Influencer Marketing Statistics To Boost Your Brand’s Popularity

As social media influencers grow more prominent, businesses are on the lookout for influencers that would best represent their brands. In our digital generation, social media holds power in guiding the consumer’s attention to your brand. According to Chief Marketer, 86% of respondents hire influencers to improve their brand awareness. Here are 80 influencer marketing statistics to help your brand. 

Mega, Macro, Micro, Nano

Before we proceed to our influencer marketing statistics, let’s define the influencer categories that have taken shape throughout the years: 

1. Mega-Influencer

Amongst social media influencers, this type of category holds the top spot. Typically, mega-influencers have more than one million social media followers. 

Follower Type: Diverse

Influencer Example: A-list or B-list celebrities

2. Macro-Influencer

The key identifier for macro-influencers is their follower count. Typically, their number of followers ranges from 100,000 to 1 million. 

Follower Type: Targets specific demographics (young females, etc.) 

Influencer Example: Vloggers, Internet Famous Users, Content Creators

3. Micro-Influencer

This influencer category has followers between 1,000 to 100,000 followers. On average, micro-influencers have a specific niche target. Compared to macro and mega, micro-influencers have a stronger relationship with their followers. 

Follower Type: Uniform or same interest followers. (Vegan living, business moms, etc.) 

Influencer Example: Topic specialist, industry expert

4. Nano-Influencer

Nano-influencers have 1000 followers or less. This category of influencers is considered a new breed. On a positive note, it generates the highest level of engagement. However, the downside of nano-influencers is the limited reach of audiences.

Follower Type: Community, local neighborhood

Influencer Example: Local pastor, Community leader, etc. 

Influencer Marketing Statistics: Categories

Now, we’re aware of the different categories of social media influencers and their audience reach. It’s time to dive into the essential statistics that will help your brand’s decision:

Mega-Influencers

According to Influencer Marketing Hub’s research: 

• Mega-influencers generate at least 1.21% engagement on Instagram.
• Meanwhile, on Youtube, mega-influencers receive a 0.37% rate of follower engagement. 
• On TikTok, mega-influencers have 5% social engagement with followers. 

Micro-Influencers

According to Influencer Marketing Hub’s research: 

• According to statistics, micro-influencers boost more engagement rates compared to mega-influencers. 
• Micro-influencers have an average engagement rate of 3.86 percent on Instagram. 
• 77% of fashion micro-influencer prefer to use Instagram. 
• Less than 10% paid for ads. 
• This influencer category offers the best combination of engagement and broad reach. 

Meanwhile, according to other sources: 

• Compared to an average consumer, micro-influencers have at least 22.2x more conversations weekly about great purchase recommendations (The Keller Fay Group).
• At least 53% of micro-influencer never paid for post-promotion (Bloglovin). 

Influencer Marketing Statistics: Industry

• As the influencer marketing industry rises, print advertisement decreases. 
• As a whole, the influencer marketing industry is expected to be worth $13.8 billion this 2021 (Influencer Marketing Hub). 
• In 2019, a total of 240 platforms and agencies focused on influencer marketing agencies appeared on the scene (Influencer Marketing Hub). 
• The estimated number of influencer agencies and platforms reached 1360 (Influencer Marketing Hub). 
• 90% of respondents believed influencer marketing is an effective strategy for marketing (Influencer Marketing Hub).
• 50.87% of brands working with influencers have eCommerce stores.
• Department stores are joining the influencer hype by partnering with fashion bloggers to promote their stores. 
• According to 67% of marketing professionals, they engage with influencers to promote their content. 

Influencer’s Opinions

• According to 69.4% of influencers, they chose this type of job to earn revenue.
• Meanwhile, 54% of influencers are willing to work with a brand that respects them. 
• In choosing which brand to partner with, content creators admit they determine which opportunities to choose depending on their audiences. Although earning revenue is essential, influencers value and curate what they show to their audiences. 

ROI, Conversion, and Sales

• Surprisingly, 33% of brands don’t measure their influencer marketing ROI (Influencer Marketing Hub). 
• On the other hand, 67% measures the ROI from their influencer campaigns. 
• 38.5% of brands based their influencer marketing success on sales and conversion. 
• Meanwhile, 32.5% of brands measure influencer success based on engagement and clicks. 
• For every $1 spent on influencers, businesses gain $5.20.
• Most marketing professionals (75%) say verified web traffic is the essential criteria in choosing an influencer. 
• According to 89% of respondents, the ROI from influencer marketing is better than other strategies (MediaKix).

For some brands, working with influencers is not always smooth sailing. Here are some common problems brands always point out: 

• Measuring ROI and campaign results pose a problem. 
• Managing deadlines for campaigns and contracts have significant challenges. 
• Some payments to influencers encounter processing difficulty. 
• Other issues involve time restraints or bandwidth. 

Influencer Marketing Risks

• 38% of brands claim to be a victim of influencer fraud (Influencer Marketing Hub).
• Meanwhile, as influencer marketing’s popularity increases, 67% of brands are concerned about influencer fraud (Influencer Marketing Hub). 

Influencer Marketing Statistics: Budget

Despite the growing popularity of social media influencer marketing, some brands do not pay actual money. Here are different mode of payments by brands to influencers: 

• 36% pays with free sample products
• 21% admits only giving out a discount coupon
• Only 32.4% pays influencers with actual money

Brand’s Budget for Influencer Marketing

• This 2021, 75% of brands intend to dedicate a budget to influencer marketing (HubSpot). 
• As influencer marketing’s popularity rises, 83% of brands decided to take their influencer spending budget from their marketing budget (Influencer Marketing Hub). 
• In the following year, 63% of brands intend to increase their influencer marketing funds. 
• 17% of brands are prepared to spend $500,000 or more on influencer marketing (Mediakix). 

Influencer Marketing Statistics: Social Media

Currently, a total of 42.7% of internet users installed ad blockers on devices. Most people hate ads as it tends to interrupt what they’re reading or watching, hence ad blocker use. This is a massive disadvantage for marketers as their content is blocked by at least half of the online population. 

It is one of the reasons why influencer marketing is growing in popularity. For successful influencer marketing, it’s vital to generate an organic engagement that does not look like ads. Besides, more than half of the younger generation uses social media as soon as they wake up each day. 

Internet users mostly encounter the content their favorite influencer posted rather than an ad. The best part? Consumers pay attention to the influencer’s content rather than a paid advertisement. 

Instagram

A total of 67% of brands use Instagram as their primary platform for influencer marketing. It’s understandable as the platform has more than 1 billion active monthly users. Also, Instagram stories became a vital tool for the success of influencer marketing. This platform gives a considerable advantage and high engagement to aesthetic fashion brands and accessories. 

TikTok

As TikTok rises in popularity, the percentage of brands who use TikTok for influencer marketing also increases.

Youtube

As the world’s second most visited platform, successful content creators on YouTube can earn millions from their videos. 70% of teenage subscribers admit they relate to Youtube creators more than celebrities. Meanwhile, 6 in 10 YouTube subscribers would follow purchase advice and trust reviews from their favorite content creator rather than a TV personality. 

Twitter

According to 40% of Twitter users, a Tweet from an influencer resulted in their purchase.

Blogs, Vlogs

According to 91% of millennials, online reviews from blogs or vlogs about a brand are trustworthy. After reading a positive review, 50% of consumers will likely take some action. In most cases, positive reviews encourage a purchase. Also, according to 98% of buyers, software reviews from blogs or vlogs influence their purchase. 

Other than that, most bloggers (68%) prefer to work with a brand instead of a network or agency. 

Snapchat

According to 4 in 10 users, they discover a brand thanks to celebrity endorsements on Snapchat. 

Campaigns 

• 2020 marked the increase of influencer-related marketing campaigns. This significant growth is a result of the initial impact of COVID-19. 
• Across different campaigns, it turns out 56% of brands use the same influencers. 
• 67% of brands prefer a campaign-based relationship with influencer marketing. 
• Meanwhile, 80% of brands admit to increasing their production of content. 

Searching for Relevant Influencers

• For brands that run in-house ad campaigns, 34% of respondents admit that finding influencers is challenging. 
• 61% of brands admit searching for relevant influencers is complicated and difficult (Mediakix). 

Conclusion

In the end, influencer marketing is indeed a powerful strategy for niche-specific brands. If you want to reach a more comprehensive set of audiences, you should consider searching for an influencer relevant to your brand.