62 Influencer Marketing Statistics You Need to Know in 2025

With the New Year ahead of us, companies are looking to make the most of their marketing strategies for a successful 2025. And there's never been a better time than now to start!

Influencer marketing continues to grow in popularity. If influencer collaborations are not integral to your marketing strategy, you should re-evaluate your decision.

Let’s explore these essential influencer marketing statistics you need to know to boost your brand visibility, sales, and customer loyalty. You’ll also find valuable tools and tips to capitalize on these trends.

Top Influencer Marketing Statistics You Need to Plan Your Strategy

Let’s look at the key statistics you need to know while allocating your influencer marketing budget and planning your campaigns for 2025.

Influencer Marketing Growth Statistics

Influencer marketing continues to expand rapidly, proving to be a vital addition to your brand strategy. This growth reflects its increasing effectiveness and the shifting landscape of digital marketing.

Here are some of the most crucial influencer growth statistics:

1. The projected 2024 year-end value of the global influencer marketing industry is $24 billion.

2. In 2023, the market was valued at $21.1 billion—a substantial 13.7% growth year over year.
3. In fact, from 2019 to 2024, influencer marketing has grown three times in value.
4. From 2016 to 2024, the influencer marketing industry experienced an average annual growth rate of 40.5%.
5. In April of 2024, there were 5.4 billion internet users worldwide. That’s 66.66% of the current population (8.1 billion people). 
6. Of that number, 5.07 billion of them are social media users. That means 62.6% of the world’s population spends most of their time on social media platforms.

Influencer Marketing Demographics Statistics

Influencer marketing demographics provide critical insights into audience engagement and targeting. Understanding these demographics can help you tailor your strategies effectively.

Here are the most crucial influencer marketing demographics statistics you should know:

7. Facebook is still the reigning champion of all social media platforms, with over 3 billion monthly active users.

8. Google’s social and video platform, YouTube, comes second, with 2.5 billion users.
9. Considering how long some social media platforms have been around — Facebook (2004) and YouTube (2005) — it’s impressive to see TikTok (2016) making it to the top 5 with over 1.5 billion active users.
10. Between 2018 and 2023, TikTok grew from 133 million users to over 1.5 billion active users.

11. Meta owns three top four social media platforms, including Facebook, Instagram, and WhatsApp.
12. Although Facebook is the number one social media platform, its messaging app, Facebook Messenger, only shares a third of its user base at just over a billion users (refer to the Statista report at the top of this section).
13. That means two-thirds of Facebook users prefer other platforms for messaging.
14. At the end of 2023, statistics showed that 3.9 billion internet users have their accounts on at least one of the platforms owned by Meta.

15. Even though Facebook has the most active users, TikTok is the most common channel used for influencer marketing. It’s followed by Instagram, YouTube, and then Facebook.

16. Another study shows that 80.8% of marketers use Instagram for influencer marketing.

If you’re looking to boost your Instagram influencer marketing ROI, then look no further than Heepsy. This comprehensive influencer marketing platform will help you discover, vet, and collaborate with the best influencers for your campaigns.

You can also use it to track your campaign performance and optimize your influencer marketing strategies for a higher ROI.

17. The same study shows that Instagram has also seen the most growth in influencer marketing. From 2020 to 2024, influencer marketing on Instagram grew from 62% to 81%.
18. The only other platform with similar growth results is TikTok, growing from 36% to 55% in the same period.

19. Statista did a study at the end of 2023 to find the most used social media platform by the active user base’s age. For ages 18-29, Snapchat leads with 41%, followed by TikTok at 35% and Instagram at 32%.
20. For ages 30-39, LinkedIn and Twitter each have 34%, Snapchat holds 33%, and Instagram remains with 32%.
21. For ages 40-49, LinkedIn tops at 25%, Facebook follows at 22%, and Twitter captures 21%.
22. For ages 50-59, Facebook is most popular at 29%, with LinkedIn and Pinterest at 24% each.

Influencer Marketing Budget and Spending Statistics

Budget and spending in influencer marketing have seen significant changes as businesses recognize its value. Companies are increasingly allocating more funds to influencer marketing.

Here are some essential influencer marketing budget statistics:

23. According to the Influencer Marketing Hub report this year, 47.4% of businesses plan to allocate less than $10,000 for influencer marketing, compared to 43% last year.

24. About 20.9% of companies will invest between $10,000 and $50,000 in influencer marketing this year.
25. Approximately 9% of businesses have an influencer marketing budget of $50,000-$100,000 for 2024.
26. 8.3% of companies will spend between $100,000 and $500,000 on influencer marketing for 2024.
27. This year, 14.5% of brands will dedicate over $500,000 to influencer marketing, up by 3.5 percentage points from the previous year.
28. In 2024, 85.8% of businesses will have a specific budget for influencer marketing, up from 82% in 2023 and more than double the 37% in 2017. This marketing spend gives them more leverage to find the right influencers for their brand.
29. 59.4% of companies plan to boost their influencer marketing budget this year.
30. 22.1% of businesses will maintain their current influencer marketing budget.
31. 9.3% of companies are uncertain about their influencer marketing budget.
32. Another 9.3% of businesses intend to cut their influencer marketing spending.
33. According to a study done by eMarketer, influencer marketing spending on Instagram will surpass $2 billion in 2024.

34. Spending on TikTok, YouTube, and Facebook influencer marketing will each exceed $1 billion in 2024.
35. Instagram receives nearly double the influencer marketing spend compared to TikTok.
36. Influencer marketing spending in the U.S. is growing faster than paid social ad spending.
37. 90% of influencer marketing campaigns include investment in paid media.
38. About 65% of U.S. marketers allocate over 50% of their total influencer marketing budget to paid media campaigns.

Influencer Categories and Campaign ROI Statistics

Understanding influencer categories is crucial for maximizing your influencer marketing ROI. Different types of influencers engage with specific audiences, allowing you to target narrow demographics to increase conversions.

Each category of influencers, from micro-influencers to celebrities, offers unique strengths and engagement levels.

Here are necessary statistics highlighting exciting facts on audience behaviors and influencer impact, reach, and ROI.

39. A study conducted by Sprout Social showed that 49% of consumers make daily, weekly, or monthly purchases due to influencer posts.
40. 87% of Gen Z are more inclined to buy from brands that work with influencers beyond social media.
41. 37% of consumers are more interested in brands using AI influencers, while another 37% are more skeptical.
42. 64% of consumers prefer engaging with authentic and unbiased influencer reviews.
43. 55% of consumers are attracted to influencer content that offers discounts or promo codes.
44. 30% of consumers are most interested in food and drink content from influencers. It's no surprise that brands partner with food influencers to promote their restaurants and other related businesses.
45. 26% of consumers are most interested in beauty content from influencers.
46. Gen Z primarily engages with influencer content on TikTok, while Gen X and Baby Boomers prefer Facebook, followed by Instagram and YouTube.
47. Millennial and Gen Z audiences are more interested in fitness and gaming content.
48. Gen X audiences favor movies, TV, and sports content.
49. A study by HubSpot shows that 67% of social media marketers plan to increase investment in short-form videos in 2024.

The top video marketing tools like InVideo and WeVideo will come in handy for creating fun and engaging videos for your audience.

50. 31% of marketers will maintain their current investment in short-form videos.
51. 33% of marketers plan to invest more in short-form videos than other types.

You can use Semrush’s Social Toolkit to conduct competitor analysis, schedule content, and manage your community. Using the tool will help you to efficiently execute marketing strategies to boost your brand visibility, engage new audiences, and drive sales.

52. 57% of marketers report that live videos have the second-highest ROI among social media content types.
53. 91% of social media marketers plan to continue or increase investment in audio chat and live rooms.
54. 80% of Gen Z enjoys audio content, finding it a way to express individuality.
55. 80% say user-generated content (UGC) significantly impacts their purchase decisions.
56. 26% of marketers say that UGC perform best on YouTube, 24% on Instagram, and 21% on Facebook.
57. 59% of marketers will double down on funny content in 2024.
58. 47% of marketers use images as a media format.
59. 54% of marketers prioritize high production value for social media content.
60. 51% of marketers find infographics yield high ROI.
61. 47% of marketers repurpose content across different platforms with adjustments to fit each platform's demands.
62. Almost 80% of brands monitor sales from influencer campaigns through influencer marketing platforms such as Heepsy.

FAQs

Are You Surprised by These Influencer Marketing Statistics?

The key to a successful influencer campaign is selecting the right influencers for your brand. You should conduct an influencer audit using trendHERO to determine if an influencer has enough persuasion skills to sway your target consumers to buy your products.

Track metrics like reach, engagement, sales, and follower growth to measure your campaign ROI.Are you ready to take advantage of these staggering influencer marketing statistics? Capitalize on the trends today to make the most of your influencer collaborations.