Introduction

Influencer Marketing Statistics: Influencer marketing is a strategy where different brands work with people who have a lot of followers on social media to promote their products or services. These people, called influencers, use platforms like Instagram, TikTok, YouTube, and Facebook to create content that their followers like.

The effective benefit of influencer marketing is that it helps brands reach a specific audience in a real and engaging way, which builds more trust between the brand and its customers. Social media has made influencer marketing one of the best ways for brands to connect with consumers, making it a strong tool in today's digital marketing world.

As of May 2024, around ** percent of marketers surveyed in Brazil said generating amplification and awareness of a brand was among the influencer marketing goals producing the best results. Approximately ** percent mentioned reaching new audiences, while ** percent cited translating the brand's messages. According to the same study, marketers' leading criteria for selecting influencers included affinity with the brand's target group and credibility.

In 2024, nearly ** percent of marketers in the United States used Instagram for influencer marketing. During the same period, around ** percent also turned to YouTube. By 2025, more than half of U.S. marketers are expected to incorporate YouTube into their influencer marketing strategies. TikTok, which had been adopted by ** percent of marketers in 2021, saw its usage rise to approximately ** percent by 2024.

In 2023, YouTube influencers with between 1,000 and ***** followers had an engagement rate, amounting to *** percent. The rate for influencers with more 1,000,000 followers was higher - *** percent.

As of May 2024, one-quarter of marketers surveyed in Brazil reported allocating less than ***** percent of the budget of the brands they worked for to influencer marketing. Approximately ** percent said they reserved between *** and **** percent of the amount for that purpose, while only **** percent stated allocating more than half of the budget to influencer marketing. According to the same study, influencer marketing's goals producing the best results for marketers in Brazil included a higher brand awareness and reaching new audiences.

During a global 2025 survey among marketers and industry leaders, 14.4 percent of respondents stated they invested 10 to 15 percent of their marketing budget into influencer marketing. Nearly 12 percent of respondents devoted more than 50 percent to this type of digital marketing activity. The state of influencer marketing As social platform users continue to rise in recent years, influencer marketing has become an essential format of digital campaigns. Marketers have used this channel to increase brand awareness. Influencer marketing's value worldwide was estimated at over 24 billion U.S. dollars in 2024, compared to nearly 10 billion in 2020. Furthermore, the global influencer marketing platform market size amounted to 15.2 billion dollars in 2022 and was projected to surpass 22 billion dollars in 2025. The epicenter of influencer marketing: Instagram In the spring of 2024, Instagram ranked third among the biggest social media platforms, with roughly two billion monthly active users. With such an impressive user base, the Meta-owned social network proves to be the perfect spot for creators and marketers alike.

As of May 2024, nearly ********** – or ** percent – of marketers surveyed in Brazil said the companies they worked at had an annual budget of less than *** thousand Brazilian reals to invest in influencer marketing. Only ***** percent of respondents reported an amount of over **** ******* reals. According to the same study, almost half of brands allocated no more than **** percent of their marketing budget to influencers in Brazil. Influencers' popularity among Brazilian marketers The survey also revealed that the share of marketers in Brazil including influencer marketing in their strategies has consistently risen over the past few years, from little more than ********** in 2017 to over ************** in 2024. On average, respondents indicated that raising brand awareness and reaching new targets were the best results marketing decision-makers in Brazil expected from influencers. What Brazilian brands expect from influencers Over **** of marketers participating in the study said a web celebrity's target group should have an affinity with the hiring brand's target group, making this their number one criterion when recruiting influencers in Brazil. Credibility and originality rounded up the top three, each mentioned by almost **** in every 10 respondents. However, Brazilian brands found obstacles to investing more in influencer marketing, namely proving an internet personality's effectiveness and measuring the medium's return on investment (ROI), both cited by ********* of marketers surveyed in 2024.

As of August 22, 2023, Yang Ge, also known as Crazy Xiaoyangge, was the most popular influencer on Douyin with 118 million fans. Half Past Six of Chen Xiang, a family-style situation comedy directed by Chen Xiang took the second spot with 69 million followers. The third place went to Ares Cheng and his wife Yan Zhen.

Douyin and TikTok

Douyin, literally meaning “shaking sounds” in Chinese, is the sister app of TikTok. Introduced by ByteDance in China in 2016, Douyin created a new digital phenomenon in the short videos space. In less than three years, the app had reached 250 million daily active users in the Chinese market. After Douyin’s success, ByteDance acquired the lip-sync app Musical.ly in 2017. The move has strategically migrated Musical.ly’s large teenage userbase in the United States and Europe to TikTok, bringing the latter to the top of global social media.

Douyin influencers and e-commerce

Douyin has also become an important platform for e-commerce and marketing. Li Jiaqi, who used to be the fifth most-followed influencer on Douyin, has been using the platform to promote various beauty products. The most successful Douyin livestreamers can generate over 200 billion yuan of sales revenue in a month. Luxury brands like Dior and Coach have also launched their marketing campaignson the short video app.

Taiwanese superstar Jay Chou was the second most followed celebrity among Facebook users in Taiwan. His Facebook page amassed about *** million fans as of June 30, 2025. Ashin, the vocalist of the Taiwanese band Mayday, remained second with *** million followers. The Hong Kong singer-songwriter G.E.M. trailed behind. Jay Chou — King of Mandopop Taiwan is an important hub of Mandarin pop music (Mandopop). Its vibrant music scene has captivated not only local listeners but also foreigners. Jay Chou is undeniably the biggest name in Mandopop. The singer-songwriter was one of the first to bring R&B, rock, and contemporary rap into Chinese pop music, pioneering a unique Sino-western musical fusion style. His songs, Love Confession, Sunny Day, and Won't Cry have each been streamed over ** million times on Spotify. Other celebrities in Taiwan Apart from Jay Chou, JJ Lin is another R&B and hip-hop-influenced musician who has emerged to award-winning success in Taiwan and other Mandarin-speaking markets. The Singaporean pop star owned two spots in China’s all-time online best-selling music singles. Ashin, the second most followed celebrity on Facebook in Taiwan, was also the most popular celebrity on Twitter. When it comes to homegrown bands, WeiBird, EggPlantEgg, and Accusefive are some beloved names.