Important : its a 3 month gap data Starting from March 2022 to Dec 2022

Influencers are categorized by the number of followers they have on social media. They include celebrities with large followings to niche content creators with a loyal following on social-media platforms such as YouTube, Instagram, Facebook, and Twitter.Their followers range in number from hundreds of millions to 1,000. Influencers may be categorized in tiers (mega-, macro-, micro-, and nano-influencers), based on their number of followers.

Businesses pursue people who aim to lessen their consumption of advertisements, and are willing to pay their influencers more. Targeting influencers is seen as increasing marketing's reach, counteracting a growing tendency by prospective customers to ignore marketing.

Marketing researchers Kapitan and Silvera find that influencer selection extends into product personality. This product and benefit matching is key. For a shampoo, it should use an influencer with good hair. Likewise, a flashy product may use bold colors to convey its brand. If an influencer is not flashy, they will clash with the brand. Matching an influencer with the product's purpose and mood is important.

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According to a study on influencer marketing across India in 2024, Instagram was the leading platform for collaboration between influencers and brands in the country, as per ** percent of respondents. YouTube was the second-most popular choice. The increasing popularity of short form video content among Indian audiences resulted in both brands and content creators relying heavily on these platforms for marketing.

According to a study completed in early 2024, the microblogging platform X, formerly known as Twitter, was by far the most used social network by news influencers in the United States, as up to 85 percent of them regularly posted on the platform. Meta-owned Instagram, Facebook, and Threads were also popular among news influencers, and they ranked second, fourth, and fifth, in terms of usage by this demographic. Social networks such as Gab and BitChute were less popular, attracting only four percent and less than one percent of news influencers, respectively.

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.

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.

During a summer 2024 survey, approximately ** percent of responding decision makers in Europe reported regularly using Instagram for influencer marketing, followed by TikTok with ** percent. In comparison, ** percent stated they would use Twitch or Pinterest.

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.

This dataset provides granular engagement metrics for top Twitter influencers, including detailed tweet-level statistics, sentiment scores, and network mapping data such as hashtags and mentions. It is optimized for AI/ML applications, predictive modeling, and targeted marketing analytics, making it ideal for brand strategy, influencer analysis, and social network research.

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.

As of late 2023 survey carried out among influencers in France, Instagram was the primary social media platform used for content distribution by ** percent of female creators and ** percent of male ones, respectively. Another female-dominated platform was Facebook, with ** percent of females using it, as opposed to ** percent of males. On the other hand, YouTube was utilized by more male influencers - ** percent, as opposed to only ** percent of females.

Instagram’s most popular post

              As of April 2024, the most popular post on Instagram was Lionel Messi and his teammates after winning the 2022 FIFA World Cup with Argentina, posted by the account @leomessi. Messi's post, which racked up over 61 million likes within a day, knocked off the reigning post, which was 'Photo of an Egg'. Originally posted in January 2021, 'Photo of an Egg' surpassed the world’s most popular Instagram post at that time, which was a photo by Kylie Jenner’s daughter totaling 18 million likes.
              After several cryptic posts published by the account, World Record Egg revealed itself to be a part of a mental health campaign aimed at the pressures of social media use.

              Instagram’s most popular accounts

              As of April 2024, the official Instagram account @instagram had the most followers of any account on the platform, with 672 million followers. Portuguese footballer Cristiano Ronaldo (@cristiano) was the most followed individual with 628 million followers, while Selena Gomez (@selenagomez) was the most followed woman on the platform with 429 million. Additionally, Inter Miami CF striker Lionel Messi (@leomessi) had a total of 502 million. Celebrities such as The Rock, Kylie Jenner, and Ariana Grande all had over 380 million followers each.

              Instagram influencers

              In the United States, the leading content category of Instagram influencers was lifestyle, with 15.25 percent of influencers creating lifestyle content in 2021. Music ranked in second place with 10.96 percent, followed by family with 8.24 percent. Having a large audience can be very lucrative: Instagram influencers in the United States, Canada and the United Kingdom with over 90,000 followers made around 1,221 US dollars per post.

              Instagram around the globe

              Instagram’s worldwide popularity continues to grow, and India is the leading country in terms of number of users, with over 362.9 million users as of January 2024. The United States had 169.65 million Instagram users and Brazil had 134.6 million users. The social media platform was also very popular in Indonesia and Turkey, with 100.9 and 57.1, respectively. As of January 2024, Instagram was the fourth most popular social network in the world, behind Facebook, YouTube and WhatsApp.

According to a survey on social media influencers conducted by Rakuten Insight in May 2023, approximately ** percent of respondents in Vietnam stated that they followed at least one influencer on social media. Meanwhile, around ***** percent of them stated that they did not know what an influencer was.

During a survey among brands working with influencer marketing in Brazil released in December 2024, approximately **** percent reported using Instagram for that purpose. Facebook and YouTube followed, mentioned by **** and **** percent of respondents, respectively. According to the same study, almost ** percent of agencies in Brazil recommended that their clients spend more on influencer marketing throughout the following year.

According to a study on influencer marketing across India in 2023, AI was mainly used among social media influencers to generate content ideas, as per almost **** of the respondents. Over ** percent of content creators also used AI tools to assist with their writing. While other purposes included content calendar management, engagement ideas, etc., roughly ** percent of influencers claimed to not having used AI at all.

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 responding brand followers stated they believed influencers should post on social media at least once a day. Meanwhile, ** percent of respondents stated their preferred frequency was *** or ***** times a week.

According to a survey by Rakuten Insight in May 2023, ** percent of the respondents belonging to the 25 to 34 years age group admitted to following at least one influencer on social media. This was the highest following observed among all the age groups. Overall, younger participants were found to be more inclined to follow influencers on social media.

During a 2021 survey, ** percent of responding marketers and agency professionals from the United States stated that they were planning to use Instagram for influencer marketing. More specifically, Instagram Stories was named by ** percent and Instagram Reels by ** percent of respondents. TikTok ranked second, mentioned by ** percent of interviewees.

A July 2021 survey of internet users in leading online markets found that 43 percent of all respondents followed some type of social media influencer. The United Arab Emirates (UAE) was the highest ranking country at 75 percent, followed by Indonesia at 73 percent and India at 71 percent. In contrast, ranking last were Germany at 25 percent and the U.K. at 22 percent influencer follow rate respectively.

According to a November 2024 global study, millennial tourists relied the most on social media influencers for travel planning. While ** percent of surveyed millennials said they relied on influencers to plan their last trip, just **** percent of baby boomers said the same.