60 vital influencer marketing statistics for your 2026

Is influencer marketing effective?

Let’s take a closer look at general influencer marketing effectiveness statistics 2025. Spoiler: the numbers are pretty eye-opening, and they show exactly why brands are pouring more budget into influencer campaigns than ever before. 

You will be surprised at just how much ROI creators can drive compared to traditional advertising.

86% of consumers make at least one influencer-inspired purchase per year

Surveys show consumers frequently buy from influencers. For example, Sprout Social’s influencer marketing stats found that influencer content drives 49% of consumers’ regular purchases and that 86% of consumers make at least one influencer-inspired purchase per year.This means most people act on influencer recommendations repeatedly throughout the year. 

93% of marketers have used influencer marketing in campaigns

One of the best proofs whether “is influencer marketing effective” is that brands of all sizes are relying on influencers. Real stat proof? 93% of marketers have used influencer marketing in campaigns, and 63% planned to increase their influencer budgets in 2024. NYwici.com

This confidence is reflected in Sprout Social influencer marketing growth statistics: global influencer marketing spend reached $24 billion in 2024 (up from $16.4 billion in 2022). 

Translation? Most companies see influencer marketing as effective, steadily investing more each year. The rapid market growth and broad adoption underline that influencer strategies are paying off for businesses.

69% of people “take influencers at their word” for product advice

Influencers command strong trust from their followers. In DriveSearch study, 69% of people said they “take influencers at their word” for product advice. 

Plus, another survey found that 63% of consumers said they trust recommendations from influencers more than they trust traditional brand messages. Globalsurvey.gs

In practice, this trust advantage means influencer posts are seen as credible endorsements rather than ads. 

TikTok influencer marketing statistics

TikTok reached ~1.59 billion monthly active users globally in 2025

By early 2025, TikTok has over 1.5 billion monthly active users around the world making it the fifth most popular social platform globally! Crazy, right? This enormous reach makes TikTok a very attractive platform for brands: you can access a very broad, global audience. Bind.media

Plus, the diverse and young user base helps marketers tap into deep engagement and viral potential.

On average, users spend 95 minutes per day on TikTok

Did you know people spend around 95 minutes a day on TikTok? That’s more time than they’re spending on any other major social platform! TikTok really hooks people — they don’t just pop in for a minute, they scroll and stay for a long time. Amraandelam.com

For marketers, that’s a huge win because users are paying attention, giving brands more chances to connect and engage.

71.2% made a purchase after seeing a product in their TikTok feed

Nearly half of TikTok users (49%) have bought something they spotted on the app, and over 70% actually made a purchase after seeing a product in their feed. That’s wild. Thunderbit.com

People aren’t just scrolling for fun — they’re buying. Which is exactly why TikTok isn’t just for building brand awareness. Creators can drive real sales, right from someone’s feed.

TikTok accounts under 100K followers average roughly 7.5% ER

TikTok leads all platforms in engagement. Period… Accounts under 100K followers average roughly 7.5% ER — about twice the rate of similar-sized Instagram accounts (3.65% for <100K). Theinfluencermarketingfactory.com

Even huge TikTokers (5–10M followers) still see ∼4.2% engagement. This is driven by TikTok’s video-first, interactive culture: the algorithm favors short videos that spark comments/shares. Theinfluencermarketingfactory.com 

Nano-influencers made up 87.68% of all TikTok influencers

TikTok influencer marketing statistics 2024 report found that nano-influencers made up 87.68% of all TikTok influencers (tier defined as 1K–10K followers). This means that the vast majority of TikTok’s creator base are small influencers. Influencermarketinghub.com

The best part? Their dominance shows how accessible TikTok is for creators and how brands can reach many niche, highly-engaged audiences by working with nano creators.

Nano-influencers on TikTok have an average engagement rate of 10.3%

Nano-influencers (1K–10K followers) on TikTok have an average engagement rate of 10.3%, according to Influencer Marketing Hub. This is extremely high compared to larger tiers (for example, mega influencers on TikTok are around 7.1% ER).

The high engagement comes from smaller creators having more direct and personal connection with their audience, which leads to more interactions per follower.

TikTok’s ad revenue reached $23 billion in 2024 and is expected to continue rising

TikTok pulled in a whopping $23 billion in ad revenue in 2024 and it’s on track to hit $33.1 billion in 2025. That kind of growth tells you one thing: brands are betting big on TikTok. 

The platform’s maturing into a serious, long-term marketing channel. Bindmedia

Read also: Expert guide to TikTok influencer marketing for brands 2025.

Instagram influencer marketing statistics

Instagram has surpassed 2.6 billion monthly active users worldwide 

Instagram is booming — over 2.6 billion people are using it every month in 2025. That’s up from just 1.04 billion back in 2020. Now it’s the third most-used social platform in the world, trailing only Facebook and YouTube. Sqmagazine.co.uk

Instagram’s ad reach has climbed to 1.74 billion users as of April 2025

Want to hear something very wild? By January 2025, Instagram ads were reaching 1.74 billion people worldwide. That’s over a quarter of everyone aged 13 and up on the planet. If you’re a brand, that’s a huge potential audience staring right back at you. Misstechy.com

Instagram’s ad revenue is projected to hit $67.8 billion in 2025

According to SQ Magazine influencer marketing Instagram statistics report, ad revenue is on fire. it's set to hit $67.8 billion in 2025, up from $60.1 billion last year. 

Translation? Brands are seeing serious value here, and Instagram keeps raking in cash for Meta. If you’re into marketing, that’s a clear signal: don’t sleep on this platform.

Impressions increased by 5.5%, while interactions on posts rose by 0.86%

Between 2023 and 2024, overall Instagram engagement crept up 4.3%. Reels? They grew a bit slower — just 0.84% year-over-year. What does that tell us? While posts are getting seen more than ever, people aren’t liking or commenting a ton more. 

But Reels still punch above their weight. Video keeps driving engagement, even if it’s just a small bump. Statista.com

Carousel ads generate 35% more conversions than single-image ads

Carousel ads, you know, the ones with multiple images, actually drive 35% more conversions than single-image posts according to SQ Magazine. That’s huge for e‑commerce brands: more slides mean more ways to show off your products, and more chances for people to click ‘buy.’

In 2025, 80% of Instagram users follow at least one business account

Per SQ Magazine Instagram influencer marketing statistics 2025, 80% of Instagram users are following at least one business account. That’s huge. Basically, most people on Instagram are already tuned into brands, which makes it an insanely powerful channel for getting discovered and promoting your products.

U.S. marketers were projected to spend $2.56 billion on Instagram influencer marketing in 2024

Amra and Elma states that U.S. marketers are set to pour $2.56 billion into Instagram influencer marketing in 2024 — that’s more than twice what they’ll spend on Facebook. It’s clear: Instagram is the place brands are going all-in on creator partnerships.

Read also: How Instagram influencer marketing enhances your ROI

Gen Z influencer marketing statistics

74% of Gen Z shoppers spend a large portion of their free time online

Socially.io research found that influencers are front and center in how Gen Z finds new products. That means influencer marketing isn’t just a ‘nice-to-have’ discovery tool — it’s how this generation actually interacts with brands day in and day out.

Nearly 90% of Gen Z say social media influences their purchasing decisions

According to Amra & Elma gen z influencer marketing statistics 2025, nearly 90% of Gen Z say social media actually shapes what they buy. In other words, they’re not just scrolling for fun — they’re shopping. 

Influencers? They’re basically the go-to style guides, tech reviewers, and product scouts all rolled into one.

About 57% of Gen Z have made a purchase directly through social platforms

Social commerce is blowing up with Gen Z. Amra & Elma states that About 57% have bought something straight from TikTok, Instagram, or similar platforms. Social media isn’t just where they discover stuff anymore; it’s basically a checkout line. For brands, that makes influencer marketing plus social commerce a total double win.

69% of Gen Z trust micro-influencers more than big celebs

Small creators feel more real for Gen Z. About 69% of them trust recommendations from smaller creators, compared to just 22% who trust big-name celebs. Why? Micro-influencers feel real and relatable, while celebs can feel a million miles away. Source: Amra & Elma

For marketers, the takeaway is clear: invest in creators with smaller, engaged communities. With Gen Z, authenticity always beats fame. 

When it comes to learning about new products, 43% prefer discovering things via influencers

According to Britopian, Gen Z influencer marketing statistics, when Gen Z wants to find new products, 43% say they’d rather learn from influencers than from regular ads or company posts. In other words, creators are basically their personal product scouts — way more trusted than any old ad.

61% actually prefer real, user-generated content 

61% of Gen Z actually prefer real, user-generated content over slick, polished ads. Why? Because it feels authentic. They trust real people sharing real experiences way more than corporate messaging. Source: Amra & Elma

If it looks too perfect or scripted, Gen Z instantly smells marketing, but UGC feels honest, relatable, and actually worth paying attention to.

Read Also: All you need to build influencer marketing Gen Z strategy in 2026

Industry benchmarks statistics

Fashion & beauty influencer marketing 

Overall engagement growth in beauty content has come primarily from nano- and micro-influencers

In fact, recent Vogue’s industry analysis notes that overall engagement growth in beauty content has come primarily from nano- and micro-influencers, underscoring that small creators can generate outsized attention.

Fashion & Beauty remain the most common categories

On the SociallyIn site, their 2025 influencer‑marketing stats show that Fashion & Beauty remain the most common categories for brands working with influencers.

Fashion & Beauty made up ~25% of all use cases for influencer programs.

The Influencer Marketing Hub report says that fashion and beauty are basically the power players in influencer marketing. They made up about 25% of all campaigns in 2023. That tells you where brands are pouring their money and attention. So if you’re looking for proof that style and beauty influencers still rule the social space, this is it.

Fashion influencer‑marketing market is projected to hit USD 74+ billion by 2032

According to Globe Newswire research, fashion influencer marketing isn’t slowing down — brands are expected to spend over $74 billion by 2032. Translation?  Influencers are a core channel for reaching shoppers in fashion, not just a ‘nice-to-have.

Read also: Rethinking fashion influencer marketing 2025

Fitness products influencer marketing stats 

72% of fitness apparel consumers say they’re influenced by fitness creators

Wifitalents Social media influencer marketing statistics 2024-2025 reports that 72% of people buying fitness apparel say they’re influenced by fitness creators on social media when they choose what to buy. That’s crazy huge. 

For fitness apparel brands, influencers aren’t just ambassadors anymore. They're legit sales drivers.

Fitness influencer marketing spend could reach $1.7 billion by 2025

Influencer Marketing Hub projects that fitness influencer marketing could hit $1.7 billion by 2025. In plain English? Brands are going all in on fitness creators. 

By the way, the pandemic turbocharged it: when gyms were closed, everyone was turning to social creators for workout inspo.

The average engagement rate for sports & fitness influencer content is 1.6%

According to Sprout Social influencer marketing benchmarks report, sports and fitness influencers are pulling an average engagement rate of 1.6% across major platforms. 

Sounds small? Actually, that’s really solid for niche content. These creators are getting real interactions, not just empty views. 

For brands, this means fitness influencers can drive meaningful interaction, especially if the content is workout tips, routines, or product demos.

Restaurants influencer marketing statistics

Restaurants working with influencers often get $6.50 in revenue for every $1 spent 

A 2024 QSR Magazine report shows restaurants working with influencers often pull in $6.50 for every $1 they spend. That’s a very healthy ROI for restaurants with real bookings and sales. It means influencer campaigns aren’t just about awareness: they’re driving measurable business outcomes for restaurants.

Influencer campaigns with local food creators generate ~8× ROI on average

Based on a 2024–2025 Restaurant Trend Report, influencer campaigns with local food creators generated ~8× ROI on average, plus a 30% bump in reservations within a week of posting. Local influencers are especially powerful here because they speak to a nearby audience who can actually visit.

For restaurants, that makes influencer marketing a major lever to drive foot traffic quickly.

Over 52% of consumers are likely to act on food & drink influencer content

From Evok Advertising’s 2024 analysis, over 52% of consumers are likely to act on food & drink influencer content, and restaurants often tap into micro-influencers for more engaged, local reach. The “act on it” stat is huge — more than half of people exposed to food influencers convert into action (visit, order, etc.).

Read also: Influencer marketing for restaurants to drive foot traffic and online orders

Mobile apps influencer marketing

CPIs that are 50–70% lower than traditional paid social

A recent Famesters Report via NetInfluencer says influencer‑driven app install campaigns are bringing in installs at 50–70% lower cost than regular paid social. And get this — the users they bring? They stick around 23–37% longer by day 30. 

Translation? Influencer campaigns aren’t just cheaper, they actually bring better, more engaged users. For app developers, especially those with subscriptions or engagement-focused apps,  that kind of retention bump can seriously make or break your ROI.

10–15% of an app’s marketing budget goes toward influencer marketing

BusinessDojo says 10–15% of an app’s marketing budget often goes straight to influencer marketing during launch. That’s not pocket change — it shows how seriously app makers are taking creators. 

Long-term creator partnerships” for games can run ~$1.1 million per year

On the mobile gaming side, Business of Apps reports that long-term creator partnerships can run about $1.1 million per year for the big titles. 

And here’s some perspective: typical campaigns hover around $79K, but some MMORPGs and RPGs are dropping $131K+ per campaign. The takeaway? For high-revenue mobile games, working with top-tier creators isn’t just a side hustle — it’s a serious, full-on marketing channel.

Read also: Influencer Marketing for Mobile Apps: strategy & examples.

B2B influencer marketing stats

85% of B2B marketers are now using influencer program

Get this: according to TopRank’s 2025 B2B influencer marketing statistics report, 85% of B2B marketers are now running influencer programs compared to just 34% in 2020. Crazy jump, right? This isn’t some experimental side hustle anymore; influencer marketing has officially graduated to ‘core strategy’ status. 

Brands are realizing it’s not just a nice-to-have; it’s how they actually reach decision-makers, build credibility, and move the pipeline. Basically, if you’re still ignoring influencers in B2B, you’re leaving a ton of opportunity.

The average ROI is 520% 

From Amra & Elma’s 2025 B2B influencer marketing statistics: 94% of B2B marketers say their influencer marketing delivers positive results, and the average ROI is 520%.

Translation? If you run your B2B influencer campaigns smart, you’re not just spending — you’re making serious money back.

76% of C‑suite respondents said their influencer program budget was increasing

Per TopRank B2B influencer marketing stats, 76% of C-suite leaders say their influencer budgets are going up. When the execs start opening their wallets, you know it’s serious. That kind of top-down buy-in means influencer programs are becoming long-term, strategic plays.

Marketers who don’t use an always-on influencer are 17x more likely to say their program is ineffective

Toprank found out that 99% (basically everyone) who runs an always-on influencer strategy says it actually works. Wild. But here’s the kicker… the teams not doing always-on? They’re 17x more likely to call their program ineffective. That’s huge.  It really shows that in B2B, success comes from a long marathon paced by trusted voices, not a quick sprint.

57% of B2B marketers are already using AI to help with content creation

As cited by TopRank B2B influencer marketing stats, 57% of B2B marketers are already using AI to help create influencer content. And 44% say AI is the emerging trend to watch for making that content even better.

 In other words, smarter AI content + better targeting = more efficient, scalable influencer programs.

Influencer marketing ROI statistics 2025

Brands get US$ 5.78 per US$ 1 spent

GoViral, Love Pixel agency, and CreatorLabz conclude that influencer marketing delivers about $5.78 ROI per $1.

For businesses, this means investing in influencer campaigns can yield significantly higher returns than traditional digital advertising, making it a highly cost-effective growth strategy.

Influencer marketing yields ~11× ROI vs. traditional digital ads

Sci‑Tech Today influencer marketing statista reports that brands using influencer marketing see 11× higher ROI than with regular digital ads. Yeah, you read that right — eleven times.

Why? Influencers bring trust and authenticity that ads just can’t fake. People don’t scroll past their content; they listen and take action.

63.8% of brands plan to increase influencer budgets (because of ROI)

According to Sprinklr’s “Key Social Media Marketing Statistics for 2025,” more than 60% of brands plan to grow spend, citing ROI from influencer-led content.

Harmelin Media 2025 Media Trends Research also reports 91% of brands using influencer marketing see creator content driving more ROI than traditional digital ads. 

Measuring ROI is becoming more common

The ‘Creator Marketing for Consumer Brands’ influencer marketing ROI statistics 2024-2025 report shows 70% of brands are now tracking influencer ROI — not just likes and shares, but engagement, reach, conversions, sentiment, the whole shebang.

Over in B2B land, TopRank’s 2025 report shows advanced programs are twice as likely to track ROI, looking at things like MQLs, SQLs, share of voice — basically connecting influence to real business results.

The point? Tracking ROI isn’t optional anymore. Brands that skip it are flying blind, while those who measure everything can actually optimize campaigns.

Influencer marketing predictions

1. Micro & nano influencers will dominate. 

Brands are shifting focus from mega‑celeb influencers to micro (10K–100K) and nano (under 10K) because these creators drive authenticity, high engagement, and real community trust.

Smaller creators are increasingly being used in performance-based or long-term contracts. That’s proved by social media influencer marketing statistics from Influencer Marketing Hub.

2. AI Will Be Core to Campaign Strategy

AI tools are not just “nice to have”: they’re being used for influencer selection, influencer marketing predictions, fraud detection, and campaign optimization

So here’s something cool we’ve been seeing with influencer discovery. There’s this semantic search on YouTube that doesn’t just look at hashtags, bios, or descriptions. It actually listens to what creators are saying, analyzes the topics they cover, and reads the subtitles too. Basically, it builds a semantic vector that captures the main ideas of the video and searches by meaning, not just keywords.

IQFluence’s discovery dashboard. Try it for free.

The results? Way more accurate, especially when you’re hunting for niche or ultra-specific influencers. Honestly, it’s a game-changer if you want to find creators who are truly relevant to your brand and content context.

Besides, generative AI will also help creators scale content: script‑writing, video editing, and optimization will be increasingly automated. Virtual (AI) influencers continue to grow — synthetic personas or AI-powered versions of real creators will play a bigger role.

3. Long-Term, Strategic Influencer Partnerships

Per Forbes, rather than one-off activations, brands will lean into ongoing collaborations with creators, treating them like strategic brand partners. Some creators are already being brought on as consultants, advisors, or even given equity in brands, aligning long-term incentives.
This strengthens trust: the audience sees consistent, genuine messaging, not just transactional endorsements.

4. Social Commerce + Live Shopping Gets Bigger

• Social commerce remains a growing channel: more purchases will happen directly in social apps (Instagram, TikTok, etc.).

• Real-time content, like live-streaming and live shopping events will further link creators to conversions.

• Influencers will help guide “micro‑journeys”: from inspiration → product discovery → checkout, with minimal friction.

5. Growth of Regulatory & Ethical Frameworks

With more money flowing into the influencer marketing market, regulators and industry bodies will tighten rules around transparency, FTC-like disclosures, and ethical behavior. (e.g., using AI to detect fake engagement).

Influencer marketing associations or self-regulatory frameworks may emerge or strengthen, pushing for standard practices. (This is already happening in some markets.)

AI tools will also help with compliance: there’s emerging research on using models to assess whether content is “sponsored” and whether it meets legal disclosure rules.

6. Hyper-Personalization & Psychographic Targeting

Biggest surprise this past year? It’s not always the perfectly produced posts that win — it’s the ones that feel real, like someone’s talking to you.

Brands are teaming up with creators to make content that feels made-for-their-audience. Social data and performance analytics tell you what story formats, tones, or product mentions actually land.

Honestly, I’ve seen a shaky front-camera monologue crush a polished ad — why? Because it felt like a friend giving a tip, not a commercial. That’s the magic of the personal.

Influencer campaigns won’t just target by demographics (age, location) — psychographic profiling (values, interests, behaviors) will guide influencer selection. 

Real‑time context, e.g., what a user is doing, what they care about right now, will influence content delivery and messaging. AI will make that possible.
This means more tailored influencer content: not “generic lifestyle post,” but content that feels personally relevant to audience segments.