50+ Influencer Marketing Statistics for 2026

Key Influencer Marketing Statistics at a Glance

Before diving into the detail, here are the headline numbers every marketer should know for 2026. These statistics paint a picture of a maturing industry with substantial investment, proven ROI, and growing sophistication.

Market Size and Growth Statistics

The influencer marketing industry has experienced remarkable growth over the past decade. What started as an experimental marketing channel has become a multi-billion pound industry that continues to outpace traditional advertising growth.

1. Global influencer marketing to reach $34.1 billion in 2026

The global influencer marketing platform market is projected to reach $34.1 billion in 2026, up from $32.55 billion in 2025. This represents a compound annual growth rate (CAGR) of approximately 30% since 2020 when the market was valued at $10 billion. The sustained growth reflects increasing marketer confidence and proven campaign effectiveness.

2. Market has tripled since 2020

In 2020, the influencer marketing industry was worth $10 billion globally. By 2026, it will have more than tripled to $34.1 billion. This growth trajectory outpaces most digital marketing channels and reflects the shift in consumer attention from traditional media to creator-led content.

3. Over 7,000 influencer marketing agencies and platforms exist worldwide

The number of companies offering influencer marketing services has exploded from just 190 in 2015 to over 7,000 in 2025. This includes dedicated influencer marketing platforms, agencies, and hybrid solutions. The proliferation of specialist providers indicates a maturing industry with increasing sophistication.

4. Instagram remains the largest influencer marketing platform worth $22+ billion

Instagram's influencer marketing ecosystem alone is valued at over $22 billion in 2025, making it the dominant platform for brand-creator partnerships. This represents approximately two-thirds of the total influencer marketing spend globally, though TikTok is growing its share rapidly.

5. 59% of marketers plan to increase influencer marketing budgets in 2026

According to Sprout Social's Q1 2025 survey of 650 marketers across the US, UK, and Australia, 59% plan to increase their influencer marketing partnerships this year. This confidence reflects strong performance data and growing comfort with influencer marketing as a core channel rather than an experiment.

UK Influencer Marketing Statistics

The UK represents one of the most developed influencer marketing economies in Europe. British brands and creators have embraced the channel, though the market has its own characteristics and regulatory environment that distinguish it from other regions.

6. UK influencer marketing market valued at £2.9 billion in 2026

The UK influencer marketing industry is projected to reach £2.9 billion in 2026, growing from £2.36 billion in 2024. This makes the UK the largest influencer marketing market in Europe and one of the most mature globally. The market is expected to maintain a CAGR of 29.5% through 2033.

7. UK influencer marketing ad spend to hit £1.3 billion by 2029

Paid influencer advertising spend in the UK is projected to grow from £930 million in 2024 to £1.3 billion by 2029. This figure represents direct ad spend and does not include organic influencer partnerships, gifting programmes, or affiliate arrangements.

8. 98,000+ UK Instagram accounts have 5,000+ followers

The UK has over 98,000 Instagram accounts with more than 5,000 followers, creating a substantial pool of potential creator partners for brands. This includes nano-influencers (5,000-10,000 followers), micro-influencers (10,000-100,000), and larger accounts.

9. 47% of US marketers prioritize authenticity over reach

Nearly half of US marketers now prioritize influencer authenticity over follower count when selecting partners. This shift reflects growing awareness that engagement quality matters more than raw reach, and that audiences respond better to genuine creator-brand relationships.

10. 47% of UK brands favor ongoing partnerships over one-off campaigns

UK brands are increasingly moving away from transactional, single-post partnerships toward longer-term ambassador relationships. 47% now prefer ongoing partnerships, recognising that sustained creator relationships build deeper audience trust and deliver better ROI over time.

11. 25% of UK campaigns now use performance-based pricing

A quarter of influencer campaigns in the UK now incorporate performance-based compensation tied to results like sales, sign-ups, or engagement metrics. This trend toward commission-based fees reflects growing marketer sophistication and demand for measurable outcomes.

12. 51-79% of UK consumers have purchased via influencer recommendations

Between 51% and 79% of UK consumers report having made a purchase based on an influencer recommendation, depending on the demographic surveyed. Gen Z and Millennials show the highest conversion rates from influencer content.

Instagram Influencer Marketing Statistics

Instagram remains the dominant platform for influencer marketing, offering a mature creator ecosystem, sophisticated advertising tools, and strong ecommerce integration through features like Shopping and Checkout.

13. 57% of brands prefer Instagram for influencer campaigns

More than half of brands (57%) identify Instagram as their preferred platform for influencer marketing campaigns. The platform's visual nature, strong engagement rates, and developed shopping features make it particularly effective for ecommerce and lifestyle brands.

14. Instagram brand value reached $47.4 billion in 2023

Instagram's overall brand value hit $47.4 billion in 2023, making it the sixth most valuable media brand worldwide. This represents a 42% increase from $33.48 billion the previous year, reflecting strong advertiser demand and user engagement.

15. 77% of Instagram influencers have under 10,000 followers

The vast majority (77%) of Instagram influencers fall into the nano and micro-influencer categories with fewer than 10,000 followers. This concentration at smaller audience sizes means brands have extensive choice when seeking niche, highly-engaged creator partners.

16. Lifestyle is the most popular Instagram influencer category at 14.32%

Lifestyle content accounts for 14.32% of Instagram influencers globally, making it the largest category. Beauty follows at 7.63%, with fashion, travel, and fitness also representing significant creator segments.

17. Instagram posts tagged #ad reached 6.12 million in 2024

The number of posts tagged with disclosure hashtags like #ad has grown significantly, reaching over 6.12 million posts in 2024. This increase reflects both market growth and improved compliance with advertising disclosure requirements.

18. Instagram Reels drive 22% higher engagement than static posts

Short-form video content through Instagram Reels generates approximately 22% higher engagement rates compared to static image posts. Brands investing in influencer partnerships increasingly request Reels content to maximise reach and interaction.

TikTok Influencer Marketing Statistics

TikTok has transformed influencer marketing with its algorithm-driven discovery, authentic content style, and younger demographic. The platform now commands significant marketing budgets and offers unique creative opportunities.

19. TikTok brand value reached $66 billion in 2023

TikTok's brand value hit $66 billion in 2023, surpassing Instagram to become the most valuable social media brand among advertisers. The platform's ability to drive viral content and reach Gen Z audiences makes it increasingly essential for brands targeting younger demographics.

20. 66% of brands now use TikTok for influencer marketing

Two-thirds of brands (66%) now incorporate TikTok into their influencer marketing strategies, up significantly from under 40% in 2022. This rapid adoption reflects TikTok's proven ability to drive awareness, engagement, and increasingly, direct sales through TikTok Shop.

21. Nano-influencers on TikTok achieve 15.2% engagement rates

TikTok nano-influencers (1,000-10,000 followers) achieve average engagement rates of 15.2%, the highest of any influencer tier on any platform. This makes small TikTok creators particularly valuable for brands seeking high engagement relative to spend.

22. Micro-influencers on TikTok achieve 12.4% engagement rates

TikTok micro-influencers (10,000-50,000 followers) maintain strong engagement at 12.4% average. Even at larger audience sizes, TikTok engagement significantly outperforms equivalent tiers on Instagram or YouTube.

23. TikTok mega-influencer posts average 329,000+ views

Posts from TikTok mega-influencers (1+ million followers) receive an average of 329,382 views. Macro-influencers (100,000-1 million followers) average 38,517 views per post, demonstrating the reach potential at higher tiers.

24. SHEIN was the most mentioned brand on TikTok in 2022

Fast fashion retailer SHEIN dominated TikTok brand mentions with 37,500 influencers mentioning the brand in 2022. Target (24,100 mentions) and Sephora (19,300 mentions) followed, demonstrating fashion and beauty's strong presence on the platform.

25. Average TikTok macro-influencer post costs $1,200-$3,500

TikTok macro-influencers with 500,000 to 1 million followers charge between $1,200 and $3,500 per post on average. Mega-influencers with over 1 million followers command significantly higher rates, often $5,000-$25,000+ per post depending on niche and engagement.

YouTube Influencer Marketing Statistics

YouTube offers unique advantages for influencer marketing including longer-form content, strong search visibility, and the ability to demonstrate products in detail. The platform particularly suits tutorial, review, and educational content.

26. YouTube brand value reached $29.71 billion in 2023

YouTube's brand value stood at $29.71 billion in 2023, making it the eighth most valuable media brand globally. While smaller than TikTok's brand value, YouTube offers distinct advantages including search engine visibility and longer content shelf life.

27. People and blogs is the most popular YouTube influencer category at 20.6%

Personal vlogging and lifestyle content represents 20.6% of YouTube influencers, the largest category on the platform. Entertainment (16.8%) and music (13.7%) follow as significant creator segments.

28. YouTube influencer engagement ranges from 1.9% to 3.4%

YouTube engagement rates vary by influencer size, ranging from 1.9% for influencers with 1,000-5,000 subscribers to 3.4% for those with over 1 million subscribers. Interestingly, larger YouTube channels often maintain strong engagement due to dedicated subscriber bases.

29. Sponsored YouTube videos cost $1,105-$16,234 based on views

YouTube sponsored video rates vary significantly by expected viewership. Videos projected to receive 500,000 to 1 million views cost between $1,105 and $16,234 on average. Videos with over 1 million views command premium rates starting at $2,500 minimum.

30. YouTube Shorts now rival TikTok for short-form influencer content

YouTube Shorts has grown rapidly as a short-form content format, with 2 billion logged-in users watching Shorts monthly. Brands increasingly include YouTube Shorts in influencer briefs to extend reach across both long and short-form content.

Influencer Tier Statistics

Understanding the different influencer tiers helps brands allocate budgets effectively. Each tier offers distinct advantages in terms of reach, engagement, and cost-effectiveness.

31. Nano-influencers (1K-10K) deliver the highest engagement rates

Across all platforms, nano-influencers consistently achieve the highest engagement rates. On TikTok, nano-influencers average 15.2% engagement compared to 4.9% for mega-influencers. This inverse relationship between audience size and engagement is a key consideration for campaign planning.

32. 61% of marketers prefer investing in micro-influencers

The majority of marketers (61%) now prioritize micro-influencer partnerships over larger creator tiers. The combination of strong engagement, niche audiences, and more accessible pricing makes micro-influencers the sweet spot for many campaigns.

33. 51% of marketers invest in mid-tier influencers (100K-500K)

Just over half of marketers (51%) include mid-tier influencers in their strategies, seeking a balance between reach and engagement. This tier often combines the relatability of smaller creators with meaningful audience scale.

34. Mega-influencers charge 10-50x more than micro-influencers per post

The cost differential between influencer tiers is substantial. While a micro-influencer might charge £200-500 per Instagram post, mega-influencers with millions of followers often command £5,000-25,000+ for similar content, representing a 10-50x premium.

35. 76% of Instagram influencers are nano-influencers

The influencer ecosystem skews heavily toward smaller creators, with 76% of Instagram influencers classified as nano-influencers with fewer than 10,000 followers. This creates extensive choice for brands seeking niche, authentic partners.

ROI and Effectiveness Statistics

Demonstrating return on investment remains central to influencer marketing success. These statistics show how effective well-executed campaigns can be and how marketers perceive channel performance.

36. Average ROI of $5.78 per $1 spent on influencer marketing

On average, brands earn £5.78 for every £1 invested in influencer marketing, making it one of the highest-ROI digital marketing channels available. Top-performing campaigns can achieve significantly higher returns, particularly when targeting engaged niche audiences.

37. 86% of US marketers will use influencer marketing in 2026

Adoption continues to grow with 86% of US marketers planning to partner with influencers in 2026, up from around 75% in 2022. This near-universal adoption reflects proven campaign effectiveness and growing marketer comfort with the channel.

38. 83% of brands rate influencer marketing as effective

The vast majority of brands (83%) consider their influencer marketing efforts effective or very effective. Only 5% report negative experiences, indicating that most campaigns meet or exceed expectations when properly executed.

39. 82% report influencer marketing delivers best-quality leads

Beyond awareness, influencer marketing excels at lead quality. 82% of marketers say influencer-sourced leads are higher quality than other channels, likely due to the pre-qualification that comes from trusted creator recommendations.

40. 59% of marketers report increased engagement from influencer campaigns

The majority of marketers (59%) cite increased audience engagement as a primary benefit of influencer partnerships. This engagement translates to brand awareness, consideration, and ultimately conversion.

41. 55% report increased credibility and revenue growth

More than half of marketers (55%) credit influencer marketing with improving brand credibility and driving revenue growth. The association with trusted creators transfers authenticity to brands in ways traditional advertising cannot match.

42. Influencer-generated content outperforms branded content for 60% of marketers

Six in ten marketers report that influencer-generated content consistently outperforms brand-created content on the same platforms. This performance gap reflects audience preference for authentic, creator-style content over polished advertising.

Consumer Behavior Statistics

Understanding how consumers respond to influencer content helps brands craft more effective campaigns. These statistics reveal the trust, purchasing behavior, and preferences that shape influencer marketing success.

43. 69% of consumers trust influencer recommendations

Nearly seven in ten consumers (69%) trust recommendations from influencers they follow, rating them more credible than traditional advertising. This trust stems from the perceived authenticity and personal connection audiences feel with creators.

44. 45% of Gen Z prefer influencers over celebrities for recommendations

Gen Z consumers show clear preference for influencer recommendations over celebrity endorsements, with 45% favoring creators they follow. This generational shift reflects changing media consumption habits and the rise of parasocial relationships with online creators.

45. 75% of consumers use social media for purchasing advice

Three-quarters of consumers now consult social media during purchase decisions, seeking reviews, recommendations, and product demonstrations. Influencer content plays a significant role in this research process, particularly for considered purchases.

46. 54% of UK consumers trust influencer posts over celebrity ads

UK consumers specifically show strong preference for influencer recommendations, with 54% trusting influencer content more than traditional celebrity advertising. Authenticity and relatability drive this preference.

47. Brazil leads global influencer purchase rates at 73%

Purchase behavior varies significantly by market. 73% of Brazilian consumers report purchasing via influencer links, compared to 41% in the US. Regional differences in social commerce adoption and platform usage drive these variations.

48. Travel influencer content rated most useful at 60%

Content category affects trust and utility. 60% of consumers rate travel influencer content as useful for decision-making, the highest of any category. Beauty, fashion, and technology also perform strongly for product recommendations.

Influencer Compensation Statistics

Understanding influencer pricing helps brands budget effectively and negotiate fair rates. Compensation varies significantly by platform, audience size, engagement, and content type.

49. 26% of agencies allocate over 40% of marketing budget to influencers

Over a quarter of marketing agencies now allocate more than 40% of client budgets to influencer marketing, reflecting the channel's proven effectiveness. An additional 23% allocate 10-20% of budgets to influencer partnerships.

50. Flat fees remain the most common influencer payment model

Despite growth in performance-based pricing, flat fees remain the dominant compensation model. Most influencers prefer guaranteed payment over commission-based arrangements, particularly for brand awareness campaigns.

51. UK Instagram micro-influencer rates: $150-750 per post

UK micro-influencers (10,000-100,000 followers) typically charge $150-750 per Instagram post, depending on engagement rates, niche, and content requirements. Stories and Reels may be priced separately or bundled into campaign packages.

52. UK macro-influencer rates: $1,500-15,000 per post

UK macro-influencers (100,000-1 million followers) command $1,500-15,000 per Instagram post. Premium niches like luxury, beauty, and finance often sit at the higher end of this range.

53. Creator income: 26% prioritize knowledge-sharing over monetisation (23.8%)

Interestingly, more creators (26%) cite knowledge-sharing as their primary motivation than direct monetisation (23.8%). This creator mindset shift suggests authenticity-focused partnerships may resonate better than purely transactional arrangements.

Compliance and Regulation Statistics

The UK has specific advertising regulations governing influencer marketing, enforced by the Advertising Standards Authority (ASA). Non-compliance creates legal and reputational risks for both brands and creators.

54. 43% of UK influencer ads lack proper disclosure

Despite clear ASA guidelines, 43% of UK influencer advertisements still lack appropriate disclosure. This includes inadequate labelling, hidden disclosures, or missing declarations entirely. Both brands and influencers share responsibility for compliance.

55. 34% of influencer ads have no disclosure whatsoever

More concerning, 34% of UK influencer ads contain no disclosure at all, placing both brands and creators at risk of ASA enforcement action. The regulator has increased scrutiny and is willing to name non-compliant parties publicly.

56. 3,566 ASA complaints filed about influencer ads in 2024

Consumer complaints about influencer advertising continue to rise, with 3,566 complaints filed with the ASA in 2024. This heightened consumer awareness means brands must ensure proper disclosure in all paid partnerships.

57. ASA requires clear labelling: "Ad", "Advertisement", or "Paid partnership"

The ASA mandates that influencer ads be clearly labelled using terms like "Ad", "Advertisement", or platform-provided tools like "Paid partnership". Hashtags like #gifted or #affiliate alone may not meet disclosure requirements for paid content.

58. Brands can be held responsible for influencer non-compliance

Under UK advertising rules, brands share responsibility for ensuring influencer content complies with ASA guidelines. Contracts should include clear disclosure requirements, and brands should review content before publication.

AI and Emerging Trends Statistics

Artificial intelligence is transforming influencer marketing from discovery and vetting through to content creation and measurement. These statistics highlight key technology trends shaping the industry.

59. 66.4% of marketers say AI improves campaign outcomes

Two-thirds of marketers (66.4%) report that AI tools have improved their influencer marketing campaign outcomes. AI applications include influencer discovery, audience analysis, fraud detection, and performance optimization.

60. 38% of marketers use AI tools limitedly, 22.4% extensively

AI adoption in influencer marketing varies, with 38% of marketers using AI tools in limited applications and 22.4% using them extensively. Common use cases include influencer identification, content performance prediction, and reporting automation.

61. 70% of creators under 44 use AI tools in content creation

Creator adoption of AI tools is even higher, with 70% of creators under 44 using AI for some aspect of content creation. Applications include caption writing, image editing, video production, and engagement optimization.

62. 48% of younger adults follow AI-generated influencers

Virtual and AI-generated influencers have gained significant following, with 48% of younger adults reporting they follow at least one AI influencer. While niche, this trend suggests growing acceptance of synthetic creators among certain demographics.

63. AI fraud detection can identify fake followers with 95%+ accuracy

Modern AI-powered fraud detection tools can identify fake followers and engagement manipulation with over 95% accuracy. This capability is essential for brands vetting potential influencer partners and protecting campaign budgets.

Ecommerce and Shopify Integration Statistics

For ecommerce brands, influencer marketing offers direct paths to purchase. Platform shopping features and affiliate integrations make it easier than ever to track and attribute influencer-driven sales.

64. Social commerce to reach $80 billion in the US by 2025

Social commerce sales are projected to reach $80 billion in the US by 2025, with influencer content driving a significant portion of this revenue. Platforms like TikTok Shop, Instagram Checkout, and Pinterest Shopping enable seamless influencer-to-purchase journeys.

65. TikTok Shop GMV exceeded $20 billion in 2024

TikTok Shop's gross merchandise value (GMV) exceeded $20 billion in 2024, demonstrating the platform's ecommerce potential. Influencer-led live shopping and product reviews drive significant sales volumes through the platform.

66. 62% of frequent shoppers share product feedback with influencers

The relationship between consumers and influencers is increasingly two-way. 62% of frequent shoppers report sharing product feedback directly with influencers they follow, creating valuable user-generated content and authentic testimonials.

67. Shopify merchants can integrate influencer tracking via affiliate apps

Shopify's app ecosystem includes numerous influencer marketing and affiliate tracking solutions. Apps like Refersion, UpPromote, and Impact enable merchants to track influencer-attributed sales, manage commissions, and scale creator programmes.

68. 66% use influencer marketing primarily for brand awareness

While ecommerce integration improves, 66% of brands still cite brand awareness as their primary influencer marketing goal. However, this is shifting as attribution improves and brands become more confident tracking influencer-driven conversions.

69. 77% of brands work with 1-10 influencers

Most brands (77%) maintain relatively focused influencer programmes with 1-10 active partners. This concentration allows for deeper relationships and more consistent brand representation versus spreading budget thinly across many creators.

Frequently Asked Questions

Common questions about influencer marketing statistics, strategy, and implementation for UK brands.