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.

An analysis of over 1,800 influencer campaigns showed that Instagram was the most popular platform for such purposes. It was incorporated into 94 percent of analyzed campaigns. Facebook ranked second, used by 43 percent of campaigns.

Instagram ranked as the most-used influencer marketing platform used among marketers in the United States in 2021. Nearly 68 percent of marketers adopted Instagram for influencer campaigns. Facebook followed, being used by 52 percent of marketers as an influencer marketing platform, while TikTok came in third with 42 percent. TikTok surpassed YouTube as an influencer marketing platform in 2021 and was expected to rise further over the years - going from 36 percent of marketers using it in 2020 to 54.9 percent in 2025.

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.

According to a survey conducted in 32 countries, respondents in Indonesia and Thailand had the most trust in social media influencers, at 32 percent. On the contrary, trust in social media influencers was the lowest in New Zealand, Canada, the Netherlands, Sweden, and Japan.

As of late 2023 survey carried out among influencers in France, Instagram was the primary social media platform used for content distribution by 95 percent of female creators and 76 percent of male ones, respectively. Another female-dominated platform was Facebook, with 29 percent of females using it, as opposed to 22 percent of males. On the other hand, YouTube was utilized by more male influencers - 36 percent, as opposed to only 12 percent of females.

During a summer 2024 survey, approximately 89 percent of responding decision makers in Europe reported regularly using Instagram for influencer marketing, followed by TikTok with 64 percent. In comparison, 12 percent stated they would use Twitch or Pinterest.

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 90 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.

The number of social media users in the United Kingdom was forecast to continuously increase between 2024 and 2029 by in total 4.7 million users (+8.92 percent). After the ninth consecutive increasing year, the social media user base is estimated to reach 57.35 million users and therefore a new peak in 2029. Notably, the number of social media users of was continuously increasing over the past years.The shown figures regarding social media users have been derived from survey data that has been processed to estimate missing demographics.The shown data are an excerpt of Statista's Key Market Indicators (KMI). The KMI are a collection of primary and secondary indicators on the macro-economic, demographic and technological environment in up to 150 countries and regions worldwide. All indicators are sourced from international and national statistical offices, trade associations and the trade press and they are processed to generate comparable data sets (see supplementary notes under details for more information).

During a survey among brands working with influencer marketing in Brazil released in December 2024, approximately 85.4 percent reported using Instagram for that purpose. Facebook and YouTube followed, mentioned by 42.5 and 35.3 percent of respondents, respectively. According to the same study, almost 65 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 half of the respondents. Over 35 percent of content creators also used AI tools to assist with their writing. While other purposes included content calendar management, engagement ideas, etc., roughly 34 percent of influencers claimed not having used AI at all.

A 2020 survey showed that 89 percent of marketers believed Instagram was an important platform for their influencer marketing. The corresponding figure for YouTube was 70 percent. Other popular platforms include Facebook, blogs, Twitter and LinkedIn.

Influencer marketing has been quite effective in boosting brand awareness and generating sales. According to a Chinese consumer survey conducted by Rakuten Insight in May 2023, about 89 percent of female respondents had followed at least one influencer on social media, a bit higher than their male counterparts. The survey also found that Chinese female consumers were more prompted to purchase the products endorsed by the influencer than male consumers.

In a March 2023 survey, nearly 72 percent of marketing executives surveyed in the United Arab Emirates said that Instagram was the most platform for their influencer marketing strategy in 2023. TikTok was the second most important amongst the executives, at 61 percent. Pinterest on the other hand, was only essential to 4.7 percent of those surveyed.

According to a survey on social media influencers conducted by Rakuten Insight in May 2023, approximately 89 percent respondents in Singapore aged 16 to 24 years stated that they followed at least one influencer on social media. The same survey found that the majority of respondents had purchased an item or product endorsed by an influencer.

According to a November 2024 global study, millennial tourists relied the most on social media influencers for travel planning. While 31 percent of surveyed millennials said they relied on influencers to plan their last trip, just five percent of baby boomers said the same.

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.

During a 2024 survey, 78 percent of responding TikTok users from the United States said they had purchased a product after seeing it being used by an influencer on TikTok. For X (formerly Twitter), the share stood at 38 percent.

In 2022, the global influencer marketing platform market was valued at 15.2 billion U.S. dollars. It is expected to further grow to 17.4 billion in 2023 and surpass 22 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.

A survey carried out in April 2023 revealed that fashion social media influencers were the most popular among UK consumers, followed by 50 percent of respondents. Lifestyle and food/cooking influencers also made it to the top three categories, followed by 40 percent and 41 percent of the interviewed consumers, respectively.