Marketing

30+ Influencer Marketing Statistics For 2021

30+ Influencer Marketing Statistics For 2021
Written by Lindsay Tigar

If you haven’t noticed our digital culture has been bombarded with influencers over the past several years. Every day people can gain A-list status and earn a living by joining channels such as Instagram, TikTok, Facebook, YouTube, and beyond. As digital marketers, our job is to join the conversation and be the medium to help our clients meet their goals.

A robust digital strategy includes investing in SEO, SEM, targeting, retargeting, blog presence, newsletter strategy, organic media, and so on. Now, there is influencer marketing which is a newer piece to the unfinished digital puzzle. Influencers have impressive followings and heavy impact (hence the name, influencer), this segment of media is now a powerhouse.

Whether they’re macro (meaning they have millions of followers) or they’re micro (meaning they have fewer in terms of numbers, but their followers tend to be more loyal), they can all promote products, services, and events. Unlike traditional journalism, where the ethical standard and overall opinion are up to the writer, influencers are more ‘for sale.’ Any company can pay them to post a certain number of times, say scripted words, and endorse their product.

But more importantly, they tap into a seasoned group of followers who trust their leader, who rely on their advice, who are captivated by their daily updates and linger on every word. It’s a powerful investment and one that can pay off for months after the initial investment/posting.

Also, influencers tend to offer a more hands-on, visual experience that’s different from traditional magazines or publications. With the use of videos, graphics, and carefully edited imagery, potential users get an up-close-and-personal view of the product or service. In some ways, this may make consumers more likely to convert. You can also purchase multiple touch-points: say, a video, an image post, a story, or a mix of all three, to widen your reach.

Here, we have rounded up the most completing influencer marketing statistics for 2021. Many will surprise you, a few will dazzle you, but all will inform your strategic decisions for future client campaigns.

If you haven’t dabbled into the world of #influencermarketing, it’s worth investigating. Here the most compelling #stats to guide your career. Click To Tweet

 

Influencer marketing statistics by platform.

  • TikTok influencers with fewer than 1,000 followers had the highest engagement rates, around 9.4%. Believe it or not, the rate trended down as the follower count went up. (Statista)
  • While 67% of respondents of a recent influencer study said they use Instagram for influencer marketing, TikTok is exploding. In fact, it’s seen the most significant increase in just two years. (Influencer Marketing Hub)
  • Instagram and YouTube still reign supreme. In 2020, 96% of campaigns used Instagram, and 30% used YouTube. (Influencer Marketing Hub)
  • TikTok has the highest engagement rate (by far) compared to Instagram or YouTube. (Influencer Marketing Hub)
  • The least popular channel is Snapchat. Since 2018, it’s gradually lost the interest of marketers looking to purchase sponsored content. (Big Commerce)
  • Influencer campaigns on Instagram posts are 78% effective and stories are 73% effective.
  • Instagram has over 500,000 active influencers. (Omnicore Agency)

Influencer marketing statistics about income and industry.

Influencer marketing statistics about income and industry.

  • Influencer marketing has grown significantly over the years. In 2016 influencer market size was $1.7 million, 9.7 billion in 2020, and projected to be $13.8 billion by the end of 2021. (Influencer Marketing Hub)
  • Since 2019, there have been more than 240 influencer marketing-focused agencies and influencer platforms founded. (Influencer Marketing Hub)
  • Instagram micro-influencers have an engagement rate of 3.86%, while mega-influencers fall around 1.21%. This is the same trend on YouTube, where the smaller influencers have an average engagement rate of 1.64%, while the big guys only have 0.37%. (Influencer Marketing Hub)
  • The lockdown period and the spread of COVID-19 had a negligible impact on campaigns at the start of 2020. However, by quarter three and four, they started to pick up again. (Influencer Marketing Hub)
  • It’s estimated a micro-influencer with around 10,000 followers can charge $250. However, if they have more than a million followers, it’s reasonable to charge $250,000 for a post. (CNBC)
  • A nano-influencer, who has between 500 and 5,000 influencers. They may seem like shrimps compared to sharks, but they can still bring in $114 for an Instagram video post, $100 for an image, or $40 for a story. (Omnicore Agency)
  • Instagram calls those influencers with 30,000 to 500,000 followers ‘power users’ who work tirelessly to build their followings. They can make an estimated $775 for a video, around $500 for an image, and $200 for a story. (Omnicore Agency)

Influencer marketing statistics about hiring and budgets.

Influencer marketing statistics about hiring and budgets.

  • 62% of marketers say they intend to increase their influencer marketing budget over the next year. 20% shared they would keep it the same as 2020. (Influencer Marketing Hub)
  • 56% of companies will work with the same influencer multiple times, while 44% say they prefer to vary the hiring. (Influencer Marketing Hub)
  • One of the most significant asks from influencers are samples, free meals, or free vacations for their participation. It’s far more common than we realize, with 36% admitting they paid their influencers in trade. (Influencer Marketing Hub)
  • An estimated 38.5% of brands view influencer marketing success based on conversions and sales, 32.5% for engagement and clicks, and 29% for impressions. (Influencer Marketing Hub)
  • When hiring an influencer, it can either be a one-off promotion, or an ongoing relationship, where the influencer becomes a spokesperson. 67% of brands prefer their influencer marketing to be campaign-based rather than always-on. (Influencer Marketing Hub)
  • 70% of influencers in the United States say it is their number-one source of revenue was brand partnerships. 9.3% of income comes from promotional codes or affiliate marketing. (E-Marketer)
  • 68% of U.S. companies with 100 employees or more intend to invest in influencer marketing in 2021. That’s a 62.3% increase from 2020 and projected to rise to 72.5% in 2022. (E-Marketer)
  • It’s estimated male influencers receive 7% more per Instagram post than female influencers. averaging $1,411 for the males and $1,315 for the females. (HypeAuditor)
  • Females make up 77% of the influencer market. (KLear)
  • An estimated 43% of influencers make $50,000+ in annual revenue. (Influencer Marketing Hub)
  • Income is not follower-based, influencers with a 1.8 difference in followers have reported incomes varying from $50,000 to $1 million in revenue. (Influencer Marketing Hub)
  • 41% of influencers said the number one factor of working with a brand was how much they were paying for the time the collaboration would take them. (Influencer Marketing Hub)
  • 33% of influencers said low-balling was the biggest turnoff. (Influencer Marketing Hub)
  • 36% of influencers also admitted a personal passion for a brand or product helped them determine how much effort to put into a campaign. This makes a case for targeting your efforts toward niche creators. (Influencer Marketing Hub)

Influencer marketing statistics about consumer journey and conversion.

Influencer marketing statistics about consumer journey and conversion.

  • 61% of users say they interact with an influencer at least once a day. 35% say they interact with influencers multiple times a day. (Rakuten Marketing)
  • Consumers may be more likely to trust an influencer for a product recommendation, with an estimated four out of five sharing they made a direct purchase from a link or an image. 88% were inspired to purchase something they saw from an influencer. (Rakuten Marketing)
  • 90% of people say they believe influencer marketing to be an effective form of marketing. (Influencer Marketing Hub)
  • 49% of people recently surveyed said they trust internet celebrities. 20% said they clicked from a tweet on Twitter to make a purchase. (Twitter)

About the author

Lindsay Tigar

Lindsay Tigar is an experienced, established travel and lifestyle journalist, editor and content strategist. Since uprooting from Asheville, North Carolina in 2010 to Manhattan, Lindsay's work has appeared on several websites, including Travel + Leisure, Vogue, USA Today, Reader's Digest, Self, Refinery29 and countless others. While she is always up for the challenge of any assignment, her main areas of focus include travel, wellness, career, psychology, love and healthy living.

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