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Influencer marketing worldwide - statistics & facts

Influencer marketing has become one of the most popular and effective forms of online marketing. With millions of internet users browsing social media platforms for entertainment, inspiration, and product recommendations every day, it comes as no surprise that marketers are harnessing the power of social media’s most recognizable faces for promotion. The global influencer marketing market value has more than doubled since 2019, standing at around 13.8 billion U.S. dollars as of 2021. As influencer endorsement continues to mature as an industry, the size and value of influencer marketing platforms also continue to expand every year, making collaborations between brands and creators more profitable than ever.


Instagram is known as the leading platform for influencer marketing worldwide. Not only has the app become a common way of discovering influencers, but companies can also reach out to potential partners directly via the app’s messenger. Instagram also offers various formats that creators can use to promote a brand’s product or service, ranging from photos and tags to Stories and Reels. In addition, brand websites can directly be linked or reached via a designated shopping tab, highlighting the platform’s increased focus on brand cooperation. In 2020, the number of brand-sponsored influencer posts on Instagram surpassed six million, making the global Instagram influencer market a two-billion-dollar business.


YouTube is the first point of call for free online video content. With millions of internet users browsing the platform every day in search of music videos, tutorials, or vlogs, marketers have come to see YouTube as a very fertile advertising ground. In 2020, YouTube influencer marketing spending reached an estimated 6.6 billion U.S. dollars worldwide, up from 5.5 billion the previous year. What makes YouTube stand out from other social networks is video length, with some creators embedding promotional content in 30-minute or even hour-long videos. As these can require high production costs and mega-influencers such as PewDiePie have nine-digit follower counts, the average price per sponsored YouTube video can reach up to seven thousand U.S. dollars.


While TikTok is a comparatively recent addition to the social media landscape, the video-sharing app has already evolved into a popular marketing channel. What makes TikTok marketing so appealing are the app’s striking download figures, audience reach, and the impressive engagement rates of influencer content - especially among Gen Z users. By partnering with mega-influencers like Bella Poarch, brands can increase exposure, stay up to date with viral trends, and appeal to millions of young potential customers. So who are the most sought-after influencers on the app? As of 2021, Charli D’Amelio was the most-followed creator on TikTok, with close to 120 million fans.

Interesting statistics

In the following 4 chapters, you will quickly find the 39 most important statistics relating to "Influencer marketing worldwide".

Statistics on the topic


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