In 2019 an analysis of more than three million Instagram #ad posts was done, to determine, among others, the demographics of influencers. According to the findings, 31 percent of influencers creating sponsored posts on Instagram, were between the ages of 18 and 24.

Introduction

Influencer Marketing Statistics: Influencer marketing has become an effective tool for brands to reach their audiences effectively. It includes partnering in which individuals hold a strong online presence and influence over their followers. Influencers promote products, services, or campaigns, often leading to increased engagement and sales rates. In recent years, the popularity of influencer marketing has increased, holding businesses of all sizes investing in this strategy.

This article explores key statistics about influencer marketing, highlighting its growth, impact, and trends. From the return on investment (ROI) to consumer trust in influencers, these numbers offer insights into why this approach has become a favourite for marketers worldwide. Whether you're new to influencer marketing or looking to improve your strategy, these stats are worth knowing.

Over the course of 2019 an analysis of more than three million Instagram #ad posts was done, to determine, among others, the demographics of influencers. According to the findings, 84 percent of influencers creating sponsored posts on Instagram were women.

Introduction

Instagram Demographics Statistics: Instagram is a popular platform known for its eye-catching visuals and user-generated content. With over 2 billion monthly active users, it offers a lively and engaged community for brands and businesses of all sizes.

This includes important user demographics, trends in usage, advertising insights, and the rise of video content. Understanding this information can help you improve your brand’s social media strategy and connect better with Instagram’s diverse audience.

During a 2022 survey, it was revealed that more than three-quarters of Brazilian influencers were women. Over two-thirds of respondents were 26 to 37 years of age. Roughly 60 percent were from the state of São Paulo.

As of June 2023, more than half of the Instagram influencer audience in the United Arab Emirates were male users. Meanwhile, the female audience of Instagram influencers accounted for 41.5 percent in the country.

 United Arab Emirates, socially influenced

The share of the population with access to mobile internet in the United Arab Emirates was 95.85 percent in 2022, ranking second on mobile internet penetration rate globally. Three out of four internet users in the country claimed to follow some type of social media influencer as of July 2021, therefore topping the world ranking in this regard. When it comes to gender, the social media landscape is dominated by young male users; for example, Meta’s ad audience in the United Arab Emirates  had a high age concentration between 18 and 34 as of January 2023. Reflective of audience needs and demographics, more than half of the country's Instagram influencers are young men targeting their young male followers.

 Preferred social media platforms and trends

Users ranked WhatsApp first and Instagram second as their favorite platforms in 2022. A slightly different picture emerges regarding the number of creators with more than ten million followers, also known as supernova creators. The social media platform distribution of the supernova creators in the United Arab Emirates indicates a general creator concentration on video content platforms like TikTok and YouTube, which together hosted 17 such creators as of September 2022.

Favorable demographics and fruitful digital initiatives by the government combined with the new reality the pandemic imposed, among others, facilitated the United Arab Emirates’ high rate of online consumers who shop from social media networks platforms. This has resulted in an 86 percent social e-commerce adoption rate in 2022.

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Influencer Marketing Platform Market Size 2025-2029

The influencer marketing platform market size is forecast to increase by USD 80.3 billion, at a CAGR of 35.8% between 2024 and 2029.

Influencer marketing platforms have gained significant traction in the digital marketing landscape, particularly in the areas of social sharing and brand promotion. The market is witnessing an increase in partnerships and mergers and acquisitions among companies, as they seek to expand their offerings and strengthen their market position. This trend is driven by the need for businesses, both B2B and B2C, to build trust and create a positive brand image through authentic influencer collaborations. 
However, the market also faces challenges such as the rise of fake followers and the need for advanced technologies like machine learning (ML) and AI to ensure authenticity and transparency. The fashion and beauty industries, in particular, have seen a rise in influencer marketing due to the visual nature of their products and the high engagement rates on social media.

What will be the Size of the Market During the Forecast Period?

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Influencer marketing has emerged as a powerful tool for brands looking to increase their reach and engagement in the digital space. Influencer marketing platforms have become essential intermediaries in this process, facilitating connections between brands and influencers, ensuring trust and credibility, and providing valuable insights into niche communities. The role of influencer marketing platforms is multifaceted. They serve as a bridge between brands and influencers, enabling the former to identify and engage with the right influencers for their campaigns. These platforms provide access to a vast pool of influencers across various industries, including fast fashion, beauty, gaming, travel, lifestyle, and more. 
Transparency and authenticity are crucial aspects of influencer marketing, and platforms play a vital role in maintaining these elements. They offer tools to monitor and measure influencer performance, ensuring that brands receive high-quality content and genuine engagement from their chosen influencers. Traditional advertising methods, such as TV commercials and print ads, have lost some of their appeal in today's digital age. In contrast, influencer marketing offers a more personal and authentic connection with the audience.
Influencers are trusted figures within their communities, and their endorsements carry significant weight. However, the influencer marketing landscape is not without challenges. Issues such as influencer fraud and the rise of generative AI-generated content have raised concerns about the authenticity and transparency of influencer marketing. Influencer marketing platforms are addressing these challenges by implementing rigorous verification processes and providing tools to detect and prevent fraudulent activities. 
Micro-influencers, with their smaller but highly engaged audiences, have gained significant attention in recent years. Platforms offer brands access to these influencers, enabling them to target specific niches and communities effectively. Influencer marketing platforms also offer valuable insights into audience demographics and preferences, helping brands tailor their campaigns to maximize impact.

How is this market segmented and which is the largest segment?

The market research report provides comprehensive data (region-wise segment analysis), with forecasts and estimates in 'USD billion' for the period 2025-2029, as well as historical data from 2019-2023 for the following segments.

End-user

  Large enterprise
  Small and medium enterprise


Application

  Fashion and lifestyle
  Food and entertainment
  Travel and holiday
  Sports and fitness
  Others


Geography

  North America

    US


  Europe

    Germany
    UK
    France
    Italy
    Spain


  APAC

    China
    India
    Japan


  Middle East and Africa



  South America

    Brazil

By End-user Insights

The large enterprise segment is estimated to witness significant growth during the forecast period. Influencer marketing platforms serve as essential tools for large enterprises seeking to expand their reach, engage audiences, and convert leads. These platforms cater to various industries, including gaming, health and fitness, etc. They offer advanced features to manage intricate marketing campaigns across diverse regions and demographics. One of the key advantages of influencer marketing platforms is their data-driven focus. Enterprises require rise analytical tools to evaluate their brand performance and optimize influencer collaborations.

These platforms provide real-time insights, enabling businesses to make informed decisions and adapt strategies accordingly. Moreover, influencer marketing platforms offer extensive searchable databases, ensuring access to a v

Fashion Influencer Market Outlook

The global fashion influencer market size was valued at approximately USD 10 billion in 2023 and is anticipated to expand at a compound annual growth rate (CAGR) of 8.5% from 2024 to 2032, reaching a forecasted market size of nearly USD 21.3 billion by 2032. The primary growth factor driving this market includes the increasing reliance of brands on social media platforms for marketing and advertising, aiming to capture the attention of a younger, digitally-savvy audience.

One of the key growth factors of the fashion influencer market is the exponential rise in social media usage globally. With more than 4.9 billion social media users reported in 2023, platforms like Instagram, TikTok, and YouTube have become fertile ground for fashion influencers to create and share content. This social media boom translates directly into a growing audience for fashion influencers, thereby making them a critical part of digital marketing strategies for fashion brands. Moreover, the integration of shopping features on these platforms enables seamless consumer engagement and conversion, further fueling market growth.

The inclination towards personalized and authentic content is another significant driver of the fashion influencer market. Consumers are increasingly seeking relatable content and trusted voices to guide their purchasing decisions. Fashion influencers, particularly micro and nano influencers, are adept at creating personalized content that resonates with their audience. This authenticity builds trust and reliability, making influencer marketing more effective than traditional advertising methods. The desire for authentic engagement has prompted brands to collaborate more frequently with influencers, thereby driving market expansion.

Technological advancements and innovations in social media analytics tools also contribute significantly to market growth. Advanced algorithms and AI-driven analytics enable brands to measure the effectiveness of influencer campaigns more accurately. These tools help in identifying the right influencers, understanding audience demographics, and analyzing engagement metrics. As a result, brands can make data-driven decisions to optimize their marketing strategies. The ability to track and measure ROI effectively encourages more brands to invest in influencer marketing, thereby bolstering market growth.

The regional outlook of the fashion influencer market indicates a robust growth trajectory across various geographies. North America and Europe remain the largest markets due to high social media penetration and mature fashion industries. However, the Asia-Pacific region is expected to witness the highest growth rate, driven by increasing internet penetration, rising disposable incomes, and a growing youth population. Latin America and the Middle East & Africa also present promising growth opportunities as brands explore untapped markets in these regions.

Platform Analysis

The fashion influencer market can be segmented by platform, including Instagram, YouTube, TikTok, Blogs, and others. Instagram remains the most dominant platform for fashion influencers, thanks to its visually-centric nature and extensive user base. With features like Instagram Stories, Reels, and IGTV, influencers can create diverse content that engages their audience. The integration of shopping features also allows seamless product promotion and purchase, making it an attractive platform for brands and influencers alike. The platform's algorithm further boosts content visibility, ensuring maximum reach.

YouTube is another significant platform, known for its long-form content that allows influencers to delve deeper into fashion trends, tutorials, and reviews. The platform's monetization options, such as ad revenue and sponsorships, make it financially rewarding for influencers. Additionally, YouTube's searchability and recommendation algorithms enhance content discoverability, providing influencers with a steady stream of new followers. Brands leverage YouTube for detailed product reviews and collaborations, benefiting from the platform's extensive reach and engagement metrics.

TikTok has emerged as a game-changer in the fashion influencer market, particularly among Gen Z. Its short-form, engaging video content is perfect for quick, impactful fashion tips and trends. The platform's algorithm ensures rapid content dissemination, often leading to viral trends. Influencers on TikTok benefit from high engagement rates and the potential for rapid follower growth. Brands are increasingly partnering w

According to a survey of social media users aged between 16 and 34 years old in the United States, as of April 2021, the majority of respondents reported following social media influencers in which they saw similar demographic characteristics as they had, such as age, gender, or lifestyle. By comparison, approximately 13 percent of respondents reported not following influencers within similar demographics.

The influencer marketing market is experiencing rapid growth, projected to reach a substantial size. The provided data indicates a market valued at $13.80 billion in 2025, expanding at a remarkable Compound Annual Growth Rate (CAGR) of 31.95%. This robust growth is fueled by several key factors. Increased brand awareness and trust are being generated through authentic engagement with influencers, enabling brands to efficiently reach targeted consumer demographics that are increasingly distrustful of traditional advertising. The rising popularity of social media platforms like Instagram, TikTok, and YouTube provides fertile ground for influencer campaigns, allowing for creative content formats and broad audience reach. Furthermore, advanced analytics and technological tools continue to improve the measurement and optimization of influencer marketing strategies, providing brands with a clearer understanding of return on investment (ROI). However, challenges remain. Maintaining authenticity and transparency within influencer campaigns is crucial to build and maintain consumer trust. The increasing cost of securing high-profile influencers, coupled with the potential for fraud or inauthentic engagement, poses risks. Brands need to carefully vet influencers and implement rigorous campaign tracking to mitigate these risks. Moreover, regulatory considerations concerning disclosure and advertising standards present ongoing hurdles for brands navigating this dynamic landscape. The market segmentation, while not explicitly provided, likely includes various influencer tiers (micro, macro, mega), industry verticals, and campaign types. The competitive landscape, featuring established players like Upfluence, AspireIQ, Mavrck, and others, is dynamic and evolving, with new entrants and technological advancements continually reshaping the market. By 2033, the market is expected to see significant growth based on the sustained CAGR. Recent developments include: August 2024: The Tourism Authority of Thailand (TAT) has unveiled its new influencer marketing platform, 'TAT Connex', marking a significant step in its digital transformation strategy for promoting and developing tourism. 'TAT Connex' invites a diverse range of participants, including local and international Key Opinion Leaders (KOLs), influencers, bloggers, media personalities, and celebrities. They can connect with ten distinct categories of tourism-related businesses. These categories encompass dining establishments, hotels and homestays, transportation services, recreational activities and attractions, travel agencies, health and beauty services, shopping centers, entertainment venues, and souvenir shops.July 2024: Collective Artists Network, a new media entity focused on pop culture, is venturing into AI by acquiring Galleri5. Galleri5 is an AI-driven platform specializing in influencer marketing analytics and content management, catering to brands and influencers. Its offerings encompass AI-generated visual content, creator intelligence, campaign oversight, and trend prediction. By acquiring Galleri5, the firm is making a significant stride in weaving deep tech and AI into the fabric, bolstering its capacity to deliver state-of-the-art solutions to talents, content platforms, and brands.July 2024: Publicis Groupe has agreed to acquire Influential, the leading global influencer marketing platform. Influential specializes in authentically linking brands to their audiences through creating, deploying, and optimizing digital campaigns driven by creators. As the world's largest influencer marketing firm by revenue, Influential boasts a proprietary AI-driven technology platform that analyzes over 100 billion data points. Its expansive network includes over 3.5 million creators, granting access to data on 90% of global influencers with over 1 million followers. Currently, Influential provides its services to more than 300 brands worldwide.June 2024: Qoruz, an influencer marketing platform based in India, has partnered with Dabur, a brand celebrated for its natural and Ayurvedic products. This collaboration enhances Dabur's influencer marketing strategy, fostering more authentic and impactful connections with its audience. Leveraging Qoruz's sophisticated analytics and influencer management tools, Dabur aims to pinpoint influencers that resonate with the brand's fundamental values. Through Qoruz’s platform, Dabur gains data-driven insights into influencer performance and audience engagement, enabling them to craft campaigns that effectively resonate with their target demographic.. Key drivers for this market are: Firms Increasing Necessity to Utilize Influencer Marketing Platforms for Enhanced Consumer Engagement, Increasing Penetration of Social Media Platforms. Potential restraints include: Firms Increasing Necessity to Utilize Influencer Marketing Platforms for Enhanced Consumer Engagement, Increasing Penetration of Social Media Platforms. Notable trends are: Fashion and Lifestyle is Expected to Hold Significant Share.

Media and Influencer Targeting Software Market Outlook

The global media and influencer targeting software market size was valued at approximately $1.5 billion in 2023 and is expected to grow to about $3.8 billion by 2032, exhibiting a compound annual growth rate (CAGR) of 10.8% during the forecast period. This significant market expansion is primarily driven by the increasing adoption of digital marketing strategies and the burgeoning importance of social media platforms in shaping consumer behavior.

One of the primary growth factors propelling the media and influencer targeting software market is the rising utilization of social media channels for marketing and advertising purposes. With billions of active users across various platforms, businesses are increasingly recognizing the value of influencer marketing as a powerful tool to engage with potential customers. This has led to a surge in demand for advanced software solutions that can effectively identify, manage, and measure the impact of influencer campaigns, thereby optimizing marketing efforts and ensuring a higher return on investment.

Furthermore, the technological advancements in artificial intelligence (AI) and machine learning (ML) are playing a pivotal role in the growth of this market. AI-powered media and influencer targeting software can analyze vast amounts of data to provide insights into audience preferences, behavior, and trends. This enables marketers to make data-driven decisions, tailor their campaigns to specific target groups, and predict the success of their marketing initiatives more accurately. The integration of AI and ML technologies not only enhances the efficiency of marketing strategies but also significantly reduces the time and resources required for campaign management.

Another significant driver of market growth is the increasing emphasis on personalization and customer engagement. In today's highly competitive business environment, personalized marketing has become essential for attracting and retaining customers. Media and influencer targeting software offers advanced features such as audience segmentation, real-time analytics, and personalized content delivery, which help businesses create more relevant and impactful marketing messages. By leveraging these capabilities, companies can enhance customer engagement, build stronger relationships, and ultimately drive sales growth.

From a regional perspective, North America is expected to dominate the media and influencer targeting software market during the forecast period, accounting for the largest market share. This can be attributed to the high adoption rate of advanced marketing technologies, the presence of major software vendors, and the robust digital infrastructure in the region. Additionally, the growing focus on influencer marketing among businesses in the United States and Canada is further fueling market growth. However, the Asia Pacific region is anticipated to witness the highest growth rate, driven by the increasing internet penetration, rising social media usage, and the rapid digital transformation of businesses in emerging economies such as China and India.

Component Analysis

The media and influencer targeting software market can be segmented by component into software and services. The software segment includes tools and platforms that facilitate influencer identification, campaign management, analytics, and reporting. These solutions are designed to streamline influencer marketing processes and enhance the effectiveness of marketing campaigns. The growing need for efficient and scalable software solutions is driving the demand for advanced influencer targeting software, which is expected to witness substantial growth during the forecast period.

Within the software segment, various functionalities such as influencer discovery, relationship management, content management, and performance tracking are critical for the success of marketing campaigns. Influencer discovery tools enable marketers to identify potential influencers based on specific criteria such as audience demographics, engagement rates, and content relevance. Relationship management features help businesses manage interactions with influencers, streamline communication, and foster long-term partnerships. Additionally, content management and performance tracking functionalities provide insights into campaign effectiveness, allowing marketers to optimize their strategies for better results.

The services segment encompasses consulting, implementation, training, and support services that complement the so

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According to the results of a survey conducted in October 2023 among communications specialist worldwide, people between 17 and 19 years-old were targeted with influencer marketing by 30 percent of respondents. The most targeted age group was the 20-29-year-old consumers, targeted by 82 percent of influencer marketing professionals.

The virtual influencer market is experiencing explosive growth, projected to reach $452.7 million in 2025 and maintain a robust Compound Annual Growth Rate (CAGR) of 10.7% from 2025 to 2033. This expansion is fueled by several key drivers. Firstly, brands are increasingly recognizing the unique advantages of virtual influencers: consistent brand messaging, cost-effectiveness compared to human influencers (no agency fees, travel expenses, etc.), and the ability to tailor campaigns to specific demographics. Secondly, advancements in AI and 3D rendering technologies are enabling the creation of increasingly realistic and engaging virtual personalities, blurring the lines between the digital and physical worlds. Furthermore, the expanding reach of social media and the growing appetite for immersive digital experiences are creating fertile ground for virtual influencer adoption. The market is segmented by influencer type (e.g., 2D, hyperrealistic) and application (entertainment, culture, business, education), each exhibiting unique growth trajectories. Hyperrealistic influencers, for instance, command higher engagement rates and premium pricing, driving a segment-specific growth trend. While challenges exist, such as concerns about authenticity and the potential for ethical dilemmas surrounding their use, the overall market outlook remains highly positive. The regional distribution of the virtual influencer market reflects the global nature of digital platforms. North America and Europe currently hold significant market shares, driven by early adoption and advanced technological infrastructure. However, the Asia-Pacific region is poised for rapid growth, fueled by its large and digitally connected population. The market’s sustained expansion hinges on continued technological advancements, the creation of compelling and relatable virtual personas, and brands' increasing willingness to integrate these influencers into their marketing strategies. Strategic partnerships between technology providers, marketing agencies, and virtual influencer creators will play a crucial role in shaping the market’s future trajectory. Successfully navigating the ethical considerations surrounding the use of virtual influencers will also be essential for long-term market success.

the study’s population was all consumers who follow social media influencers.The researcher used a mixture of two sampling techniques namely, convenience and snowball (Stratton, 2021), to enroll participants for the study. Thus, the researcher first reached out to known individuals in Bengaluru, Karnataka, to recruit them for the study. These individuals reached out, in turn, to known others to invite them to take part in the study. A Google Form was used to administer the questionnaire to the participants. All the questions were uploaded into a Form and a link to the site was circulated among the respondents.Overall, 565 persons participated in the study. Of these, 45 responses had to be eliminated as they were not complete. Hence, 520 individuals finally constituted the sample for the study. The majority of the participants were in the age group of 18-30 years (72.3%). It could be seen that the gender distribution was slightly skewed towards male participants as 58.3% of them were male. Additionally, the majority of the participants (41%) were graduates and currently employed (87.1%). Overall, the participants’ demographic profile signified that they were reasonably educated and had the capacity to earn. Moreover, the comparative youth of the participants (age group 18-30 years) indicated that the sample of the study were well-qualified to provide insights regarding the consumers’ response to human and virtual

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According to Cognitive Market Research, the global Influencering Platform market size will be USD 9215.2 million in 2024 and will expand at a compound annual growth rate (CAGR) of 31.20% from 2024 to 2031.

North America held the major market of more than 40% of the global revenue with a market size of USD 3686.08 million in 2024 and will grow at a compound annual growth rate (CAGR) of 29.4% from 2024 to 2031.
Europe accounted for a share of over 30% of the global market size of USD 2764.56 million.
Asia Pacific held the market of around 23% of the global revenue with a market size of USD 2119.50 million in 2024 and will grow at a compound annual growth rate (CAGR) of 33.2% from 2024 to 2031.
The Latin American market will account for more than 5% of global revenue and have a market size of USD 460.76 million in 2024. It will grow at a compound annual growth rate (CAGR) of 30.6% from 2024 to 2031.
The Middle East and Africa held the major markets, accounting for around 2% of the global revenue. The market was USD 184.30 million in 2024 and will grow at a compound annual growth rate (CAGR) of 30.9% from 2024 to 2031.
Search and Discovery held the highest Influencering Platform market revenue share in 2024.

Key Drivers of Influencering Platform Market

Rising Popularity of Influencer Marketing to Increase the Demand Globally

The rising popularity of influencer marketing is fueling increased demand globally for solutions that facilitate effective collaboration between brands and influencers. In recent years, influencer marketing has emerged as a powerful strategy for brands to connect with their target audiences authentically and drive engagement, conversions, and brand awareness. With consumers increasingly turning to social media and digital platforms for product recommendations and lifestyle inspiration, brands are recognizing the influential role that content creators and social media personalities play in shaping consumer preferences and purchasing decisions.

As a result, there is a growing need for influencer marketing platforms and services that streamline the process of identifying, engaging, and managing influencer partnerships, as well as measuring the impact and effectiveness of campaigns. This surge in demand is driven by brands across various industries seeking to leverage the reach, credibility, and creativity of influencers to enhance their marketing efforts and achieve tangible business results in an increasingly competitive and digital-centric landscape.

Proliferation of Social Media Platforms to Propel Market Growth

The proliferation of social media platforms is poised to propel the growth of the influencer marketing market globally. With the continuous emergence of new platforms and the increasing user base of existing ones, brands have a wider array of channels to connect with their target audiences. Each social media platform offers unique features, demographics, and engagement mechanisms, providing brands with diverse opportunities to reach specific segments of their audience effectively. Influencer marketing thrives in this environment as brands seek to leverage the popularity and influence of content creators across different platforms to amplify their brand messages and drive engagement.

Additionally, the growing popularity of visual-centric platforms like Instagram, TikTok, and YouTube has significantly contributed to the rise of influencer marketing, as these platforms offer rich opportunities for storytelling, visual content creation, and audience engagement. As social media continues to evolve and new platforms emerge, the influencer marketing market is expected to expand further, providing brands with new avenues to connect with consumers and achieve their marketing objectives.

Restraint Factors Of Influencering Platform Market

Saturation and Competition to Limit the Sales

Saturation and intensifying competition within the influencer marketing industry could limit sales growth for platforms and agencies. As more businesses recognize the value of influencer collaborations, the market becomes increasingly crowded, leading to pricing pressures and commoditization of services. Moreover, the proliferation of influencers and influencer marketing platforms has made it challenging for brands to stand out and identify the most effective partnerships. This heightened competition may result in smaller profit...

According to information from NapoleonCat, the highest share of Instagram users in Indonesia, 39.9 percent, were between the ages of 25 and 34 years as of December 2024. As of this date, there were approximately 90.2 million Instagram users in Indonesia, of which 54.2 percent were female and 45.8 percent male. Indonesia's Instagram landscape Indonesia stood out as one of the countries with the largest Instagram audiences globally. Based on follower counts, Instagram in Indonesia is dominated by influencers, with followers ranging from 10 to 50 thousand. As of June 2023, there were around 45.4 thousand micro-influencers on Instagram in Indonesia. Standing out as the most followed influencer accounts were popular public figures such as Raffi Ahmad and Nagita Slavina, Ayu Ting Ting, and Prilly Latuconsina. Influencer marketing trends in Indonesia As a prevalent platform for influencer marketing, Instagram held a significant share of nearly 70 percent in such campaigns in Indonesia in 2022. Nowadays, influencers are key in swaying consumer purchasing decisions. A recent study revealed that 56 percent of Indonesian consumers stated that Instagram influencers were the type of influencer whose endorsed products they would purchase. While Instagram can help consumers with their purchase decisions, an increasing number of brands are also leveraging influencer marketing to gain a larger consumer base. As of October 2022, Indonesian food and drink brands were the brands that leveraged influencer marketing the most. This was followed by fashion and beauty brands.

In 2024, digital influencer advertising spending in Latin America and the Caribbean will surpass an estimated 1.12 billion U.S. dollars, up 12.6 percent from 999 million dollars a year earlier. The annual figure was projected to continue to rise in the following years, exceeding 1.82 billion dollars by the end of the decade. As of early 2023, less than 80 percent of the population of the region's largest economies – Brazil and Mexico – used social media.

The Brazilian influencer ad market Over half of the adults surveyed in Brazil at the end of 2023 included film, TV, and music among their favorite online influencer genres, with business and economy rounding up the top three, selected by nearly half of the respondents. According to another late 2023 study, Instagram was the social media platform most brands used for influencer marketing in Brazil. TikTok and YouTube followed, mentioned by around 60 and 40 percent of participating companies, respectively.

Influencer marketing in Mexico Meanwhile, Mexico's most popular influencer genres also included film, TV, and music, but comedy also made it to the top three – all mentioned by over half of consumers surveyed in 2023. The North American country harbors influencers such as Kimberly Guadalupe Loaiza Martínez, better known as Kim Loaiza, and actress and singer Danna Paola, both of which had over 30 million Instagram followers as of early 2023.

In the United Kingdom (UK), about 84 percent of the residential online population follow influencers or content creators online. This is according to the Statista Consumer Insights Global survey 2023.