As of June 2023, millennials and Gen Z constituted a majority of the audience of influencers on Instagram across India. Almost 38 percent of this audience were aged between 26 and 32 years, the second largest group being that of 19 to 25 year olds.

As of June 2023, the primary audience of Facebook influencers in UAE were users between 26 and 32 years old, accounting for 30.99 percent. This was followed by users aged between 33 and 39 years old, with a share of 22.48 percent.

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.

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.

As of June 2023, the primary audience of Instagram influencers in UAE were users between 26 and 32 years old, accounting for 37.11 percent. This was followed by users aged between 19 and 25 years old, with a share of 28.19 percent.

Influencer Market size was valued at USD 16.44 Billion in 2024 and is projected to reach USD 122.66 Billion by 2031, growing at a CAGR of 31.50% during the forecast period 2024-2031.

Global Influencer Market Drivers
The market drivers for the Influencer Market can be influenced by various factors. These may include:

The Ascent of Social Media Networks: There are a lot of prospects for influencer marketing because social media platforms like Facebook, Instagram, YouTube, TikTok, and others have become so popular. Brands may employ influencers to legitimately and successfully reach their target audience, as there are billions of active users worldwide.

Increasing Customer Belief in Influencers: Customers are depending more and more on the advice and support of reliable influencers. Compared to traditional advertising approaches, audiences are more receptive to authentic and relatable content provided by influencers, which results in increased engagement and conversion rates.

Capacity to Reach Specialized Markets: Dedicated followers that have similar hobbies, interests, and demographics are frequently attracted to influencers. In order to reach highly engaged and targeted audiences, brands can work with niche influencers. This collaboration enables more individualized and relevant marketing efforts.

Effective Content Creation and Storytelling: Storytelling and producing captivating content that draws in an audience are two of influencers’ strongest talents. Their capacity to create genuine stories about goods or services enables brands to emotionally connect with customers, increasing advocacy, brand awareness, and loyalty.

Influence on Decisions to Buy: Influencers have a big impact on what customers decide to buy. Brands can enhance sales and revenue by influencing consumer perceptions and encouraging them to try or buy products and services through recommendations, reviews, and endorsements from reliable influencers.

As of June 2023, the main audience of Facebook influencers in Thailand was users between 19 and 25 years old, accounting for around 30.8 percent. This was followed closely by users aged between 26 and 32 years old, with a share of nearly 30 percent.

The global influencer marketing market size has more than tripled since 2020. In 2025, the market was estimated to reach a record of approximately 33 billion U.S. dollars. What is influencer marketing? Influencer marketing is a form of social media marketing that involves product placements and endorsements from online creators. In today’s competitive marketing landscape, brands are collaborating with influencers more firmly than ever, as partnerships with well-known creators can open the door to large potential audiences. In 2024, influencer marketing spending in the United States was forecast to reach an all-time high of 7.1 billion U.S. dollars. Seeing that internet stars can boost brand visibility, drive engagement, and impact purchasing decisions for millions of users, it comes as no surprise that spending on influencer cooperation is expected to pick up even more speed in the future. Top influencer marketing platforms Marketers can choose from an ever-expanding list of social media platforms to bridge the gap between brands and consumers. According to a recent survey, Instagram remains the most popular platform for influencer marketing in the United States, and in 2025, the global Instagram influencer market size was estimated to surpass 22 billion dollars for the first time. Apart from the photo-sharing app, video-based platforms such as TikTok have become popular among brands and marketers. In the first half of 2024, the most successful brands earned over half a billion U.S. dollars in earned media value (EMV) with their TikTok influencer marketing campaigns.

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...

The global fashion influencer marketing market size reached USD 6.8 Billion in 2024. Looking forward, IMARC Group expects the market to reach USD 96.7 Billion by 2033, exhibiting a growth rate (CAGR) of 34.3% during 2025-2033. The rise of social media platforms, the emphasis on authenticity and relatability, the evolution of innovative content formats, measurable impact and analytics, and the diverse influencer types catering to specific audience segments and industry niches represent some of the key factors propelling the fashion influencer market.

IMARC Group provides an analysis of the key trends in each segment of the market, along with forecasts at the global, regional, and country levels for 2025-2033. Our report has categorized the market based on influencer type and fashion type.

As of June 2023, the main audience of TikTok influencers in Thailand was users between 19 and 25 years old, accounting for around 39.2 percent. This was followed by the users who were below 18 years old, with a share of about 29.3 percent.

A survey conducted between January and June 2023, more than 34 percent of the audience of YouTube influencers across India was aged between 26 and 32 years. Some beauty influencers with the highest engagement rates on YouTube were Susmita, and Saina Sekhri during the examined period.

Instagram’s most popular post As of April 2024, the most popular post on Instagram was Lionel Messi and his teammates after winning the 2022 FIFA World Cup with Argentina, posted by the account @leomessi. Messi's post, which racked up over 61 million likes within a day, knocked off the reigning post, which was 'Photo of an Egg'. Originally posted in January 2021, 'Photo of an Egg' surpassed the world’s most popular Instagram post at that time, which was a photo by Kylie Jenner’s daughter totaling 18 million likes. After several cryptic posts published by the account, World Record Egg revealed itself to be a part of a mental health campaign aimed at the pressures of social media use. Instagram’s most popular accounts As of April 2024, the official Instagram account @instagram had the most followers of any account on the platform, with 672 million followers. Portuguese footballer Cristiano Ronaldo (@cristiano) was the most followed individual with 628 million followers, while Selena Gomez (@selenagomez) was the most followed woman on the platform with 429 million. Additionally, Inter Miami CF striker Lionel Messi (@leomessi) had a total of 502 million. Celebrities such as The Rock, Kylie Jenner, and Ariana Grande all had over 380 million followers each. Instagram influencers In the United States, the leading content category of Instagram influencers was lifestyle, with 15.25 percent of influencers creating lifestyle content in 2021. Music ranked in second place with 10.96 percent, followed by family with 8.24 percent. Having a large audience can be very lucrative: Instagram influencers in the United States, Canada and the United Kingdom with over 90,000 followers made around 1,221 US dollars per post. Instagram around the globe Instagram’s worldwide popularity continues to grow, and India is the leading country in terms of number of users, with over 362.9 million users as of January 2024. The United States had 169.65 million Instagram users and Brazil had 134.6 million users. The social media platform was also very popular in Indonesia and Turkey, with 100.9 and 57.1, respectively. As of January 2024, Instagram was the fourth most popular social network in the world, behind Facebook, YouTube and WhatsApp.

As of June 2023, around 71 percent of the TikTok influencer audience in the United Arab Emirates were male users. Meanwhile, female users accounted for 29 percent of TikTok influencer audiences in the country.  TikTok-ification

TikTok has profoundly influenced the dynamics of social media use and attention economy, especially in countries with young populations like the United Arab Emirates. The country's TikTok penetration rate was well above 100 percent of the adult population, possibly due to duplicate or fake accounts, indicating exceptionally high platform reach. Among the platforms in the United Arab Emirates, TikTok had the highest number of creator accounts with more than ten million followers, recording nine such creators as of September 2022.

Increasing internet speed and the rising share of people with internet access, combined with a recent wave of demand for video content starting with TikTok, have rushed marketing professionals to prioritize video content marketing globally.  Marketing with TikTok

TikTok has quickly become an important marketing tool for businesses. Marketers worldwide reported a 16 percent return on investment for TikTok, a rate equal to the longer-standing platforms Instagram and YouTube. TikTok has proven to harness the increasingly scarce user attention and engagement efficiently. Between 2020 and 2021, TikTok’s average engagement rate per post dwarfed its closest competitors, Instagram, Facebook, and X, by approximately sevenfold. Given the platform’s momentum and relatively young age, TikTok’s success seems possible to progress in the years to come.

As of June 2023, more than half of the Instagram influencer audience across Thailand was female users. Meanwhile, the male audience of Instagram influencers accounted for approximately 45.4 percent in the country.

Millennials, or those aged between 26 and 32 years, made up the majority of Facebook influencers' base across India, accounting for nearly 32 percent as of the first half of 2023. Some of the country's leading beauty influencers in terms of engagement on Facebook were Prachi Maulingker Naik, and Kushiyagi Ramya during the examined period.

In 2020, more than 56 percent of the TikTok influencer audience in Mexico was comprised of females between the ages of 13 and 24. In comparison, male followers in the same age range made up about 20.5 percent of the influencer audience on this video-sharing network.

As of June 2023, more than half of the YouTube influencer audience across Thailand was male users. Meanwhile, the female audience of YouTube influencers accounted for approximately 47.4 percent in the country.

As of June 2023, around 59 percent of the YouTube influencer audience in the UAE were male users. Meanwhile, female audience influencers accounted for 40.92 percent of the country.

Between January and June 2023, the larger share of the audience of Instagram influencers across India was composed of around 68 percent male users. Over 30 percent of influencers' audiences on Instagram in India was constituted by women.