Influencer Marketing Statistics In 2025

Influencer marketing is a form of advertising where brands collaborate with individuals who have specific audiences to promote products or services and expand reach.

The industry of influencer marketing globally is projected to reach US$32.55 billion in 2025. In the U.S., brands are expected to spend around US$10.52 billion in 2025, with about a 23.7% year‑on‑year increase. More than half of Gen Z and Millennials say they would consider buying a product recommended by an influencer. Influencer marketing builds trust and authenticity, as audiences value recommendations from creators they follow.

TikTok provides better results to brands with short‑form video engagement. Micro and nano influencers deliver higher engagement than macro influencers. Influencers help drive social commerce through shoppable posts, product tags, and live demonstrations.

About 85 % of B2B marketers used influencer programs in 2024, and many brands got high ROI with influencer marketing. Influencer campaigns increase brand awareness, connect with niche audiences, and support traditional advertising strategies.

What are the Global Influencer Marketing Growth Statistics?

The global influencer marketing growth statistics show the growth of influencer marketing in 2025 as brands continue to invest more in creator partnerships. The global market value is estimated to reach around US$32.55 billion this year, up from about US$24 billion in 2024, according to the Influencer Marketing Hub’s 2025 industry report.

Brands are increasing their influencer budgets and dedicating a higher share of total marketing spend to digital creators. More than half of multinational companies plan to raise their industry spending on influencer programs throughout 2025, according to WFA research.

Different major industries, such as fashion, beauty, and technology, are now using influencer marketing to connect with audiences in more genuine and creative ways. Fashion and beauty brands rely on creators to tell real stories and build trust through everyday content that feels relatable. Tech companies are teaming up with influencers to explain products clearly and spark excitement around new innovations.

U.S influencer marketing growth statistics

The U.S. influencer marketing industry is expanding as brands allocate more budget toward creator-led content. The total value of sponsored content is expected to surpass US$10 billion in 2025, with an estimated $10.52 billion spent and a 23.7 % year-on-year rise, according to a press release by eMarketer. This growth rate shows that influencer marketing has now become important for brands across every sector in the U.S. Marketers in the U.S. are allocating larger portions of their advertising budgets toward influencers because these collaborations deliver measurable engagement and stronger audience connection.

What are the Platform-Specific Influencer Marketing Statistics?

The platform-specific influencer marketing statistics are divided based on different platforms, such as TikTok, YouTube, Instagram, and Facebook.

TikTok Influencer Marketing Stats

TikTok has become one of the most influential platforms for modern influencer marketing due to its highly engaging short-form video content and algorithm-driven discovery features. Recent reports show that engagement rates on TikTok remain among the highest across social platforms. Creators with fewer than 100,000 followers see engagement rates of about 7.5%, while those with larger audiences (10 million+) average around 2.8%, according to the latest data collected by The Influencer Marketing Factory.

The overall average engagement per post is 2.18% for TikTok influencers in 2024, according to a study by Sprout Social. CPE (Cost Per Engagement) on TikTok is $0.27, which is relatively low compared to other platforms, according to an article titled “The State of Influencer Marketing 2024” by Aspire.

Influencers pair TikTok’s 15- to 60-second videos with trending sounds, filters, or challenges, to gain virality and audience retention. Features such as “duets” and “stitches” encourage audience collaboration and amplify user-generated trends, which drive engagement beyond an influencer’s existing followers.

YouTube Influencer Marketing Stats

YouTube is another best platform for influencer marketing as it allows creators to build long-form, meaningful connections with their audiences. Engagement rates on YouTube vary by audience size, as micro-influencers often achieve engagement rates around 5.2%, while macro-creators with 500k+ followers average closer to 2.8%, according to an article titled “Influencer Engagement Rates: Benchmarking YouTube, TikTok, and Instagram” by Impulze. Influencers with more than one million followers on YouTube see engagement of about 3.4%, according to Statista’s statistics for YouTube influencer marketing.

YouTube allows influencers to create content in various forms, such as long-form videos (5-20 minutes+), live streams, and short-form “Shorts” (less than 60 seconds). The engagement rates of YouTube are higher for shorts (approximately 6.2%) than for long-form videos (1.7%), according to an article titled “What’s a Good Engagement Rate for TikTok? Understanding the Metrics That Matter in Influencer Marketing” by Influencity.

Instagram Influencer Marketing Stats

Brands use Instagram for visual-first influencer marketing, particularly in lifestyle, beauty, fashion, and travel niches. Micro-influencers on Instagram achieve an average engagement of around 3.86%, while mega-influencers generate about 1.21%, depending on follower size and content type, according to “2025 Influencer Marketing Statistics: ROI, Trends & Platform Data” by Sociallyin.

Reels on Instagram provide higher engagement metrics than other forms of content, as creators with 10k–100k followers see Reels engagement around 6.9%, according to an article titled “Instagram Engagement Rate in 2025” by The Influencer Marketing Factory.

Reels not only improve organic reach for brands but also align with user behavior that favors quick, entertaining content. Instagram’s Stories provide authentic, behind-the-scenes glimpses and interactive features like polls and Q&A, which drive direct engagement.

Facebook Influencer Marketing Stats

Facebook’s popularity in influencer marketing has declined compared to TikTok or Instagram, but the brands that target broader or older demographics use Facebook for influencer marketing. 28% of brands chose Facebook for influencer campaigns, according to “Influencer Marketing Benchmark Report 2025” by Influencer Marketing Hub. Engagement on Facebook is lower, but CPE (Cost Per Engagement) is higher. CPE on Facebook is approximately US $15.30 per click in certain influencer campaign studies, compared with US $0.27 on TikTok and US $0.05 on Instagram, according to a study titled “The State of Influencer Marketing 2024” by Aspire.

Facebook’s algorithm prioritizes paid promotion and friend-network visibility, which can limit the organic reach of influencer content. Facebook is still good for local businesses, nonprofits, or niche groups through Meta ads.

What are the Influencer Marketing Statistics by Influencer Type?

The influencer marketing statistics by influencer type are based on nano influencers, micro influencers, mid-tier influencers, macro influencers, and mega influencers.

Nano influencer marketing stats

Nano-influencers usually have around 1,000 – 10,000 followers and have very niche, specific audiences. They often deliver high engagement and authenticity because they know their followers personally and their niche well. These influencers show the highest engagement rate at 2.71%, according to data collected by Social Cat. Nano-influencers achieved an engagement rate of about 10.3 % on TikTok compared to 7.1 % for mega-influencers, according to “Influencer Marketing Benchmark Report 2025” by Influencer Marketing Hub.

These statistics show that although their follower counts are small, nano-influencers are cost-efficient and effective for community-driven or niche campaigns rather than broad reach.

Micro Influencer Marketing Stats

Micro influencers typically have between 10,000 and 100,000 followers. They maintain strong relationships with their audiences while bringing a greater reach than nano influencers. Micro influencers with 10,000 to 50,000 followers record an average engagement rate of 1.81 percent, while mid-tier influencers achieve 1.24 percent, according to an article titled “Influencer marketing report 2025: Why nano and micro-influencers win’ by Social Cat. 44 percent of brands preferred collaborating with nano influencers and 26 percent preferred micro influencers, compared to only 17 percent for macro influencers, according to a 2024 inBeat report titled “55 Influencer Marketing Stats + How to Leverage Them [Our Expert POV]”.

Mid-tier Influencer Marketing Stats

Mid-tier influencers usually have between 50,000 and 500,000 followers. They offer a balance between audience reach and engagement while maintaining some personal connection with followers. Mid-tier influencers achieved an approximately 7.5 % engagement rate, according to an article titled “2025 Influencer Marketing Statistics: ROI, Trends & Platform Data” by Sociallyin. Mid-tier influencers on Instagram have an average engagement rate of 2.73 percent, according to a report titled “Benchmark Report: Average Influencer Engagement Rates Across Platforms” by StarNgage. Mid-tier influencers are often used by brands that want to reach larger audiences to share their brand messaging.

Macro Influencer Marketing Stats

Macro influencers generally have between 500,000 and 1 million followers. They provide brands with high visibility across digital platforms. Macro influencers on Instagram have an average engagement rate of 2.15 percent, and those on TikTok reach approximately 7.83 percent, according to a report titled “Benchmark Report: Average Influencer Engagement Rates Across Platforms” by StarNgage. Engagement rates for macro influencers are 1.36 percent compared to 3.86 percent for micro influencers, according to an article titled “Influencer Marketing
 Benchmark Report 2021” by Influencer Marketing Hub. Macro influencers help brands increase brand awareness and achieve more recognition from audiences.

Mega Influencer Marketing Statistics

Mega influencers have more than one million followers and often include public figures or celebrities. Their content reaches a massive audience, but their engagement rates are usually lower than smaller influencer categories. Mega influencers on Instagram have an average engagement rate of 1.42 percent, and 5.67 percent on TikTok, according to a report titled “Benchmark Report: Average Influencer Engagement Rates Across Platforms” by StarNgage. Nano influencers achieve an engagement rate of 4 percent compared to 0.92 percent for mega influencers, according to a report titled “State of Influencer Marketing 2023” by HypeAuditor. Brands collaborate with mega influencers to build brand prestige and visibility on a large scale. They work with brands for global campaigns, new product launches, or partnerships, and improve brand reputation rather than drive direct conversions.

What are the Statistics of B2B Influencer Marketing?

The statistics of B2B influencer marketing show that brands are now increasingly adopting it to drive awareness, build credibility, and pipeline growth. 85% of B2B marketers reported using influencer marketing in their strategies in 2024, according to an article titled “TOP B2B INFLUENCER MARKETING STATISTICS 2025” by amra&elma. The same article highlights that some B2B influencer marketing programs have shown an ROI (return on investment) of 520%. 53% of marketers report that their dedicated influencer marketing budget is growing, according to a research article titled “2025 B2B Influencer Marketing Statistics and Trends” by TopRank Marketing.

B2B brands are using influencer marketing by partnering with industry thought leaders to co-create content such as webinars, white papers, and case studies. They are using influencers on platforms like LinkedIn to build trust and credibility and are moving from one-off campaigns toward long-term collaborations to maintain relationships and drive long-term pipeline outcomes.

How AI Is Transforming Influencer Marketing?

AI is transforming influencer marketing by automating influencer discovery and fraud detection, personalizing content and audience targeting, and creating virtual influencers for brands. 60.2 % of respondents are actively using AI for influencer identification and campaign optimisation in 2025, according to a report titled “Influencer Marketing Benchmark Report 2025” by Influencer Marketing Hub. Experts predict that 42 % of AI‑driven tools will be used for influencer selection, content optimisation, and predictive analytics in 2025, according to “Influencer Marketing 2025 Predictions [265 Expert Insights]” by Influencer Marketing Hub.

AI analyzes influencer performance data, such as engagement rates, reach, audience sentiment, and content relevance. It evaluates metrics beyond simple likes and views to measure brand alignment and audience interaction quality. Predictive analytics powered by AI allow marketers to predict campaign outcomes, identify optimal influencers, determine the best timing and messaging, and allocate budgets efficiently to maximize return on investment.

What are Influencer Marketing ROI Statistics?

The influencer marketing ROI (Return On Investment) statistics provide valuable information about how brands measure the success of their campaigns. Brands assess ROI in influencer campaigns by analyzing engagement, conversions, and sales lift to determine both audience interaction and direct revenue impact.On average, benchmark ROI for influencer marketing ranges from $5 to $7 returned for every $1 spent, according to an article titled “Influencer Marketing Facts & Statistics” by GOVIRAL. Influencer marketing platforms such as Instagram and TikTok deliver the highest ROI due to their visual appeal and high user engagement. Understanding these metrics allows brands to optimize influencer campaigns and achieve measurable business results efficiently.

What to Know More About Influencer Marketing in 2025?

Influencer marketing is a form of social media marketing in which brands use the reach and credibility of content creators to promote their products or services. It differs from traditional advertising in a way that it integrates brand messages into authentic, relatable content that resonates with a specific, engaged audience. Audiences trust the recommendations from people they follow and admire influencer marketing than direct brand advertising.

Brands collaborate with the right influencers, from nano to macro influencers, whose values align with the brand’s campaign goals. They use data analytics to track campaign performance and get a positive ROI.

Are Micro and Nano Influencers Leading Future ROI Growth?

Yes, micro and nano influencers are leading future ROI growth because they deliver higher engagement rates, stronger audience trust, and lower cost-per-conversion compared with larger influencers. Nano influencers have engagement rates of 6–9%, while micro influencers’ engagement rates range around 3–5%.

How can Brands Effectively Integrate Influencer Marketing with UGC?

Brands can effectively integrate influencer marketing with UGC by creating a branded hashtag or shared campaign theme to encourage both influencers and regular users to generate content. They can partner with influencers who align with the brand’s values, then amplify authentic UGC created by their audiences by reposting it across owned channels and in ads. Brands can use tools to create and repurpose UGC at scale, monitor performance, and make sure influencers understand how to invite user participation.

How are Influencers Driving Social Commerce through Shoppable Content?

Influencers are driving social commerce through shoppable content by using product tags, in-app storefronts, and “shop now” links placed directly in posts and videos to allow for instant purchases. They use authentic recommendations and live-stream demos to guide audiences from discovery to buying with higher conversion.

How are Brands Tracking ROI with New Measurement Methods?

Brands are tracking ROI with new measurement methods by using multi-touch attribution models, AI-powered analytics, and pixel-based tracking to assign value across the full customer journey. They are also using unique tracking links, promo codes, and dedicated landing pages to connect influencer or campaign content directly to traffic, conversions, and revenue.

Are AI Influencers Effective in Influencer Marketing?

Yes, AI influencers are effective in influencer marketing as they help brands improve targeting, personalization, and efficiency of their campaigns. For example, 77% of brands report better campaign performance with AI in influencer marketing, according to a research article titled “The Role of AI in Influencer Marketing” by Later.

Are Emerging Platforms Changing Influencer Marketing?

Yes, emerging platforms are changing influencer marketing because they open new formats, audiences, and engagement styles beyond traditional social media. They offer more interactive experiences such as live audio‑chat rooms, virtual worlds, and short‑form videos that reshape how influencers and brands connect with followers.

Does Twitch Impact Influencer Campaign Success?

Yes, Twitch impacts influencer campaign success as campaigns on this platform have achieved high view counts, engagement rates, and conversions by using Twitch influencer marketing strategies with live‑stream formats and interactive content that resonate with gaming audiences..

Are New Platforms Driving Influencer Marketing Growth?

Yes, new platforms are driving influencer marketing growth because they provide access to fresh audiences, new engagement formats, and improved commerce tools that improve campaign reach. These platforms, including short‑form video apps, live‑streaming sites, and emerging social networks, allow influencers to connect more directly with niche communities.

What Percentage of Gen Z Wants to be an Influencer?

The percentage of Gen Z that wants to be an influencer is around 57%, based on a 2023 survey of 1,000 U.S. Gen Z respondents. This generation has a strong interest in social media careers and the appeal of influencer lifestyles that give creativity, independence, and financial rewards.