46 influencer marketing stats that you need to know for 2024

Influencer marketing is essential for increasing brand awareness and reach.

That's the main goal for most businesses when they start their first campaigns. (HubSpot, 2022)

Jumping into influencer marketing means a ton of entirely new channels open up to you. With a successful campaign, you'll get more people talking about your brand than ever.

But if you're new to influencer marketing, you may not know where to start, or you might be unsure of the real value of it.

Don't worry! In this post we've collected essential influencer marketing stats so you can understand whether or not influencer marketing is right for your business. We'll cover:

• How influencer marketing boosts your visibility
• Average engagement stats
• How your peers measure success
• The benefit an influencer marketing platform brings

Let's get into it!

(By the way, getting started with influencer marketing is super easy. We're happy to walk you through your first campaign - register for our influencer marketing platform here, and we'll take you through it!)

Influencer marketing helps boost visibility

• Daily time online grew 35% from 2019 to 2022, averaging 5hrs in major markets globally. (Data.ai, 2022)
• 81% of Instagram users say they use the platform to research new goods. (Facebook, 2019)
• 60.9% of Instagram users use the platform to follow or research brands and new products. (Data Reportal, 2023)
• 83% of Instagram users have discovered a new product from Instagram. (Facebook, 2019)
• 87% of Instagram users say they were motivated to take an action after seeing product information on Instagram. (Facebook, 2019)
• 80% of Instagram users say the platform helps them make a decision to buy. (Facebook, 2019)
• 79% of Instagram users say they searched for more information after seeing a product or service on Instagram. (Facebook, 2019)
• 65% of Instagram users say they visited a brand website or app after seeing a product or service on Instagram. (Facebook, 2019)
• 46% of Instagram users made a purchase online or offline after seeing a product or service on Instagram. (Facebook, 2019)
• 37% of Instagram users visited a retail store after seeing a product or service on Instagram. (Facebook, 2019)
• 31% of Instagram users followed a brand account online after seeing a product or service on Instagram. (Facebook, 2019)
• 29% of Instagram users talked about what they saw with others after seeing a product or service on Instagram. (Facebook, 2019)
• 82% of brands say influencer campaigns help them attract higher-quality customers than from other marketing methods. (Influencer Marketing Hub, 2023)
• 53% of all internet users research brands, products, and services online before purchasing. (Hootsuite, 2022)
• Social networks are the 2nd most popular channel for researching brands. (Hootsuite, 2022)
• 80% of influencer ad viewers can recall seeing the brand featured in the ads. (Nielsen, 2022)
• 72% of influencers use Instagram as their primary content channel. (Nielsen, 2022)
• 83% of brands believe influencer marketing is effective. (Influencer Marketing Hub, 2023)

Photo by @henna.kotona

Influencer marketing engagement

• Instagram is the most popular channel for influencer marketing campaigns. (HubSpot, 2022)
• Average engagement on IG is highest with influencers with 1-5k followers (4.21%) and lowest with influencers with 100k-1m followers (0.95%). (Influencer Marketing Hub, 2023)
• Users aged 25-34 make up 46.81% of Instagram users, with the gender split being 52% female:48% male. (Influencer Marketing Hub, 2023)
• Users aged 18-24 make up 33.17% of Instagram users, with the gender split being 56% female:44% male.(Influencer Marketing Hub, 2023)
• 15.74% of TikTok's user base is 25-34 year old males. (Influencer Marketing Hub, 2023)
• 13-17 year old females make up 17.04% of TikTok's user base, and 18-24 year old females make up 24.27%. (Influencer Marketing Hub, 2023)
• TikTok engagement is highest with influencers with between 1k-5k followers (15.04%) and lowest with influencers with over 1M followers (10.53%). (Influencer Marketing Hub, 2023)
• 26.7% of internet users watch influencer videos and vlogs each week. (Hootsuite, 2022)
• 40.2% of females and 30.3% of males aged 16-24yo watch vlogs each week. (Hootsuite, 2022)
• 32.4% of females and 27.8% of males aged 25-34yo watch vlogs each week. (Hootsuite, 2022)
• The average engagement for posts made by Instagram business accounts is 1.94%. (Hootsuite, 2022)
• 62% of Millennials have purchased at least one item on their smartphone thanks to a brand post and/or influencer content on social media. (The Influencer Marketing Factory, 2021)

Photo by @kathrindeter

Measuring success

• 67% of marketing and communications professionals engage with influencers for content promotion. (Influencer Marketing Hub, 2022)
• 67% of marketers plan to increase influencer marketing spend in 2022. (Influencer Marketing Hub, 2023)
• Content production is now is the most valuable factor when partnering with influencers. (Influencer Marketing Hub, 2023)
• The most important method for vetting brand partnerships for influencers is determining which opportunities are most relevant for their audience. (Influencer Marketing Hub, 2022)
• 30% of businesses prefer working with Micro influencers (10k-100k followers), while just 12% of businesses work with Mega influencers (1M+ followers). (HubSpot, 2022)
• 75% of marketing and communications professionals say verified web traffic of an influencer is the most important criteria for selection. (Influencer Marketing Hub, 2022)
• 71% of brands measure their influencer marketing ROI. (Influencer Marketing Hub, 2023)
• 24.9% of marketers use conversions and/or sales to measure campaign success. (Influencer Marketing Hub, 2023)
• 35% of brands say views/reach/impressions are the most important criteria when evaluating influencers. (Influencer Marketing Hub, 2023)
• The top challenge for brands who run campaigns in-house is finding influencers to participate in campaigns. (Influencer Marketing Hub, 2023)
• 57% of retailers expect to increase spending in influencer marketing. (CommerceNext, 2022)

Leveraging influencer marketing platforms can help improve campaigns

• The most popular use for influencer marketing platforms is influencer discovery (55%). (Influencer Marketing Hub, 2023)
• 20% of consumers are ready to stop following an influencer if they fail to be up-front about advertising or sponsorships. (Influencer Marketing Hub, 2022)
• 37% of brands think finding influencers is easy. (Influencer Marketing Hub, 2023)
• 56% of brands believe that automation plays a vital role in influencer marketing. (Influencer Marketing Hub, 2022)
• 81% of brands believe that influencer marketing is definitely or somewhat scalable within their current marketing ecosystem. (Influencer Marketing Hub, 2023)

Photo by @lottasaahko

How does your brand match up?

Influencer marketing is bigger and better than ever. But how do you get started with it?

Well, the first start is creating a strategy. Once you have that, a brief that effectively conveys what you hope to achieve with your campaign increases your chances of success.

If you're looking for help creating your first brief, read our blog post here - we'll walk you through the essentials of a great influencer brief, plus provide a free template and video walkthrough.

And if you're looking for inspiration to help scale your influencer marketing efforts, Partioaitta faced a similar issue and wondered if an influencer marketing platform would be the solution they needed. Read how we helped them scale their campaign management here.

READ THE CASE