Influencer marketing is when a brand partners with an individual (referred to as an “Influencer” or sometimes called a “Creator”) to promote a specific product or services. These days, the influencer usually uses social media as their platform of choice to engage with their audience and get the brand’s message out.
Because of the COVID-19 pandemic, consumers have been rapidly turning to online venues for shopping, entertainment, and conversation. This has had the effect of increasing the reach and engagement of influencers, and thus magnifying the effectiveness of brand partnerships with these trusted, online voices.
“There’s power in putting the right products in front of the right audience — with an authentic voice.”
– Nii Ahene, Chief Strategy Officer at Tinuiti
Social media influencer marketing statistics for 2022
Here are 12 influencer marketing statistics that will help you get a sense of the industry and where it’s headed.
1. The percentage of marketers using influencer marketing in the U.S. is predicted to increase by 17% between 2019 and 2022.
According to data from eMarketer, there has been a steady and significant predicted growth in the percentage of marketers that use influencer marketing.
55.4% of marketers leveraged influencer marketing in 2019. That number is predicted to grow to 72.5% in 2022, for a total increase of 17.1%. This number includes both paid and unpaid partnerships between brands and influencers.
2. Over 50% of consumers state that word-of-mouth and social media are their preferred ways to discover new brands.
Given that over half of consumers prefer to discover new brands via word of mouth and social media, it makes sense that marketers would invest in brand partnership with influencers.
These influencers make it their business to engage followers with interesting and valuable content, and are a fantastic source of exposure for companies.
3. Social commerce is increasing rapidly.
Both the demand and opportunity for merging ecommerce and social media is accelerating, with an eMarketer report predicting that there will be more than 100 million U.S. social commerce buyers by 2023. This represents more than $52.5 billion in U.S. social commerce sales for the same period.
4. 52% of purchasing decisions are influenced by Facebook posts.
The channel you’re on can also have an impact on your influencer marketing campaign’s performance, as evidenced by a study from The Manifest.
They found that 52% of consumers are more likely to purchase from a brand they follow on Facebook than any other social media platform combined (48%).
5. Fashion is the top industry for social commerce.
Apparel/accessories is the top industry for social commerce by a significant margin, with consumer electronics in second place and sporting goods in third place.
6. 57% of beauty and fashion companies now use influencers as part of their marketing mix.
The previous statistic showed how much the beauty and fashion industry loves influencer marketing, while this statistic demonstrates how widespread it is within this market.
57% of beauty and fashion companies are now including influencers in their marketing strategy, while 21% are planning to add this to their strategy in the coming year.
7. Over 90% of consumers engage influencers on a weekly basis on Instagram, YouTube, TikTok, and Snapchat.
Influencers occupy a large slice of a consumer’s time online. Over 90% of consumers engage influencers on a weekly basis on Instagram, YouTube, TikTok, and Snapchat.
This level of connection and engagement makes influencers an excellent choice for becoming a brand partner and a friendly voice to convey your marketing message.
8. 75% of creators are only interested in working with brands that align with their values.
Influencer marketing isn’t a purely monetary arrangement. It also requires careful alignment of the brand with the influencer’s audience.
75% of creators only want to work with brands that align with their values. This makes sense, because any creators that start pushing off-brand products will wind up losing touch with their audience.
9. 86% of influencer marketers are actively using shoppability features within social media platforms.
Influencer marketers are quickly catching on with the potential revenue that social media shoppability can bring to their business. 86% of influencer marketers are now actively using social media shoppability, and it shows no signs of slowing down.
10. Over 80% of influencer marketers consider a creator’s content quality to be the biggest consideration when negotiating rates.
When a brand partners with an influencer, the brand is essentially sanctioning – even supporting – the influencer’s persona, message, and content.
As a result, over 80% of influencer marketers consider a creator’s content quality to be the biggest factor when negotiating rates. Because you as a brand do not want to associate with what can be perceived as low-quality or objectionable content. The iffier a content creator’s output quality looks, the more of a risk you’re taking with the image of your brand.
11. Influencer marketers consider their leading challenges to be measuring campaign performance and influencer ROI.
Of all the challenges that influencer marketers face, the most difficult by far is measuring campaign performance and influencer ROI.
Contributing to this challenge is the fact that, with the exception of social commerce, influencer marketing metrics are difficult to translate into actual dollar value. There is no fixed rate table for how much a like or a share is worth. And so it’s difficult to assess impact to the business.
12. 18% of influencer marketers will spend $100,000 to $500,000 on multifaceted influencer campaigns
Budgets for influencer marketing campaigns have been increasing over the past few years, and it’s only going to get higher.
Nearly 19% of marketers are expected to invest an average of $1,000 to $10,000 on influencer marketing, while 18% are expected to spend between $100,000 to $500,000 on multifaceted campaigns.