Influencer marketing is getting stronger as consumers and marketers strive to remain relevant in this rapidly shape-shifting marketing landscape. Influencer marketing has exploded thanks to how social media has become a more integral part of our lives. Consumers now turn to their favourite social media personalities for recommendations and advice on purchasing decisions.

The growth in influencer marketing over time means that a lot of research has been done, producing interesting figures. The figures in this article show you how much trust consumers have in content creators and the potential they hold for any business. Follow along as we explore these surprising influencer marketing facts.

1. 40% of millennials trust influencers more than their friends

Influencer marketing means brands don’t have to expend resources promoting themselves. Instead, they employ influencers to deliver the messages consumers want to hear on their behalf. The trust of the influencer is subsequently transmitted to your brand. So much so that about 40% of Millennial YouTube subscribers admitted that their favourite influencer understands them better than their pals.

2. 92% of marketers are pleased with influencer marketing results

Sponsored posts on social media keep creating an exponential influence on the modern marketing landscape. In fact, of the 86% of marketers that gave influencer marketing a go back in 2017, 92% of them registered fruitful results after their first contact.

3. 13% of businesses make $20 or more on every $1 spent on influencer marketing

An Influencer Marketing Hub survey highlights the profits of influencer marketing on brands who engage in it. About 13% of businesses make $20 or more. Also, most companies record positive outcomes from influencer marketing.


4. Brands are increasing their budget for influencer marketing

71% of marketers have recently increased their influencer marketing budgets. This has become an important marketing channel, with many even setting Influencer marketing campaign KPIs to measure success.

5. 53% of women bought items due to influencer posts

This figure should be important to any brand having women within their range of ideal customers. Having a social media presence and awareness of women’s preferred influencers is vital in reaching them to buy into your brand. A  Social Pro Daily study shows that 53% of women bought items due to influencer posts.

6. 42% of customers use ad-blockers

More Internet users are getting rid of traditional ads from their online interactions. Consumers are no longer interested in being bombarded with banners and pop-ups. The good news is that influencers are now filling the void. Users are not blocking videos from their favourite social media influencers; they are actually taking in every word they say.

7. 82% of people trust social media to guide their purchasing decisions

About 8 out of 10 consumers trust opinions they see on social media, especially those from influencers, to help guide their purchasing decisions. This provides enormous opportunities for brands to promote their products to reach new targets.

8. 57% of beauty and fashion companies use influencer marketing

57% of companies in this sector depend heavily on influencer marketing. They now include influencers as part of their marketing strategy due to the challenge in organic growth for brands without amplification and advertising.

9. Facebook is the most influential social media platform

Facebook has nearly 2.89 billion monthly users worldwide. It is the most influential social media network, influencing about 52% of purchasing decisions. Thus, it is essential to remain active on Facebook and interact with influencers to increase your Facebook reach.

10. 41% of Twitter users made purchases based on Influencer tweets

Twitter influencers have genuine abilities to influence the purchasing choices of their followers. Recently, 41% of Twitter users bought items based on influencer tweets. Partnering with Twitter influencers for marketing campaigns evidently has the potential to increase the sales of products.

11. 49% of consumers rely on influencer endorsements

49% of consumers rely on influencer recommendations; additionally, 40% made a purchase after seeing it on Instagram, Twitter, or YouTube. Consumers are more likely to buy a product when they feel assured about an influencer’s recommendation.

12. Brands now prefer social media marketing to print marketing

Brands are now adjusting their marketing budgets. Inefficient and expensive ad buys, such as most of those found in magazines and newspapers, are making way for influencer marketing. The ROI in social media marketing is now far surpassing any traditional medium.

13. 51% of marketers say influencer marketing helps them gain better customers

It is now more vital than ever to develop relationships with influencers who understand your brand and to form campaigns that correspond with the ideals of an influencer’s followers. This strategy has helped several marketers to acquire better customers.

14. Couples are shifting the dynamics of influencer marketing

Couples are now evolving as a new movement of successful influencers across social media platforms. Many are leveraging their relationship status to build a brand. Additionally, Reality TV has become one of the main drivers with TV series such as ‘Love Island’ creating celebs that can influence an audience.

15. 18% of Brands spend up to $100,000-$500,000 on influencer marketing campaigns in 2020

The only way is up when it comes to spending on influencer marketing. In 2020, 18% of marketers spent between $100,000 to $500,000 in multi-layered campaigns.

16. The influencer marketing industry is expected to hit $15bn by the end of 2022

Influencer marketing has grown exponentially as an industry over the past three years. Worth only $1.7 billion in 2016, the industry is projected to reach $15 billion by the end of 2022 as the industry grows and becomes a more effective marketing channel.

17. YouTube has something for everyone

Although Facebook is the most influential platform, YouTube is not far behind, mainly regarding influencer marketing. There is always something for everyone on YouTube; brands notice this by injecting more money into influencer marketing on this platform.

18. 60% of consumers would consider buying a product in-store if promoted by an influencer

Research shows that 60% of consumers would consider purchasing a product in-store if promoted by an influencer compared to merely 3% if promoted by a celebrity. Equally, 1 in 2 customers consults social media and blogs before shopping.

19. 71% of marketers accept that influencer partnerships are perfect for business

A survey shows 71% of marketers consider influencer marketing good for business. Partnering with influencers, forming a long-term relationship, and making them brand ambassadors helps you send a message that comes across as more reliable than promotional. Being seen as trusted by an influencer helps boost your brand’s credibility.

20. Customer purchase intent increased by 5.2x because of influencers on Twitter

A Twitter analysis shows that influencers created a 5.2x increase in purchase intent when consumers were shown influencer and brand tweets compared to just 2.7x when shown brand tweets only.

Final Word

These 20 surprising influencer marketing facts ultimately show a successful marketing strategy that will only improve. If you are yet to be a part of this new advertising dynamics, now is the time to be a part.

What influencer marketing fact(s) surprised you most? Share your opinion in the comments, and remember to share these these facts with others!