In 2023, roughly ***** thousand of Instagram influencers in Indonesia were micro-influencers with around ** thousand to ** thousand followers. As of January 2023, Indonesia was one of the countries with the largest Instagram audience worldwide.

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.

Introduction

Influencer Marketing Statistics: Influencer marketing has become a vital component of modern advertising strategies, largely due to the rapid growth of social media platforms and the shift toward digital content consumption. Brands are increasingly partnering with influencers to reach their target audiences more authentically, as influencers are seen as trusted voices within their communities.

This form of marketing is particularly effective in driving brand awareness, engagement, and consumer loyalty. With influencers leveraging their credibility and direct connections with followers, they can influence purchasing decisions, shape perceptions, and foster stronger relationships between brands and their audiences.

The growing popularity of micro and nano influencers, who engage with niche communities, has further amplified the impact of influencer marketing. As the landscape continues to evolve, influencer marketing is poised to remain a vital tool for brands aiming to connect with consumers in a more personal and engaging way.

As of October 2025, Younes Zarou was the German influencer with the most Instagram followers at around ***** million. Lena Mantler followed in second place with almost ***** million followers. She rose to fame by making lip-syncing videos with her twin sister Lisa on Musical.ly, which later became TikTok. Influencers and influencer marketing have become one of the most prolific types of online marketing as such.

In 2024, Instagram influencers with 1,000 to 10,000 followers accounted for **** percent of influencer accounts worldwide. The second most popular group was that of micro-influencers with 10,000 to ****** subscribers, accounting for **** percent of all influencers. Mid-tier influencers with ****** to ******* followers represented *** percent of the total, while mega-influencers and celebrities with more than *********** subscribers accounted for *** percent.

Introduction

Virtual Influencers Statistics: Virtual influencers are digitally created personalities that mimic human traits and engage audiences through realistic appearances and carefully designed personas, transforming the way brands connect with consumers online. Using advanced artificial intelligence and 3D modeling, they enable companies to deliver consistent messaging, maintain full control over images, and ensure constant engagement without physical boundaries.

Their rising presence on platforms such as Instagram, TikTok, and YouTube shows how audiences increasingly treat them like real-life influencers. Leading brands in fashion, beauty, gaming, and entertainment are adopting these digital figures to reach younger, tech-driven audiences, enhancing visibility and customer loyalty.

Insights from engagement metrics, follower growth, and consumer sentiment highlight their growing impact on purchasing decisions, establishing virtual influencers as a key force in the future of digital marketing.

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

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

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

According to the findings of a study examining the state of influencer marketing on Instagram, ** 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 **** percent.

As of June 2023, influencers on Instagram with a follower count between five thousand and ten thousand had an engagement rate of **** percent in Indonesia. By comparison, influencers with a follower count of over one million had an engagement rate of around *** percent.

As of June 2023, influencers on Instagram in Thailand with a follower count between ************* and ************ had the highest engagement rate of about *** percent. Meanwhile, Instagram influencers with the follower count of over *********** had the engagement rate of around *** percent.

In 2020, the most popular influencer curated topic on Instagram worldwide was music, based on the average annual growth of followers on Instagram influencer accounts with music-related content. Humor and fun and happiness was the second-most popular topic, with a 579-percent average annual growth of followers. At the same time, the travel-focused accounts grew their follower numbers by *** percent.

Im Jahr 2024 belief sich der Anteil der Influencer bei Instagram weltweit, die zwischen 1.000 und 10.000 Follower hatten, auf rund **** Prozent. Rund **** Prozent der Instagram-Influencer weltweit waren Mikro-Influencer mit 10.000 bis 50.000 Followern.

As of June 2023, there were approximately **** thousand influencers on TikTok in Thailand with a follower count between ten thousand and ** thousand followers. Meanwhile, there were around *** thousand TikTok influencers in the country with the follower count of over one million.

As of June 2023, there were approximately **** thousand influencers on YouTube in Thailand with a follower count between ten thousand and ** thousand. By comparison, there were around *** YouTube influencers in the country with the follower count of over one million.

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 *********** followers. Within this group **** 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 **** and ** thousand, where more than ** percent of accounts grew too quickly, indicating the use of inauthentic methods to increase follower numbers.

In 2024, Chi Pu was the leading Instagram influencer in Vietnam, having *** million followers on this platform. Ngoc Trinh followed as the second most-followed Instagram account with *** million followers. Instagram is among the leading social media platforms in Vietnam.

In 2020, **** percent of German influencers were nano-influencers, meaning they had between 1,000 and ***** Instagram followers. Based on the number of followers, other influencers are classified as micro, mid-tier, macro, mega-influencers and celebrities.

As of June 2023 in the United States, there were ** thousand influencers that had ** to ** thousand followers on Facebook. Overall, there were over ** thousand influencers with ** to 100 thousand followers. Additionally, *** thousand influencers on the platform had over *********** followers.