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.

As of November 2023, TikTok was the influencer platform in the United States that catered to the most beauty influencer followers - over *** million. In the United Kingdom both Instagram and YouTube had the same amount of beauty influencer followers - *** thousands. Meanwhile, in Brazil, YouTube was the leading beauty influencer platform, with over *** thousand followers for the category.

According to a survey conducted in ** countries, respondents in Indonesia and Thailand had the most trust in social media influencers, at ** percent. On the contrary, trust in social media influencers was the lowest in New Zealand, Canada, the Netherlands, Sweden, and Japan.

During a survey of consumers in selected countries worldwide in 2024, ** percent of participants in the *** studied countries discovered new brands from influencers on a weekly basis. In comparison, *** percent of participants indicated they were never discovering new brands from influencers.

In the second half of 2022, micro-influencers accounted for *** percent of the influencer Media Impact Value (MIV®) of the beauty industry. Media Impact Value is an estimated value of all posts, interactions, or articles across all traditional and digital media, including celebrities, influencers, and partners.

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).

During a 2024 survey carried out in ** countries worldwide, ** percent of respondents stated that they believed that influencers were a useful source of information on travel topics. Roughly one in ***** said the same about political influencers.

An August 2021 survey of internet users in leading online markets found that ** percent of all respondents thought that influencers were the most effective at promoting beauty or personal care products. Clothes and accessories ranked second, named by 45 percent of interviewees. The same source found that 43 percent of internet users worldwide followed some type of social media influencer.

During a 2024 survey, ** percent of respondents from India and Indonesia stated they believed social media influencers were a useful source of information on fashion and clothing topics. In Germany, the share stood at ** percent.

During a survey of consumers in selected countries worldwide in 2024, 87 percent of participants in Brazil indicated they trust recommendations made by influencers. In comparison, 72 percent of participants in France stated they trust the recommendations made by influencers.

During a global 2024 survey carried out among PR agencies, marketing agencies, brands, and other relevant professionals, **** percent of respondents stated that their organizations worked with up to ** influencers, whereas **** percent said they worked with over ********** influencers.

According to a November 2024 global study, roughly *** out of 10 surveyed travelers relied on social media influencers to plan their last trip. While ** percent of respondents in China and the United Arab Emirates stated so, only ***** percent of surveyed German and French travelers relied on social media influencers for trip planning.

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.

Travel was the leading industry for influencer marketing engagement, averaging an engagement rate of *** percent among global social media users in 2023. Beauty and sports and fitness followed with **** percent and *** percent, respectively. Fashion and education industries reported engagement rates of **** percent and **** percent.

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 2024 survey, ** percent of respondents from India and Indonesia stated they believed social media influencers were a useful source of information on travel topics. In Germany, the share stood at ** percent.

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.

During a survey of consumers in selected countries worldwide in 2024, ** percent of participants in Brazil indicated they made a purchase via an influencer's link in the past six months. In comparison, ** percent of participants in the United States made a similar purchase.

During a study conducted in march 2020 among global influencers, it was found that in response to the coronavirus outbreak ** percent of them started hosting livestreams to accommodate social distancing and keep in contact with their audiences. What is more, some ** percent of influencers newly joined TikTok for the in order to profit from the growing popularity of video in these circumstances.

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.