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.

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According to the findings of a study examining the state of influencer marketing on Instagram, **** percent of influencers on the platform were focused on romantic relationships, making it the most popular category among global Instagram influencers in 2024. Entertainment was the second most popular category covered by Instagram influencers that year, with a share of *** percent. A candidate for the ultimate social network: Instagram Launched in 2010, Instagram ranked third among the most popular social networks worldwide as of February 2025, with roughly *********** monthly active users. Only Facebook, YouTube had more users than Instagram. As of April 2024, after Instagram's own account, the account with the most followers on Instagram was that of world-famous football star Cristiano Ronaldo, who had roughly *** million followers. He was followed by superstar Lionel Messi, who led the Argentina national team at the World Cup in 2022, with *** million followers. A major competitor: TikTok TikTok's short-form video hack has gained massive traction in recent years. Its rapidly growing influencer base has put social media celebrities on a pedestal. Unlike the starry top five on Instagram, the most followed person on TikTok was Khaby Lame - a lifestyle influencer with nearly *** million followers as of January 2025. A former competitive dancer, Charli D'Amelio, and influencer, MrBeast, followed with ***** million and ***** million followers, respectively.

Introduction

Instagram Demographics Statistics: Instagram is a popular platform known for its eye-catching visuals and user-generated content. With over 2 billion monthly active users, it offers a lively and engaged community for brands and businesses of all sizes.

This includes important user demographics, trends in usage, advertising insights, and the rise of video content. Understanding this information can help you improve your brand’s social media strategy and connect better with Instagram’s diverse audience.

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.

Introduction

Influencer Marketing Statistics: Influencer marketing is a strategy where different brands work with people who have a lot of followers on social media to promote their products or services. These people, called influencers, use platforms like Instagram, TikTok, YouTube, and Facebook to create content that their followers like.

The effective benefit of influencer marketing is that it helps brands reach a specific audience in a real and engaging way, which builds more trust between the brand and its customers. Social media has made influencer marketing one of the best ways for brands to connect with consumers, making it a strong tool in today's digital marketing world.

This dataset supports research on how Instagram Influencers impact female consumer behaviour to purchase products and the role of factors such as envy, scepticism towards advertising, satisfaction with life, social comparison and maternalism on consumer behaviour. There are two different files. The SPSS and CVS spreadsheet files include the same dataset but in a different format.

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.

Real-time statistics about Instagram influencers in UpGrow's database

Fashion Influencer Marketing Market Outlook

According to our latest research, the global fashion influencer marketing market size reached USD 2.76 billion in 2024, driven by the growing integration of social media in fashion brand strategies and the increasing reliance on digital platforms for consumer engagement. The market is expected to expand at a robust CAGR of 12.4% from 2025 to 2033, reaching a projected value of USD 7.86 billion by 2033. This remarkable growth is attributed to evolving consumer behavior, the proliferation of digital content, and the rising effectiveness of influencer-driven campaigns in driving brand loyalty and conversions.

One of the primary growth factors for the fashion influencer marketing market is the shift in consumer purchasing patterns toward online platforms, particularly among Gen Z and millennial demographics. These segments are highly responsive to influencer recommendations, perceiving them as authentic and relatable compared to traditional celebrity endorsements or direct brand advertising. The increasing penetration of smartphones and affordable internet access has further amplified the reach of influencers, enabling brands to tap into niche audiences and foster personalized connections. As a result, fashion labels are allocating larger portions of their marketing budgets to influencer collaborations, leveraging the power of social proof to enhance brand credibility and drive sales.

Another significant driver is the advancement in data analytics and artificial intelligence, which has revolutionized campaign management and influencer selection processes. Brands and agencies now have access to sophisticated tools that provide deep insights into influencer audience demographics, engagement rates, and content performance. These analytics empower marketers to make data-driven decisions, optimize campaign ROI, and track the effectiveness of influencer partnerships in real time. Additionally, the rise of micro and nano influencers, who offer highly engaged and loyal followings within specific niches, has diversified the market, allowing brands to experiment with various influencer tiers for tailored campaign objectives.

The growing emphasis on video and short-form content, fueled by platforms such as TikTok, Instagram Reels, and YouTube Shorts, has also catalyzed the expansion of the fashion influencer marketing market. Visual storytelling and interactive content formats have proven highly effective in capturing audience attention and driving higher engagement rates. Brands are increasingly collaborating with influencers to co-create compelling content that resonates with target consumers, enhances brand storytelling, and encourages user-generated content. This trend is expected to continue as social media algorithms prioritize video content, further solidifying the role of influencers as key marketing partners in the fashion industry.

Regionally, North America and Europe have traditionally dominated the fashion influencer marketing market due to high digital adoption rates, mature fashion industries, and a well-established influencer ecosystem. However, the Asia Pacific region is witnessing the fastest growth, propelled by rapid urbanization, the rise of local fashion brands, and a burgeoning population of digital natives. Countries such as China, India, and South Korea are emerging as significant markets, with homegrown influencers commanding substantial followings and shaping fashion trends. As brands seek to expand their global footprint, cross-border influencer collaborations and localized content strategies are becoming increasingly prevalent, driving further market growth and diversification.

Service Type Analysis

Within the fashion influencer marketing market, the segmentation by service type plays a pivotal role in shaping campaign outcomes and brand strategies. Campaign management services are at the forefront, encompassing the end-to-end execution of influencer partnerships, from concept

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.

Gain valuable insights with our comprehensive Social Media Dataset, designed to help businesses, marketers, and analysts track trends, monitor engagement, and optimize strategies. This dataset provides structured and reliable social media data from multiple platforms.

Dataset Features

User Profiles: Access public social media profiles, including usernames, bios, follower counts, engagement metrics, and more. Ideal for audience analysis, influencer marketing, and competitive research. Posts & Content: Extract posts, captions, hashtags, media (images/videos), timestamps, and engagement metrics such as likes, shares, and comments. Useful for trend analysis, sentiment tracking, and content strategy optimization. Comments & Interactions: Analyze user interactions, including replies, mentions, and discussions. This data helps brands understand audience sentiment and engagement patterns. Hashtag & Trend Tracking: Monitor trending hashtags, topics, and viral content across platforms to stay ahead of industry trends and consumer interests.

Customizable Subsets for Specific Needs Our Social Media Dataset is fully customizable, allowing you to filter data based on platform, region, keywords, engagement levels, or specific user profiles. Whether you need a broad dataset for market research or a focused subset for brand monitoring, we tailor the dataset to your needs.

Popular Use Cases

Brand Monitoring & Reputation Management: Track brand mentions, customer feedback, and sentiment analysis to manage online reputation effectively. Influencer Marketing & Audience Analysis: Identify key influencers, analyze engagement metrics, and optimize influencer partnerships. Competitive Intelligence: Monitor competitor activity, content performance, and audience engagement to refine marketing strategies. Market Research & Consumer Insights: Analyze social media trends, customer preferences, and emerging topics to inform business decisions. AI & Predictive Analytics: Leverage structured social media data for AI-driven trend forecasting, sentiment analysis, and automated content recommendations.

Whether you're tracking brand sentiment, analyzing audience engagement, or monitoring industry trends, our Social Media Dataset provides the structured data you need. Get started today and customize your dataset to fit your business objectives.

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.

During a survey conducted among marketers in the United States and released in July 2023, **** percent of respondents said they were planning to use Instagram Reels for influencer marketing purposes in 2024, while ** percent said they planned to use TikTok.

During a study of engagement rates on Instagram influencer accounts in the United States, it was found that influencers with a profile size of between *** and **** thousand followers were projected to have the highest engagement rate throughout 2022, at *** percent. This marked a slight decrease from the average 2021 nano-influencer engagement rate of *** percent.

In the first half of 2024, the share of influencer accounts was highest among the lifestyle category in Finland, with ***** percent belonging to this category. Photography was the second-most influencer-heavy category, followed by music.

In the first half of 2024, nano-influencers (with between one thousand and 10 thousand followers) on Instagram in Sweden had an average engagement rate of 3.41 percent. Creators with the largest following of over one million had rates of 1.4. The regional average was just below that of nono-influencers, with 3.16 percent.

In 2023, roughly 45.36 thousand of Instagram influencers in Indonesia were micro-influencers with around 10 thousand to 50 thousand followers. As of January 2023, Indonesia was one of the countries with the largest Instagram audience worldwide.

Cristiano Ronaldo has one of the most popular Instagram accounts as of April 2024.

              The Portuguese footballer is the most-followed person on the photo sharing app platform with 628 million followers. Instagram's own account was ranked first with roughly 672 million followers.

              How popular is Instagram?

              Instagram is a photo-sharing social networking service that enables users to take pictures and edit them with filters. The platform allows users to post and share their images online and directly with their friends and followers on the social network. The cross-platform app reached one billion monthly active users in mid-2018. In 2020, there were over 114 million Instagram users in the United States and experts project this figure to surpass 127 million users in 2023.

              Who uses Instagram?

              Instagram audiences are predominantly young – recent data states that almost 60 percent of U.S. Instagram users are aged 34 years or younger. Fall 2020 data reveals that Instagram is also one of the most popular social media for teens and one of the social networks with the biggest reach among teens in the United States.

              Celebrity influencers on Instagram
              Many celebrities and athletes are brand spokespeople and generate additional income with social media advertising and sponsored content. Unsurprisingly, Ronaldo ranked first again, as the average media value of one of his Instagram posts was 985,441 U.S. dollars.

As of June 2023, more than half of the Instagram influencer audience in the United Arab Emirates were male users. Meanwhile, the female audience of Instagram influencers accounted for **** percent in the country.

 United Arab Emirates, socially influenced

The share of the population with access to mobile internet in the United Arab Emirates was ***** percent in 2022, ranking second on mobile internet penetration rate globally. Three out of four internet users in the country claimed to follow some type of social media influencer as of July 2021, therefore topping the world ranking in this regard. When it comes to gender, the social media landscape is dominated by young male users; for example, Meta’s ad audience in the United Arab Emirates  had a high age concentration between ** and ** as of January 2023. Reflective of audience needs and demographics, more than half of the country's Instagram influencers are young men targeting their young male followers.

 Preferred social media platforms and trends

Users ranked WhatsApp first and Instagram second as their favorite platforms in 2022. A slightly different picture emerges regarding the number of creators with more than *** million followers, also known as supernova creators. The social media platform distribution of the supernova creators in the United Arab Emirates indicates a general creator concentration on video content platforms like TikTok and YouTube, which together hosted ** such creators as of September 2022.

Favorable demographics and fruitful digital initiatives by the government combined with the new reality the pandemic imposed, among others, facilitated the United Arab Emirates’ high rate of online consumers who shop from social media networks platforms. This has resulted in an 86 percent social e-commerce adoption rate in 2022.