In 2021, **** percent of U.S. marketers in companies larger than 100 employees were expected to use influencers for marketing purposes. On the global level, the influencer marketing market was valued at **** billion U.S. dollars in 2021.

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.

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.

This dataset contains statistics of how much people are prepared to trust people and various platforms around the internet - this includes how likely they are to believe reviews and influencers and whether they believe them to be genuine

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.

Introduction

Influencers marketing statistics: It’s hard to imagine the digital landscape today without a creator recommending a product, service, or lifestyle choice. From your morning coffee to your next vacation, the decisions we make are increasingly changed, or even manipulated by people we follow online. This verifiable influence has cemented influencer marketing as a critical pillar of the modern advertising ecosystem, moving to a multi-billion-dollar global economy.

The core of influencer marketing is simple: “trust†. When a trusted voice endorses a brand, the recommendation bypasses the skepticism often associated with traditional ads. But just how massive is this industry now? How much money is changing hands, and most importantly, what return are brands actually getting? I’d like to discuss much of the analyzed market data, and crunched the numbers to bring you the most detailed Influencer Marketing Statistics for 2025. Let’s get into it.

The global influencer marketing market is forecast to generate **** billion U.S. dollars in 2022. The popularity of influencer marketing worldwide is growing at such a high speed that the global market size is expected to reach **** billion U.S. dollars by 2025, more than double the amount recorded in 2020 (*** billion U.S. dollars).

In 2024, approximately *****billion U.S. dollars were spent on influencer marketing in the United States. This figure increased from the previous year, when spending reached ******billion dollars. Further growth is anticipated to reach over ***billion by the end of 2025. Benefits of influencer marketing Influencer marketing has become one of the most popular and effective forms of social media marketing. By partnering up with well-known internet personalities, brands can leverage their massive audience reach and promote products and services to a wealth of potential customers. Apart from increasing visibility and driving engagement, influencer cooperation can also boost revenues for companies of all sizes, as recommendations from social media stars have come to impact shopping behavior for millions of online users worldwide. In line with overall spending growth on this channel, the global market size of influencer marketing platforms is also growing by double digits. What is the most popular platform for influencer marketing? Influencers bridge the gap between brands and consumers in terms of engagement and interaction, but which platform is best suited for collaboration? According to a recent survey, Instagram remains the most popular platform for influencer marketing worldwide. Content creators have long embraced the app for its various photo- and video-sharing features. Seeing that the platform now also has an inherent shopping tab, it comes as no surprise that marketers are planning to increase influencer endorsement on Instagram in the future. Video-based platforms such as TikTok are also becoming increasingly relevant because of their massive reach, particularly among Gen Z internet users.

The annual expenditure of businesses on influencer marketing in Japan was projected to amount to ** billion Japanese yen in 2024. It was expected that the market would grow further and reach a value of more than *** billion yen by 2029. Advertising and social media in Japan Japan is home to a large advertising market, which is considered to be one of the most creative worldwide. In recent years, online advertising has become more and more important, while many traditional media increasingly struggle to generate advertising revenues. This shift from traditional to digital media was accelerated by the COVID-19 pandemic, which led people to spend more time inside their own homes and increased the demand for digital entertainment. Social media plays an increasingly important role for advertising not only because social media platforms offer an opportunity to connect with other people, but also because they are frequently used to look up information. Among social advertising expenditures, regular social networking services as well as video sharing platforms constitute the largest ad categories. Social media marketing Unlike advertising, which refers to the process of making a product or service known to potential customers, marketing usually involves further aspects that are directly related to the dissemination of advertisements, such as the research and analysis necessary for the design and creation of ads. Influencer marketing is part of the larger social media marketing market, which is expected to exhibit strong growth in the coming years. As a breakdown of this market shows, it consists of social media advertising, influencer marketing, support for the operation of social media accounts, expenses for analytics tools, as well as campaign planning and consulting. While analytics tools and campaign planning and consulting make up comparatively small shares of the market, they are indispensable aspects with regard to choosing the right platform and advertising strategy. Within the Japanese influencer market, YouTube, Instagram, X (previously known as Twitter), and Tiktok represent the major platforms.

During a 2024 survey, nearly 45 percent of responding consumers from Brazil and South Africa stated they purchased products because celebrities or influencers advertised them. Among the surveyed countries, the share was lowest in Japan, at 11 percent.

During a survey conducted in France in 2023, ** percent of responding female influencers said they used Instagram for their campaigns, as opposed to ** percent of male ones. TikTok came second, but was used significantly less - by ** percent of men and ** percent of women. Facebook came third with ** percent of female respondents deploying the platform for marketing purposes, and ** percent of men.

Picture this: a midsize apparel brand once dependent on seasonal trends and hit-or-miss campaigns now predicts customer preferences before items even reach shelves. This isn’t a futuristic fantasy; it’s AI in action, reshaping how marketing works in 2025. With tools getting sharper and machine learning models growing more intuitive, AI...

During a global October 2023 survey among communications specialists, almost **** out of five (or ** percent) of respondents said they used engagement data such as comments, views, shares and likes, to measure the individual success of each influencer marketing campaign. Around ** percent of interviewees mentioned product sales, while ** turned to impressions as a metric for success rate.

In 2022, the global influencer marketing platform market was valued at **** billion U.S. dollars. It is expected to further grow to **** billion in 2023 and surpass ** billion dollars in 2025. The influencer marketing platforms are used in search and discovery of clients, campaign management, influencer relationship management, as well as analytics and reporting.

During a global October 2023 survey where communications specialists were asked to select the top three trends that would dominate their influencer marketing campaigns for the following year, ** percent mentioned greater accountability and focus on return on investment (ROI). Following were video content, with ** percent, and blending influencer marketing with paid social, cited by ** percent of respondents.

The estimated value of the influencer marketing industry in India was ** billion Indian rupees in 2024. This was a ** percent increase over the previous year, and the market was expected to expand at a compound annual growth rate of ** percent until 2026. The industry's market value was further estimated to amount to over *** billion Indian rupees by 2027. Influencer impact In India, influencers have become a vital channel for businesses, forging authentic connections with audiences through relatable content. They play a crucial role in influencing consumer purchase decisions and product research. The influencer marketing industry has witnessed widespread adoption across sectors, with the personal care vertical leading with a ** percent market share in 2022. Other key sectors like food, fashion, jewelry, and mobile/electronics have also embraced influencers to strengthen brand messages and connect with their target audiences. Modes of influence Short-form video platforms were the most preferred choice for content creation, given their raging popularity among users and creators alike. These platforms offer influencers a medium to share concise and impactful messages with their followers. Additionally, the practice of live-streaming was a widely followed trend, facilitating real-time interactions with audiences. This led major e-commerce players such as Amazon and Flipkart to release a live commerce feature on their platforms.

In 2025, the number of influencer marketing companies worldwide was forecast to approach *****, up ** percent on the number reported for 2024. To compare, there were roughly *** influencer marketing companies across the world in 2015.

Influencer marketing spending is on the rise in France, and was projected to amount to *** million euros in 2025, marking an **** percent increase from the 2024 value of *** million euros. Influencer marketing spending in the country is expected to reach *** million euros by 2029.

According to a global survey conducted among marketers in January 2023, ** percent of responding social media marketers stated that keeping up with social media trends was one of the top challenges of influencer marketing. The cost of working with influencers came second, with ** percent of respondents listing it as a leading challenge.

During a 2024 survey carried out among consumers from the United States, ** percent of Gen Z respondents stated that they had purchased a product they saw featured in creator-generated content on entertainment apps or social media platforms. Among millennials, the share stood at ** percent.