22 influencer marketing statistics to guide your brand’s strategy in 2023

If you’re considering running an influencer marketing campaign, it’s a good idea to have a basic understanding of the industry, platforms to use, access to influencers and more. To help you get an idea of what to expect from the industry, we’ve put together 22 influencer marketing statistics across six different categories.

From influencer marketing growth stats to data surrounding the top three influencer marketing platforms, learn more about the state of this marketing strategy and how to get started.

Jump to an influencer marketing stat category:

Influencer marketing growth statistics
Influencer marketing advertising statistics
Influencer marketing budget statistics
Influencer marketing statistics for TikTok
Influencer marketing statistics for Instagram
Influencer marketing statistics for YouTube

Influencer marketing growth statistics

Influencer marketing has been steadily growing over the years and is showing no sign of stopping. Learn more about the industry and its projections for the future.

1. The influencer marketing industry is expected to reach $21.2 billion worldwide in 2023

The influencer marketing industry was worth just $1.7 billion back in 2016. It hit $16.4 billion in 2022 and is expected to increase by another $5 billion this year. This exponential growth demonstrates the health of this industry.

2. Instagram is the top influencer marketing platform worldwide

89% of marketers agreed that Instagram was the number one influencer marketing platform. YouTube came in second at 70% and Facebook in third at 45%. Interestingly enough, TikTok was excluded from this survey, though we do know that TikTok influencer marketing is also a big deal.


3. The global influencer marketing platform industry is expected to hit $22.2 billion by 2025

Influencer marketing platforms have also been popping up regularly to assist in a number of related tasks: finding influencers, partnering them with brands, creating contracts, planning campaigns and more. So there’s no surprise that the platform market size is also growing. It hit $15.2 billion in 2023 and is projected to reach $22.2 billion by 2025.

Influencer marketing advertising statistics

Social media advertising is also a big part of influencer marketing. Promoting your influencer content can help improve the overall reach of your campaigns. Let’s dig into some stats surrounding influencer marketing advertising.

4. Influencer marketing ad spend worldwide is projected to reach $30.81 billion in 2023

Brands are expected to spend $30.81 billion on influencer marketing advertising throughout 2023. This spending is expected to increase to $47.80 billion by 2027.

5. The average ad spend per user in the influencer marketing industry is $5.78

Influencer marketing ad spend evens out to around $5.78 per internet user. This is expected to increase over the coming years.

6. The most influencer marketing ad spend is in China

China is the country with the largest influencer marketing ad spend at $16.76 billion.

Influencer marketing budget statistics

How much are brands spending on influencer marketing? As the industry increases, more and more marketing and social media budgets are allotted to influencer marketing.

7. 39% of brands worldwide have worked with only 10 influencers or less

39% of brands have worked with 10 influencers or less. 21% of brands have worked with 10-50 influencers, 16% with 50-100 influencers, 11% with 100-1,000 and 12% with a whopping 1,000+ influencers.

8. 25% of brands worldwide put 10-20% of their marketing budget towards influencer marketing

20% of brands put less than 10% of their marketing budget towards working with influencers, 25% of brands put 10-20% towards influencers, 18% of brands dedicate 20-30% of their budget to influencer marketing, 13% give 30-40% of their budget and 23% of brands focus 40% or more of their marketing budget on their influencer marketing efforts.

9. Brands are expected to spend $7.14 billion on influencer marketing domestically in 2024

Increasing from $2.42 billion in 2019, brands are now expecting to spend a total of $7.14 billion on influencer marketing in 2024.

TikTok influencer marketing statistics

TikTok and the short-form videos it boasts are a popular format for influencer marketing. Learn more about TikTok influencers and why this is such a powerful platform.

10. There are over 100,000 TikTok influencers in the U.S.

As of June 2023, there were over 100,000 TikTok influencers in the United States, with follower counts ranging from 5,000 all the way to 1,000,000+.

11. The majority of U.S. TikTok influencers have 50,000-100,000 followers

Nearly 2,000 TikTok influencers have 5,000-10,000 followers, 25,000 have 10,000-50,000, 42,000 have 50,000-100,000 followers, 35,000 have 100,000-250,000, 23,000 have 250,000-1,000,000 and nearly 9,000 have over 1 million followers.

12. Shein, Target and Netflix are the three most-mentioned brands on TikTok worldwide

Shein has been mentioned by 13,400 TikTok influencers, Target by 11,200 influencers and Netflix by 8,500 influencers.

Instagram influencer marketing statistics

Instagram influencer marketing is a must-use strategy for many brands, especially considering most marketers agree it’s the top influencer marketing platform. Learn more about the state of influencers on this social network.

13. There are over 500,000 influencers on Instagram

With over 500,000 active influencers operating on Instagram, it’s no wonder this is the number one influencer marketing platform. There are so many influencers in various niches, giving brands of all shapes and sizes the opportunity to partner up.

14. 65.39% of Instagram influencers worldwide have less than 10,000 followers

The vast majority of Instagram influencers are nano-influencers, with less than 10,000 followers. 27.73% of Instagram influencers have between 10,000 and 50,000 followers, 6.38% have 50,000 to 500,000, just 0.28% have between 500,000 to 1,000,000 and only 0.23% have more than 1 million followers.

15. 14.32% of all Instagram influencers are lifestyle influencers

The biggest category of Instagram influencers is lifestyle influencers. Next, we see music influencers (8.5%), beauty influencers (7.63%) and family influencers (5.74%).

16. Instagram influencers worldwide charge anywhere from $20-7,000+ per post

Nano-influencers (less than 10,000 followers) tend to charge $20-100 per post, micro-influencers (10k-50k followers) charge between $35-450, mid-influencers (50k-500k followers) charge between $150-2,500, macro-influencers (500k-1m followers) charge between $250-7,000) and mega or celebrity influencers (1m+ followers) charge $1,200 and up.

17. Instagram, Zara and Shein are the three most-mentioned brands on Instagram worldwide

Instagram has been mentioned by 85,500 Instagram influencers, Zara by 66,400 influencers and Shein by 57,200 influencers.

18. Instagram influencers worldwide with less than 10,000 followers have the highest engagement rates

Nano-influencers, or influencers with less than 10,000 followers, have the highest engagement rate at 2.53%. Micro-influencers have an engagement rate of 1.06%, mid-influencers come in at 0.91%, macro-influencers at 0.86% and mega-influencers at 0.92%. The average engagement rate of Instagram influencers is 1.9%.

YouTube influencer marketing stats

Finally, let’s cover YouTube influencer marketing stats and what the state of this long-form video platform and its affiliate with influencers looks like.

19. There are nearly 500,000 YouTube influencers in the U.S.

There are nearly 500,000 YouTube influencers in the United States. We don’t have global data, but we can assume there are even more potential influencers to partner with on YouTube globally.

20. The majority of U.S. YouTube influencers have 10,000-50,000 subscribers

Nearly 70,000 YouTube influencers have 5,000-10,000 subscribers, over 300,000 have 10,000-50,000, nearly 30,000 have 50,000-100,000 subscribers, 27,000 have 100,000-250,000, 20,000 have 250,000-1,000,000 and nearly 8,000 have over 1 million followers.

21. The top three YouTube influencer categories globally are people and blogs, entertainment and music

The largest category of YouTube influencers (20.6% of influencers) focuses on content surrounding people and blogs. This is followed by entertainment influencers (16.8%), music influencers (13.7%) and video game influencers (12.1%).

22. Steam, AliExpress and Flipkart are the three most-mentioned brands on YouTube worldwide

Steam has been mentioned on YouTube 76,060 times, AliExpress has been mentioned 53,060 times and Flipkart has been mentioned 49,040 times.

Keep these influencer marketing statistics in mind

Want to ramp up your influencer marketing strategy? Knowing these statistics can help. But so can the right influencer marketing tools. Find the best tools for your team so you can start partnering with influencers in your niche.

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