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.

In 2021, TikTok accounted for **** percent of influencer marketing spending in the United States. This was the smallest share among the four platforms presented in the data set. However, TikTok was forecast to overtake Facebook already a year later and YouTube in 2023, making it second only to Instagram, whose market share is projected to remain fairly stable in the upcoming years.

The statistic displays the result of a survey on the share of marketers who effectively respect the transparency and collaboration regulation according to the influencers in Italy in 2019. In this year, **** percent of influencers states that marketers they had worked with asked to use hashtags such as #ad to improve the transparency with customers and reveal the collaboration.

During a January 2019 survey of marketers in the United States in relation to their use of influencer marketing, it was found that ** percent of responding industry professionals set aside between *** and *** thousand U.S. dollars for influencer marketing budgets.

This statistic shows the share of Italian companies dissatisfied with their influencer marketing campaigns in 2019, by key reason. ** percent of the companies stated that the influencer was not effective, while in ** percent of cases he or she did not share the same values of the brand.

In a January 2019 survey of marketers in the United States, ** percent of respondents found influencer marketing to be very effective, while further ** percent thought of it as effective. On the other hand, five percent of marketers found influencer marketing to be ineffective.

In August 2022, ** percent of social media influencer marketing campaigns in Asia took place on Instagram. Over the past year, TikTok has established itself as the second biggest social media platform for influencers across Asia, with ** percent of marketing campaigns in the region taking place on the short video platform in August 2022.

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 2021, there were ****** companies worldwide offering services related to influencer marketing, representing a ** percent growth compared to 2019. The growing importance of this type of marketing becomes even clearer when the market is considered. The revenue of the global influencer marketing industry increased from under two billion U.S. dollars in 2016 to over ** billion dollars in 2022.

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.

During a survey of global marketers concluded in early 2019, ** percent of industry professionals said they mostly cooperated with micro influencers - those with up to ** thousand followers. The average they were willing to spend on campaigns partnering with micro influencers at that time reached ***** thousand U.S dollars.

In the second quarter of 2019, the fast fashion retail company Fashion Nova spent *** million U.S. dollars on influencer marketing on Instagram, while the French vodka brand Ciroc ranked second, with expenditures on influencer marketing amounting to nearly **** million dollars in the same period.

In 2019, *************** 16-to 24-year-olds from Flanders said they were more willing to learn about a product when it had been recommended by an influencer. Gen Z's openness to influencer recommendations was higher than that found among older age groups, as the likelihood of respondents agreeing with the statement went down.

Throughout the last five years the costs of influencer post has been rising on all popular platforms. Between 2014 and 2019 YouTube proved to be the most volatile, with costs per post starting at *** U.S dollars per YouTube video in 2014, rising to over *** thousand dollars in 2017, then rapidly dropping to a little more than half of the amount, only to to increase again by close to ***** thousand. At the same time the value of Instagram photo posts grew fairly consistently from *** dollars in 2014 to *** thousand dollars in 2019.

In a January 2019 survey of marketers in the United States, ** percent of respondents viewed Instagram posts as the most effective type of influencer marketing content. Instagram stories followed closely behind, with a ** percent response rate.

During a 2019 survey carried out among PR professionals from Colombia, Mexico, and Venezuela, ** percent of respondents stated they used engagement data to prove the return-on-investment of influencer marketing.

Nearly half of tourism companies surveyed by Axon in Latin America in 2019 considered the improvement in commercial prospecting or in sales as the main indicator to measure the effectiveness of a marketing strategy with social media influencers. Moreover, ** percent of respondents said that an increase on website visits was also a good indicator to evaluate the success of a influencer marketing strategy.

Influencer marketing spending in the U.S. was projected to increase by nearly ** percent in 2024. However, in the following year, the growth rate was expected to slow slightly, reaching **** percent. In comparison, the digital ad spending in the U.S. was expected to decline as well.

When an influencer recommends a product, almost half of the people in Flanders seemed indifferent to it whereas *** out of five became willing to learn more. Three percent of respondents completely agreed with the statement, the lowest response of all potential answers. The share of respondents that either disagreed or completely disagreed was higher than the positive replied, however.

During a 2019 survey carried out in Mexico, Colombia, and Venezuela, ** percent of responding PR professionals stated they used Instagram for business-to-business (B2B) influencer marketing, whereas ** percent said they used Facebook for that purpose. Furthermore, the business oriented social networking site, LinkedIn, was used by ** percent of respondents for B2B influencer marketing. The survey also found ** percent of respondents used Instagram for business-to-customer influencer marketing.

Influencer marketing investments in Latin America With the large number of influencers in Latin America, predominately located in Brazil, there have been plenty of opportunities for investments in the region’s influencer marketing industry. A 2019 survey found ** percent of responding Latin American tourism companies stated they planned to spend up to ** percent of their annual sales on influencers. Meanwhile, Latin America’s most-followed athletes on Instagram were reported to have an average media value per post of up to ***** thousand U.S. dollars.

Global influencer marketing spending Between 2016 and 2019, the value of the global influencer marketing industry grew nearly ** percent, reaching *** billion U.S. dollars in 2019. That year, influencer marketing on YouTube alone accounted for around *** billion U.S. dollars worldwide, and this sum is estimated to rise to *** billion in 2020. Instagram is also a highly invested in platform for global influencer marketing, with monthly spending in 2019 ranging from *** million U.S. dollars to *** million.