47 Influencer Marketing Statistics You Need to Know in 2024

By: Ashley P.Update: December 31, 2024

Stay on top in 2024 with this collection of important influencer marketing statistics.

Influencer marketing is an effective digital strategy that every business and marketer should embrace.

Brands are increasingly turning to influencers to connect with audiences genuinely and positively. Consider platforms like TikTok and Instagram, where creators produce engaging content that shapes buying decisions and builds customer loyalty.

The expansion of this sector is remarkable. Influencer marketing is projected to reach $24 billion by the end of the year. This growth highlights how influencers shape consumer behavior and how brands can expand their reach effectively.

We’ve gathered vital insights and data to inform your strategies and enhance your marketing efforts. We’ll also share tips on using these statistics alongside tools like the best QR code generator to boost your campaigns.

Ready to improve your brand’s presence? Let’s jump in!

Table of Contents

What is the success rate of influencer marketing?
Part I. How influencers shape consumer trust and behavior
Part II. Platform performance statistics on influencer marketing
Part III. How influencer marketing delivers high ROI and drives growing financial investment
Part IV. Evaluating content performance in influencer marketing
Part V. Niches and demographics influencer marketing statistics
Part VI. Influencer marketing trends and challenges
Create branded QR codes on a dynamic QR code generator
Top benefits of using QR codes in influencer marketing
Influencers meet QR codes: The perfect formula for marketing wins
FAQ
- How is influencer marketing effective?
- What’s the global count of influencers?

What is the success rate of influencer marketing?

In recent years, influencer marketing has proven HIGHLY effective. Recent statistics reveal that 87% of consumers say influencer recommendations have affected their buying choices.

These influencers promote products, services, or brands by maximizing their credibility and audience engagement, boosting brand awareness, trust, and sales.

How many influencers are there in the world? MILLIONS. And they are still growing in number! Imagine collaborating with these persuasive people—influencer marketing is indeed a powerful channel that any brand owner should tap into.

Daniel Wellington is a prime example of a brand that successfully used influencer marketing. They collaborated with influencers of all sizes and provided them with watches to showcase on social media. They also provided unique discount codes to drive sales and track results.

Influencers enhanced the brand’s aesthetic by featuring the watches in stylish settings. This authentic promotion built trust with potential customers and significantly boosted Daniel Wellington’s presence in the watch industry.

Quick Response technology is also entering the spotlight of influencer marketing. Brands and creators use the best QR code generator to create QR codes for all their social media handles, directing customers and fans straight to their stores, websites, and pages.

A QR TIGER report shows that brands using QR codes for their social media gained 30% more followers.

Part I. How influencers shape consumer trust and behavior

The trust influencers command speaks volumes about their impact on consumer choices today. Just take a look at these insights we’ve pulled together:

45% of Gen Z prefer brands worn by influencers over celebrities

For Gen Z, influencers hold an edge that brands and celebrities often can’t match.

A survey by Nerds Collective reveals that 45% of European Gen Zers want brands they’ve seen influencers wear, compared to just 18% who prefer brands their friends wear.

This speaks volumes: for Gen Z, influencers aren’t just style icons—they’re trusted sources of what’s cool.

Tip: You can use a custom landing page QR code solution in influencer posts. A personalized page can offer Gen Z users an exclusive experience, maximizing engagement and tracking.

69% of consumers trust influencer recommendations

According to Matter’s statistics on influencer marketing, 69% of consumers trust an influencer’s word more than a brand’s claims, and this preference extends to recommendations from friends or family.

Authenticity is the “secret sauce” here. People follow influencers who feel genuine—those who create relatable content and offer accurate insights.

Tip: Add QR codes to influencer-created content. A QR code connects online recommendations to real-life purchases, leading customers to the product page.

63% of Gen Z and millennials trust influencers over brands

Mistrust of institutions like the government, banks, and brands is currently peaking, particularly among the younger demographic.

A survey by Influencer Marketing Hub underscores that 63% of Gen Z and Millennials trust influencers more than brands.

This makes influencers twice as likely to influence their decisions as brand communications alone.

63% of consumers likely to purchase from trusted influencers

Data from Traackr suggests that 63% of consumers are swayed by influencers when it comes to buying decisions, with 48% saying they actively seek out social media influencer recommendations.

Brands in lifestyle industries see success by collaborating with influencers whose storytelling can bring out a product’s unique qualities, values, and uses.

75% of people turn to social media for purchase advice

LinkedIn stated that 75% of consumers rely on social media for buying recommendations.

Influencers are essential as they help distinguish brands from the competition, establish trust, and improve credibility by highlighting products’ distinctive qualities.

This partnership can effectively expand a brand’s audience and boost sales, especially with the right influencers.

Tip: Add Link Page QR codes on posts to encourage followers to view extended content on YouTube or other social media platforms.

41% of users discover new products via social media influencers

According to Hubspot, 41% of social media users use influencers as their go-to source for new product discoveries.

This number climbs to 43% among Gen Z and Millennials, showing how integral influencers are in introducing brands to younger audiences.

61% of consumers seek relatable influencers

A study by Matter found that 61% of consumers are most drawn to relatable influencers. Other appealing traits include expertise (43%) and lighthearted, just-for-fun personalities (32%).

The shift away from celebrity influencers, with only 11% preference, is a notable decline from Matter’s 2020 Influencer Survey (17-22%).

Authenticity is the magic word here: 39% of consumers say this is what they value most when learning about a product.

42% of consumers prefer educational content from influencers

Influencers who educate their audience have a unique place in the market.

A Matter study highlights how-to videos and tutorials as the preferred influencer content, with 42% of respondents favoring these.

Quick, informative stories are also a hit, preferred by 35% of consumers.

Tip: You can use a YouTube QR code to link to tutorial videos or product demos. This approach caters to the 42% of consumers who prefer educational content.

79% say user-generated content (UGC) impacts purchase decisions

UGC holds serious weight—Nosto reports it influences 79% of buying decisions, nearly 10 times more than influencer content.

Authentic UGC, particularly positive reviews, drives confidence, with millennials trusting UGC 50% more than brand-generated content.

And the trend is growing: 35% of Gen Z consumers think UGC will become even more credible than brand-produced content in the coming years.

Tip: You can embed video QR codes in packaging or digital ads to showcase authentic UGC and allow consumers to view real-life product use.

76% of users intend to purchase from social media posts

According to Bazaarvoice’s (formerly Curalate) influencer marketing statistics, 76% of users have bought or intended to buy a product after seeing it in a social media post.

Pew Research supports this, noting that 39% of consumers make quick purchasing decisions based on influencer content.

However, while influencers are significant for younger users (54% of those aged 18-29 say influencers impact their buying choices), the effect declines with age, dropping to 42% for those aged 30-49 and 29% for users over 50.

Part II. Platform performance statistics on influencer marketing

Each platform brings its strengths to influencer marketing, capturing unique audiences and engagement styles. Here’s a look at how they stack up:

TikTok is the most popular influencer marketing channel

For years, Instagram (IG) has reigned as the top platform for influencer marketing. However, according to Influencer Marketing Hub’s report, TikTok has overtaken it, with 69% of brands using the platform for their influencer campaigns.

In comparison, Instagram follows with 47%, YouTube at 33%, and Facebook at 28%.

TikTok influencer content earns healthy engagement rates

According to Social Insider’s influencer marketing statistics, TikTok’s engagement rates are impressive, averaging 2.65% by followers and 4.07% by views.

However, engagement has declined, with a 35% drop in follower engagement and a 20% drop in view engagement last year.

Notably, TikTok’s educational content performs exceptionally well. At the same time, Instagram’s engagement remains steady at an average of 0.70%, with education as its most engaging category.

Facebook trails with an average engagement rate of 0.15%, where arts and crafts content sees the highest engagement.

Facebook is the best platform for social commerce

Facebook dominates social commerce, with 64.6 million expected buyers this year, according to eMarketer.

In the US, 60.9% of social shoppers have purchased on Facebook, with TikTok following at 35.5% and Instagram close behind at 34.3%.

Statista reports that social commerce’s penetration rate rose by 31.16% in 2023 and is forecasted to grow by 31.41% in 2028.

YouTube is the most popular platform for watching Influencer-Generated Content (IGC)

According to a survey by Traackr, YouTube takes the lead in influencer-generated content (IGC). Millennials (ages 27-42) and Gen Z (ages 12-27) prefer it.

As Aspire reports, Instagram and Facebook follow in popularity, but YouTube maintains the highest engagement rate for video content at 49.5%.

TikTok trails significantly with an engagement rate of 2.06%, showing YouTube’s dominance in the space for highly engaging video content.

Tip: Use QR codes in YouTube video marketing to create a powerful way to amplify influencer content and boost audience engagement.

Part III. How influencer marketing delivers high ROI and drives growing financial investment

Influencer marketing ROI statistics make its value hard to ignore. Here's a closer look at why brands are investing more than ever:

Influencer marketing is expanding into a $24 billion market

As brands increasingly adopt influencer strategies, the industry is experiencing massive growth. In 2023, its value reached $21.1 billion—up 29% from 2022’s $16.4 billion.

According to Influencer Marketing Hub and Statista, the industry is expected to be worth a substantial $24 billion by the end of this year. Despite economic fluctuations, influencer marketing shows no signs of slowing down.

Influencer advertising spending is expected to hit $35.09 billion

Statista reports that global influencer advertising spending is projected to reach $35.09 billion this year—a 13.9% rise, signaling brands’ willingness to invest in this channel.

Annual growth (CAGR 2024-2029) is expected to average 9.91%, potentially reaching $56.28 billion by 2029. Brands spend around $6.16 per internet user on influencer advertising.

For every dollar spent on influencer marketing campaigns, they bring in $5.78 in revenue

Why have influencer partnerships gained popularity so quickly?

Simply put, they deliver results. 60% of marketers intend to boost their spending on influencer marketing this year. For every $1 spent on influencers, brands see an impressive average return of $5.78, translating to an ROI of 578%.

Top companies achieve even higher returns from influencer collaborations. Leading brands are seeing ROIs upwards of $18 for every $1 spent—a staggering 1,800% return.

If you haven’t ventured into influencer marketing, now’s the time. According to Influencer Marketing Hub, the top channels for influencer success include IG, TikTok, and Facebook.

85% of brands say they get better quality leads from influencer marketing campaigns

Partnering with influencers who align with a brand’s values is increasingly essential. Influencer Marketing Hub reports that 85% of marketers find influencer marketing beneficial for customer acquisition.

Influencer marketing allows you to connect directly with social media users who are already interested in your brand’s offerings. Influencer partnerships can boost your brand’s visibility and drive sales, making it a highly effective strategy for reaching engaged audiences.

Tip: Explore some of the best QR code marketing campaigns that successfully use influencer partnerships to generate quality leads and drive brand success.

For every $1 spent on influencer campaigns on Instagram, brands see a return of $4.12

A HypeAuditor report highlights Instagram’s ROI potential, averaging $4.12 for every dollar spent with influencers on the platform.

A $500 campaign with a micro-influencer could mean an impressive $2,105 return.

30% decrease in CPA when IGC is used instead of brand-produced content

Aspire’s report shows that influencer-generated content can reduce cost per acquisition (CPA) by 30% compared to traditional brand-produced content.

This highlights the value of influencer-driven campaigns in delivering high-quality leads at a lower cost.

Most brands are spending less than $50,000 on influencer marketing

Influencer Marketing Hub reports that most brands spend less than $50,000 on influencer marketing. Specifically, nearly 47.4% allocate under $10,000 annually, a rise from 43% last year.

About 21% of the spending is between $10,000 and $50,000. At the higher end, 14.5% spent over $500,000, significantly increasing from last year’s 11%.

On another note, 65.8% of survey respondents now maintain a dedicated content marketing budget, a figure that’s been steadily rising.

89% of people believe influencer marketing provides a return on investment equal to or better than other marketing channels

Influencer marketing isn’t just a trend—it’s a robust investment. According to a Mediakix survey, 89% of marketers attest that influencer marketing ROI is on par with or better than other channels.

When broken down, 41% of marketers believe influencer marketing’s ROI is on par with other channels, while 34% think it is better. Additionally, 14% feel it delivers much better results.

On the other hand, only 10% consider it worse, and just 1% think it performs much worse.

The low numbers of those dissatisfied with influencer marketing ROI may suggest that certain campaigns fall short. Still, overall, most marketers are pleased with the returns.

Part IV. Evaluating content performance in influencer marketing

The effectiveness of influencer content is key to understanding its true value. Check out these insights to gauge how well influencer marketing is performing:

36% of brands agree that influencer content outperforms branded content

Influencers bring deeply engaged audiences who trust their opinions, giving brands a unique advantage. You’re tapping into this trust by incorporating influencers into your strategy to amplify your message.

Linqia’s marketing data reveals that 36% of brands today find influencer content consistently outperforming their branded content. Many consumers view influencer content as more authentic and less biased, making it a practical choice to drive engagement.

Partnering with influencers whose audiences align with your brand can significantly expand your reach.

71% of marketers see influencer partnerships as a key strategy

A study by Smart Insights shows that 71% of marketers regard influencer marketing as a valuable, ongoing strategy rather than a one-time tactic. They report that influencers deliver high-quality traffic and customers, positively impacting conversion rates.

Long-term partnerships, such as brand ambassadorships, can strengthen trust and credibility, helping your brand foster a more authentic connection with your audience.

63% of marketers find Influencer-Generated Content more effective than brand-directed content

Influencer-generated content outperforms branded content

Today’s consumers crave authenticity, and the numbers back this up: 63% of marketers say influencer-generated content (IGC) outperforms other brand-created content.

IGC can be a powerful asset throughout the buyer’s journey, from raising awareness to driving conversions. Its authentic appeal often makes it more engaging than studio-shot content, making it an intelligent choice for repurposing across social media, ads, email, and beyond.

90% of marketers repurpose IGC

Data from Aspire shows that 90% of marketers now repurpose influencer-generated content (IGC) across various channels, including websites, emails, ads, and even in-store displays.

Over two-thirds of brands already use IGC, and another 21% plan to incorporate it soon. Using IGC across different touchpoints allows brands to create a consistent, relatable presence that resonates with audiences.

30% of brands are not yet measuring influencer marketing ROI

While influencer marketing proves effective, not all brands measure its full impact. Influencer Marketing Hub reports that 70% of brands now track the ROI of their influencer campaigns, yet 30% still don’t measure their results.

As more brands adopt dedicated influencer marketing platforms, the need to demonstrate ROI will likely push more companies toward comprehensive measurement practices.

Part V. Niches and demographics influencer marketing statistics

The power of influencer marketing is often found in its ability to target specific niches and demographics. To understand which groups are leading the charge, check out these key insights:

Fashion, beauty, and gaming are the most popular niches for influencer marketing

Influencer Marketing Hub shows fashion and beauty top the charts in influencer marketing niches, capturing 21.6% of the market.

Gaming ranks next, drawing 11.9% of influencer campaigns. Major brands like Zara, Shein, and H&M are frequently mentioned by influencers, as highlighted by Kolsquare.

Tip: You can use an advanced QR code maker and create a dynamic URL QR code on gaming streams or beauty tutorials that link to interactive brand experiences or AR try-on features.

57.6% of brands partnering with influencers operate e-commerce stores

The Influencer Marketing Hub survey reveals a significant uptick in e-commerce brands utilizing influencer marketing, with 57.6% of brands in this space operating online stores, up from 51% last year.

This growth underscores the connection between e-commerce and influencer partnerships.

Gen Z is the most likely generation to be influenced by recommendations from influencers

According to Influencer Marketing Hub, Gen Z leads the pack in responding to influencer recommendations, with 21% of users aged 18-54 purchasing due to influencer input.

Social media users among Gen Z have also grown, reaching 32%, making them the generation most swayed by influencers.

Most YouTube influencers are small to mid-size creators

Statista reports that YouTube in the US has a robust group of 307,000 small-to-mid-size influencers, with subscriber counts ranging from 10,000 to 50,000.

Additionally, 70,000 creators have between 5,000 and 10,000 followers, emphasizing the role of smaller influencers on the platform.

The majority of TikTok influencers are nano-influencers

On TikTok, nano-influencers (1,000–10,000 followers) dominate, accounting for 66.96% of influencer accounts globally, as per Statista.

Micro-influencers (10,000–50,000) and macro-influencers (50,000–500,000) follow at 23.06% and 9.04%, respectively.

65% of Instagram influencers are nano-influencers

Instagram mirrors TikTok’s trend, with nano-influencers (1,000–10,000 followers) comprising 65.39% of influencer accounts, according to Statista. Micro-influencers make up the next largest segment, representing 27.73% of accounts.

Micro-influencers achieve the highest engagement rates

Micro-influencers consistently outperform larger influencers regarding engagement, which often resonates well with social media algorithms.

While larger influencers might have similar total likes, micro-influencers' engagement rates are higher than their audience size.

This higher engagement allows micro-influencers to build closer, more curated relationships with their followers.

Larger YouTube influencers experience higher engagement rates

An Influencer Marketing Hub study highlights that engagement on YouTube increases with a creator’s follower count.

Channels with 1,000–5,000 followers see an engagement rate of 1.9%, while those with 100,000–1 million followers reach 3.47%.

Channels with over one million followers maintain a high engagement rate of 3.4%, showcasing the advantages of larger audiences on YouTube.

Part VI. Influencer marketing trends and challenges

The influencer marketing landscape is constantly evolving. To stay ahead, check out the trends:

62.4% of brands work with 10+ influencers

While brands increasingly lean toward micro-influencers, many engage a significant number to amplify campaign reach.

According to the Influencer Marketing Hub, 62.4% of brands work with at least ten influencers. Of these, 19% collaborate with 10-50 influencers, 15.2% engage 50-100, and a few even work with over 1,000 influencers to maximize impact.

28% of marketers find keeping up with social media trends the biggest challenge

Staying updated with social media trends remains a top challenge for influencer marketing. A Statista global survey reveals that 28% of marketers identify it as their main hurdle, with another 26% finding it the second-leading challenge.

32.6 million fake followers removed from TikTok

Statista reports a significant drop in influencer fraud on TikTok, with 32.6 million fake followers and 236.05 million fake likes removed this year.

This decline follows last year’s removal of 720.29 million fake followers, showing TikTok’s efforts to improve authenticity.

63% of marketers plan to adopt AI and ML in influencer campaigns

This year’s Statista global survey indicates that 63% of brands and marketers plan to incorporate AI and machine learning into influencer marketing.

These technologies are expected to improve data analysis and improve campaign targeting.

85.8% of brands dedicate budgets to influencer marketing

Influencer Marketing Hub reports that 85.8% of brands now allocate budgets specifically for influencer marketing, up from 82% last year and significantly higher than 37% in 2017.

This trend highlights influencer marketing’s role in addressing challenges such as global financial pressures.

26% rise in TikTok influencer campaigns

Aspire reported a 26% increase in TikTok influencer campaigns last year. With the rise of TikTok Shop and popular hashtags like #TikTokMadeMeBuyIt, more consumers are buying products directly through the platform.

57% of influencers keep rates steady despite yearly increases

Aspire’s influencer marketing statistics show that while influencers often raise their rates annually, 57% of creators have maintained the same rates over the past year.

Interestingly, 93% of creators are open to partnerships in exchange for products they genuinely value or brands they love.

53% of brands now pay influencers based on campaign sales

Flat-rate payments, once the norm in influencer marketing, are shifting as brands seek proof of effectiveness. Influencer Marketing Hub notes that 53% of brands compensate influencers based on campaign sales.

Additionally, 21% base payments on product-level performance, and only 19.6% still offer flat rates—down from 49% last year.

64% of marketers prefer micro-influencers

According to HubSpot, 64% of marketers have worked with micro-influencers, with 47% reporting them as their most successful partners.

Additionally, 44% of brands now favor nano-influencers, a slight increase from 30%, while preference for micro-influencers has dipped from 25.7% to 25.7%.

28.5% of YouTube influencers focus on vlogs

Statista reveals that vlogging is the top category for YouTube influencers, with 28.5% creating related content. Entertainment and gaming follow, representing 14.54% and 12.95% of influencer content, respectively.

76.06K mentions making Steam the top brand among YouTube influencers

Among brands, Steam holds the top spot on YouTube with 76.06 thousand mentions, followed by AliExpress with 53.06 thousand and Flipkart with 49.04 thousand mentions.

Notably, three of the five most-mentioned brands are e-commerce, with two from the gaming industry.

Create branded QR codes on a dynamic QR code generator

To create a QR code for influencer marketing, you can follow these steps:

Go to QR TIGER.
Select a QR code solution and Input the necessary data.
Select between Static or Dynamic QR codes. Click Generate QR code.
Customize your QR code by adding a logo, frame, and call-to-action.
Run a test scan and click Download.

Top benefits of using QR codes in influencer marketing

QR codes have emerged as a valuable tool in influencer marketing. With a single scan, they connect followers directly to brand content.

Here’s a rundown of how they add value to influencer campaigns:

Easy engagement for followers

QR codes quickly link followers to brand content, removing the need for extra clicks or searches. This simplicity makes it easier for users to engage and explore the brand or offer.

Detailed tracking and analytics

QR code tracking lets brands instantly track engagement details like scan counts, device types, time, and location. This real-time data offers valuable insights to refine future campaigns.

Multi-platform connections make simple

QR codes allow influencers to direct followers to different content, like videos, product pages, or discounts. A quick scan gives followers easy access to multiple platforms or offers, making the experience more valuable.

Encourages immediate actions

QR codes let influencers prompt followers to act immediately, whether buying, signing up, or getting a discount. The simple process from scan to action makes it easier to turn interest into results.

Dynamic content flexibility

Dynamic QR codes can be updated without needing a new code. Brands can change the link or data, allowing influencers to keep their posts current as campaign details change.

Consistent branding with custom designs

QR codes can be customized with brand logos, colors, and styles, helping influencers keep their promotions aligned with the brand’s look and match the campaign’s design.

Bridging physical and digital campaigns

QR codes link physical promotions, like event posters or product packaging, to online content. This lets influencers connect the real world with the digital, so followers can easily engage with the brand, whether online or at an event.

Influencers meet QR codes: The perfect formula for marketing wins

Influencer marketing statistics illustrate the essential effects of this strategy on companies looking to connect with their desired audience.

From TikTok’s rising popularity to the importance of micro-influencers, the lasting impact of influencer marketing is evident.

Using a strategic method such as including a QR code in campaigns can enhance engagement and yield results for brands wanting to maximize the potential of this effective tool.

The best QR code generator can help you seamlessly incorporate discounts or product links into your influencer marketing plan.

Ensure you are prepared for 2025 by employing the appropriate tools to stay ahead of developments.

FAQ

How is influencer marketing effective?

Influencer marketing is effective because influencers have established trust with their audiences.

This helps increase engagement, brand awareness, and sales. Influencers can create authentic connections with their audience, making ads feel more genuine and relatable.

What’s the global count of influencers?

127 million influencers worldwide exist, including content creators, experts, and trendsetters across various platforms and niches.