40+ Incredible Content Marketing Statistics for 2022
ByIvana V.
July 12,2022
Businesses have been using some form of content marketing for hundreds of years, but the digital age has seen this type of advertising strategy explode. People are now consuming more information than ever before, and all content marketing statistics show the trend will only continue to rise.
This indicates that engaging marketing strategies will be an even bigger priority for companies around the world. The vast majority have already adapted to the changing times and now create various types of content to promote their products, but the possibilities still seem endless. New and emerging technologies are always threatening to disrupt and change the playing field, so no serious business can grow too comfortable and risk getting left behind.
To show you the true scale and importance of content creation, we’ve researched the newest available data and pulled out the best facts and most telling marketing statistics about its impact on our world.
Top Statistics About Content Marketing - Editor’s Choice
- 72% of marketers have reported that content marketing has quantifiably improved prospect engagement.
- Reports show that more than 90% of marketers use digital content to approach their customers.
- 65% of marketers struggle with creating engaging and Google-loved content.
- Small businesses with blogs generate 126% higher lead growth than small businesses without blogs.
- In 2018, 75% of marketers reported using tech to acquire insight into the performance of their content.
Audience Behavior Statistics
31% of marketers count on blogging and short articles to build brand awareness.
(Content Marketing Institute)
Blogs are far from a dying breed. Even in 2021, they - along with other social media content - worked to build brands up. But to keep the existing user base satisfied, newsletters are the way to go according to 24% of surveyed marketers.
Around 20% of US customers are mobile-only users.
(Pew Research)
Optimizing your content for mobile devices is essential, especially when you want to target younger audiences. The stats on content marketing point to a discrepancy between older and younger customers who are increasingly turning to smartphones for all their digital needs.
66% of B2B customers strongly agree that companies should make it easier to access their content.
(DemandGen)
While marketers have certainly made strides in creating engaging content for the customers to go through, it is obvious that there are still a lot of issues with the services they offer. The latest B2B content marketing trends, statistics, and insights indicate that well designed platforms with a smoother user experience have a great chance to attract new buyers in the coming years.
26% of adults in the United States say they are constantly online.
(Pew Research)
Content marketing stats from 2015 show the number of adults in the United States who claimed to always be online was 21%, which suggests a constant upward trend. In fact, the newest research shows more than 77% of adults go online at least once a day.
90% of buyers say they would have engaged with a salesperson earlier in the purchasing process.
(CSO Insights)
Customer relations have been pushed aside by big companies. Instead, many have opted for AI-assisted self-service options without much contact with the buyer. This is in stark contrast with actual customer wishes. What’s more, it can be a big advantage in content marketing effectiveness for businesses that offer a more personalized service.
Mobile searches for “best” have grown over 80% in the past two years.
(Think with Google)
According to content marketing statistics for 2019, people are buying more and more via their mobile devices and becoming obsessed with research at the same time. This is especially true for items that may seem at first glance to be of less importance. In fact, in the same period of time, searches for “best toothbrush” have grown 100%, while searches for “best umbrella” have gone up 140%.
32% of US adults listen to podcasts monthly.
(Edison Research)
Overall, 20 million more people have listened to at least one podcast compared to last year’s numbers. Content marketing facts show 90 million people are monthly listeners, while more than 60 million adults listen to podcasts on a weekly basis. This makes any platform that hosts podcast content the perfect place to incorporate new marketing strategies.
The average American listens to more than 17 hours of online audio content each week.
(Edison Research)
Research shows the percentage of Americans who listen to online radio or stream audio content has grown from 33% in 2012 to a staggering 66% in 2019. For the first time ever, over half the population has listened to an audiobook, proving how valuable this sort of content can be for marketers.
40% of B2B buyers consume three to five pieces of content before reaching out to a salesperson.
(DemandGen)
The most researched content types when it comes to B2B shoppers are case studies, white papers, and blog posts. Statistics in marketing show people are relying more on content for their research, with the tendency to concentrate on content that focuses on ROI (return on investment) and business tactics.
On average, people retain 10% of audio information after three days, but this number grows to 65% if the information is paired with a relevant image.
(Brain Rules)
This is why most US marketers are pushing for more visual components in their digital content. In fact, more than 50% of B2B marketers believe creating visual content is a top priority of their digital marketing strategy.
Content Marketing Strategy Statistics
70% of US companies actively invest in content marketing.
(HubSpot)
Companies are more aware of the potential exposure and profit content marketing can bring to their brands. Among surveyed marketers, 60% said content marketing is very important for them, while fewer than 10% consider this form of marketing unimportant for their business.
Marketers who prioritize blogging efforts are 13 times more likely to see a positive ROI.
(HubSpot)
It is no surprise, then, that the majority of marketers identify blog creation as their key content marketing tactic. According to recent online marketing statistics, blogs are still one of the most shared types of content, even though video has surpassed them in recent years.
63% of marketers plan to increase their YouTube marketing.
(Social Media Examiner)
As we’ve mentioned, video content has become an essential part of any serious marketing strategy, so much so that it’s prioritized by more than 60% of marketers in the United States. With the popularity of YouTube and video streaming platforms like Twitch, this number is bound to climb a lot higher in the next few years.
81% of the most successful content marketers believe their customers view them as a credible and trusted resource.
(Content Marketing Institute)
B2B content marketing statistics like this one prove that the strategy of gaining customer trust by providing valuable information builds strong bonds and indicates long-term success. This goes hand in hand with 78% of companies valuing creativity and showing their craft, thus proving there’s a genuine care put into each piece of new content they publish.
33% of B2C marketers have a documented content marketing strategy.
(Content Marketing Institute)
A documented content marketing strategy can prove to be an invaluable asset to any company out there, but only a third of surveyed firms claimed to have one. Thirty-eight percent of the surveyed B2C companies said they had an undocumented strategy, while 20% planned to create one in the next 12 months.
37% of B2C marketers use content marketing to create brand awareness.
(Altimeter)
In just one year, B2C content marketing statistics and strategies have seen a considerable shift, at least when it comes to campaign targets. For example, customer experience is the target of just 20% of campaigns, but getting brand recognition is much more important now.
The average percentage of total marketing budget spent on content marketing by B2B companies is 26%.
(Content Marketing Institute)
Content Marketing Institute statistics show the gap between what the most and least successful B2B companies spend on content marketing is extremely wide. The most successful marketers spend 40% of their marketing budget while the least successful spend only 16%, proving the real value of content marketing.
Content marketing strategies generate over 400% more leads per $1,000 within 36 months compared to paid search campaigns.
(Oracle)
This research showed that, for medium and large businesses, marketing costs dropped by 41% when they switched to content marketing. What’s more, the average customer acquisition cost for a large company dropped from $108 to $64 per lead when it switched to content marketing.
Only 9% of B2C marketers believe their organization’s proficiency with the use of content marketing technology is at an expert level.
(Content Marketing Institute)
A further 40% of marketers describe their organization's proficiency as intermediate, so most companies are starting to see early success with the technology.
Paid advertising is important for 68% of marketers.
(HubSpot)
Social media is designed to give marketers the tools to really dig through the audience’s taste and habits, but those tools don’t come for free. “Boosting” posts on Facebook, for example, provides a deeper understanding of how the campaign performs, thus allowing for better knowledge of what can be used as organic content.
Facebook provides the best ROI for one in three B2C marketing organizations.
(HubSpot)
Facebook campaigns directly create conversions. The same can be said for Google Paid Search, a method that directly drives user engagement to a product and/or a page where a purchase can be made. It’s worth noting that more than 10% of marketers said they weren’t able to measure the ROI of their paid advertising campaigns.
General Content Marketing Statistics
94% of marketers distribute content via social media.
(SEMrush)
Almost everything we digest from the internet today is done through social media. Instead of opening dozens of tabs in our browsers, we’d rather just fire up Facebook or Twitter to catch up on all the latest news. This fact doesn’t go unnoticed by advertisers - nearly all surveyed marketers confirmed that they employ social media in their distribution strategies.
There were 8 million active advertisers on Facebook during the first quarter of 2020.
(Statista)
Facebook remains the top choice for marketers around the world, whether for local businesses or big international brands. Internet marketing statistics show the platform is continuously growing as an advertising space, with a year-on-year growth of 1 million new active advertisers.
Fewer than 20% of marketers use Facebook groups to promote their brands.
(HubSpot)
Having a Facebook Business page is still the best way to represent a company on the popular social networking site. More than 40% of marketers said that a business page is the most valuable tool for hitting goals on Facebook, with Facebook events being the least chosen option.
YouTube accounts for more than 15% of global internet traffic.
(Sandvine)
The world’s biggest video site continued to hold onto the title even in 2021. In fact, it is the second most popular website in the world, with first place belonging to Google.
YouTube ad revenue climbed to $15.1 billion in 2019.
(Bloomberg)
So, how does all that traffic translate to cold hard cash? It translates really well, in fact. According to the annual report published by Alphabet Inc, the owner of both Google and YouTube, the social video site did really well in 2019. The previous “adpocalypse” has finally been mitigated.
Instagram earned an estimated $20 billion in ad revenue in 2018.
(Bloomberg)
Content marketing statistics for 2019 show that this platform has finally beaten YouTube’s earnings. It might be the most popular site for video, but Instagram is definitely the place where advertisers have found their footing.
68% of B2C marketers use and develop social media stories to distribute content.
(Content Marketing Institute)
Stories have become the feature of choice for most B2C marketers, as they prove to be the most effective way to engage the audience. Long-form content, such as articles and guides, takes second place with 57%, while video snippets come in third at 52%.
Pinterest earned $1.03 billion in ad revenue in 2019.
(Statista)
This growth of revenue is similar to the year-on-year earnings increase between 2017 and 2019. Two years in a row, Pinterest recorded a $300 million ad revenue increase, with analysts predicting that in 2020 the company will see the total revenue jump by $363 million.
Social media analytics is the tool of choice for 84% of B2C marketers.
(Content Marketing Institute)
A recent study from the Content Marketing Institute found that integrated analytics tools in social media have surpassed dedicated analytics tools by 1%. The least popular tools were customer relationship management (CRM) systems with 49% and content management systems (CMS) with 41%.
Fewer than 10% of US marketers used Snapchat in 2019.
(HubSpot)
Statistics about content marketing show that Snapchat, currently, doesn’t look as attractive as it once did, at least for marketing purposes. Instagram has successfully integrated Snapchat’s features, TikTok is on the rise, and younger generations are flocking to what’s more popular.
Email marketing is the most effective way to promote content, with an ROI of $40 for every dollar spent.
(Smart Insights)
As spam filters evolve and the level of spam emails continues to drop to historic lows, advertising content via email has never been as profitable as it is now. Content marketing statistics about ROI say 59% of B2B marketers identify email as their most effective channel in terms of revenue generation.
Videos added to email content can increase click rates by 300%.
(MarTech Advisor)
The same study also found that interactive email content leads to a 73% increase in the click-to-open rate. Adding GIFs, animation, collapsable menus, and other interactive features can lead to higher engagement with the content and also increase revenues.
24% of B2C marketers expect their content marketing budget to rise in 2020.
(HubSpot)
Compared to early 2019, when 57% of marketers were planning budget increases, this is a significant drop. Now, 41% of surveyed marketers don’t plan to increase their budget, while roughly 35% of surveyees are unsure.
54% of B2C content marketers say their organization’s level of content marketing is extremely successful.
(Content Marketing Institute)
Of all the businesses surveyed, a staggering 74% said their level of success is higher than that of the previous year. Content marketing success statistics show that only 3% of marketers said they were somewhat less successful than in 2018.
88% of marketers are satisfied with the ROI of their video marketing efforts on social media.
(Animoto)
Results from video content marketing statistics show 93% of marketers have landed at least one new customer directly because of their social media video content. This type of content has become so important that video creation skills are increasingly being sought after when hiring for a new marketing position.
45% of consumers discovered brands on social media through video ads.
(Animoto)
This makes video ads the number one way consumers discover brands, while recommendations from friends come in second place with 31%. Visual content marketing statistics show that third and fourth place go to Facebook groups at 30% and sponsored influencer posts at 29%.
Long-form content outperforms shorter content by over 40%.
(Quick Sprout)
Research shows that Google favors pages with rich content. So, if you’re focusing on blogging and written content marketing, it’s best to keep the word count on your page above 2,000. According to the content marketing SEO statistics collected by QuickSprout, it looks like the ideal word count is somewhere above 2,400.
94% of B2B content gets zero external backlinks.
(Backlinko)
Backlinko’s study included more than 912 million blog posts. It’s a clear indicator that building links through content marketing is more challenging than ever before. Businesses are increasingly implementing strategies like guest blogging and HARO to gain external links to their website.
The content marketing industry will be worth $412 billion by 2021.
(The Drum)
The projected annual growth of the industry will be around 16%, which is set to represent an incremental growth of over $217.3 billion in the period from 2016 to 2021. Content marketing is already the best way to engage consumers, and the number of companies using content marketing statistics to improve their services is constantly rising.
55% of businesses said they currently outsource their marketing efforts.
(Content Marketing Institute)
Content marketing spending statistics show companies are increasingly outsourcing work, even though nearly the same number of respondents said they have two or more employees dedicated to content marketing. The bigger companies, with 100+ employees, are more likely to outsource their marketing. Among them, 65% said they currently turn to outsourcing their marketing teams.
In 80% of cases, content creation is what B2C marketers most often outsource.
(Content Marketing Institute)
It’s not very difficult to see why a marketing company would like to get rid of the burden of content production. Oftentimes it’s cheaper to outsource, leaving more money for funding other aspects of the campaign, as well as having your top employees planning the next big slogan or logo.
60% of marketers reuse content two to five times, but only 29% actually have a strategy for doing so.
(IZEA)
Repurposing older, successful content is a smart strategy, so much so that 45% of businesses use automated marketing for their content on a regular basis. The problem is, however, that in most cases there’s no real strategy to this, and a lot of good opportunities for improvement get wasted.
54% of consumers want to see more video content from a brand or business they support.
(HubSpot)
Statistics about visual content marketing point to an insatiable hunger for information. This represents a great opportunity for marketers, especially those who produce quality video content and impactful advertisements.
Conclusion
The digital marketing industry is rapidly expanding and evolving into a dominant force in the advertisement world. However, we’re not at peak level just yet. Most B2B and B2C marketers are finding it hard to catch up with the latest technological advancements and consumers’ rising standards. This is why industry trends are moving towards freelancers and outsourced agencies for content creation, and experts are in high demand.
The facts and marketing stats we’ve gathered show a clear move towards mobile devices and video creation as the main targets for digital advertising in the coming years. Visual marketing is set to experience another big boom with emerging augmented reality and virtual reality gadgets. But for now, the main focus lies on social network stories and YouTube videos.
The emergence of podcasts and audiobooks is disrupting tried-and-true advertising methods, and the popularity of this kind of content has exploded in just a few years. All the content marketing statistics we’ve found point to audio as a major battleground between businesses seeking to attract new customers to their brands.
Sources
About the author
Ivana is a staff writer at SmallBizGenius. Her interests during office hours include writing about small businesses, start-ups, and retail. When the weekend comes, you can find her hiking in nature, hanging off of a cliff or dancing salsa.
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By Julija A. ·
March 07,2023
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.
By Dragomir Simovic ·
March 07,2023
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.
By Goran Dautovic ·
December 15,2022
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