The 45 Most Important Advertising Statistics of 2023
ByGoran Dautovic
December 15,2022
Advertising has evolved over hundreds of years to become a key driving force behind the modern economy, and the third decade of the 21st century will see the industry enter a new age of technological possibilities. Virtual and augmented reality will bloom as advertising gets a face-lift, with outdated approaches destined for the scrap heap.
To paint a better picture of the current landscape and identify growing trends within the industry, we pored through an array of reputable advertising studies. We then used that information to compile this authoritative list of advertising facts and statistics.
Interesting Advertising Statistics – Editor’s Choice
- Social media advertising budgets are expected to grow 11.76% annually by 2026.
- Acknowledgment is key: 77% of Twitter users appreciate a brand more when their tweet is responded to. It takes about 10 hours on average for businesses to respond to a tweet, even though customers want a response within four hours.
- Average advertising costs for small business operations that use Google Ads as part of their online advertising strategy are between $9,000 and $10,000 per month.
- Three-quarters of marketers fail to use behavioral data for online ad targeting.
- 70%-80% of users ignore sponsored search results.
- 84% of people expect brands to create content.
Amazing Advertising Facts
Did you know that the first-ever TV advertisement was for watchmaker Bulova, broadcast in July 1941? Or that the first radio commercial lasted for 15 minutes? Here are some more interesting advertising facts you can wow your friends with at your next cocktail party!
- The most expensive advertising campaign of all time was created by Chanel. It cost $33 million, of which $3 million was paid to Nicole Kidman, who starred in the video.
- As soon as chewing gum ads started showing people chewing two pieces of gum at once, sales doubled.
- In 1450, Johannes Gutenberg invented movable type printing. This led to the birth of a new era of advertising in the form of the handbill. The lithographic process was perfected in 1796, giving rise to the illustrated poster.
- One of the more mind-blowing facts about advertising is that most watches displayed in advertisements are set to 10:10. Why? Because the watch’s hands frame the brand name and create a smiley face.
- Advertisers often use a technique called “affective conditioning” where they take a product and place it next to other things consumers feel positive about. For example, detergent brands often associate themselves with babies, sunshine, and flowers, even though detergent doesn’t inherently have anything to do with them. Repeatedly displaying the brand alongside feel-good images makes people think more positively about the product.
Online Advertising Statistics
Online advertising is a booming industry with plenty of opportunities for businesses to grow and thrive. It has significantly grown over the past several decades and taken over the good old television. Here are some statistics that show how advertising has changed with time.
Google and Facebook hold the largest share of total US digital ad revenue, with 28.6% and 23.8% respectively.
(Statista)
Even though both companies’ market share is declining thanks to competition from companies like Amazon, Google and Facebook remain the two most dominant forces on the market. In 2021, the two companies boasted 28.6% (Google) and 23.8% (Facebook, including Instagram) digital ad revenue, accounting for more than 50% of all ad money in the US.
70%-80% of users ignore sponsored search results.
(Search Engine Land)
This shows the advantages of ranking organically instead of paying Google to pin your page to the top of search results. Not only do most users ignore sponsored search results but they’re also more likely to distrust the brand that’s advertising itself in that way.
Videos are shared 1,200% more than text and links combined.
(Forbes)
Trends over recent years have shown that well-crafted, compelling video content is among the most powerful online advertising tools. People remember videos for longer and share them more frequently than they do other media. That’s why creating unique video ads should be a key part of your marketing strategy.
About 81% of all online shopping carts are abandoned.
(SaleCycle)
Advertising fast facts indicate that customers are indeed hasty to abandon their online shopping carts. This is a big issue for online businesses since a total of 81% of users never return to finish shopping after they initially abandon their cart. To tackle this problem and reduce the number of abandoned baskets, you might want to look into some tried-and-true cart abandonment solutions.
90% of searchers haven’t made up their mind about a brand before starting their search.
(Status Labs)
While some people are loyal to certain brands, most potential customers prioritize the best products and the lowest prices over brands they know. This is one reason the market is more competitive than ever before and explains why quality internet advertising is vital to any business’s success.
The total number of users with ad blockers worldwide rose to 763.51 million in 2019.
(Statista)
Consumers don’t necessarily hate all advertisements: Most wish that they could just filter those they don’t want to see instead of blocking them all. The problem lies in intrusive, bad ads that ruin the user experience, which is why a smart approach to designing and implementing ads is becoming increasingly important.
There is a hacker attack every 39 seconds.
(Small Business Trends)
One of advertising’s least fun facts is that almost 50% of all small businesses have suffered a cyber breach in 2018. These companies usually have minimal security infrastructure and are easy prey for data sharks. Cyber attacks can be extremely destructive, which is why both large and small companies should do everything they can to protect themselves.
Small businesses earn an average of $3 in revenue for every $1.60 they spend on Google Ads.
(PowerTraffick)
When it comes to pay-per-click investment on internet ads, businesses usually make double what they spend on Google Ads. If your company’s return is significantly lower than this, maybe it’s time to make some tweaks. The average click-through rate on paid search ads using Google Ads is about 2%.
90% of consumers read online reviews before visiting a business.
(Bright Local)
Customer reviews also influence 67.3% of purchasing decisions. Interestingly, people trust them as much as personal recommendations, which makes them extremely important for all businesses, especially those oriented toward local customers.
Global digital ad spending is predicted to exceed $645 billion by 2024.
(Statista)
The total amount of money spent on digital ads has been rising over the years, even though the rate of increase has fallen slightly. Experts predict that over the next two years, this spending will increase by $121 billion.
Three-quarters of marketers fail to use behavioral data for online ad targeting.
(Adweek)
Advertising facts suggest that marketers are slow to act on behavioral user data. This is because they mostly use older technologies to drive consumer segmentation. Marketers also believe that companies are still struggling to translate the collected behavioral data into better, more customized user experiences.
Small businesses that use Google Ads spend between $9,000 and $10,000 per month on PPC.
(WebFx)
Statistics about small and medium businesses show that the most competitive PPC keywords relate to the financial and legal industries, as well as insurance services. These types of businesses spend more than $1.2 billion per year on PPC advertising on Google.
84% of consumers expect brands to create content.
(Havas)
Research by Havas shows brand engagement is extremely important for consumers. People want content that engages them through storytelling, provides useful solutions, and creates entertaining experiences. Since a single moment of brand disappointment was shown to result in 47% of consumers giving up on a brand altogether, it’s critical that marketers create content that’ll resonate with their target audience.
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YouTube Advertising Statistics
Did you know that YouTube has over 2 billion monthly users? That’s more than a quarter of the world’s population! Every day, those users watch over 500 million hours of video content. Clearly, YouTube is an expanding platform with a lot of potential for businesses and advertisers. Below are some telling YouTube stats that show just how effective video advertising can be.
While people are spending less and less time in front of a TV, they’re watching more YouTube than ever before.
(Think With Google)
As the second-most-visited site on the internet and the main platform for Google video ads, YouTube has experienced spectacular growth. In 2015 alone, 18-to49-year-olds spent 4% less time watching TV and 74% more time watching content on YouTube.
80% of shoppers who watch a YouTube video related to a purchase they’re planning to make do so at the start of the process.
(Think With Google)
YouTube has proved to be a remarkably important web advertising tool for consumers who seek to better inform themselves before choosing a product to spend their money on. With more than 2 billion monthly users and a huge number of content creators, there is always an expert opinion to be found on any product or service worth buying.
Over 60% of YouTube watch time comes from viewers on mobile devices.
(Statista)
According to 2021 Statista research, smartphones are a major entry point for internet access in many markets across the world and have also become the most popular device for watching video content. Almost a quarter of the world’s population will watch a video on a phone this year.
Paid YouTube mobile ads receive viewer attention 83% of the time.
(Ipsos)
This is one of the most startling online advertisements vs. traditional advertising statistics, seeing that TV ads only get attention 45% of the time. Television ads simply last too long, and TV watchers regularly check their phones during breaks in sports games and other televised events.
Since 2016, twice as many small and medium-sized businesses have started advertising on YouTube.
(YouTube)
Given that YouTube’s sophisticated advertising tools can successfully analyze your target audience and reach the most valuable potential customers, it’s no surprise that the number of small and medium-sized businesses creating online ads for YouTube is rising steadily.
89% of shoppers trust YouTube creators’ product recommendations.
(Think With Google)
In the digital age, customers are increasingly using video content to inform themselves before making purchases. This trend of researching other people’s opinions and experiences gives good products exposure and helps increase revenues.
Social Media Advertising Statistics
The social media ecosystem is becoming increasingly complex, offering much more than a convenient way to connect with friends and family. Using social media platforms for marketing purposes can be extremely effective, but only if you employ the right strategy. That’s why in this section, we’re bringing you the latest social media advertising stats that’ll assist you in making better-informed advertising moves.
4.62 billion people used social media in 2021, up 4.8% from the year before. That means 62% of all people on the planet now use social networks.
(DataReportal)
Social media platforms have proved to be a potent market for advertisers. The steady increase in the number of users in 2021 indicates that the peak of investment in social media is still to come.
In 2020, 34% of digital consumers used social networks to research new brands or products.
(Business 2 Community)
With the astronomical rise of the “Stories” feature on Instagram and similar social media networks, advertising online has never had a bigger reach than it does today.
The average engagement rate of Instagram business account posts in 2021 was 0.83%.
(HootSuite)
Engagement rates are a key metric for any social media platform. They show how popular a post is and can help you get more followers, boost your reach, and grow your business.
90% of users follow at least one business on Instagram, while more than 200 million people visit at least one business profile every day.
(Hootsuite)
Interestingly, about two-thirds of these visits come from people who don’t already follow the profile. This shows that investing in Instagram advertising has huge potential for attracting new customers.
71% of consumers who reach out to customer service via social media expect a reply within five minutes.
(Ambassador)
Social media can be a great tool for increasing brand engagement and attracting new customers. One of the best ways to achieve this is to offer outstanding customer service via your social platforms. A good reputation among users and their word-of-mouth recommendations will help you lower your internet advertising costs, allowing you to invest the money you save into other things.
While 80% of businesses that have an online presence believe they deliver great customer service via their social media channels, only 8% of their customers agree.
(Smart Insights)
As far as advertising stats go, this is a real punch in the guts. It can be easy to think you’re doing a good job from inside your office, but it’s your customers’ opinions that really matter. Don’t overestimate the quality of your customer service, and most importantly, don’t ignore what your customers are telling you.
In 2019, Facebook had over 90 million pages for small and medium-sized businesses.
(Meta)
This is one of the more impressive Facebook advertising facts. The number of businesses that advertise on the platform reached 10 million in the third quarter of 2020.
Facebook owned 24.5% of all digital video ad spending in 2018.
(eMarketer)
Facebook (including Instagram) received nearly 87% of US social media video ad spending in 2018. That same amount translates to one-quarter of all US video ad spending. It’s a crowded market, but as video ads grow, Facebook continues to be a popular channel.
The average engagement rate for Facebook video posts in 2020 was 6.09%.
(Hootsuite)
This shows that videos are by far the most engaging posts on Facebook. Video content engagement has been rising, while engagement with original and stock photo content, link posts, and status posts are on the decline.
Global social media advertising spending will account for 33% of all digital ad spending in 2022.
(Hootsuite)
This spending is predicted to grow 17% in 2022, reaching $134 billion, making social media platforms even more powerful when it comes to reaching new customers across the world.
Social media marketing budgets are expected to grow 11.76% annually by 2026, reaching $358 billion in 2026.
(Statista)
Social media has taken over the world, and marketing investment in these platforms has increased rapidly. In 2022, social media advertising spending will grow 27.9% on mobile and 21.7% on desktop compared to 2021.
77% of Twitter users appreciate a brand more when it responds to their tweets.
(Twitter)
It’s also worth noting that customers on Twitter want brands to respond to their tweets sooner. At present, it takes about 10 hours on average for businesses to respond to tweets. Customers, however, expect a response within four hours.
TV Advertising Statistics
Although social media marketing is on the rise, that doesn’t mean TV advertising is dying out. On the contrary, it’s still very much alive and kicking. The reason behind its continuing popularity is simple – it works.
Investing in TV can increase advertising effectiveness by 40%.
(Thinkbox)
Whether in the short or long term, television still delivers a great bang for your advertising buck. It’s one of the lowest-risk methods of investing in advertisement, with a high likelihood of profit return: 70% between three and six months, and 86% over three years.
TV advertising spending in the US is predicted to reach $68.35 billion in 2022.
(Statista)
TV remains the best form of advertising for cashed-up marketers willing to spend large amounts on ad campaigns for mass audiences. However, as those audiences shift to digital media and advertisers pursue more multichannel campaigns, it’s getting tougher to make TV work for your business. That’s why it’s unlikely that TV advertising spending in the next five years will exceed prepandemic levels of financing.
In 2020, US teens watched 37% less traditional TV than they did three years ago, while millennials’ share dropped 23.4% in just one year.
(MarketingCharts)
The amount of time 18-to34-year-olds spent watching traditional TV – both live and time-shifted – in Q3 2020 dropped 23.4% from 2019. Younger people are watching less and less television, which is bound to have a negative impact on TV advertising effectiveness.
The average adult in the US spends five hours and 24 minutes per day watching videos.
(MarketingCharts)
Television remains one of the best media for marketers to use product placement and other subtle advertising strategies. When you consider that people watch nearly five and a half hours of video per day, TV’s effectiveness makes sense.
Mobile Advertising Statistics
Using mobile platforms for SMS marketing has proved to be very efficient. In recent years, marketers have turned to mobile to generate leads, increase sales, and improve customer engagement through banner advertisements on mobile websites and ads in downloaded apps and games.
Mobile searches for “best” have grown 80% between 2015 and 2017.
(Think With Google)
This is one of those digital advertising trends that shows how much consumers value search engines as a tool for helping them make smart purchases. People are turning to their phones for advice, however large or small their decision may be.
Global mobile ad spending is projected to reach $413 billion by 2024.
(Statista)
This information reflects the growing dominance of mobile devices compared to desktop computers, with up to 57.4% of total web traffic and over 50% of digital ad spend now taking place on mobile. The most attractive spaces for advertisers to place their ads were search results and social media platforms, as well as mobile games.
68% of companies have integrated mobile marketing into their overall marketing strategy.
(MakeaWebsiteHub)
Targeted advertising facts show just how profitable mobile marketing can be as part of a cohesive brand strategy. Now, 71% of marketers believe mobile marketing must be at the core of their business-development plans.
88% of consumers who search for a local business on their mobile call or visit that business within a day.
(Social Media Today)
This statistic shows the importance of making a good first impression on customers. What’s more, 18% of all local searches lead to a sale within 24 hours. It’s important to cater to your local clientele, as 72% of people who visit a physical shop choose one within five miles of their location.
In 2019, more than two-thirds of the total US digital advertising budget was dedicated to mobile devices.
(Hollywood Reporter, Statista)
With $120 billion spent on mobile marketing in 2020, the US is the leading mobile advertising market in the world. China comes in second, while the UK holds the third spot.
Email Marketing Statistics
Taking advantage of email marketing services has helped many small businesses reach their customers. According to the latest targeted advertising statistics, email is still one of the most effective channels for customer acquisition and retention.
UK email marketers reported an average return on investment of 4,200% in 2020: For every dollar invested, the average return was $42.
(Hubspot)
This astoundingly high return rate has to do with the low cost of implementing email campaigns, which is what makes this one of the most effective advertising solutions out there. It’s worth noting that since the arrival of the European Union’s General Data Protection Regulation in 2018, this figure has likely declined for businesses that serve customers in the EU.
Adding videos to your email can increase click rates by 300%, while interactive email content increases the rate of click-to-open by 73%.
(MTA)
This is one of those facts about advertising that you absolutely shouldn’t ignore. Spicing up your emails with animations, videos, and interactive content is becoming increasingly important in boosting customer engagement.
49% of consumers say they would like to receive promotional emails from their favorite brands on a weekly basis.
(Statista)
It turns out your loyal customers do like to hear from you, and their preferred method of receiving business news is via email. If you take advantage of this, you can build brand loyalty through quality weekly content.
Around 33% of email marketers send emails on a weekly basis.
(DataBox)
Depending on your industry, sending out daily email marketing campaigns may not always be a bad thing. Research shows that 13% of businesses send emails every day, while 26% send them several times per month.
99% of consumers check their email daily.
(Optinmonster)
People are much more likely to see an email from a business than they are to see a social media post. This is especially true when it comes to mobile devices, where a larger percentage of users still keep their email notifications turned on.
Final Words
TV and digital advertising statistics above show beyond doubt that this industry is in a state of rapid flux. As marketers adapt to technological advancements, a whole new world of possibilities has opened up. Advertising is more competitive than ever before, and you need to be on top of your game if you want your business to stand out from the crowd.
Sources
More From Our Blog
While influencer marketing isn’t exactly a modern invention, it has certainly reached new heights over the past decade. Back in the day, movie stars, athletes, and musicians could earn a pretty penny by promoting products and services. At the time, this was the most effective way to reach and influence a broad audience. But not anymore. Nowadays, the focus has shifted to “normal people” who the audience can relate to. Influencer marketing statistics show us exactly how much this trend affects our society and what we can expect in the future.
It might not surprise you to hear that influencer recommendations today mean a lot more to young people than celebrity blogs and endorsements. While celebrities often appear fake, influencers come across as more relatable, honest, and authentic. Because of that, many younger internet users rely on these individuals to help them decide what’s cool, what’s reliable, and what’s worth buying.
Influencer Marketing Stats (Editor’s Choice)
In 2018, companies who used influencer marketing got a 520% return on investment.
49% of users rely on influencer recommendations for their purchases.
In June 2018, Instagram reached one billion active users.
Micro-influencers with fewer than 100k followers are responsible for the majority of posts on the platform.
66% of influencers on the web focus on fashion, beauty, or lifestyle.
The primary concern for 42% of marketers is dealing with fake followers (bots).
Marketer and Influencer Stats
Analysts predict the influencer marketing industry will be worth $9.7 billion in 2020.
(Influencer Marketing Hub)
Marketers know that in order for their brand to reach its full potential on social media, they need to employ influencers. Year on year, the growth of this industry has been around 50%. In 2019, the industry was estimated to be worth $6.5 billion. And it will only continue to grow.
In 2019, nearly 90% of marketers ran multiple campaigns.
(Linqia)
The success of influencer marketing has driven up the number of campaigns marketers use today. One campaign is simply not enough to both drive brand awareness and generate sales, so the majority of companies will run multiple, sometimes simultaneous, campaigns. Among surveyed marketers, 24% of them ran more than five campaigns in 2019, with 16% of them maintaining an always-on campaign.
91% of marketers believe in the effectiveness of influencer marketing.
(Influencer Marketing Hub)
Influencer marketing stats from late 2019 show that, unsurprisingly, marketers put a lot of trust in their influencer campaigns. This is comparable to the number of respondents that planned to invest in influencer marketing during 2020, especially with how good ROI has been in the past several years.
When they pick influencers, 29.2% of marketers look at engagement rate as the main factor.
(SocialPubli)
Other figures show that 23% of marketers look at content quality, 21.2% focus on reach, while only 14.2% consider audience size. If we’re to trust these influencer marketing statistics, only 12.4% worry about how much the influencer costs. This suggests that the ROI is so good that most marketers don’t even think about the price.
77% of marketers believe micro-influencers will play a large part in the future of digital marketing.
(Linqia)
Considering that the majority of posts on Instagram are created by micro-influencers, it makes sense that they will continue to play a role in the future of marketing. Based on some influencer marketing facts, marketers predict that AI and live video will also be significant trends in the future.
Nano influencers are being requested more often than celebrities.
(Linqia)
A nano influencer doesn’t have a huge following - usually under 5,000 followers. But in the eyes of many marketing companies, they offer a better ROI than using a big-name celebrity.
Among the surveyed marketers, 25% want to work with nano influencers, compared to 22% who still prefer working with celebrities to promote their products. Celebrity influence is slowly dwindling because it’s too commercial. What people really want is a genuine connection, and nano influencers offer exactly the kind of authenticity that makes it possible.
Companies using influencer marketing saw a 578% return on investment in 2019.
(Influencer Marketing Hub)
This study used data from 2,000 companies. Compared to data from 2018, when the ROI was at 520%, this is quite a significant growth. This shows that marketers are getting a better understanding of employing these types of campaigns.
During the past year, 5% of brands spent more than $500,000 each on influencer campaigns.
(Influencer Marketing Hub)
The majority of marketers will not spend more than $50,000 a year hiring influencers. In fact, 43% spend less than $10,000 annually. Of course, the bigger the influencer, the higher the price goes, so a small portion of big brands will gladly spend much more than others for hiring the mega stars of social media.
In 2019, 57% of marketers said that they would increase their influencer marketing budget in the following year.
(Linqia)
Most experienced marketers know these ad campaigns work, so they’re willing to invest more and more in them each year. Even though influencer marketing ROI is lower now than it was a few years ago, we can expect things to pick up again.
Only 5% of marketers plan on spending half or more of their budget on influencer marketing.
(Linqia)
Traditional marketing is still the dominant form of advertising, even in 2022. While the trend of employing influencers is on the rise, with 43% of marketers planning to spend between 11% and 25% of their budget for influencer campaigns. Still, one-third of surveyed marketers don’t want to dedicate more than 10% of their budgets on paying influencers.
Repurposing influencer ads is the strategy of 89% of marketers.
(Linqia)
Once the content is produced and posted online, it’s out there forever. So, a logical step for marketers is to repurpose what they’ve already paid for. Companies will re-post paid content as either promoted posts across other social media channels or use it for organic growth, depending on what kind of content was produced in the first place.
According to Influencer Marketing Hub, 39% of influencer marketers use conversions as a primary measure of success.
(Influencer Marketing Hub)
Trends are also changing in the way the success of influencer marketing campaigns is measured. Previously, marketers used site engagement metrics, but in 2019 that trend was overtaken by calculating conversions. It makes sense, too. It’s one thing for a potential customer to just click the link, learning something about the brand, but it’s a whole other situation if they actually end up making a purchase.
71% of marketers keep up with the latest FTC regulations and know how to implement them.
(Linqia)
FTC guidelines are there to protect consumers and sanction influencers who don’t follow the rules. That’s why it’s important that marketers familiarize themselves with all the latest changes and modifications. All these regulations are clearly defined for each social platform, so there is zero room for error or misunderstanding.
On the other hand, only 14% of influencers are fully FTC compliant.
(Influencer Marketing Hub)
Even with many efforts by social media platforms to ensure ads are marked as ads, the majority of influencers still don’t mark their posts by the FTC standards. Analysts fear that this may lead to more drastic measures by the authorities, potentially leading to another “adpocalypse.” On the other hand, the situation is improving ever so slightly, since in 2018 this number was sitting at just 11%.
The primary concern for 42% of marketers is dealing with bots that might follow the brand influencer.
(Marketing Charts)
There are two main problems with an influencer having too many fake followers or bots. First off, having too many of these automatic fans might result in problems with the FTC, which could lead to account suspension. In addition, from a marketer’s point of view, there’s no point in paying for a campaign that mainly reaches fake users.
Social Influencer Marketing
64% of influencers say they would never accept a huge amount of money if it would cost them their followers.
(Hashoff)
This data shows most digital influencers nowadays value their fanbase more than money. The respect they get from their followers seems to be invaluable. That, in turn, makes them more desirable on their chosen platforms.
45% of influencers are contacted at least four times a month with campaign proposals.
(Influence.co)
It’s interesting to note that while almost half of influencers get at least four offers a month, there’s a good chance those offers won’t be accepted. In fact, 44% of influencers say they only accept one in four offers they receive. This suggests that demand for marketing influencers actually outweighs supply right now.
49% of influencers are paid a flat fee per picture, while 11% are paid based on performance.
(Influence.co)
Almost half of all influencers are paid per picture, which means that they don’t have to worry about audience engagement or any other metrics. Their only job is to post the picture and carry on with their normal work. It’s understandable why that business model is a lot more attractive to influencers than other alternatives, which could prove to be far less reliable.
66% of influencer networks focus on fashion, beauty, or lifestyle.
(Influence.co)
This information suggests that beauty and image trump all other concerns. Naturally, influencers are ready to help us ease our insecurities. The 66% share shows what kinds of products and services people are most likely to shop for online.
12% of influencers say that most of the time they have no control over the copy used in their promotions.
(Influence.co)
Among these influencer marketing statistics, one worrying snippet shows that 12% of influencers don’t even write their own posts. This flies in the face of the authenticity and honesty influencers are supposed to represent.
For 63% of campaigns, influencers don’t even use contracts.
(Influence.co)
Despite the fact that marketers spend billions of dollars on influencer campaigns, 63% of influencers still don’t use contracts to protect themselves or their work. This is a poor practice that is set to change as regulations get more and more rigid.
Instagram Influencers Marketing
Instagram has 1 billion active users.
(Hootsuite)
There’s no doubt that Instagram is one of today’s biggest social media platforms. In 2018, there were 1 billion registered users, a 1,000% increase since 2013. By the end of 2019, the monthly active user number has also reached 1 billion, solidifying Instagram as the platform your brand needs to utilize.
500 million Instagram users watch Stories every day.
(Hootsuite)
Even though they’re not originally Instagram’s invention, Stories have become hugely popular on the platform. These are photo or video posts available in a separate feed that automatically disappear 24 hours after being posted. Ability to link Stories to a website has increased their popularity among both marketers and influencers.
90% of Instagram users follow at least one brand on the platform.
(Instagram)
Another unsurprising fact is that fans will stay fans wherever they go. Instagram is no different. In fact, a vast majority of users end up following brand accounts, so that already creates a loyal fan base to which a company can promote its products.
Female influencers produced 84% of sponsored Instagram posts in 2019.
(Statista)
For years, beauty and fashion have been on the forefront of advertising on Instagram. Since these industries mostly have female consumers, it comes as no surprise that influencers are predominantly female.
The number of sponsored Instagram posts is projected to reach 6.1 million in 2020.
(Statista)
Looking at the Instagram influencer marketing statistics throughout the past several years, a trend can be seen regarding the number of sponsored posts. It is constantly on the rise, although not at the 100% rate we’ve seen from 2016 to 2017. In 2019, there were 4.95 million sponsored posts on Instagram, and in 2020 this number is expected to rise by more than a million.
A study from April 2018 found out that more than half of influencers use Instagram Stories as their preferred outreach method.
(eMarketer)
Instagram Stories were introduced in August 2016 and gave users a chance to create posts that only last for 24 hours. It is a great customer acquisition method because it allows influencers to reach people who don’t already follow them.
25% of all sponsored posts on Instagram are fashion-related, while food takes second place.
(Business Insider)
We’ve already mentioned how the influencer marketing industry revolves around beauty tips and lifestyle instructions, so it makes sense that fashion represents a quarter of all Instagram sponsored posts.
Micro-influencers with fewer than 100,000 followers are responsible for the majority of posts on Instagram.
(Socialbakers)
Nearly a third of all profiles on Instagram belong to so-called micro-influencers, who can have anywhere from 2,000 to 100,000 followers. The interesting thing about influencer culture is the fact that there’s room for everyone. In fact, top Instagram influencers with over a million followers only make up 1% of all accounts on the platform.
97% of marketers plan on using Instagram for their influencer campaigns in 2020.
(Linqia)
Instagram has finally overtaken Facebook as the most popular influencer platform. Not only are Instagram posts sitting at the top spot, but Stories are also making their way up - 83% of marketers are planning to pour their budgets into promoting their products with Stories produced by influencers. The reason? Vertical video. For 55% of marketers, vertical video will play a key role in 2020 campaigns.
YouTube Influencer Stats
10 brands spent $1 million each on sponsoring YouTube videos.
(Influencer Marketing Hub)
“This video is sponsored by…” You know the drill. Sponsored video segments, basically ads that are embedded into the video, are turning to be quite an investment for certain brands. These famous words were most commonly spoken for SkillShare, Squarespace, Nord VPN, Blue Chew, and DLive.
Brands spent more than $90 million on YouTube influencers during Q1 2020.
(Influencer Marketing Hub)
During the first quarter of 2020, more than 1,300 brands were spending money on sponsored content on YouTube. In total, there were 5,680 videos produced, amassing 704 million views.
On average, advertisers spent $16,011 on each sponsored YouTube video.
(Influencer Marketing Hub)
While sponsorships with top YouTube influencers don’t come cheap, the growth of micro and macro influencers lead to a wide variety of pricing tiers. Looking at the numbers during Q1 2020, we can see what amount of money on average is needed for each influencer campaign on the platform. In the future, analysts predict that YouTubers at or below 100,000 subscribers could be the biggest driving force for marketing campaigns.
Epic Games was the biggest spender in the first half of 2020 with a campaign worth $10.6 million.
(Influencer Marketing Hub)
The gaming powerhouse Epic Games, the owners of Fortnite and Epic Games Store, had a way bigger marketing budget for YouTube than anyone else. Sitting in second place is Bang Energy with $7.7 million, while SkillShare comes in third with $3 million in sponsored content expenses. Gaming is huge on YouTube and, with the world’s most popular game under its belt, Epic knew the value of promoting on this platform.
Four in 10 millennial consumers feel that their favorite YouTube influencer understands them better than friends or family.
(ThinkWithGoogle)
While these statistics might appear worrying, they certainly fit with the whole concept of influencers. Marketing to teens nowadays boils down to promoting normal, down-to-earth, relatable figures who understand what young people are interested in. That’s why millennial influencers are so effective. Because of that, teens, millennials, and other younger demographics feel a strong connection to them.
Half of YouTube’s top 10 earning stars are gamers.
(Forbes)
Industry statistics reveal that some of the most influential YouTubers on the platform are gamers. This reflects the continuous growth of the gaming industry, which is expanding rapidly. In an effort to compete with websites like Twitch, YouTube has also introduced streaming, which has further helped gaming channels gain prominence.
18% of users are influenced by YouTube when it comes to their purchases.
(Shane Barker)
YouTube is one of the biggest and most popular online platforms for product reviews. There are thousands of channels specializing in unboxing videos and hands-on reviews, all of which give potential customers a better feel for the product than written reviews. Influencers who create reviews often make deals with YouTube influencer marketing, in which they get free products, or even cash, in exchange for their reviews.
YouTube has the best engagement rate, ranging from 4% to 6.7%.
(CreatorIQ)
YouTube is a platform designed to drive engagement. Either by involving viewers in the discussion or by them sharing and liking videos, the drive to engage with content is inherently higher than on any other platform. Data from 2016 to 2019 demonstrates that Twitter has the lowest engagement rate, with 0.17% or lower depending on the audience size.
User Statistics You Should Know
49% of users rely on influencer recommendations for purchases.
(ION)
Online bloggers are so influential that almost half of users on the web rely on their recommendations when deciding to make a purchase. This shows that influencers are at least as important as all those hard-working marketers out there.
Influencer marketing statistics show that young people (ages 18-34) are more likely to buy a product endorsed by an influencer than one endorsed by a celebrity.
(Marketing Charts)
About 10 years ago, the go-to stars for product promotion were actors, musicians, sportspeople, and other celebrities. Nowadays, it’s all about influencers who seem a lot more trustworthy and relatable. Indeed, 22% of young people trust influencers’ choices, compared to just 9% who trust celebrities.
94% of users think authenticity and transparency are essential.
(Marketing Charts)
Authenticity and transparency are two of the most important traits in celebrity influencers. If they want to keep their followers, these social gurus need to be original, cultivate their own voice, and make sure that their behavior is completely transparent. This is the best way to earn their audience’s trust and respect.
19% of consumers rely on Facebook influencers when they purchase products.
(Shane Barker)
Statistics show that 19% of users turn to Facebook influencers for advice regarding product purchases. Although the platform is now less popular than its sister network, Instagram, it is still the preferred platform for thousands of influencer marketing companies.
What About Twitter?
You’ve probably noticed that we’ve mentioned pretty much every major social media platform except for Twitter. So, who are Twitter’s biggest influencers? What are some of the most interesting Twitter followers statistics?
Unfortunately, a lot of Twitter statistics revolve around the company’s own reports and estimates. Twitter seems to be desperately looking for a way into the world of real influencer marketing, even though the platform is inherently restricted by its 280-character limit for tweets.
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