Brands and bloggers are always looking for new ways to generate revenue and website traffic. Influencer marketing is already an established form of online marketing because influencers have managed to build bridges between brands and audiences. This is why marketers have seized the opportunity to work with influencers.
We’ve put together some influencer marketing spend facts and statistics, which will help you understand how much influencer marketing has grown and how to be more prepared for your next influencer marketing campaign.
Facts and Statistics on Influencer Marketing in the US (Editor’s Choice)
- 49% of customers rely on advice from influencers.
- 94% of marketers believe influencer marketing strategies are very successful.
- $6.5 was the average ROI for every dollar spent on influencer marketing.
- Instagram influencers can charge up to $3000 per post.
- YouTube influencer rates can go as low as $500 per video.
- The average cost of a YouTube ad is $0.10 to $0.30.
- 84% of companies plan to work with a social media star in the future.
Influencer Marketing Statistics
1. The Instagram influencer market is said to reach $5 billion in 2020.
Although the coronavirus crisis has affected everyone worldwide, it seems that it won’t affect the Instagram influencer market. During 2019, the Instagram influencer marketing global spend increased by 22% and reached $479 million.
Based on data regarding sponsored posts, Stories, and money spent in the first quarters of 2019 and 2020, it is estimated that the influencer marketing market size will be somewhere between $5 billion to $6.5 billion in 2020.
2. 49% of customers rely on advice from influencers.
This is the reason why most of the brands decide to join forces with influencers. Research conducted by an analytics company called Annalect and Twitter showed that 56% of people rely on their friends’ recommendations, and 49% of users choose to trust influencers on social media when deciding on their next purchase.
3. Influencers have a more significant impact on Millennials and Generation Z.
Influencer marketing statistics for millennials show that one-third of millennials aged 13–25 report to be following Twitter or Vine creators on Twitter. That’s 47% more than their older counterparts.
4. Google searches for Influencer Marketing grew 1500% over three years.
(Influencer Marketing Hub)
Statistics on influencer marketing growth say that every year more and more people search for the phrase “Influencer Marketing.” In 2015, there were 3,900 searches per month for that phrase, but, as time passed, that number doubled. Therefore, it doesn’t come as a big shock when this trend continued in 2018 when 61,000 searches for the phrase “Influencer Marketing” were done.
5. 94% of marketers who have used influencer marketing strategies find them a successful method.
(Social Media Today)
Influencer marketing involves selling products and services with the help of individuals who have sway over what other people buy. A whopping 94% of marketers believe that influencer marketing is useful, and influencer marketing ROI shows that it can generate 11 times the ROI of traditional advertising.
6. Travel influencers earn $220 for every post.
Influencer marketing report shows that influencer marketing is always on the rise. Social media influencers use their number of followers and creative vision to decide what to charge brands. However, not all influencers are paid the same. Influencer marketing pay rate statistics conclude that out of all influencers, the most paid ones are travel influencers, who charge $220 a post. Entertainment influencers are second at $209 per post, and Home and Lifestyle influencers are third at $204 per post.
7. $6.5 was the average ROI for every dollar spent on influencer marketing.
(Convince and Convert)
According to influencer marketing statistics 2020, for every dollar invested in influencer marketing, businesses make $6.5 in revenue. Some companies, 70% of them to be exact, earn $2, while only the top 13% of them make $20. Last but not least, there are 18% of businesses that fail to make any revenue.
8. In 2018, marketers’ influencer marketing budget was $25,000-$50,000 per program.
39% of marketers surveyed in 2018 said that they planned to increase their budget in their influencer marketing plan for 2019. 30% of marketers report that they would spend somewhere between $25,000 to $50,000, and 25% plan to spend $50,000-$100,000 per program. Only 19% said that they would pay over $100,000 per program.
Influencer Marketing Instagram Statistics
9. Kylie Jenner is the highest-paid influencer.
Social media influencers earn a living by promoting products on various social media platforms. Kylie Jenner, who received the acclaimed “youngest self-made billionaire” title in 2018, is the highest-paid influencer. She is known to make up to $1 million per sponsored post on Instagram. Ariana Grande comes in second place, while the third-place belongs to Cristiano Ronaldo.
10. Micro-influencers deliver higher engagement results.
Influencer marketing statistics reveal that Instagram influencer partnerships are the way to go if you want to reach new audiences. The engagement rate on Instagram is much higher than on any other social media platform. Compared to 1.5% on other platforms, Instagram comes in with a massive 3.21% engagement rate.
Apart from that, it has been concluded that micro-influencers with 0-25K followers have a higher engagement rate (around 7%) on their posts.
11. Instagram influencers can charge up to $3000 per post.
Depending on the number of followers, the per-post amount charged by influencers can vary immensely. The influencer marketing spend on Instagram can get as low as $75 per post if the influencer has 2,000 to 10,000 followers. Those with 50,000 to 100,000 followers earn between $500 to $1,000 per post, while those with 500,000+ followers get $3,000+ per sponsored Instagram post.
12. Instagram Stories statistics show the feature as a decisive part of influencer marketing success.
Stories are photos or videos that disappear after 24 hours. In January 2019, Instagram reported 500 million daily active Stories worldwide. Influencers are known to use Stories to interact with their audiences. They do this by giving their fans a glimpse into their lifestyles while promoting sponsored content at the same time. Social media marketing reports show that influencers are posting twice as many Instagram Stories as Snapchat Stories.
13. Over 68% of marketers consider Instagram the go-to social media.
Social media platforms are a vital part of any influencer marketing campaign. Instagram remains the favorite influencer marketing hub for marketers, with 68% stating that Instagram is their preferred social media channel. Facebook is in second place with 51%, while YouTube and Pinterest usage have increased over the years at 38% and 24%, respectively.
YouTube Influencer Marketing Statistics
14. 70% of teenage subscribers relate to YouTube creators, the YouTube demographics show.
(Think With Google)
YouTube creators’ relationship with their fans is more of a friendship than a fanship because they interact. Gen Z influencer marketing statistics reveal that four out of ten Gen Z and Millennial subscribers say that their favorite YouTube influencer understands them better than their friends. That’s why influencer marketing studies and statistics have shown that 70% of teenage subscribers say they relate to YouTube creators more than traditional celebrities.
15. YouTube influencer rates can go as low as $500 per video.
The influencer video marketing spend on YouTube is usually higher than any other social media platform. The more subscribers a channel has, the more it gets paid per video. For 50,000 to 100,000 channel subscribers, YouTubers get $500-$1,000 per video; for 100,000 to 500,000 subscribers, $1,000-$3,000, and for 500,000+ channel subscribers, the price can easily get to $5,000 or more.
16. The most popular YouTube channel is T-Series—it has over 154 million subscribers.
There are now thousands of YouTube channels fighting for the attention of 1.5 billion active users. YouTube influencers exist in multiple genres, from gaming to fashion to comedy shows.
According to YouTube influencer marketing statistics, the user with the largest number of subscribers is Swedish YouTuber PewDiePie, who became the first to own a channel with over 100 million subscribers. However, PewDiePie’s channel was overtaken by a record label and a film production company channel from India—T-Series.
17. The average cost of a YouTube ad is $0.10 to $0.30.
When it comes to influencer marketing campaigns, statistics show YouTube has always been one of the biggest advertising platforms. It allows you to reach a vast amount of people instantly, and as it turns out, it doesn’t cost a lot. $0.10 to $0.30 would be the amount you’d have to pay when a viewer interacts with your ad.
Fun Facts and Statistics about Influencer Marketing
18. Only 8% of influencers sign a contract.
In 2016, Influence.co surveyed 1,140 influencers worldwide. These statistics on influencer marketing showed that just 8% of influencers sign a contract with the brand they are representing. Half of them said they don’t sign anything (52%), and 29% said they sometimes sign a contract form.
19. Influencers in the UAE charge the highest rates per sponsored post.
Who would have thought that location would play such an enormous part in influencer marketing costs? As it turns out, where an influencer resides can also determine how much they charge per post.
According to influencer marketing pay rate statistics, influencers from the UAE are on top of the list, as they charge the most, namely $274. Influencers from the US and Canada come in close second and third place with the former charging $214 and the latter $210.
20. 69.4% of influencers become influencers to make some revenue.
TapInfluence and Altimeter conducted a study about influencer marketing, where they interviewed both marketers and influencers to paint a better picture of influential marketing. According to their findings, the highest percentage of influencers, around 70%, became influencers for the sole purpose of making money.
The Influencer marketing report for 2020 showed that there is also a high number of influencers with a more noble cause, who decided to become influencers to make a change in the world. However, some just wanted to become famous, and they account for around 48% of influencers.
21. 84% of companies plan to work with a social media star in the future.
Every brand wants to promote its product in the best way possible. Collaborating with an influencer is the optimal way to go. According to a survey by Augure, 84% of companies want to work with an influencer as part of their influencer marketing plan.
22. 72.2% of influencers feel marketers do not pay them enough.
Although influencer marketing use statistics show that this marketing type is on the rise, and influencer revenue can often be compared to that of mainstream celebrities, there are a few things that influencers struggle with when dealing with marketers. One of the main reasons for their dissatisfaction is the fact that they are often underpaid.
Tapinfluence and Altimeter conducted a study and concluded that a staggering 72% of influencers have a problem with this. Moreover, around 40% believe that they don’t have enough creative freedom when dealing with marketers, while approximately 30% of them have an issue with unrealistic deadlines.
With each passing day, social media and their influential voices continue to grow in authority and popularity, driving influencer marketing forward. From these influencer marketing spend statistics, we’ve learned that influencer marketing is expanding rapidly in marketing effectiveness and popularity.
That, together with social media presence getting more and more involved in our everyday lives, indicates that the influencer marketing future can only get brighter.
Frequently Asked Questions (FAQ)
According to influencer marketing campaign statistics, pricing depends on what social media platform the influencer is promoting your product. You can advertise on the most popular social media platforms like Facebook, Instagram, Snapchat, or Youtube. Here is the price range of the top four social media platforms:
- Facebook influencer pricing: $25 per 1,000 followers
- Instagram influencer pricing: $10 per 1,000 followers
- Snapchat influencer pricing: $10 per 1,000 followers
- YouTube influencer pricing: $20 per 1,000 followers
One of the best ways to make money on Snapchat is through Snap Ads. Snap Ads are Snapchat videos offering ads, and they start from around $3,000 per month. Snapchat also features sponsored Lenses, which don’t have a fixed price. Depending on the day, the cost can range from $450,000 to $700,000.
There are also Snapchat discover ads that start at $50,000 per day. These prices might seem high. However, if you want to advertise your product or brand, this might be the best way to do it.
Thanks to her 118.5 million followers, Kylie Jenner is the highest-paid social media influencer, averaging an impressive $1.2 million per post. Other Instagram influencers cost brands slightly less, such as Ariana Grande who makes a little less than $1 million per post. Cristiano Ronaldo, who has the most followers on Instagram, earns $975,000 per post.
Besides these three, Kim Kardashian West and Selena Gomez also get into the top five, with the reality star making $910.000 per post and the American singer just less than $900.000 per Instagram post.
Influencer marketing spend in 2020 shows that advertising on Instagram is, in many ways, the same as advertising on Facebook. You will have to pay somewhere between 20 cents to $2 per click if you want to have your ad run on Instagram. You can also run your ads on a cost per mile basis, and then you are likely to pay around $5 per 1.000 visitors on average. Therefore, it’s up to you to choose which platform works best for you and your brand.
Global spend on influencer marketing stats show that micro-influencers have anywhere between 6,000 to 10,000 followers. These micro-influencers can make $88 per post on average. Most micro-influencers see this as a dedicated hobby that can open some new doors for sponsored posts in the future, filled with some free perks along the way.
Influencer marketing effectiveness statistics show that the engagement on Instagram is much higher than any other social media platform, and micro-influencers have a higher engagement rate than other influencers.
Influencer marketing spend depends, primarily, on an influencer’s number of followers.
An influencer with 10K followers can charge $100 per post, an influencer with 100K followers can charge $1.000 per cost, and an influencer with over one million followers can charge up to $10.000 per post.
For example, celebrities can increase their prices because their reputation goes beyond their social media fame, and that translates to more followers on their social media profiles. Therefore, not surprisingly, the more popular an influencer is, the higher their rates will be.