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 daily, it is no surprise that marketers are harnessing the power of social media’s most recognizable faces for promotion. The global influencer marketing market value stood at 16.4 billion U.S. dollars as of 2022, having more than doubled since 2019. 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.

Short video format is the new black: TikTok

TikTok is a recent addition to the social media landscape, but the video-sharing app has already evolved into a reliable marketing channel. What makes TikTok marketing so appealing are the app’s striking download figures, audience reach, and 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 potential young customers. So, who are the most sought-after influencers on the app? As of 2021, Charli D’Amelio ranked as the most-followed creator on TikTok, with close to 120 million fans. However, while mega-influencers have an impressive following, micro-influencers also manage to have a significant impact on the platform, sometimes generating even higher engagement rates. Overall, as the app continues to gain global traction and Gen Z users grow up to accumulate more consumer power, it is worth keeping an eye on TikTok’s influencers.

Influencers’ comfort zone: Instagram

Despite TikTok receiving growing focus and attention from marketers, Instagram remains 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 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 2021, the number of brand-sponsored influencer posts on Instagram surpassed three million, making the global Instagram influencer market a fifteen-billion-dollar business.

Old but gold: YouTube

When it comes to long-video content, YouTube is the first point of call for users and influencers alike. 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. Video length makes YouTube stand out from other social networks, 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.
This text provides general information. Statista assumes no liability for the information given being complete or correct. Due to varying update cycles, statistics can display more up-to-date data than referenced in the text.
Published by Valentina Dencheva, Jan 19, 2023

Key insights

Global influencer marketing value
21.1bn USD
Global influencer marketing platform size
202m USD
Leading platform for influencer marketing
Instagram
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Influencer marketing market size worldwide from 2016 to 2023 (in billion U.S. dollars)

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Global influencer marketing value 2016-2023

Leading platforms for influencer marketing worldwide as of January 2020

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Leading platforms for influencer marketing worldwide 2020

Number of influencers brands worked with worldwide as of February 2023

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Number of influencers brands worked with worldwide 2023

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