2023 Influencer Marketing Statistics: Insights & Trends



Sep 18, 2023


min read

2023 is the year to level up your influencer marketing strategy, connecting with potential customers through partnerships with impactful content creators. Take a look at these insightful statistics for influencer marketing effectiveness and use them to drive your own influencer marketing campaigns this year.

What Is Influencer Marketing?

Influencer marketing helps brands reach new audiences through partnerships with noteworthy content creators.

Influencers are personalities with a significant following on one or more social media channels. These creators can partner with companies to make branded content that brings in new customers and increases a brand’s exposure.

With a sponsorship from a brand, an influencer creates what’s called native content — sponsored content designed to fit seamlessly into a social media user’s feed. This content looks like what a user already loves to see on their favorite social media platform, but it also introduces the user to a brand and gives them a recommendation from a trusted content creator.

In influencer marketing, influencers are separated into several categories:

• Mega Influencers: Influencers with a follower count in the millions

• Macro Influencers: Influencers with a follower count between 100,000 and one million

• Micro Influencers: Influencers with between 1,000 and 100,000 followers

• Nano Influencers: Influencers with less than 1,000 followers with a loyal and committed following

While mega influencers might automatically seem like the best creators to partner with, all types of social media influencers have the potential to benefit your brand. The right influencer marketing agency can help you match up with influencers whose followers are highly likely to love your products.

Now that you know a bit more about influencer marketing, let’s explore the statistics that will shape your influencer marketing campaigns throughout 2023.

What Are Some Key Influencer Marketing Stats To Know in 2023?

The influencer marketing industry is currently valued at 21.1 billion dollars. That’s a jaw-dropping stat. Based on the exponential growth of this form of marketing, it’s clear that brands in every industry should know how influencer marketing works and how to make the most of it.

How Many Marketers Use Influencer Marketing?

Current statistics indicate that a quarter of marketers use influencer marketing alongside other marketing formats. Stats also show that a significant portion of marketers plan to use influencer marketing for the first time in 2023.

The State of Influencer Marketing Budgets

Back in 2022, the average influencer marketing spend for a company was between 10 and 20 percent of their total marketing budget. This is because influencer marketing ROI is consistently extremely high — businesses generate $6.50 in revenue (on average) for every $1 they spend on influencer marketing).

A significant portion of influencer marketing spend is dedicated to the cost of content created by influencers. At the moment, the average cost of an Instagram post by a mega-influencer is at least $1200, while the cost for a YouTube video by a mega-influencer is at least $2500.

What Are Key Stats About TikTok Influencer Marketing in 2023?

TikTok is a constantly growing platform that reaches hundreds of millions of users in countless demographics. If you want your brand to expand, you’ll likely want to spend a significant portion of your influencer marketing budget on TikTok!

Here are some key statistics about influencer posts on TikTok and how you can use this platform to build brand awareness in 2023.

How Many People Do TikTok Ads Reach?

As far as social media platforms go, TikTok is certainly near the top of the totem pole right now. In fact, TikTok ads reportedly reach nearly 18 percent of all internet users over 18. Consider this statistic when planning your digital marketing efforts and the demographics you intend to reach through TikTok.

How Many Influencer Marketing Campaigns Use TikTok?

According to one statistic, 45 percent of influencer marketing campaigns used TikTok in 2022, which is expected to increase significantly this year. In addition, the average macro-influencer on TikTok — a creator with anywhere between 100,000 followers and one million followers — gets just under 40,000 views on an average video on the platform.

Stats like these can help marketers plan to reach their target audience and hit their ideal metrics on TikTok. Our takeaways based on these statistics are to keep TikTok collaborations with influencers at the forefront of your strategy for 2023 but continue to make use of other influencer marketing channels as well.

How Many Gen-Z and Millennial TikTok Users Follow Influencers?

According to Statista, a staggering 72 percent of millennials and Gen-Z users on TikTok and other social media platforms follow influencers. While this stat extends beyond TikTok into other social networks, it offers some insight into the power of influencer content on TikTok — a platform with a significant millennial and Gen-Z user base.

What Are Key Influencer Marketing Stats for Instagram?

Instagram is an extremely popular platform and was ranked as the most-used influencer marketing channel last year. Close behind were Facebook, TikTok, and YouTube. However, Instagram functions uniquely as an influencer marketing platform because of the scale of its body of lifestyle and beauty content.

If you’re a lifestyle or beauty brand, influencer recommendations through Instagram may have the most significant impact on your company's growth. The right brand partnerships and endorsements can help you connect with millions of potential customers through sponsored Instagram stories, posts, and reels.

What To Know About Instagram Demographics

If you want the highest ROI (return on investment) on your influencer marketing campaign, you’ll need to target the right platforms for your ideal customer demographic. If you’re aiming to reach customers in the 25-34 age range, Instagram influencers should be your partners of choice.

Current stats indicate that the majority of Instagram users — nearly half — are between 25 and 34 years old. This means sponsored posts on the platform are likely the best choice for brands with primarily millennial audiences.

What Are Key Influencer Marketing Stats for YouTube?

There are an estimated 2.6 billion people on YouTube each month, but that stat only includes the users who create an account and log in. That makes YouTube the second-most-used site on the internet, falling only behind Google.

YouTube Continues To Be a Buyer Resource

One of the main reasons why YouTube’s user base sticks with the platform is for reviews and recommendations of new products. YouTube is a hub for review-based content, and some of the biggest influencers on the platform make product recommendations on a regular basis.

In addition, YouTube has one of the highest engagement rates between influencers and users. There’s been a significant increase in recent years in the amount of user engagement on YouTube between users and the creators they watch, thanks to livestreams, comments, shout-outs, free product giveaways, and more.

Who Has the Highest Engagement Rates on YouTube?

Currently, it seems that YouTube macro-influencers — the creators with between 100,000 and one million followers on the platform — get the highest engagement rates of any YouTube influencers.

What Are Some Tips for a 2023 Influencer Marketing Strategy?

Based on these stats, how can you form a cohesive and effective influencer marketing strategy for this year and beyond?

Below are a few tips to follow to stay ahead of the curve.

Influencer Choice Matters

Influencer marketing works best when your brand and the influencers representing you are a perfect fit. An influencer marketing agency can help you match up with influencers who understand your products or services and the values and voice of your company.

In addition, remember that mega-influencers aren’t the only creators who can attract potential customers to your brand. In some cases — on YouTube, for example — micro-influencers have the highest levels of engagement.

Measure Your Success With Metrics

Another reason to work with an influencer marketing agency is to get valuable insight into the effectiveness of your efforts. The best way to learn from an influencer marketing campaign is with the right key performance indicators (KPIs). These include your average engagement rate, the number of conversions you receive from each piece of influencer-created content, and more.

Know Your Ideal Customer

To launch a successful Instagram marketing campaign, you need to know who you’re trying to reach. Identifying your ideal customer is one of the most important first steps in building your company’s marketing strategy — and deciding where to focus your marketing efforts.

A high-quality influencer marketing agency can help you develop buyer personas, which are detailed profiles of the types of customers you want to reach. Based on these personas, you can more effectively choose the right influencers and social media platforms for your future influencer marketing campaigns.

Watch Out for Influencer Fraud

Unfortunately, some content creators make use of unethical tactics — buying fake followers, for example — and can dupe unsuspecting companies into partnering with them.

This is another reason to work with a reputable influencer marketing agency instead of trying to vet content creators on your own. An agency can help you determine whether an influencer has a legitimate following and gets consistent fan engagement. Once you know you can count on an influencer to deliver, you’ll have confidence that their content will put a powerful spotlight on your brand.

The Bottom Line

Influencer marketing is one of the best ways to reach a massive audience and attract new customers. It’s also a complex and ever-growing form of marketing that requires careful planning to get the best results.

Instead of trying to pull off an influencer marketing campaign on your own, partner with a trustworthy, results-oriented influencer marketing agency to maximize your ROI and make the right decisions every step of the way.

At GR0, we know how to handle the challenges of influencer marketing and can connect your brand with ideal content creators to increase your exposure. Get in touch today to find out what we can do for your company and how influencer marketing can help you grow.


Global influencer market size 2023 | Statista

Top platforms used by marketers for influencer marketing U.S. 2025 | Statista

Views per post of global TikTok influencers | Statista

Top platforms used by marketers for influencer marketing U.S. 2025 | Statista


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