Influencer Marketing Stats

Influencer marketing continues to grow and grow. Every marketer knows influencers provide the best platform to impact target audiences. But don’t just take our word for it. There have been numerous surveys taken over the last few years providing a variety of impressive influencer marketing stats.

We’ve searched the internet to find 50 interesting and varied internet/influencer marketing stats. They cover a wide range of areas, from ad blocking to the various social media channels. One thing is clear from all of them, however. Influencer marketing is on the rise.

A reason for the rise in influencer marketing is that social media is now integral to most people’s lives. Social media may have begun as a new way for teenagers to keep in contact with each other. But it’s mainstream now. Indeed it is beginning to replace the traditional media in people’s everyday lives, even in the case of middle-aged people. The only age group to increase their traditional television watching in 2016 were retirees.

Here are our 50 influencer marketing stats (with a few traditional marketing stats for comparison), grouped into 12 broad categories.

Influencer Marketing Stats for its Popularity

  1. A 325% increase in searches for the phrase “influencer marketing” – Influencer Marketing Hub Influencer marketing is evidently hot with so much more people Googling the term. Google reports a large increase in searches for the term over both 2016 and 2017.
  2. 28% named influencer marketing as their fastest-growing online customer-acquisition method – PMYB. 272 marketing managers were asked what their fastest growing online customer-acquisition method was. Influencer marketing came first, with nearly twice as many respondents rating it ahead of second-placed organic search. Only 5% placed display advertising at the top of their list.

Influencer Marketing Stats for ROI

  1. Chromo-Influencers are the most effective influencers in the world. They rate highly against 46 of the most important data points (Chromo-Factors) which impact consumer behaviour. These include factors such as communication skills and status – PMYB
  2. 37% of marketers have stand-alone budgets for Influencer Marketing. This is on top of 57% who allow for content marketing in their budgets.
  3. 67% of marketers intend to increase their influencer marketing budget over the next year.
  4. Influencer marketing content delivers 11X higher ROI than traditional forms of digital marketing – Nielsen Catalina Solution study. This particular study found that influencer marketing returned $23 per $1 invested, compared to $2.15 for the average banner ad. (and $4.30 for the best banner ad).
  5. Businesses are receiving $US7.65 on average for each $US1 they spend on influencer marketing – The Influencer Marketing Hub. This is up from a $US6.50 average in a 2015 Tomoson survey. Of course, not every firm pitches their influencer marketing successfully, with about 30% failing to receive a positive return, but they are more than matched by successful brands earning up to $US18+ for every $US1 spent.

YouTube Influencer Marketing Stats

  1. Successful YouTubers can earn millions from their videos – PewDiePie’s net income is currently estimated to be $US90 million – Money Nation (2016). Money Nation estimates that his income and expenses between 2010 and 2016 were
    • Approximate Earnings From YouTube Views – $113.9M
    • Merchandising Income – $41.7M
    • Taxes Paid – ($70M)
    • After Tax Income – $85.6M
    • Expenses – $700,000
    • Earnings After Tax and Expenses – $84.9M
    • Investment Income – $5.9M
    • Net Worth – $90.8M
  2. 70% of teenage YouTube subscribers say they relate to YouTube creators more than traditional celebrities – Google / Ipsos Connect (2015)
  3. 6 in 10 YouTube subscribers would follow advice on what to buy from their favourite creator over their favourite TV or movie personality – Google / Ipsos Connect (2015)
  4. Teens’ emotional attachment to YouTube stars is 7X greater than their traditional celebrities such as Seth Rogen or Jennifer Lawrence – Variety 2015. Generation Z has clearly voted with their feet, moving very strongly to YouTube from traditional television. Indeed the only real traditional celebrities they follow are musicians – who do, of course, have music video channels on YouTube. Mainstream celebrities, Will Smith, Denzel Washington, Meryl Streep, Steve Carell, Johnny Depp and Jennifer Aniston, only managed to fill the bottom of the top-20 rankings.

Influencer Marketing Issues

  1. 6% of marketers consider finding relevant influencers their largest influencer marketing challenge. 59.8% described another challenge is finding ways to engage with their communities while at the same time satisfying executive expectations. However, this is something PMYB specializes in solving – The deep network of over 10,000 influencers, built over time allows us to easily match brands with the most effective influencers in their industry while keeping company values in check.

Stats Relating to Influencers

  1. 4% of influencers chose to be influencers so they could earn revenue. 57.5% claimed to have the more lofty aim of being an influencer so that they could make an impact or affect change.
  2. 53% of micro-influencers have never paid to promote a post – Bloglovin’ Global Influencer Survey (2016). The vast majority of micro-influencers who have made payment to boost their posts have done so on Facebook.
  3. Micro-influencers have 22.2 times more conversations weekly about recommendations on what to buy when compared to an average consumer – Engagement Labs (2016). The survey also found that not only do micro-influencers have more buying conversations, they are more direct in their recommendations. 74% of the micro-influencers encouraged someone to “buy it or try it,” compared to 66% of the general population who made positive recommendations.

Choices by Brands

  1. 67% of marketing and communications professionals engage with influencers for content promotion – Schlesinger Associates / Augure (2015). 59% engage with them for a product launch as well as 59% for content creation.
  2. 87% of marketing and communications professionals say that social profiles and data are the most important criteria when selecting an influencer – Schlesinger Associates / Augure (2015). 75% of them say verified web traffic of an influencer is highly important too.
  3. 93% of B2B marketers use content marketing. However, only 42% of B2B marketers say they are effective at content marketing.
  4. 63% of marketers create content to suit each buyer persona (2015).

Consumer Decision Making Stats

  1. Nearly 40% of Twitter users say they’ve made a purchase as a direct result of a Tweet from an influencer – Twitter / Annalect (2016). 49% of Twitter users claim to rely on recommendations from influencers.
  2. 88% of consumers say they trust online reviews as much as personal recommendations. The most common type of reviews read are for restaurants and cafes.
  3. 72% of consumers will take some action after reading a positive review. After reading a positive review, 57% of consumers visit the business’ website. Surprisingly though, despite reading a positive review, 22% of consumers continue to browse around.
  4. 73% of Millennials see it as their responsibility to guide friends, peers, and family toward smart purchase decisions – Fleishman-Hillard PR & Hearst Magazine (2012).

Ad Blocking Stats

Ad blockers have become a problem in PPC marketing campaigns, however, influencer marketing gets around these issues.

  1. Ad-blocking is running at between 2% (Bangladesh, Guatemala, Laos, Lebanon, Libya, Morocco, Myanmar, Nepal, Nigeria, Oman, Paraguay, Somalia, South Africa, Sri Lanka and Tunisia) and 58% (Indonesia), but much higher amongst under-35s – PageFair (2017). The bulk of the Indonesian ad blocking occurs on mobile devices. In comparison, the vast bulk of ad blocking in the United Kingdom, 16%, and the United States, 18%, occur on desktop devices.
  2. 94% of global mobile ad blocking usage is in Asia-Pacific – PageFair (2017). Yet, 68% of desktop ad block usage is in North America and Europe, indicating a huge difference between the markets.
  3. 16% of the world’s 1.9 billion smartphone users have an ad blocking browser installed – PageFair (2017). Although 298 million people used ad blocking software on their phones in 2015, this only included 4.5 million downloads of iOS content blockers.
  4. Men are 34% more likely to use ad blocking software than women – PageFair (2017). In the case of the United States, 20% of men use ad blocking software, compared to 15% of women. Surveys in previous years had indicated that young men were by far the most likely to use ad blocking software – that is not the case now, with usage over differing age groups now much closer.

PMYB influencers

Social Media Stats

  1. More than a quarter (28%) of 18–24s say social media is their main source of news – more than television (24%) for the first time – Reuters Digital News Report (2016). The survey also shows that social media is heavily relied upon for news coverage in certain countries. 74% of Greek citizens surveyed had used social media as a source of news in the last week.
  2. 75% of Men and 83% of Women operate a Facebook account – Pew Research Centre (2016). Unsurprisingly, the age category with the highest Facebook usage is 12-29 year-olds (88% have a Facebook account). Older people are now more actively involved on Facebook, though, with 62% of those 65 or older using Facebook.
  3. Instagram has over 600 million monthly users, with 59% of those between the ages of 18 and 29 sharing photos on Instagram– Pew Research Centre (2016). Older people have a considerably slower uptake of Instagram than Facebook, with only 8% of those 65+ using Instagram.
  4. 59% of micro-influencers believe Instagram to be the most effective social media platform for engaging their target audience Bloglovin’ Global Influencer Survey (2016). This was particularly so for fashion influencers, with 77% using Instagram, compared with Entertainment and Pop Culture micro-influencers, of whom only 31% chose Instagram.
  5. Social Media Advertising Revenue grew 49% during 2016 – $16.3 billion for 2016, compared to $10.9 billion in 2015 – IAB (2017).
  6. Over 1 billion pieces of content are shared on Facebook alone every single day
  7. As of 2015, over 70% of the U.S. population had at least one social media profile – Statista (2015)
  8. The average internet user spends 28% of their online time on social media – Global Web Index (2015)
  9. 84% of social media users have liked or followed a brand or product on social media – Ogilvy (2015)
  10. Google+ claims 2.2 billion users but less than 9% of these maintain active accounts – Edward Morbius (2014)
  11. 189 million of Facebook’s users are “mobile-only” – We Are Social Media (2016)
  12. 44% of B2B marketers have generated leads via LinkedIn – ReachForce (2015)

Internet Advertising Statistics

  1. Internet Advertising Revenues Increased 21.8% Over 2016 – IAB (2017). Over the calendar year of 2016, internet advertising revenues in the United States totaled $72.5 billion.
  2. Mobile Now Makes up More Than 50% of Internet Advertising – IAB (2017). Perhaps as a reflection of just how much people use their smartphones nowadays, mobile accounts for 50.52% of all revenue. There has been an 87% increase in mobile advertising over the last 5 years.
  3. Mobile Video Revenue Increased 145% to be 85% of Desktop Video Revenue in 2016 – IAB (2017). The total of digital video, including mobile and desktop, rose to $9.1 billion in 2016, up 53% from $5.9 billion in 2015. Revenue from digital video on smartphones and tablets reached $4.2 billion in 2016 – 145% higher than the previous year.
  4. Only 14% of people can recall the last time they saw an ad and identify the offer it was promoting – Infolinks (2013)

Marketing Content Stats

  1. 70% of marketers create at least one piece of content each day – eMarketer (2013)
  2. 41% of marketers that curate content indicate it has increased the number and/or quality of their sales-ready leads – Curata (2015)
  3. 58% of marketers say “original written content” is their most important type of content, over visuals and videos – Social Media Examiner (2016)
  4. Long-form blog posts generate 9X more leads than short-form blog posts – Curata (2015)

Traditional Media

  1. Between 2011 and 2016 traditional TV viewing by 18-24-year-olds dropped by almost 10 hours a week, or by roughly 1 hour and 25 minutes per day – Marketing Charts (2016)
  2. In the space of 5 years, almost 40% of 18-24-year-olds’ traditional TV viewing time has migrated to other activities or streaming – Marketing Charts (2016)
  3. In 2016, adults aged 65 and older watched 51 hours and 10 minutes per week, up by 0.6% from the previous year – this was the only age group to increase their television watching during the time period – Marketing Charts (2016)
  4. More US TV households now have access to Netflix (54%) than a DVR (53%), with Netflix access approximately doubling from 2011 (26%) – Leichtman Research Group (2017). 64% of households get a subscription video on-Demand (SVOD) service from Netflix, Amazon Prime, and/or Hulu. This is more evidence to brands that traditional television advertising on free-to-air networks no longer gets the audiences it once did.


50 Internet and Influencer Marketing Stats

Influencer marketing has been declared the fastest-growing online customer-acquisition method according to 272 surveyed marketing managers. And nearly double opted for influencer marketing over organic search, which shows the true rise! These general marketing and influencer marketing stats certainly show that we operate in a changing marketplace nowadays. Traditional marketing methods are rapidly going out of favour. It comes as no surprise that brands are turning to influencer marketing in an effort to ensure that their messages actually reach their target audiences. The influencer marketing stats in this article support the reason behind it being so important for brand growth.

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