Influencer marketing has taken social media by storm in the last five to 10 years. Since COVID-19, more talented people have joined the Creator Economy and revolutionized the way brands connect with audiences online.
These 101 influencer marketing statistics demonstrate that creators set the tone for brand sentiment on social media. The data also demonstrates that social media is a marketplace where digital word-of-mouth can “make or break” brands in the 21st Century.
How to use these stats to improve your influencer marketing campaign
As you go through this list of influencer marketing statistics, look for answers to some of the biggest questions in the industry:
Why does influencer marketing work?
What are reasons why some influencer programs are more successful than others?
What do consumers think of social media creators?
Where are consumers most likely to engage their favorite influencers?
How many brands use influencer marketing?
What types of creators/social channels/content perform best for audiences?
Once you have answers to these questions, you can also leverage these statistics to do the following:
Set reasonable expectations for your current influencer program
Plan influencer campaign budgets
Get a better understanding of your audience
Target the right audience, channel, and creators online
Pitch new ideas to your boss or team
Expand your reach to new channels
Find new ways to repurpose influencer-generated content (i.e., paid ads) for greater ROI
16 Statistics proving influencer ROI
1. Influencer-generated posts consistently outperform branded posts, according to 60% of marketers.
Consumers appreciate third-party, lifestyle content over polished images and videos from the brand’s own creative team.
2. Experts believe that influencer marketing will become a $15 billion industry by 2022.
Influencer whitelisting occurs when a creator gives a brand they trust advertising permissions on their social media account. The brand uses that creator’s content to promote ads to new audiences from the creator’s profile. These ads feel more organic to consumers and as a result, perform better than traditional advertising.
5. 90% of influencer marketers find that creator campaigns produce as good or better returns than all other marketing mediums.
6. Studies show that influencers produce as much as 11x more ROI than any other digital marketing approach.
7. Influencer marketers see an average of $5-6.50 return on every $1 invested in social media creators.
8. The average earned media value (EMV) on influencer-generated content for brands is between $12-18.
EMV calculates the value of all third-party mentions. Social accounts with high EMV achieve significant ROI from a single post, whereas those with low EMV have little to no impact.
9. Influencer marketing increased from a $1.7 billion to a $13.8 billion dollar industry in the last five years.
20% would stop following an influencer if they didn’t disclose paid promotions
The results demonstrate that certain aspects of an influencer’s size & content can impact how highly a consumer trusts that influencer overall.
Regardless of an influencer’s follower count, nearly 70% of participants note that they are bothered when an influencer doesn’t specify that a brand is sponsoring a post.
It’s not that consumers hate being marketed to, it’s that they want brands and influencers to be up front about what they post and why. Adding the appropriate hashtags (#sponsored) and disclaimers helps you and your creator partners be transparent with your audience.
4. As many as half of social media users don’t equate followers size with influencer trustworthiness.
When it comes to follower counts, bigger isn’t always better. By taking a closer look at how that influencer connects with their followers, you can get a better sense of how they can help you reach your goals.
5. 46% of consumers prefer to follow creators that look and act like “everyday people.”
30% of respondents say they sometimes interact with an influencer post or privately message them before their purchase.
41% of respondents say that they rarely or never engage the influencer before buying.
60% of respondents confirm that an influencer’s engagement with follower comments (endorsements) impacts whether or not they trust in that creator.
60% of respondents indicate that while followers don’t usually interact with an influencer when making a purchase inspired by a paid promotion, influencers can nurture trust with that audience by responding to follower comments with likes, comments, and DMs prior to using their content to promote brand and products.
When creators interact regularly with their followers, it nurtures a genuine connection that results in greater engagement and conversions.
8. Gen Z-ers and Millennials are the top U.S. consumers most interested in influencer-recommended products and services.
Online buying can be tricky for those who prefer to see or handle products in real life before making a purchase. But when a creator that they trust uses and praises a product, consumers are more likely to take a chance on that brand.
16. More than 90% of consumers engage influencers on a weekly basis on Instagram, YouTube, TikTok, and Snapchat.\
These consumers reported that they “often” or “sometimes” sought recommendations from travel influencers, while an additional 22% stated that they also do so on rare occasions. Of all those surveyed, only 15% said that they didn’t consult influencers at all before planning trips.
18. 70% of social media live stream viewers in the U.S. said they were “likely to buy products from influencers.”
Strong brand-influencer relationships keep campaigns authentic and creator excitement high. The “middle man” approach to influencer marketing often results in transactional relationships that alienate buyers.
2. More than 15% of brands spend over half their marketing budget on creator partnerships.
Leading Challenges with Influencer Marketing According to US Marketers, June 2020
% of respondents
79% of respondents consider measurement the leading challenge with influencer marketing.
76% of respondents consider ROI the leading challenge with influencer marketing.
63% of respondents consider tapping into newer channels, such as Twitch and TikTok, the leading challenge with influencer marketing.
59% of respondents consider finding the right influencers the leading challenge with influencer marketing.
50% of respondents consider keeping up with new trends to stay relevant the leading challenge with influencer marketing.
48% of respondents consider building an always-on strategy the leading challenge with influencer marketing.
42% of respondents consider legal compliance and discourse the leading challenge with influencer marketing.
Many marketers are still trying to track their creator campaigns across several different tools and spreadsheets. Creator management is shifting toward leveraging intuitive automation tools that can accurately attribute influencer performance.
4. More than ¾ of influencer marketers use social post engagement as their main approach to tracking campaign performance.
Brands that are investing more resources into creator management are learning how to measure campaign performance across all stages of the marketing funnel. This approach allows them to gather more metrics to better calculate influencer ROI.
5. Nearly 60% of influencer marketers say they have difficulty identifying the right creator for their brand.
Instagram Influencer Rates Worldwide, by Influencer Tier and Content Type, Aug 2020
Nano influencer (500-5,000 followers)
$111 per video
$65 per post
$53 per story
Micro influencer (5,000-30,000 followers)
$261 per video
$170 per post
$100 per story
Power influencer (30,000-500,000 followers)
$960 per video
$535 per post
$222 per story
Celebrity influencer (500,000+ followers)
$4,678 per video
$2,738 per post
$1,205 per story
Note: represents rate that influencers charge brands
Source: Klear, “2020 Influencer Pricing Report,” Nov 11, 2020
The average micro influencer video costs $261, compared to $170 per sponsored post. This cost gap increases among macro and celebrity influencers. That said, most influencer marketers consider creator videos their most profitable campaigns on social media.
6. The percentage of marketers who use TikTok for creator partnerships jumped by more than 50% between 2020 and 2021.
millions, % change, and % of US social network users
Social commerce buyers: 60.8
% change: 19.1%
% of US social network users: 31.2%
Social commerce buyers: 79.9
% change: 31.3%
% of US social network users: 39.4%
Social commerce buyers: 96.9
% change: 21.3%
% of US social network users: 46.7%
Social commerce buyers: 102.6
% change: 5.9%
% of US social network users: 48.7%
Social commerce buyers: 107.6
% change: 4.9%
% of US social network users: 50.3%
Social commerce buyers: 111.2
% change: 3.4%
% of US social network users: 51.3%
Social commerce buyers: 114.3
% change: 2.8%
% of US social network users: 114.3%
Note: ages 14+; social network users who have made at least one purchase via any social channel, such as Facebook, Instagram, Pinterest, Line, WeChat, VK, and others, including links and transactions on the platform itself, during the calendar year; including online, mobile, and tablet purchases
Source: eMarketer, July 2022
5. Between 2019 and 2021, the amount of social commerce sales in the U.S. increased by 86%.
billions, % change, and % of total US ecommerce sales
Social commerce sales: $19.42
% change: 25.2%
% of total US ecommerce sales: 3.2%
Social commerce sales: $26.97
% change: 38.9%
% of total US ecommerce sales: 3.3%
Social commerce sales: $39.51
% change: 46.5%
% of total US ecommerce sales: 4.1%
Social commerce sales: $53.10
% change: 34.4%
% of total US ecommerce sales: 5.1%
Social commerce sales: $68.92
% change: 29.8%
% of total US ecommerce sales: 5.9%
Social commerce sales: $86.70
% change: 25.8%
% of total US ecommerce sales: 6.6%
Social commerce sales: $107.17
% change: 23.6%
% of total US ecommerce sales: 7.2%
Note: includes products or services ordered via social networks and messaging apps, such as Facebook, Instagram, Pinterest WeChat, Line, VK, and others, regardless of the method of payment or fulfillment; excludes travel and event tickets, tips, subscriptions, payments, such as bill pay, taxes, or money transfers, food services and drinking place sales, gambling and other vice goods sales
Source: eMarketer, July 2022
7. Social commerce sales in the U.S. are expected to reach $80 billion by 2025.
This data reveals that many brands are unsure about how to utilize this new channel. Brands that leverage this platform early have a clear advantage over their competitors, particularly when reaching younger audiences.
14. Facebook has the highest conversion rate for brands leveraging social commerce tools.
US Social Commerce Add-to-Cart Conversion Rates, by Platform, 2020
% of total
Overall conversion rate: 34.1%
Upper-funnel conversion rate: 30.1%
Lower-funnel conversion rate: 38.5%
Overall conversion rate: 16.9%
Upper-funnel conversion rate: 7.0%
Lower-funnel conversion rate: 36.4%
Overall conversion rate: 6.0%
Upper-funnel conversion rate: 5.7%
Lower-funnel conversion rate: 7.7%
Overall conversion rate: 5.5%
Upper-funnel conversion rate: 3.8%
Lower-funnel conversion rate: 8.7%
Overall conversion rate: 5.4%
Upper-funnel conversion rate: 4.9%
Lower-funnel conversion rate: 7.8%
Overall conversion rate: 3.0%
Upper-funnel conversion rate: 2.6%
Lower-funnel conversion rate: -%
Overall conversion rate: 1.7%
Upper-funnel conversion rate: 1.8%
Lower-funnel conversion rate: 1.5%
Note: conversion based on “add-to-cart” behavior from ad-exposed individuals who clicked through to the ecommerce experience; 70% of media visits were to upper-funnel campaigns and 30% were to lower-funnel campaigns
Source: MikMak; Jan 12, 2021
High conversion rates for Facebook and Instagram result primarily from Facebook Marketplace’s advanced social commerce features.
The evidence for influencer marketing as a leading digital marketing strategy is overwhelming. As traditional marketing tactics lose effectiveness, it is more important than ever that brands find better ways to connect with their customers. These influencer marketing statistics demonstrate that creator partnerships pave the way for better brand-consumer relationships.
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Written by GRIN Contributor
GRIN is the pioneer behind the world’s first Creator Management platform built to support every brand’s journey to connecting with consumers through authentic creator relationships. Thousands of the world’s fastest-growing brands—including SKIMS, Warby Parker, Allbirds, Mejuri, and MVMT—use GRIN to make creators feel like trusted, empowered partners and work with them to build their brands into household names.
All-in-one creator management platform helping ecommerce companies build more valuable brands through the power of creator partnerships.