In the first half of 2024, the majority of Instagram influencers from Finland had between one and 10 thousand followers. Almost 12 percent had 10 thousand followers and more and were considered micro-influencers. Only 0.07 percent of influencers were considered mega-influencers with more than one million followers.

In the first half of 2024, the majority of Denmark Instagram influencers had between one and 10 thousand followers. Approximately 14 percent had more than 10 thousand followers and were considered micro-influencers. Only 0.07 percent of influencers were considered mega-influencers with more than one million followers.

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.

In the first half of 2024, the majority of Norway Instagram influencers had between one and 10 thousand followers. More than 14 percent had 10 thousand followers and more and were considered micro-influencers. Only 0.01 percent of influencers were considered mega-influencers with more than one million followers.

Between January and June 2023 in the United States, YouTube influencers with an audience of between 100,000 and 250,000 thousand followers had an average engagement rate of 52.48 percent. YouTube influencers with over one million followers achieved an engagement rate of 141 percent.

According to the findings of a study on the state of Instagram influencer marketing, the influencers with the lowest rates of growth anomalies in 2019 were those who had over one million followers. Within this group 9.57 percent of accounts exhibited growth anomalies. The group of influencers with the highest rates of growth anomalies were those that had a follower base between five and 20 thousand, where more than 38 percent of accounts grew too quickly, indicating the use of inauthentic methods to increase follower numbers.

As of May 2020, Uruguay was home to almost 54.4 thousand nano-influencers, who had an Instagram follower amount of one thousand to ten thousand. The country's most followed influencers were the 16 macro-influencers, with 200 thousand to one million followers each. It has been reported that the majority, about 56 percent, of Uruguay's Instagram users were women.

Among the major online platforms for influencer marketing in China, Xiaohongshu witnessed the highest active follower growth in March 2024. The social commerce site reported a ** percent increase in the active internet users consuming content posted by key opinion leaders (KOLs) on the platform. In comparison, short video app Kuaishou was the only one to see a decline in KOL follower size.

In 2023, almost eight out of 10 Instagram influencers in Brazil had between one thousand and 10 thousand followers on that social media platform, thus being considered nano-influencers. Macro-influencers (with between half a million and one million followers) and mega-influencers or celebrities (with over a million followers) accounted each for around 0.2 percent of the total. The distribution of Instagram influencers in Latin America by following size was similar.

As of May 2020, Panama had around 5.7 thousand nano-influencers, whose Instagram follower amount was in between one thousand and ten thousand. Among the country's population, no influencer had more than one million followers, but there were 28 macro-influencers, with 200 thousand to one million Instagram followers. The social media platform had a 57 percent audience reach in Panama.

In 2020, the majority of Portugese Instagram influencers at 48.5 percent had between 5 to 20 thousand followers. A quarter were 'nano influencers' with between 1 to 5 thousand followers, and 22.2 had between 20 to 100 thousand followers. 'Mega influencers' or celebrities with over 1 million followers made up a mere 0.13 percent of all influencers in the country.

In June 2021, the majority (40.14 percent) of Mexican Instagram influencers had between five to 20 thousand followers. Approximately 10 percent had more than 100 thousand followers and 1.2 percent more than a million.

According to a study of Instagram (IG) influencer engagement rates (ER) worldwide, nano influencers have been seeing the highest popularity compared to other tier profiles. Influencers who had between *** and *** thousand followers had an engagement rate of **** percent in 2024. On average, the ER for all studied IG influencers stood at **** percent in the same year.

As of June 2023, there were 177 thousand influencers in the United States that had 10 to 50 thousand followers on Instagram. Additionally, there were over five thousand influencers on the popular photo and video sharing app who had over one million followers on the app in the examined period.

In 2023, Instagram influencers with 1,000 to 10,000 followers accounted for 76.86 percent of influencer accounts worldwide. The second most popular group was that of micro-influencers with 10,000 to 50,000 subscribers, accounting for 18.23 percent of all influencers. Mid-tier influencers with 50,000 to 500,000 followers represented 4.56 percent of the total, while mega-influencers and celebrities with more than one million subscribers accounted for 0.16 percent.

According to the findings of a study examining the state of influencer marketing on Instagram, 38 percent of influencers in Germany were assumed to grow their follower amounts by using inauthentic methods on the social media platform in 2019. The country with the least growth anomalies among the top five was Japan with 23.9 percent.

As of May 2020, Bolivia had 876 nano-influencers, whose Instagram follower count amounted to between one thousand to ten thousand. While no Instagram user in the country had more than 200 thousand followers, there were three mid-level influencers, whose accounts had between 50 thousand and 200 thousand users. Around 53 percent of Instagram users in Bolivia were reported to be women.

As of May 2020, Cuba had over 700 nano-influencers, whose Instagram follower amount was in between one thousand and 10 thousand. The Latin American country was also home to 11 micro-influencers, who had 10 thousand to 50 thousand followers, but no influencers with more than 50 thousand followers. Instagram accounted for just over 5 percent of all social media sites visits in Cuba, while Facebook tallied up more than 72 percent of visits.

A majority of Instagram mega-influencers with more than *********** followers worldwide were involved in fraudulent activities to inflate their engagement and follower figures in 2024. Mega-influencers and celebrities involved in fraud accounted for **** percent of the total that year. The average share of influencers involved in fraud decreased by **** percent, reaching **** percent.

As of June 2023, there were approximately 10.7 thousand influencers on Facebook in Thailand with a follower count between ten thousand and 50 thousand. Meanwhile, there were around 900 Facebook influencers with a follower count of over one million.