influencers (1K to 10K followers): As of 2024, almost 44% of brands prefer working with nano-influencers, a rise from 39% last year.
Micro-influencers (10K to 100K followers): 25.7% of brands choose micro-influencers, slightly fewer than the 30% reported previously.
Macro-influencers (100K to 1M followers): Only 17.4% of brands partner with macro-influencers, a small drop from 19%.
Mega/celebrity influencers: 12.9% of brands focus on this group, a slight increase from 12%.

Demographics Impacted by Influencer Marketing

Approximately 50% of Gen Z and 45% of millennials follow influencers, making them prime targets for influencer-driven campaigns.
Females continue to dominate the influencer landscape, holding a 70% market share.
Different age groups favor specific platforms. TikTok is particularly popular among individuals aged 13 to 24, while Instagram’s largest user base falls within the 25 to 34 age range.
Notably, 70% of teenagers trust influencers more than traditional celebrities.
For instance, in countries like India and China, a substantial majority of the population follows influencers and trusts their recommendations.

Ways to Pay Influencers in Marketing

(Reference: influencermarketinghub.com)

Based on Influencer Marketing Statistics, in 2024, around 40.8% of companies gave money as a reward to their influencers.
In contrast, about 30.8% provide free product samples, while 18.9% offer discounts on expensive items or services.
Only 9.4% let influencers join a giveaway as a reward.
As of 2024, 29.2% of people used wire transfers to pay, which is a slight increase from 28% last year.
2% chose PayPal, 25.1% made manual payments, and 18.5% used services like Wise.

Influencer Marketing Payment System Statistics

The table below shows the influencer payment system by sales value share in 2024:

Payment System	Share
Percentage of sales	49.6%
Flat rate	24.1%
Product level payments	19%
Tiered Incentives	7.3%

Effective Measures of Influencer Marketing Success

As of 2024, more people focused on views, reach, or impressions to judge how well an influencer marketing campaign worked, with 54.3% choosing this method.
Meanwhile, about 23.5% of respondents said they check engagement or clicks to measure success.
Only 22.1% of people used conversions or sales as their way to measure campaign results.

Challenges and Difficulties of Influencer Marketing

The biggest issue for 60% of marketers is tracking the return on investment (ROI).
For 55.86%, choosing the right quality influencers is the hardest part.
About 52.25% struggle with ensuring good content quality, and 49.55% worry about brand safety.
26% of marketers are concerned about cost, while 28% find it challenging to keep up with changing social media trends.
Influencer Marketing Statistics also state that nearly 59.8% of brands encountered influencer fraud in 2024, up from 31% in 2022 and 55% in 2023.
Finding suitable influencers is another challenge.
Meanwhile, 41.4% say it’s moderately hard (down from 45% in 2023), and 21% now find it very difficult, up from 18% the year before.

Sustainable Initiatives of Influencer Marketing Statistics

67% of consumers are more likely to support influencers who advocate for sustainable products and practices.
Brands are increasingly aligning with influencers who champion sustainability and social responsibility.
The influencer marketing industry is projected to grow to USD 30 billion in 2024, up 28% year-over-year.
61% of consumers trust influencers’ recommendations, resulting in the importance of authenticity in influencer marketing.
86% of marketers believe influencer marketing is effective for achieving brand marketing objectives.

Conclusion

Influencer marketing is a powerful process for brands to connect with their target audience. By working with influencers, companies can build trust, increase visibility, and drive sales. It’s important to choose influencers whose values match the brand and create authentic campaigns that resonate with followers to result in better outcomes.

In recent years, social media has continued to grow, and influencer marketing will remain a valuable tool for businesses. To succeed, focus on genuine relationships, clear goals, and creative content that engages audiences while staying true to your brand.

Influencer Marketing Statistics By Usage, Category, Campaigns, Budget, Demographics Impact, Challenges and Facts