29 influencer marketing statistics to guide your brand’s strategy in 2025

Influencer marketing is a rapidly evolving industry. The key performance indicators, campaign formats and content goals that defined last year’s success may not be as powerful in 2025. To help you stay informed on the latest industry tips and trends, we’ve compiled these 29 pivotal influencer marketing statistics.

Spanning six categories, this list will give you a snapshot of the state of the industry, the most popular social media platforms, what it takes to create an effective influencer marketing campaign and so much more.

The 2024 Influencer Marketing Report

This list will include influencer marketing statistics from the Sprout Social 2024 Influencer Marketing Report. It’s a four-in-one report covering consumer expectations, buying behaviors, brand partnerships and long-term predictions. We’ll also cite data fresh from the Q1 2025 Sprout Pulse Survey data.

Influencer marketing growth statistics

Influencer marketing has been steadily growing over the years and shows no sign of stopping. Check out these influencer marketing growth statistics to learn more about the industry and its projections for the future of social media.

1. 86% of US marketers will partner with influencers in 2025

In 2021, almost 70% of US marketers in companies larger than 100 employees were expected to use influencer marketing. That percentage has been steadily climbing ever since and is expected to reach 86% in 2025.

2.  26% of marketing agencies and brands allocate more than 40% of their marketing budgets to influencer marketing worldwide

As of February 2024, 26% of the world’s marketing agencies and brands have allocated more than 40% of their marketing budgets to influencer partnerships. Surprisingly, 26.1% of marketing agencies and brands allocated less than 10%. Both of these percentages grew YoY, which could hint at a growing polarization in opinion regarding influencer marketing budgets.

3. The influencer marketing industry was valued at $24 billion in 2024

The influencer marketing industry was worth just $1.7 billion back in 2016. It hit $16.4 billion in 2022 and grew to $24 billion in 2024. This exponential growth demonstrates the health of this industry.

4. Instagram is the top influencer marketing platform worldwide

Over half of brands (57%) deem Instagram to be their preferred social media platform for influencer campaigns. TikTok is a close second, preferred by 52% of brands. Thirty-seven percent of brands chose YouTube, 28% chose Facebook and 12% chose LinkedIn.

5. The global influencer marketing platform industry is expected to hit nearly $33 billion in 2025

Influencer marketing platforms assist with finding influencers and partnering them with brands, creating contracts, planning campaigns and more. So it’s no surprise that platform market size is also growing and projected to reach $33 billion in 2025.

Influencer marketing effectiveness statistics

A lot goes into an effective influencer marketing campaign. Finding the right niche influencers, reaching the right audiences and selecting the right content format and briefing strategy can take a bit of trial and error. These influencer marketing effectiveness statistics will help you narrow down what makes a campaign successful.

6. 65% of influencers want to be involved in the creative process

According to data from the Sprout Social 2024 Influencer Marketing Report, 65% of influencers would rather be involved in creative or product development conversations with brands early on than follow a rigid brief. Influencers are deeply in tune with the nuance of internet culture and understand what angles will resonate with their own audiences.

7. Marketers measure performance through engagement and link traffic, while influencers measure audience growth

The same Sprout Influencer marketing report shows influencers measure performance by social media engagement metrics, audience growth and link traffic. Marketers vary slightly, benchmarking influencer marketing performance with social media engagement metrics (68%), link traffic from posts (50%) and increased website traffic during campaigns (45%).

8. Influencers prefer working with brands on short-form videos, giveaways and product collaborations

When asked about their preferred content format for brand collaborations in the 2024 Influencer Marketing Report, 53% of influencers chose short-form videos between 15-30 seconds long and only 5% preferred evergreen activations.

9. 67% of consumers think the key to the best brand and influencer collaborations is being honest and unbiased

Data from the Consumer Expectations section of the Influencer Marketing Report shows that across all ages and genders, influencer partnerships are most likely to stop the scroll if they are honest and unbiased (67%) and entertaining (48%). Consumers are less influenced by educational (29%), surprising (19%) and aspirational content (18%).

Influencer marketing ROI statistics

Influencer marketing budgets are at an all-time high, but what are brands getting out of their influencer campaigns? Here are some influencer marketing ROI statistics straight from Sprout Social’s most recent influencer marketing report to help you measure and maximize the impact of your next campaign.

10. Forming long-term relationships with influencers helps brands save money

The 2024 Influencer Marketing Report indicates that half of influencers charge between $250-$1,000 per post, but 71% offer discounts for longer-term partnerships and another 25% would consider doing so in the future. This emphasizes the value of long-term influencer-brand partnerships.

11. 86% of consumers make a purchase inspired by an influencer at least once per year

According to survey responses in the Buying Behaviors section of the 2024 Influencer Marketing Report, 16% of consumers rank influencer marketing as having the most impact on their buying decisions, but the reality is that influencer content drives almost half (49%) of consumers’ daily, weekly or monthly purchases. And almost all (86%) of consumers make a purchase inspired by an influencer at least once per year.

12. 64% of consumers believe genuine reviews are the most effective influencer content type

The top influencer content qualities that compel users to purchase from a brand are genuine reviews (64%) and discount codes (55%). This indicates that a successful influencer campaign plan in 2025 will involve asking influencers with an audience overlap in the same niche to provide genuine reviews and exclusive promotions to their audience.

13. 62% of frequent buyers are likely to share product feedback with influencers

Influencer marketing ROI isn’t limited to increased website traffic and conversions. Buyer behavior insights from the 2024 Influencer Marketing Report reveal that 29% of all consumers are likely to share product feedback with influencers. That figure jumps to 41% for Gen Z consumers and 62% for frequent buyers.

This shows that consumers are bringing influencers into the product feedback loop. If your care teams and marketers aren’t working closely with influencers to capture and address this feedback, you’re missing out on valuable customer insights.

14. B2C brands work with multiple influencers at a time

Sprout Social’s Q1 Pulse data shows that B2C brands tend to partner with more influencers at a time, with 52% partnering with 6-10 at once and 23% partnering with 11-19.

B2B influencer marketing statistics

B2B influencer marketing is set to take off in 2025. Brands building their strategies can learn from the wins and growing pains described in the B2B influencer marketing statistics below.

15. 49% of B2B marketers predict influencer content will trend in 2025

Nearly half of B2B marketers pointed to integrating influencer content across their marketing strategies as a top trend to watch out for in 2025.

16. 58% of B2B marketing teams use an always-on influencer marketing approach

An always-on approach helps brands cultivate long-term relationships with their influencers and their audiences. Nearly three out of five B2B marketing teams use an always-on influencer marketing approach. Marketers who don’t use an always-on approach are 17 times more likely to report that their program is somewhat or very ineffective. On the flip side, 99% of teams using an always-on approach rate their programs as effective.

17. 67% of B2B brands use influencer marketing to increase brand awareness, while 54% use it to increase credibility and trust

According to data from Sprout Social’s Q1 2025 Pulse Survey, increasing brand awareness is the top influencer marketing goal for most B2B brands (67%). Other primary goals include raising credibility and trust (54%), boosting audience engagement and customer loyalty (37%), informing product development and co-creation (29%), and revenue growth (24%).

TikTok influencer marketing statistics

Although US brands will need to keep a pulse on the future of TikTok, the platform continues to be an influencer marketing powerhouse globally. TikTok influencers have some of the best engagement rates, making this platform amazing for turning niche audiences into loyal customers. Here are some TikTok influencer marketing statistics to inspire your next campaign.

18. 27% of Gen Z users engage with influencers on TikTok.

Data from the 2024 Influencer Marketing Report shows that while 15% of Gen Z users engage with influencers on social media overall, over a quarter (27%) engage with influencers on TikTok.

19. There are over 100,000 TikTok influencers in the US

As of June 2023, there were over 100,000 TikTok influencers in the United States, with follower counts ranging from 5,000 all the way to 1,000,000+. And since the total number of TikTok users in the United States grew from 150 million in March 2023 to 170 million in January 2024 (and 2 billion globally), the platform is likely now home to even more United States influencers.

20. 88% of TikTok users are nano-influencers

The majority (87.68%) of TikTok influencers are nano-influencers with fewer than 10,000 followers. The average engagement rate for TikTok nano-influencers is 10.3%—that’s more than three points higher than the 7.1% engagement rate expected by the platform’s mega-influencers.

The majority of Instagram influencers (76%) are also nano-influencers, but they receive an average engagement rate of 1.73% (more than eight points lower than their TikTok counterparts).

21. 54% of TikTok users are under 24 years old and 56% are female

Over half of TikTok users are female and under 24 years old. Generation Z will be the largest, wealthiest, highest-spending generation in global history. In 2024, the generation made up nearly 25% of the world’s population and contributed 17% of consumer spending. In 2030, Gen Zers are expected to be the world’s largest generation, comprising 19% of consumer spending.

Combined with the economic influence exerted by the modern female consumer, this data makes influencer marketing on TikTok a golden opportunity for brands that cater to younger women.

22. Beauty is the most-discussed industry on TikTok, but food and drink has the highest engagement rate

According to The 2024 Influencer Marketing Benchmarks Report, beauty is the most-discussed industry on TikTok, with 3.63M posts and a 2.46% engagement rate. Food and drink is another industry to keep your eye on. While there were fewer posts in this category (1.05M), its average engagement rate tops the list at 3%.

Instagram influencer marketing statistics

Instagram influencer marketing is a must-use strategy for many brands, especially considering most marketers agree it’s the top influencer marketing platform. Learn more about the state of influencers on this social network through these Instagram influencer marketing statistics.

23. 77% of Instagram influencers worldwide have less than 10,000 followers

The vast majority of Instagram influencers are nano-influencers, with less than 10,000 followers.

24. Gen X and Millennials are almost twice as likely as Boomers to engage on Instagram

According to the 2024 Influencer Marketing Report, Gen X and Millennials are nearly twice as likely to engage on Instagram than Boomers, making the platform an ideal place to reach Gen X and Millennial audiences.

25. Fashion is the most popular niche on Instagram

Instagram is the most popular platform for fashion-related influencer content. According to our 2024 Influencer Marketing Benchmark data, the niche earned 35.8M posts and an average engagement rate of 1.59%.

26. Sporty content got the most Instagram engagement in 2023

Instagram Influencers who post content related to sports and fitness got the highest engagement in 2023. Data from The 2024 Influencer Marketing Benchmark Report shows this industry received 17.8M posts and an engagement rate of 2.31%.

27. 79% of Reels users have purchased a product or service after watching a Reel

Instagram Reels are a great content format for driving conversions. When surveyed, 79% of weekly Reels users have purchased a product or service after seeing it in a Reel.

YouTube influencer marketing stats

Finally, let’s cover YouTube influencer marketing stats and what its influencers look like.

28. 51% of YouTube users prefer to engage with a brand’s long-form videos

Data from The 2024 Social Media Content Strategy Report shows that more than half of YouTube users are most likely to engage with brands’ long-form videos (over 60 seconds), with 31-60-second videos coming in second place. From an influencer partnership standpoint, YouTube is where brands can test more in-depth activations.

29. The top three YouTube categories globally are gaming, sports and fitness and fashion

According to The 2024 Influencer Marketing Benchmarks Report, the industries with the most content on YouTube are gaming (1.24M posts), sports and fitness (650K posts) and fashion (549K posts). The travel category may have only gotten 146K posts, but it had the highest engagement rate for the platform (1.83%).

Stay informed with influencer marketing statistics

Keeping up with the latest influencer marketing statistics is a solid way to improve the effectiveness of your influencer campaigns. Want to ramp up your influencer marketing strategy even further? You can try out these influencer marketing tools to help your team find niche influencers, build campaigns and form long-lasting relationships with influencers and their audiences.

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