33 Relevant Influencer Marketing Statistics & Facts for 2020

The explosion of social media has led to the popularity of influencer marketing. This means that consumers are now more likely to be interested in buying products based on what their favorite digital influencer recommends. Digital influencers have a strong online presence and use it to inspire consumers’ opinions and behaviors online and offline by creating engaging content. Millions of people trust these influencers, and marketers pay them for their fan base. Since 2016, 86% of marketers have used influencer marketing, and that number isn’t going to come down anytime soon.

Fascinating Influencer Marketing Statistics

  • You can work with influencers for less than $250 per post.
  • Instagram is the most important social platform for influencer marketing.
  • 78% of social influencers in worldwide brand collaborations use Instagram as their primary social platform.
  • Influencer marketing is now bigger than print advertising.
  • For every $1 spent on an influencer marketing campaign, companies earn up to $5.78 on average.
  • Instagram has more than 558,000 active influencers.
  • 67% of marketers already plan to increase their budget for influencer marketing.
  • The overall spend on influencer marketing reached $1.6 billion in 2018.
  • The spend on Instagram influencers for marketing is estimated to reach $9.7 billion in 2020.
  • The global spend on influencer marketing is expected to reach $15 billion by 2022.

How Big Is Influencer Marketing?

The advertising industry will always be big because companies and brands will always want to find new customers. With businesses spending less on regular advertising in favor of influencer marketing, that money has to be going somewhere, right? The influencer marketing market size has continued to increase, which has led to more research into it. This, in turn, is the basis of some intriguing statistics.

Stats on the Size of Influencer Marketing

1. 86% of women prefer to use social media for purchasing advice.

(Digital Marketing Institute)

Reports show that women prefer to use social media to inform them about what they should and shouldn’t buy. This is more apparent now that 45% of women claim to have become more active on social media in the past two years, especially on Instagram and Facebook. To add to that, women are 38% more likely to use Instagram than men, and according to the Facebook statistics, over 1 billion Facebook users are female. This is important for companies that have women as their target customers—social media influencer marketing will be an ideal choice for them.

2. 6 in 10 teenagers prefer advice from influencers over celebrities.

(Digital Marketing Institute)

Gone are the days when celebrities seemed to have the most influence on their fans’ spending habits. 40% of consumers have purchased something after seeing it on social media platforms like Twitter, YouTube, or Instagram. This data alone has led to brands putting more into their influencer marketing budget.

3. Influencer marketing is used by 57% of fashion and beauty companies.


Social media platforms like Instagram and Snapchat rely heavily on pictures, so it only makes sense that an industry like fashion and beauty would use influencer marketing to attract customers. In addition to the 57% that already use it for advertising, 21% also plan to add this to their marketing strategy as time goes on.

4. Influencer marketing spend is estimated to reach $9.7 billion in 2020.

(Influencer Marketing Hub) (BigCommerce)

Influencer marketing can greatly reduce advertising while also helping companies increase brand awareness and reach new audiences. It’s now an important tool to stay ahead of the competition, as marketers are racing to carve out a niche for themselves. 65% of marketers already plan to increase their budget for influencer marketing in 2020, especially on Instagram, which has the highest engagement rates.

5. Influencer marketing has surpassed print marketing, and it has ROI rates 11 times that of online ads.

(Convince & Convert)

Marketers are now reluctant to spend a lot of money on ad buys in newspapers and magazines. It’s clear that the money spent on traditional advertising mediums are reducing, but with the global advertising industry worth over $1.2 trillion, there are still a lot of opportunities in influencer marketing.

6. 49% of Twitter users have made a purchase as a result of a tweet.

(Digital Marketing Institute)

86% of Twitter’s revenue comes from advertising according to the latest stats about the social network. The right marketing campaigns on Twitter, with the right social media influencer, can increase sales and buzz about a particular product, service, or brand. Influencers on the platform even rival consumers’ friends in terms of building trust, with 49% of Twitter users saying they’ve relied on influencers, compared to the 56% that rely on friends. Influencer marketing stats like this one clearly demonstrate the major impact influencers have on their followers’ purchasing decisions.

7. For every dollar spent on influencer marketing campaigns, $5.78 is earned.

(Influencer Marketing Hub)

Influencer marketing is beating paid search that, according to the PPC stats, has a 200% ROI. It also beats email marketing, and organic search as the fastest growing channel for brands. Businesses can earn an average of $5.78 for every dollar spent on influencers, with the top 13% earning up to $20. Blogs and Facebook are cited as the most effective platforms for influencer channels.

8. The global spend on influencer marketing is expected to reach $15 billion by 2022.

(Business Insider)

The influencer marketing industry has grown exponentially in the past 2 years, and it doesn’t show any signs of slowing down. It was worth just $2 billion in 2017, but the industry is set to reach $15 billion by 2022. Soon it will have a wider use in marketing. There will be better strategies in how campaigns are run, with better analytics to scale campaigns and manage the partnership between brands and influencers.

9. Influencer marketing campaigns cost $25,000–$50,000.


The marketing spend by industry varies, but research done by Linqia shows that most marketers spent $25,000–$50,000 on influencer marketing in 2016. Marketers are expected to invest more in multifaceted campaigns in the coming years, which aligns with the external marketing budgets of many small and medium-sized companies. These campaigns have three times as many views, twice as many actions, and 12 times as many comments compared to videos from traditional celebrities that will cost more.

10. According to influencer marketing statistics, 78% of social influencers in worldwide brand collaborations used Instagram as their primary social platform.


Instagram is very user-friendly, which means anybody can understand it easily. The app doesn’t require any special skills to learn how to effectively use it to your advantage. That’s why research shows it to be the leading platform for influencer marketing, and, as the Instagram statistics reveal, 78% of influencers are choosing Instagram over other social media platforms.

The remaining spots on the top 5 list go to Facebook (46%), YouTube (36%), Twitter (24%), and the platform that currently boasts 675 million users – LinkedIn (12%).

Instagram Influencers’ Marketing Stats

11. 89% of marketers say Instagram is the most significant social network for influencer marketing.

(Social Samosa)

89% of marketers view Instagram as the most important channel. What’s more, the introduction of Instagram Stories has caused a surge in popularity, giving influencers even more advertising options.

12. 130 million Instagram users click on shopping posts to get more information every month.


90 million Instagram users equate to about 13% of its total user base. This means there are still a lot of potential customers to be reached on the platform. A digital influencer can take advantage of the new shopping features Instagram keeps churning out to reach new untapped groups.

13. 80% of Instagram influencers are female.


Instagram influencer marketing is an industry dominated by women. This means there’s a higher demand for male influencers because there’s less supply. Certain brands may want to increase their target influencer marketing spend for the male influencers who reach a male audience.

14. Instagram has more than 558,000 active influencers.


Instagram is the most in-demand platform for influencer marketing, and it’s not hard to see why. The number of influencers on Instagram is high across the platform’s different niches. This number covers 39% of the Instagram accounts that have more than 15,000 followers.

15. Instagram was involved in 93% of all the influencer marketing campaigns carried out in 2018.


This is why influencer marketing spend skyrocketed last year. Facebook and YouTube were not involved in nearly as many influencer campaigns as Instagram.

16. 60% of people claim they find new products on Instagram.


People use Instagram to find new products, meaning it’s now widely recognized as a marketing tool. People go on Instagram to educate themselves on products they’re curious about.

17. The modeling and beauty niche has over 20 million followers on Instagram.

(Influencer Marketing Hub)

The marketing spend by industry depends on the size of the niche or target market. Niches such as modeling and beauty have the most popular influencers, reaching the 20 million follower mark.

18. The marketing spend on influencers alone reached $1.6 billion on Instagram in 2018.

(Forbes) (Fameswap)

Marketing strategies are more successful on Instagram than any other social networking platform. This is widely believed to be because people prefer visual content to text. Because the platform is so image-based, Instagram can share a wider range of information.

For this reason, we’re seeing more and more online marketplaces where businesses can buy Instagram accounts with large following, and use the marketing potential of the social network.

19. Almost 75% of Instagram influencers are 18–34 years old.


This statistic is a good reason to increase target influencer marketing spend on millennials because they tend to look to their peers for information. In fact, they value peer endorsement on a product over celebrity, meaning influencers have enough leverage to affect their spending decisions.

20. Instagram has over 5 different influencer marketing formats to select from.


Instagram posts are the most effective medium for influencer marketing because they’re very easy to make, format, and edit. Their production cost is also low when compared to videos. The second most used format is Instagram Stories. Users respond positively to Stories because they’re easier to navigate and more authentic. The influencer marketing facts point to Instagram’s multiple features as the source of its success. 

The Costs and Metrics Associated with Influencer Marketing

21. An influencer can receive between $5,000 and $10,000 per sponsored ad.


Influencer marketing fees can be based on cost per click (CPC), cost per engagement (CPE), or cost per acquisition. Depending on the model agreed upon between the influencer and the company, an influencer with over 100,000 followers on Instagram can earn between $5,000 and $10,000 per post.

22. Social media influencer marketing earnings can be as high as $5,000 per post based on their web traffic.


Bloggers are paid based on their popularity and the traffic on their sites. If they have around 10,000–50,000 visitors per month, they can charge about $175 to $250 per post. For visitors of 50,000 to 100,000 per month, they charge $250 to $500 per post. Blogs with visitors of more than 500,000 visitors earn from $1,000 to $5,000 per post.

23. Twitch’s live stream is the least-used channel for influencer marketing, even with 2.2 million unique streamers every month.


Twitch is a platform used mainly by gamers for live streaming. This platform has over 15 million daily active gamers. The influencer marketing market size in this niche is very small and can be taken advantage of with so few influencers on the platform. It can be useful for companies with young male gamers as their target audience.

24. Influencer marketing had returns on investment of $7.65 for every $1 back in 2017.

(Influencer Marketing Hub)

Research showed that for every $1 spent on campaigns for influencer marketing, companies earned $7.65 on average. There were even some companies earning more than double that. However, the latest data about influencer marketing ROI put the average revenues for this type of marketing at $5.78.

25. 90% of marketers determine the success of their marketing campaigns based on the engagement rates.

(Influencer Marketing Hub)

The influencer marketing statistics show that its global spend continues to increase. However, it’s getting more and more difficult to use return on investment (ROI) to measure campaign performance. So engagement rates are a preferred metric to use by marketers.

26. Instagram’s most lucrative industry for influencer marketing is travel, with an average of $220 per post.

(Digital Marketing)

According to research, travel influencers get paid more than any other industry for their sponsored posts. With an advertising industry worth millions of dollars on only travel, this can be a very lucrative aspect to move into.

27. Facebook and Twitter are rated 45% and 33% respectively in terms of importance to an influencer marketing strategy.


Facebook and Twitter aren’t as suitable for influencer marketing or sharing sponsored ads as Instagram is, but they can be used for other purposes. Because of their style and heavy reliance on text and messages over pictures and videos, they’re great for communicating and interacting. Twitter and Facebook influencer marketing can be adapted to and modeled for promoting content from other platforms.

28. Influencers accept less than a quarter of the proposals they receive.

(CPC strategy)

44% of influencers say that they accept less than 25% of the total proposals they receive. This is because they also care about the product’s value and how connected they feel to it. They must ensure consistency in order to build trust between themselves and their followers.

29. It’s predicted that advertisers will spend $2.3 billion on Instagram influencer marketing in 2020.


Since Instagram has proven to be very effective at producing results, marketers are encouraged to invest in it more. This has led to an increase in the global spend on influencer marketing, and it’s expected to hit $2.4 billion on Instagram alone.

30. 9% of US small businesses use YouTube.


This number is poised to rise. People are now realizing it’s an effective, low-cost way to contact consumers and potential customers. The latest YouTube stats are confirming this revealing that 70% of shoppers want to use it to look up products.

Fun Facts About Influencer Marketing

31. Influencer marketing is the fastest growing online customer acquisition method.

(Digital Marketing Institute)

This is why so many companies are jumping on the influencer marketing train. It’s now necessary for brands to collaborate with influencers that align with their message.

32. 60% of consumers have been influenced by social media or a blog while shopping at a store.

(Digital Marketing Institute)

According to the influencer marketing stats, spending patterns have changed. This only goes to show the direct power influencer marketing has over product sales. 

33. The number of platforms and agencies that support influencer marketing doubled in two years.

(Influencer Marketing Hub)

Influencer marketing has become so normalized that companies are being set up with the purpose of helping influencer search and selection. This makes the system more transparent for companies and influencers alike.


Based on the influencer marketing statistics outlined above, it is clear that influencer marketing is the most effective way to create awareness and boost sales of your product or service. If you’re a business owner, consider upping your company’s budget for influencer marketing, with a focus on Instagram. After all, the platform is the fastest growing channel for influencer marketing.

If done well, it can be a great addition to your marketing campaign and the most effective way to reach millennials and Gen Zers.


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