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.

Influencer marketing spending growth in France has slowed down in 2023, when it grew with **** percent, compared to its **** percent growth a year earlier. In 2024, influencer marketing spend growth is expected to reach **** percent.

In 2018 it was calculated that advertisers received on average **** U.S. dollars of value for every dollar they spent on influencer campaigns that year. While still quite impressive, the EMV decreased, compared to previous year, by close to **** dollars.

The statistics shows the impact of influencer posts on purchasing decisions among influencer marketing audiences worldwide as of February 2018, broken down by influencer tier. It was found that **** percent of microinfluencer followers said they tried something that was recommended by those influencers, and further **** percent said they actually made a purchase after seeing a post.

This statistic presents information on the leading brands in Instagram influencer marketing worldwide in 2018, by earned media value. The data shows, that Fashion Nova generated close to *** million U.S dollars in earned media from Instagram in 2018.

In the first quarter of 2018, the marketing spending for influencer marketing on Instagram in the United States and Canada stood at *** million U.S. dollars. This figure increased to *** million U.S. dollars a year later in the first quarter of 2019. It was the highest in the second quarter of 2019 at *** million dollars.

In 2020, there were over *** thousand TikTok influencers worldwide, up from **** thousand in 2018 and **** thousand in 2019. Shein was the most active brand on TikTok in 2020, working with **** thousand influencers.

This statistic illustrates the distribution of new influencer campaigns in Italy in 2018, by social media platform. According to data, Instagram was the most popular platform among influencers, hosting ** percent of the campaigns initiated that year.

This statistic illustrates the distribution of new influencer campaigns in Italy in 2018, by type. According to data, ******* of the influencer accounts involved in the campaigns belonged to vertical influencers mainly working in one industry, while just over a quarter belonged to micro influencers.

In China, influencer marketing was thriving. Industry forecasts showed that the country’s influencer marketing, or KOL marketing, would total at *** billion yuan in 2023 with **** percent year-over-year growth. How effective is KOL marketing in China? KOLs, those who have a significant following on social media and are viewed as experts in their niches, can effectively impact their audience’s consumption decisions. Although a majority of Chinese consumers considered them to be rational shoppers, the same survey revealed that over ********** had been convinced by a KOL review or endorsement video. Most had purchased the fashion or cosmetics items promoted by influencers. The new marketing norm Recognizing the power of influencers, many brands are spending more on KOL marketing to promote products and drive sales. An annual survey showed that about ********** of advertisers selected KOL promotion as a focus in their social marketing plans. As Chinese consumers have become more pragmatic, trustworthiness and authenticity were important elements in a successful KOL marketing campaign.

According to a survey on the leading influencer marketing services conducted in Indonesia in 2018, ** percent of influencers surveyed stated that sponsored posts on social media was the most common marketing service they used. The relatively high internet and social media penetration in Indonesia were among other factors that have been accelerating the popularity of influencer marketing in the country.

The revenue of influencer marketing in Russia followed an upward and accelerated trend in the period from 2018 to 2021. In 2022, the earnings fell to ** billion Russian rubles, marking a decrease of ** percent from the previous year.

The volume of influencer marketing revenue on Instagram in Russia has increased by nearly *** times between 2018 and 2020. As of the latest year observed, Instagram influencers generated a revenue of ************* Russian rubles.

In 2024, the ad spending change in the 'Influencer Advertising' segment of the advertising market in Indonesia was modeled to amount to ***** percent. Between 2018 and 2024, the figure dropped by ***** percentage points, though the decline followed an uneven course rather than a steady trajectory. The forecast shows the ad spending change will steadily decline by **** percentage points from 2024 to 2030.Further information about the methodology, more market segments, and metrics can be found on the dedicated Market Insights page on Influencer Advertising.

In 2024, the ad spending change in the 'Influencer Advertising' segment of the advertising market in Vietnam was modeled to be ***** percent. Between 2018 and 2024, the figure dropped by ***** percentage points, though the decline followed an uneven course rather than a steady trajectory. The forecast shows the ad spending change will steadily decline by *** percentage points from 2024 to 2030.Further information about the methodology, more market segments, and metrics can be found on the dedicated Market Insights page on Influencer Advertising.

As of **** December 2018, ** percent of beauty influencers in Indonesia were using Instagram and Twitter each as their marketing platform. Instagram is an especially popular tool for beauty influencers across the Southeast Asian countries surveyed.

This statistic presents the annual income distribution of the influencers who earned from marketing activities on Adpick platform in South Korea in 2018. As of December 2018, only the top 0.1 percent of the influencers were able to earn more than 100 million South Korean won of income that year.

According to a survey on the challenges faced by influencers conducted in Indonesia in 2018, ** percent of respondents stated that not being paid on time was the biggest challenge they faced. The relatively high internet and social media penetration in Indonesia were among other factors that have been accelerating the popularity of influencer marketing in the country.

Danish companies that worked with influencers saw their revenues increase in recent years. Starting at ** million Danish kroner as of 2016, the revenue of influencer marketing agencies reached *** million Danish kroner between the third quarter of 2018 and the second quarter of 2019. The numbers do not mention with which influencers the companies specifically work. There are several Nordics-based influencers with many followers on Instagram. Examples are songwriter Maher Zain and twin brothers Josef and Jakob Elzein. Swedish musicians, such as Avicii and Zara Larsson, were also popular on the photo-sharing platform.

The role of influencer marketing worldwide       This development in Denmark follows a global trend. More than half of brand strategies and marketers from around the world expected in 2017 that influencer marketing would be integrated in all marketing activities within their organization in the following year. Around one third of the respondents even thought it would become a primary area of digital marketing investment in the next year.

Payment methods for influencer marketing       In the Nordics, influencer marketing seems to focus on increasing views on a company’s webpage. This shows, for example, when looking at how influencer marketing is paid for in Sweden. In 2019, the most popular payment method was forecast to be the Cost Per Mile method (or cost per thousand views). Second in the ranking was fixed price, followed by Cost Per Engagement. The least popular payment method for the evaluated period was expected to be Cost Per Click/Pay Per Click.

This statistic presents the share of social media users worldwide who discover brands via influencer channels on the selected social media platforms as of first quarter 2018. According to the findings, ** percent of Snapchat users reported to have discovered brands via an influencer channels such as celebrity endorsements, expert bloggers and vlogs. Snapchat users were ranked as most receptive to influencer marketing overall.