Influencer marketing, which is the collaboration of influencers and brands is an effective method which can assist companies in their growth. This is a method of marketing which has been utilized successfully by hundreds of companies and brands, and has experienced steady growth in the last decade.

Influencers are seen by their followers as reliable experts in their area, they are able to positively influence their followers’ buying decision-making. Their endorsements or suggestions will help brands increase their reach and create leads.

Influencer Marketing Stats for 2022

1. Over 90% of people are engaged with influencers on an ongoing routine via Instagram, YouTube, TikTok and Snapchat.

The Washington Post recently reported that, on average American 8-12-year-olds logged four hours and forty-four minutes using screens each day. Teens average about 7 hours 22 mins which does not include the time they spend using screens to do school or for homework.

Influencer marketing stats: share of consumers engaging with influencers in Germany, USA, UK

2. Around 80% of consumers customers decide to buy a product after seeing an influencer endorse the product via social media.

  • 70 percent of social media live stream users within the U.S. said they were “likely to purchase products from influencers.” Brands are more and more attracted to live streaming capabilities through Instagram, Facebook, YouTube, TikTok, and Twitch.
  • 40% of Twitch users in the U.S. link their purchase to an influencer’s recommendation.
  • 34% of the US TikTok users. attribute their purchase to an influencer’s endorsement.

(Source: Oberlo)

3. More than 50% of customers say that word-of-mouth as well as social networks are the top ways to learn about new brands.

Influencer marketing doesn’t focus on endorsements from celebrities. Micro-influencers are the mainstay of the successful influencer marketing (at minimum 90% of the time). They are regular people who have built an impressive followers on social networks.

Although there aren’t any specific definitions for follower counts the most common guideline to the different types of followers is:

  1. Mega-influencers, social stars who have more than one million followers. They are usually celebrities.
  2. Macro-influencers: influencers that have up to 1 million or 100,000 followers
  3. Micro-influencers: someone with between 100,000 and 1,000 followers. Although their followers may be small(ish) however their trustworthiness is high.
  4. Nano-influencers are those with less than 1,000 followers but has huge influence in a smaller audience.

4. 46% of consumers prefer to follow influencers that look and feel like “everyday people.”

Contrary to what is commonly believed most consumers are drawn to influencers who appear and behave like us instead of famous people.

Have you done your homework, you should have selected the  best person to be your influencer.  it is important to make sure that the messages you send to their followers are genuine to the target audience. Encourage your influencers to share your brand story in their voice.

5. 60% of consumers say they are more likely to believe endorsers of influencers if the influencer is regularly engaged with the followers in the comments.

While traditional influencer categories such as fashion and lifestyle influencers remain in high demand new categories of influencers such as Financial influencers (finfluencers) as well as skin influencers (skinfluencers) as well as pets influencers (petfluencers) are developing.

Additionally, the lines of distinction are getting blurred as influencers are beginning to explore other areas beyond their primary field of. For example beauty influencers have explored other topics of interest, such as food, travel and fitness.

(Source: Statista)

 6. Millennials & Gen Z-ers are the top U.S. consumers, most engaged with influencer-recommended products.

Up to 93% of millennials consider reviews on the internet as reliable and consider them to be as reliable as suggestions from family or friends.

It’s not a new trend and isn’t limited to millenials. The majority of consumers review online prior to deciding whether to purchase a particular product or deal with a specific company.

(Source: emarketer)

7. The primary reason people aren’t able to trust an influencer is when an influencer endorses products they don’t truly take a keen interest in.

When searching for influencers it is crucial to connect with people who already have a strong affinity to your company.

Who can be more authentic and natural influencer than your own influential fans? If someone already likes your products, they will talk about them with love and authenticity, and this will, in turn, inspire others.

(Source: Influencify)

8. Over 60 percent of American travelers turned to their favourite influencers when planning their next trip.

They said their experience of having “often” and “sometimes” requested advice from travel bloggers, while another 22% said that they did so at times. Of the people surveyed just 15% of respondents said that they did not consult with influencers prior to planning travel plans.

(Source: Statista)

9. Men trust influencers slightly more than women

1 in 4 men appears to be more trusting in influencers for purchasing decisions, they also tend to spend more per purchase than women (studies shown $500 on average)

(Source: Influencify)

10. Over 50% of consumers state that, they favour influencer reviews when considering making a purchase.

BrightLocal study reveals why businesses should ensure that they get favorable online reviews of their products. Incredibly, people of older age tend to be more inclined than those younger people to visit a company’s site following a positive review (35 percent of those aged 18-34 47% of people aged 35-54 69% of people aged 55and older).

Other reactions that are common to positive reviews, include looking for more reviews to verify choices (19 percent) and visiting the location of the business (15 percent) and contacting the company (13 percent) and then continuing to look for businesses in other areas (10%).

(Source: Statista)

Bonus stat:Micro-Influencers get more engagement than Mega-Influencers.

Micro-influencers on Instagram have an engagement average of 3.86 percent. This decreases for each stage of influencer until it reaches 1.21 percent for mega-influencers. Additionally, even though YouTube engagement is generally low across the board, micro-influencers have an engagement average rate of 1.64 per cent compared to 0.37 percent rate for mega-influencers. For TikTok this distinction is particularly evident among micro-influencers with engagement rates of almost 18% while mega-influencers are just below five percent.

(Source: Statista)

Continue reading on 10 Influencer marketing stats that proves ROI in 2022 on the next post.