The influencer marketing industry is set to be worth $48 billion by 2027. That’s big money.

And is it any wonder? For ecommerce companies, working with influencers is a vital way to increase brand awareness and sell your productsThey’ll help promote your brand and sell your products. 🛒 

But what type of influencer should you use? And what channel will work best? Check out this round-up of influencer marketing statistics to get started.

Influencer marketing statistics: key takeaways 

• Micro-influencers have the highest engagement rate
• Brands get $4.12 for every $1 spent on influencer campaigns on IG
• Brands see an increase in affiliate sales when using influencers
• 84% of brands believe influencer marketing is effective

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The importance of influencer marketing for ecommerce brands 

Here's why having influencer marketing in your digital marketing mix is still a great strategy for 2025. Here are some stats to make you think twice.

84% of brands say they believe influencer marketing to be effective

Sentiment amongst brands suggested that influencer marketing efforts are something worth investing your money into. 84% of participants in Influencer Marketing Hub’s study say they believe this is an effective strategy - which means you could be falling behind the competition if you don’t consider it as part of your marketing campaigns. An effective influencer marketing strategy can significantly enhance your brand's visibility and engagement.

Source: Influencer Marketing Hub, 2024

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The influencer marketing industry is set to be worth $48 billion in 2027

Currently, the industry is worth around $24 billion, but in the next couple of years it's projected to increase significantly to $48 billion. That’s a huge number, reinforcing how valuable this type of marketing is to brands.

Source: Dynamic Business, 2023

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63% of consumers are likely to buy products from an influencer they trust

This is a biggie: 63% of shoppers say they’re more likely to buy a product if it’s recommended to them by a social media influencer they trust. This means you don’t need to fork out for a mega influencer (that’s someone with over a million followers). It’s more important to find influencers with a smaller audience who’re closer to your industry.

Source: Traackr, 2024

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Buyers are more likely to get product inspiration from influencers

You know what it’s like - you’ve got to buy gifts for a friend’s birthday or you need some new kitchenware but not sure where to start. According to The Morning Consult, Gen Zers and Millenials look to influencers to find product inspo. This is compared with other channels including TV and word-of-mouth. Older shoppers (baby boomers) still rely on TV to find new products.

Source: The Morning Consult, 2025

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63% of marketers say influencer-generated content performs better than other brand-directed content

Consumers want to see authentic content from real people. And this is evident in the numbers. A majority of marketers say influencer-generated content performs better than other forms of brand content.

Brands like Lick paints know this all too well. In fact, they hired their very own internal influencer to help them build their community on social media. Tash, who is the Director or Interior Design, frequently goes to Instagram or TikTok to give Lick's audience advice on what type of paints and colours they should be using in their home.

Source: Aspire, 2024

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Influencer content about food and beverage is the post popular

According to Sprout Social’s data, content about food is the best at capturing the attention of your audience. This is followed by beauty content. This might help you generate new ideas for your influencer campaigns. 💡

Source: Sprout Social, 2024

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62% of ‘frequent’ buyers go to influencers with their feedback

This is an interesting stat: according to Sprout Social’s survey, 62% of people who frequently buy from influencers, are likely to go back to the creator to give them product feedback. This means you’ll need to work closely with your creators to ensure you’re getting fed this information, too.

Source: Sprout Social, 2024

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TikTok influencer marketing statistics 

50% of marketers believe TikTok offers the best ROI 

The popularity of TikTok has creeped up over the last few years. Currently, it’s the number one channel where brands believe they’ll get the best ROI from short-form video content. This is important for brands who want to invest in influencer marketing: it can guide you on what type of content and which platform would best to spend money on.

Source: Influencer Marketing Hub, 2024

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78% of users purchased a product after seeing it featured in TikTok creator content

A whopping 78% of TikTok users said they bought a product after seeing it featured in creator content. That’s a big number, and shows just how influential TikTok creators and influencers can be. 

Source: TikTok, 2024

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TikTok is the best platform for social commerce 

Social commerce is a way for brands to sell products directly through social media. You can set up shops through channel features such as TikTok Shop and shoppable video ads. This is definitely worth investigating as 36% of UK consumers say TikTok is the best social media platform to buy products on. 

💡 TikTok expert, Ashley Wright, says TikTok Shop is the channel you should be looking out for 2024. 

Source: Traackr, 2024

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There's been a 26% increase in TikTok influencer campaigns 

In 2023, there was a 26% increase in the number of influencer campaigns on TikTok. And thanks to TikTok Shop and hashtags like #TikTokMadeMeBuyit, there’s also been an increase in the number of consumers buying products via the social platform. 

Source: Aspire, 2024

Want more tips on how to build your TikTok strategy? Check out our podcast with Piglet In Bed, who have built a huge community on the channel. 

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Instagram influencer marketing stats 

Influencer costs per Instagram post

Taking a look at your influencer marketing spend? Here’s a breakdown of the different types of influencers you can hire, along with their cost per Instagram post:

• Nano (1k-10k followers) - $10-$100
• Micro (10k-50k) - $110-$500
• Mid (50k-500k) - $500-$5000
• Macro (500k-1M) - $5000-$10,000

Note: These are rough averages and the price of influencer content will vary from person-to-person. Instagram influencers, especially nano and micro-influencers, are becoming increasingly popular for their high engagement rates and affordability.

Source: Influencer Marketing Hub, 2024

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Instagram is the second-best channel for influencer marketing

Unfortunately for Instagram, TikTok has become the leading channel for influencer marketing. This means Instagram has now moved down a spot to number 2. That being said, a large chunk of brands (47%) are still using it for influencer marketing—don’t wave goodbye to it just yet!

Source: Influencer Marketing Hub, 2024

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Facebook influencer marketing stats 

Facebook ads can reach 1.98 billion people 

Facebook is buzzing with ads. You don’t need a stat to see this, just head to your feed and you won’t be able to get away from them. Facebook ads have the potential to reach 2.11 billion of its active users. 🤯 Combine that with some influencer marketing ads and you’re onto a winner. 🏆

Want some FB ad inspo? Check out our article all about creating Facebook Ads (and how to create some 🔥graphics for your campaigns). 

Source: Demand Sage, 2025

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Facebook was voted second-best for influencer marketing ROI

Facebook ties with YouTube when it comes to the best ROI for your influencer marketing campaigns. Marketers also voted Instagram as the best channel for influencer ROI, so a combination of these platforms could be a safe bet for 2025.  

Source: HubSpot, 2024

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Millennials make up the majority of Facebook users

If you’re targeting millennials - that’s people born between 1981 and 1995 (which makes them between the ages 27 and 42 in 2023) - it’s worth using Facebook to grab their attention because they make up the majority of users on Facebook. In contrast, Gen Z (people born after 1995) are the least likely to use Facebook - you’re better targeting them on TikTok. 

Source: Traackr, 2024

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YouTube influencer marketing stats 

YouTube is the most used platform for consuming creator content 

Across Gen Z and Millennials, YouTube is the most popular platform for watching content by influencers and creators. This is followed by Instagram, and then Facebook. Here’s a breakdown of the different platforms according to Traackr’s research. 

Source: Traackr, 2025

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YouTube has the highest engagement rate for influencer video content 

YouTube influencers receive the highest engagement rate (49%) - calculated by the number of likes, comments and shares of a video. 

Source: Aspire, 2024

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YouTube has the highest cost-per-mile (CPM) 

The CPM measurement is the cost an advertiser pays per 1000 views on a video. Out of all social channels, YouTube has the highest CPM. So for every 1000 views on a YouTube video, advertisers pay $20. Next is Instagram Stories and TikTok at $15. And Instagram reels at $10.

What can you take away from this? Advertisers think YouTube is a great option for getting in front of potential customers. So if you can work with an influencer on some content for YouTube, you’re in for some good results.  

Source: Aspire: 2024

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70% of viewers have made a purchase after seeing a brand on YouTube 

If people are watching your brand on YouTube - whether it’s product demos or tutorials - there’s a fairly high chance they’re going to make a purchase. It’s worth dipping your toes into this channel if you’ve not already. 

Source: Dash, 2024

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Influencer costs per YouTube post 

If you’re considering working with influencers on YouTube, here’s a rough breakdown of how much they’ll charge. 

Nano: $20 - $200 per video 

Micro: $200 - $1,000 per video 

Mid: $1,000 - $10,000 per video 

Macro: $10,000 - $20,000 per video 

Mega: $20,000 + per post 

Source: Influencer Marketing Hub, 2024

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The ROI of influencer marketing campaigns

If you’re thinking of launching an influencer marketing campaign as part of your marketing strategies, you might have to convince your boss that it’s the right move. Here are some stats to give you an idea on the ROI you can expect.

Brands get $4.12 for every $1 spent on influencer campaigns on IG

That’s right! According to HypeAuditor’s report, you can get - on average - $4.21 for every $1 you spend with an influencer on Instagram. So for that $500 post with your micro-influencer, you could see a wallet-tingling $2,105 in return. Brands are increasingly allocating significant portions of their influencer marketing spend to leverage these high returns.

Source: HypeAuditor, 2023

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21% of marketers repurpose IGC on their website and product pages

IGC stands for influencer-generated content. If you’ve got permission from your creators, you can repurpose this content across different channels and platforms. It seems the most popular way to repurpose IGC is by adding it to your product pages.

Ecommerce brands like Starface actually use images by creators instead of product images on some of their pages.

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Source: Aspire, 2024

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Nano-influencers on TikTok have the lowest cost-per-engagement

Cost-per-engagement (CPE) is measured differently across different platforms. But in general, it indicates how much a like, share or comment is worth on an influencer’s post. When putting a budget together for your influencer campaigns, it’s worth noting that nano-influencers (people with less than 10k followers) have the lowest CPE on TikTok over any other influencer group and channel. And Facebook has the highest with a whopping $15.30 per click!

Here’s a rough breakdown of CPE’s across Instagram, TikTok, YouTube and Facebook.

• Instagram: $0.05
• TikTok: $0.27
• YouTube: $0.51
• Facebook: $15.30

Source: Aspire, 2024

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Over 50% of influencer charge between $250 - $1000 per post

Let’s talk about how much your influencer campaigns might cost - according to Sprout Social, 24% of influencers charge between $251-$500 per post, and %23 charge between $501-$1,000.

Source: Sprout Social, 2024

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Running your influencer marketing campaign 

So what about actually launching that influencer campaign you’ve been thinking about as part of your marketing strategy? Check out these stats to see what other brands are up to.

• 80% of companies are dedicating budget towards influencer marketing
• 60% of brands use 3rd-party tools to assist with influencer marketing. Out of those tools, discovery and communication tools are the most popular.
• 60% of brands prefer a ‘campaign-approach’ to influencer marketing (in other words, they commit to an influencer agreement for a shorter period of time).
• Influencer marketing efforts are particularly effective among Gen Z, who are heavily influenced by social media influencers.

Source: Aspire and Influencer Marketing Hub, 2024

We’ve got a list of influencer marketing tools that’ll help you plan, manage and report on your campaigns.

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Advertising and affiliate marketing statistics 

Many brands use influencers to boost organic engagement and brand awareness on social media. But you can also use them to directly drive sales, too. 

Increase in affiliate sales when using influencers

You can team up with influencers for your paid marketing through affiliate programs. They’ll promote your products on their channels. This could be on YouTube, Instagram, their podcast or blog—wherever their audience hangs out. They’ll also share special discount codes for their followers. For every sale made using the code, the influencer earns a commission. It's a great way for you to boost sales and get your brand out there while offering your influencers an incentive, too. 

And it’s a worthwhile tactic because, according to Aspire, you could see a staggering +2,200% increase in affiliate sales if you use influencers in your campaigns. 🤯

Source: Aspire, 2024

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30% decrease in CPA when IGC is used instead of brand-produced content 

You could see up to a 30% decrease in cost per acquisition (CPA) when using influencer-generated content compared to standard brand-produced content. This underscores the effectiveness of influencer-driven campaigns in acquiring customers at a lower cost.

Source: Aspire, 2024

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The use of AI in influencer marketing

Thanks to the rise of tools like ChatGPT, there seems to be no getting away from AI. But no matter your feelings about it, you can certainly use it to your advantage. Whether you’re using it to help automate your influencer campaigns, or working with AI influencers to help promote your products—here are some interesting statistics to get you thinking. 🤖 

• 75% of marketers believe influencer marketing can be automated 
• 63% of marketers say they’ll use AI in their influencer campaigns 
• 75% of people would want influencers and platforms to disclose the use of AI

Source : Traackr 2025 and Influencer Marketing Hub, 2024

If you’re wondering what an AI influencer might look like, take a look at Nobody Sausage. This AI character regularly works with big name brands on campaigns designed to stop the scroll on social media. 

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Tips on working with influencers

The relationships between you and your social media influencers are super important. Particularly as both influencers and brands prefer long-term partnerships. Check out these stats to see how other brands work with influencers:

• 93% of influencers are willing to work with a brand for free products, as long as they love the brand or the product value is high.
• 49% of creators say long-term campaigns are their favourite way to work with brands.
• 89% of creators are prioritising spending time on TikTok over any other channel
• 68% of consumers say they’d stop following an influencer if they said something that contradicts their personal values
• 56% of consumers are more likely to buy a product from an influencer who has good product knowledge (in other words - educate your content creators!)
• 71% of influencers offer discounts when partnering with brands

Additionally, understanding the behavior and preferences of social media users is crucial for crafting effective marketing strategies, as this audience is increasingly resistant to traditional branded content.

Source: Morning Consult, Aspire, Sprout Social, and Traackr, 2024 and 2025

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How to be successful with influencer marketing in 2025

Now you’re equipped with a bunch of influencer marketing statistics and strategies, what does this mean for your campaigns this year? Here are some key themes to consider:

Pick the right tools for your campaigns: You can’t do everything in spreadsheets and shared drives, so make sure you pick tools that’ll help achieve your campaign goals. For instance, Dash (that’s us) is a really handy tool for ecommerce brands who need to manage and share their visual content. Influencers can upload their content to Dash using our guest upload feature. This cuts down on endless email chains and large file transfers. You can also set expiry dates and usage rights so your teams know what content they can repurpose for future campaigns.

🤓Take a read of our post to discover more influencer marketing tools.

Spend time finding influencers that your audience trusts: Your audience is way more likely to engage with your campaigns if they already trust the influencers you work with. Plus, more and more people prefer to watch ‘regular’ people, rather than celebrities. Check out tools like Shopify Collabs and Klear to help you find niche influencer recommendations.

If you’re on a tight budget, work with nano-influencers on TikTok: If they fit with your brand’s audience and goals, start by working with TikTok nano-influencers - they’ve got the lowest cost-per-engagement across all social channels. Once you can start proving the ROI of your campaigns, you could begin scaling on different platforms.

Focus on video content: Whether you’re creating stories on Instagram or long-form videos on YouTube, most stats point to video content being the best type of content for engagement and conversions.

🎧 You can listen to our podcast with Toby from Nusa Films to learn how to create thumb-stopping videos for social.

Repurpose your influencer content: If your influencers give you permission to, you can repurpose their content across different platforms. You could use them in ads, on your product pages - anywhere that feels appropriate. This is a great money-saver and will save you time planning new content in a hurry.

If you want statistics on other marketing strategies, check out our other articles: 

• Ecommerce marketing statistics 
• Video marketing statistics 

Organising your influencer content 

Planning and collaborating on influencer campaigns is no quick task. You’ll need a place to store and manage your content, and keep track of how well your campaigns are doing. 

Well, you can do all that with Dash - that’s us! 😇

Our digital asset management tool (DAM) is the home for visual content. Influencers and creators can upload content to Dash, you can give them feedback and deploy images and videos to your social channels - particularly useful if you’re repurposing content in the future. You can also tag content by how well they’ve performed in your campaigns.

Interested?

You can try Dash for free for 14 days. ✨👇