Influencer Marketing Worldwide 2021

Influencer marketing worldwide

Table of Contents
INFLUENCER MARKETING WORLDWIDE

Table of Contents
01 Overview
02
Global influencer marketing value 2016-2021
03
Most popular digital marketing channels worldwide 2020
04
Influencer marketing platform market size worldwide 2017-2027
05
Leading platforms for influencer marketing worldwide 2020
06
Share of marketing budgets spent on influencer marketing worldwide 2021
07
Number of influencers brands work with worldwide 2021
08
Benefits of social media marketing worldwide 2021
09
Global brands and influencers social media subscribers 2020, by age group
10
Effectiveness of influencers worldwide 2021, by industry
02 Instagram
12
Instagram influencer market size 2017-2020
13
Instagram: number of brand sponsored influencer posts 2016-2020
14
Share of Instagram influencers worldwide 2020, by category

Table of Contents
15
Popular Instagram influencer topics worldwide 2020, by annual follower growth
16
Global distribution of Instagram influencers in 2020, by number of followers
17
Average price per post of Instagram influencers worldwide 2020, by followers
18
EMV of Instagram influencer posts worldwide in 2020, by followers
19
Instagram influencer engagement rates worldwide 2020
20
Countries with the highest Instagram influencer engagement 2020
21
Share of fraudulent Instagram influencers worldwide 2019-2020, by number of followers
22
Leading brands on Instagram worldwide 2020, by mentions
03 YouTube
24
Global YouTube influencer marketing spend 2019-2020
25
Global distribution of YouTube influencers 2020, by category
26
YouTube influencer engagement rates worldwide 2020
27
Average price per sponsored video YouTube 2020 worldwide, by profile size
28
Leading brands on YouTube worldwide 2020, by channels

Table of Contents
29
Fastest growing YouTube accounts worldwide 2020
30
YouTube average visit length worldwide 2020-2021
04 TikTok
32
Number of TikTok influencers worldwide 2018-2020
33
Number of TikTok sponsored posts per influencer worldwide 2019-2020
34
Views per post of global TikTok influencers 2020, by profile size
35
Price per post among global TikTok influencers 2020, by profile size
36
Global distribution of TikTok influencers in 2020, by number of followers
37
Engagement rate among global TikTok influencers 2020, by profile size
38
Engagement rate of U.S. influencers vs. worldwide on TikTok 2020
39
Fastest growing global TikTok accounts 2020, by follower growth
40
Most popular TikTok users worldwide 2022
41
Most mentioned brands on TikTok worldwide 2021
42
Most talked about brands on TikTok worldwide 2020

Table of Contents
43
Fastest growing brands on TikTok worldwide 2021

Overview

Overview
1.7
3
4.6
6.5
9.7
13.8
0
2
4
6
8
10
12
14
16
2016 2017 2018 2019 2020 2021*
Market
size
in
billion
U.S.
dollars
Note(s): Worldwide; 2016 to 2020
Further information regarding this statistic can be found on page 45.
Source(s): Influencer Marketing Hub; ID 1092819
2
Influencer marketing market size worldwide from 2016 to 2021 (in billion U.S. dollars)

Overview
88%
83% 82%
79%
72% 72%
69% 67% 66%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
W
e
b
s
i
t
e
S
o
c
i
a
l
p
u
b
l
i
s
h
i
n
g
/
a
d
v
e
r
t
i
s
i
n
g
E
m
a
i
l
D
i
s
p
l
a
y
/
b
a
n
n
e
r
a
d
s
M
o
b
i
l
e
a
p
p
C
u
s
t
o
m
e
r
c
o
m
m
u
n
i
t
i
e
s
M
o
b
i
l
e
m
e
s
s
a
g
i
n
g
S
e
a
r
c
h
e
n
g
i
n
e
m
a
r
k
e
t
i
n
g
V
i
d
e
o
/
O
T
T
Share
of
respondents
Note(s): Worldwide; January and February 2020; 6,950*
Source(s): Salesforce.com; Salesforce Research; ID 1203256
3
Share of marketers using selected digital channels for their online marketing strategies worldwide as of
February 2020

Overview
129
137.1
148
161.9
179.1
200
225.1
254.4
288.6
328.1
373.5
0
50
100
150
200
250
300
350
400
2017 2018 2019 2020* 2021* 2022* 2023* 2024* 2025* 2026* 2027*
Market
size
in
million
U.S.
dollars
Source(s): The Insight Partners; ID 1036560
4
Influencer marketing platform market size worldwide from 2017 to 2027 (in million U.S. dollars)

Overview
89%
70%
45%
44%
33%
19%
15%
6%
3%
1%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Instagram
YouTube
Facebook
Blogs
Twitter
LinkedIn
Pinterest
Twitch
Snapchat
Other
Share of respondents
Note(s): Worldwide; January 2020; among marketers
Source(s): Fourstarzz Media; ID 1241723
5
Leading platforms for influencer marketing worldwide as of January 2020

Overview
<10% 22%
10-20% 38%
20-30% 19%
30-40% 10%
>40% 11%
Note(s): Worldwide; 5,000 respondents; among marketing agencies, brands, and other relevant professionals
6
Share of marketing budgets spent on influencer marketing worldwide as of February 2021

Overview
0-10 51%
10-50 22%
50-100 13%
100-
1000
8%
1000+ 6%
Note(s): Worldwide; as of February 2021; 5,000 respondents; among marketing agencies, brands, and other relevant professionals
7
Number of influencers brands worked with worldwide as of February 2021

Overview
88%
79%
69%
61%
60%
56%
50%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Increased exposure
Increased traffic
Generated leads
Developed loyal fans
Improved sales
Provided marketplace insight
Grew business partnerships
Note(s): Worldwide; January 2021; 4,394 respondents; among marketers
Source(s): Social Media Examiner; ID 188447
8
Leading benefits of using social media for marketing purposes worldwide as of January 2021

Overview
33%
36%
31%
22%
28%
23%
16%
9%
0%
5%
10%
15%
20%
25%
30%
35%
40%
Gen Z (16-23) Millennials (24-37) Gen X (38-56) Boomers (57-64)
Share
of
respondents
Brands you purchase from/are consideringpurchasing from Influencers or other experts
Note(s): Worldwide; Q4 2020; 16 to 64 years; 180,852 internet users and 38,049 influencer followers
Source(s): GlobalWebIndex; ID 1266625
9
Share of internet users worldwide who subscribe to social media accounts of brands and influencers as of
4th quarter 2020, by age group

Overview
53%
45%
25%
21%
21%
18%
18%
16%
15%
9%
8%
0% 10% 20% 30% 40% 50% 60%
Beauty or personal care products
Clothes/accessories
Food
Cars
Electronics
Travel products/services
Household products
Alcoholic drinks
Media/telecoms services
Gambling
Financial services
Note(s): Worldwide; August 2021; 18 years and older
Source(s): YouGov; ID 1275239
10
Effectiveness of influencer marketing according to internet users worldwide as of August 2021, by industry

Instagram

Instagram
0.8
1.3
1.7
2.3
0.0
0.5
1.0
1.5
2.0
2.5
2017 2018 2019* 2020*
Market
size
in
billion
U.S.
dollars
Source(s): Mediakix; ID 748630
12
Global Instagram influencer market size from 2017 to 2020 (in billion U.S. dollars)

Instagram
1.26
2.58
3.7
4.95
6.12
0
1
2
3
4
5
6
7
2016 2017 2018 2019* 2020*
Annual
posts
in
millions
Source(s): Mediakix; ID 693775
13
Number of brand sponsored influencer posts on Instagram from 2016 to 2020 (in millions)

Instagram
11.59%
6.52%
5.58%
5.22%
4.34%
4.24%
3.28%
2.95%
2.93%
2.28%
0% 2% 4% 6% 8% 10% 12% 14%
Lifestyle
Music
Photography
Beauty
Family
Humor & fun & happiness
Modeling
Fitness & gym
Shows
Cinema & actors/actresses
Share of accounts
Note(s): Worldwide; 2020
Source(s): HypeAuditor; ID 1123051
14
Distribution of Instagram influencers worldwide in 2020, by category

Instagram
632%
579%
340%
200%
137%
0%
100%
200%
300%
400%
500%
600%
700%
Music Humor & fun & happiness Literature & journalism Cinema & actros/actresses Travel
Average
annual
follower
growth
15
Most popular Instagram influencer topics worldwide in 2020, based on average annual growth of followers

Instagram
18.74%
47.39%
26.82%
6.54%
0.5%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
1,000 to 5,000 5,000 to 20,000 20,000 to 100,000 100,000 to 1,000,000 1,000,000 and above
Share
of
influencers
Number of followers
16
Distribution of Instagram influencers worldwide in 2020, by number of followers

Instagram
Number of followers Average minimum price Average maximum price
Nano-influencers (1K-5K) 10 41
Micro-influencers (5K-20K) 15 85
Mid-influencers (20K-100K) 33 296
Macro-influencers (100K-1M) 165 1804
Mega-influencers (over 1M) 1118
17
Average price per post of Instagram influencers worldwide in 2020, by number of followers (in U.S. dollars)

Instagram
Number of followers Average minimum EMV Average maximum EMV
1,000 to 5,000 9 75
5,000 to 20,000 35 223
20,000 to 100,000 128 657
100,000 to 1,000,000 1155 4311
1,000,000 and above 5133
18
Average earned media value (EMV) of Instagram influencer posts worldwide in 2020, by number of followers
(in U.S. dollars)

Instagram
3.86%
2.39%
1.87%
1.62%
1.36%
1.21%
0.0%
0.5%
1.0%
1.5%
2.0%
2.5%
3.0%
3.5%
4.0%
4.5%
<15,000 15,000-50,000 50,000-100,000 100,00-500,000 500,000-1,000,000 >1,000,000
Engagement
rate
Number of followers
Note(s): Worldwide; 2020; based on influencer lists by Upfluece software uses, broader industry metrics may vary
Source(s): Influencer Marketing Hub; Upfluence; ID 1202874
19
Instagram influencer engagement rates worldwide in 2020, by follower count

Instagram
5.51%
5%
4.12%
4.07%
4.04%
3.91%
3.87%
3.82%
3.79%
3.77%
0% 1% 2% 3% 4% 5% 6%
Finland
Greece
Croatia
Japan
Austria
Germany
Poland
Hungary
Belgium
Latvia
Engagement rate
Note(s): Worldwide; February 2020
20
Countries with the highest Instagram influencer engagement rate in February 2020

Instagram
48.87%
71.15%
67.12% 65.68%
69.91%
63.53%
41.87%
58.87%
57.17%
60.74%
66.77%
55.39%
0%
10%
20%
30%
40%
50%
60%
70%
80%
1,000 to 5,000 5,000 to 20,000 20,000 to 100,000 100,000 to 1,000,000 1,000,000 and above Average
Share
of
influencers
Number of followers
2019 2020
Note(s): Worldwide; 2019 and 2020
21
Share of Instagram influencers involved in fraud worldwide in 2019 and 2020, by number of followers

Instagram
609.9
223.8
165.9
137
132.6
129.9
118.3
109.1
103.5
94.6
0 100 200 300 400 500 600 700
LIKEtoKNOW.it
Instagram
Zara
Shein
Fashion Nova
TikTok
Nike
Spotify
H&M
PrettyLittleThing
Number of mentions in millions
22
Leading brands on Instagram worldwide in 2020, by number of mentions (in millions)

YouTube

YouTube
5.5
6.6
0
1
2
3
4
5
6
7
2019 2020*
Spending
in
billion
U.S.
dollars
24
YouTube influencer marketing spending worldwide in 2019 and 2020 (in billion U.S. dollars)

YouTube
8.9%
5.6%
5.3%
4.3%
2.8%
2.2% 2.1%
1.2% 1.1% 1%
0%
1%
2%
3%
4%
5%
6%
7%
8%
9%
10%
People and blogs Entertainment Music Video games Education Movies and TV How-to & style Technology &
science
Sports News & politics
Share
of
influencer
accounts
25
Distribution of YouTube influencers worldwide in 2020, by category

YouTube
1.63%
0.51%
0.46% 0.43% 0.44%
0.37%
0.0%
0.2%
0.4%
0.6%
0.8%
1.0%
1.2%
1.4%
1.6%
<15,000 15,000-50,000 50,000-100,000 100,00-50,000 500,000-1,000,000 >1,000,000
Engagement
rate
Number of followers
Note(s): Worldwide; 2020; based on influencer lists by Upfluece software uses, broader industry metrics may vary
26
YouTube influencer engagement rates worldwide in 2020, by follower count

YouTube
Average minimum price Average maximum price
Micro-influencers (5K-20K) 168 1240
Mid-influencers (20K-100k) 389 1859
Macro-influencers (100k-1M) 1306 4061
27
Average price per sponsored video on YouTube worldwide in 2020, by number of followers (in U.S. dollars)

YouTube
16.96
11.01
9.69
7.01
6.87
6.13
5.86
4.67
4.73
4.63
0 2 4 6 8 10 12 14 16 18
playstation.com
steampowered.com
etsy.com
roblox.com
wordpress.com
aliexpress.com
flipkart.com
ebay.com
epicgames.com
microsoft.com
Number of channels in thousands
Brand
username
28
Leading brands on YouTube worldwide in 2020, by number of channels mentioning them (in 1,000s)

YouTube
199.88%
84.24%
77.34%
74.91%
70.14%
61.16%
46.58%
45.94%
43.05%
33.23%
0% 50% 100% 150% 200% 250%
AddictedA1*
Vlad and Niki
MrBeast6000
BANGTANTV
BLACKPINK
Kids Diana Show
setindia
Like Nastya
checkgate
tseries
Year-on-year follower growth
YouTube
accounts
29
Fastest growing YouTube accounts worldwide in 2020, by annual follower growth

YouTube
1,697 1,692
1,733
1,847 1,856
1,708
1,529 1,507 1,491
1,712
1,754 1,776 1,781 1,767 1,777
0
200
400
600
800
1,000
1,200
1,400
1,600
1,800
2,000
Jan '20 Feb '20 Mar '20 Apr '20 May '20 Jun '20 Jul '20 Aug '20 Sep '20 Oct '20 Nov '20 Dec '20 Jan '21 Feb '21 Mar '21
Time
spent
in
seconds
Note(s): Worldwide; January 2020 to March, 2021; 15,000 keywords; average time spent on Youtube.com per user per visit
Source(s): Semrush; ID 1257254
30
Time spent per user worldwide per visit on YouTube from January 2020 to March 2021 (in seconds)

TikTok

TikTok
16,394
35,528
106,104
0
20,000
40,000
60,000
80,000
100,000
120,000
2018 2019 2020
Number
of
influencers
Note(s): Worldwide; 2018 to 2020; based on influencer lists by Upfluece software uses, broader industry metrics may vary
32
Number of TikTok influencers worldwide from 2018 to 2020

TikTok
1
2.3
0.0
0.5
1.0
1.5
2.0
2.5
2019 2020
Number
of
sponsored
posts
per
influencer
Note(s): Worldwide; 2019 and 2020; 5,000 respondents
Source(s): klear; ID 1202470
33
Change in the number of TikTok sponsored posts per influencer worldwide between 2019 and 2020

TikTok
735 1,948 5,252
37,382
557,188
0
100,000
200,000
300,000
400,000
500,000
600,000
Nano-influencers (1K-5K) Micro-influencers (5k-20K) Mid-influencers (20K-100K) Macro-influencers (100K-1M) Mega-influencers (over 1M)
Average
post
views
34
Average number of views per post of TikTok influencers in 2020, by number of followers

TikTok
Average minimum price Average maximum price
Micro-influencers (5k-20K) 12 60
Mid-influencers (20K-100K) 29 149
Macro-influencers (100K-1M) 197 531
35
Average price per post of TikTok influencers worldwide in 2020, by number of followers (in U.S. dollars)

TikTok
1,000 to 5,000 53.51%
5,000 to 20,000 28.03%
20,000 to
100,000
14.22%
100,000 to 1,000,000 3.98% 1,000,000 and
above 0.26%
36
Distribution of TikTok influencers worldwide in 2020, by number of followers

TikTok
17.9%
16.1%
13.87%
13.48% 13.77%
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
20%
Nano-influencers (1K-5K) Micro-influencers (5k-20K) Mid-influencers (20K-100K) Macro-influencers (100K-1M) Mega-influencers (over 1M)
Engagement
rate
37
Engagement rate of TikTok influencers worldwide in 2020, by number of followers

TikTok
17.99%
17.22%
16.59%
15.86%
15.35%
13.56%
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
20%
United States UK Germany Worldwide Australia Turkey
Average
engagement
rate
Note(s): Worldwide; July 2020
38
Engagement rates of TikTok influencer content in selected countries worldwide as of July 2020

TikTok
5,915%
1,441%
867%
469%
455%
433%
336%
323%
212%
170%
0% 1,000% 2,000% 3,000% 4,000% 5,000% 6,000% 7,000%
bellapoarch
kimberly.loaiza
justmaiko
jasonderulo
addisonre
dixiedamelio
charlidamelio
jamescharles
willsmith
spencerx
Year-on-year follower growth
TikTok
username
39
Fastest growing TikTok accounts worldwide in 2020, by annual follower growth

TikTok
136.6
132.6
88
86.7
67.4
66.3
60.7
59.7
57
56.4
0 20 40 60 80 100 120 140 160
charlidamelio
khaby.lame
bellapoarch
addisonre
zachking
willsmith
tiktok
kimberly.loaiza
dixiedamelio
cznburak
Number of followers in millions
Note(s): Worldwide; February 22, 2022
Source(s): Kyra IQ; ID 1078315
40
Most-followed creators on TikTok worldwide as of February 2022 (in millions)

TikTok
6,625
4,879
4,362
2,549
2,168
1,965
1,901
1,833
1,609
1,542
0 1,000 2,000 3,000 4,000 5,000 6,000 7,000
Shein
Netflix
The Coldest Water
Roblox
Fashion Nova
Now This Is Politics
Fortnite
McDonald's
Starbucks
Bang Energy
Number of mentions
Source(s): weCreate; ID 1256499
41
Leading brands on TikTok worldwide in July 2021, by number of mentions

TikTok
4.32
3.65
2.18
1.64
1.53
1.33
1.23
1.16
1.08
1.07
0.0 0.5 1.0 1.5 2.0 2.5 3.0 3.5 4.0 4.5 5.0
Shein
Netflix
Barstool Sports
Dunkin'
TTDeye
Bang Energy
FashionNova
Fortnite Official
McDonald's
Netflix en Español
Number of influencers in thousands
42
Leading brands on TikTok worldwide in 2020, by number of influencers (in 1,000s)

TikTok
1,787.5%
733.33%
600%
370%
300%
300%
216.67%
206.25%
200%
190.91%
0% 200% 400% 600% 800% 1,000% 1,200% 1,400% 1,600% 1,800% 2,000%
Adult Swim
Euro2020
Shein_Ar_Official
L'Oréal Paris
Amazon
Spotify
Sheglam
Disney
ColourPop Cosmetics
NBA
Month-on-month growth rate of the number of mentions
Source(s): weCreate; ID 1256507
43
Fastest growing brands on TikTok worldwide in July 2021

References

References
45
Source and methodology information
Source(s) Influencer Marketing Hub
Conducted by Influencer Marketing Hub
Survey period 2016 to 2020
Region(s) Worldwide
Number of respondents n.a.
Age group n.a.
Special characteristics n.a.
Published by Influencer Marketing Hub
Publication date February 2021
Original source influencermarketinghub.com
Website URL visit the website
Notes: * Forecast.
Back to statistic
Description
The global influencer marketing market size has more than doubled since 2019. In 2021, the market was valued at a record
13.8 billion U.S. dollars.
What is influencer marketing?
Influencer marketing is a form of social media marketing that involves product placements and endorsements from online
creators. In today’s competitive marketing landscape, brands are collaborating with influencers more firmly than ever, as
partnerships with well-known creators can open the door to large potential audiences. In 2021, influencer marketing
spending in the United States was forecast to reach an all-time high of 3.7 billion U.S. dollars. Seeing that internet stars can
boost brand visibility, drive engagement, and impact purchasing decisions for millions of users, it comes as no surprise that
spending on influencer cooperation is expected to pick up even more speed in the future.
Top influencer marketing platforms
Marketers can choose from an ever-expanding list of social media platforms to bridge the gap between brands and
consumers. According to a recent survey, Instagram remains the most popular platform for influencer marketing
worldwide , and in 2020, the global Instagram influencer market size surpassed two billion dollars for the first time. Apart
from the photo-sharing app, video-based platforms such as TikTok are also becoming increasingly popular among
marketers. In 2020, the number of TikTok influencers skyrocketed from around 35.5 thousand to over 106 thousand.
Influencer marketing market size worldwide from 2016 to 2021 (in billion U.S. dollars)

References
46
Source(s) Salesforce.com; Salesforce Research
Conducted by Salesforce Research
Survey period January and February 2020
Region(s) Worldwide
Number of respondents 6,950*
Age group n.a.
Published by Salesforce Research
Publication date May 2020
Original source salesforce.com
Notes: * The source says it surveyed 6,950 marketing leaders across 29 countries:
Australia, Belgium, Brazil, Canada, Denmark, France, Finland, Germany, Hong
Kong, India, Ireland, Israel, Italy, Japan, Mexico, the Netherlands, New Zealand,
Norway, Philippines, Poland, Singapore, South Africa, South Korea, [...] For more
information visit our Website
Back to statistic
Description
During an early 2020 survey carried out among marketing leaders from 29 countries, 83 percent of respondents reported
using social media as a digital channel for their marketing strategy. To compare, 67 percent of professionals said they used
search marketing and 66 percent of videos or OTT.
Share of marketers using selected digital channels for their online marketing strategies worldwide as of
February 2020

References
47
Source(s) The Insight Partners
Conducted by The Insight Partners
Region(s) Worldwide
Age group n.a.
Published by The Insight Partners
Publication date July 2019
Original source theinsightpartners.com
Notes: * Forecast.
Back to statistic
Description
In 2018, the global influencer marketing platform market was valued at 137 million U.S. dollars. It is expected to further
grow to 162 million in 2020 and surpass 370 million dollars in 2027. The influencer marketing platforms are used in search
and discovery of clients, campaign management, influencer relationship management, as well as analytics and reporting.
Influencer marketing platform market size worldwide from 2017 to 2027 (in million U.S. dollars)

References
48
Source(s) Fourstarzz Media
Conducted by Fourstarzz Media
Survey period January 2020
Region(s) Worldwide
Age group n.a.
Special characteristics among marketers
Published by Fourstarzz Media
Publication date January 2020
Original source fourstarzz.com
Notes: n.a.
Back to statistic
Description
A 2020 survey showed that 89 percent of marketers believed Instagram was an important platform for their influencer
marketing. The corresponding figure for YouTube was 70 percent. Other popular platforms include Facebook, blogs,
Twitter and LinkedIn.
Leading platforms for influencer marketing worldwide as of January 2020

References
49
Survey period as of February 2021
Region(s) Worldwide
Number of respondents 5,000
Age group n.a.
Special characteristics among marketing agencies, brands, and other relevant professionals
Notes: The source does not provide information about survey date. The date provided is
the publication date. Further specifics of survey methodology can be found here.
Back to statistic
Description
During a global 2021 survey of marketing agencies and brands, 38 percent of respondents stated they invested 10 to 20
percent of their marketing budget into influencer marketing; 11 percent devoted more than 40 percent to this type of
digital marketing activities.
Share of marketing budgets spent on influencer marketing worldwide as of February 2021

References
50
Survey period as of February 2021
Region(s) Worldwide
Age group n.a.
Special characteristics among marketing agencies, brands, and other relevant professionals
Notes: The source does not provide information about survey date. The date provided is
the publication date. Further specifics of survey methodology can be found here.
Back to statistic
Description
During a global 2021 survey carried out among marketing agencies, brands, and other relevant professionals, 52 percent of
respondents stated that their organizations worked with up to 10 influencers, whereas six percent said they worked with
over a thousand influencers.
Number of influencers brands worked with worldwide as of February 2021

References
51
Source(s) Social Media Examiner
Conducted by Social Media Examiner
Survey period January 2021
Region(s) Worldwide
Age group n.a.
Special characteristics among marketers
Published by Social Media Examiner
Publication date May 2021
Original source Social Media Marketing Industry Report 2021, page 7
Notes: Question: What are the benefits of using social media for marketing purposes?
Multiple answers were possible.
Back to statistic
Description
Increased exposure is the most commonly cited advantage of using social media for marketing purposes among global
industry professionals. This is unsurprising given the huge appeal of having billions of active users as a potential advertising
audience. Improved traffic, lead generation and growing fan loyalty are further reasons why marketers see value in
employing social networks in their campaigns. Facebook, Instagram and LinkedIn are the top three most used social
platforms among global marketers .
How are social media networks used for marketing?
The industry is mostly divided between those who have been using social media marketing for longer than five years and
those who have been doing so for less than 12 months. Yet both veterans and rookies know that the approach to social
media marketing might be either passive or active. The former is based on user-generated content and allows the flow of
natural communication among existing and prospective customers to serve as organic advertising. The active approach,
however, requires deliberate employment of tactics and/or teams focused on creating and executing actual marketing
campaigns. Within this scope, influencer marketing was born and is proving more and more effective as customers look for
knowledgeable, authentic and honest advertising.
Leading benefits of using social media for marketing purposes worldwide as of January 2021

References
52
Source(s) GlobalWebIndex
Conducted by GlobalWebIndex
Survey period Q4 2020
Region(s) Worldwide
Age group 16 to 64 years
Special characteristics 180,852 internet users and 38,049 influencer followers
Published by GlobalWebIndex
Publication date April 2021
Original source GWI Social Flagship Report 2020, page 17
Notes: n.a.
Back to statistic
Description
According to a survey of global internet users conducted in the fourth quarter of 2020, 33 percent of respondents aged
between 16 and 23 years old reported following brands they purchased from, or they were thinking of purchasing from, on
social media, while 36 percent of Millennials reported doing the same. By comparison, 28 percent of Gen Z respondents
reported following influencers and other experts on social media, while 23 percent of Millennials reported doing the same.
Share of internet users worldwide who subscribe to social media accounts of brands and influencers as of
4th quarter 2020, by age group

References
53
Source(s) YouGov
Conducted by YouGov
Survey period August 2021
Region(s) Worldwide
Age group 18 years and older
Published by YouGov
Publication date September 2021
Original source yougov.co.uk
Notes: Original question: "Thinking about celebrities, sports stars and influencers
endorsing products and service, what type of product or service do you think they
are most effective at promoting? Please select all that apply. (% of global
consumers in 17 markets)" The source provides the following infor [...] For more
Back to statistic
Description
An August 2021 survey of internet users in leading online markets found that 53 percent of all respondents thought that
influencers were the most effective at promoting beauty or personal care products. Clothes and accessories ranked
second, named by 45 percent of interviewees. The same source found that 43 percent of internet users worldwide
followed some type of social media influencer .
Effectiveness of influencer marketing according to internet users worldwide as of August 2021, by industry

References
54
Source(s) Mediakix
Conducted by Mediakix
Region(s) Worldwide
Age group n.a.
Published by Mediakix
Publication date March 2019
Original source mediakix.com
Notes: *Forecast.
Back to statistic
Description
The popularity of influencer marketing on Instagram is increasing at such a fast pace that the global market is expected to
grow from 1.3 billion U.S. dollars in 2018 to nearly twice the that amount by 2020. At the same time the number of brand
sponsored influencer posts on the social platform is also expected to double , surpassing six billion in 2020.
What is behind Instagram’s popularity among marketers?
Maximizing the reach of marketing messages is one of the main goals of promoting products and services. Instagram’s
global user-base is in the vicinity of 715 million and constantly growing, which translates to a large potential audience that
can be easily reached via organic ads or influencers. The latter command a great deal of trust from their followers, and so
their recommendations are considered more reliable. Therefore, advertisers have the opportunity to target their preferred
audiences with higher precision and increase the probability of future purchases. Additionally, Instagram is a perfect
visualization tool, which allows companies to showcase the product in either posts or stories , bringing it closer to
prospective customers.
Global Instagram influencer market size from 2017 to 2020 (in billion U.S. dollars)

References
55
Source(s) Mediakix
Conducted by Mediakix
Region(s) Worldwide
Age group n.a.
Published by Mediakix
Original source mediakix.com
Notes: *Forecast Posts including #ad, #sponsored, #spon, and other popular tags
indicating sponsored content. Figures were rounded.
Back to statistic
Description
This statistic presents the number of brand sponsored influencer posts on Instagram from 2016 to 2020. In 2018, there
were 3.7 million brand sponsored influencer posts on the social platform. The volume of sponsored content on Instagram
is projected to amount to 4.95 million posts in 2019.
Number of brand sponsored influencer posts on Instagram from 2016 to 2020 (in millions)

References
56
Source(s) HypeAuditor
Conducted by HypeAuditor
Survey period 2020
Region(s) Worldwide
Age group n.a.
Published by HypeAuditor
Publication date June 2021
Original source State of Influencer Marketing 2021, page 10
Notes: The source defines an influencer as an account with more than 1,000 followers.
Back to statistic
Description
According to the findings of a study examining the state of influencer marketing on Instagram, 5.22 percent of influencers
on the platform were focused on the beauty topics, making it the fourth most popular category among global Instagram
influencers in 2020. Lifestyle was the most popular category covered by Instagram influencers that year, at an 11.59-
percent share.
Distribution of Instagram influencers worldwide in 2020, by category

References
57
Survey period 2020
Region(s) Worldwide
Age group n.a.
Instagram influencer accounts were checked to see the average annual growth of
followers and to identify topics that have growth and topics that have slowed
down.
Back to statistic
Description
In 2020, the most popular influencer curated topic on Instagram worldwide was music, based on the average annual
growth of followers on Instagram influencer accounts with music-related content. Humor and fun and happiness was the
second-most popular topic, with a 579-percent average annual growth of followers. At the same time, the travel-focused
accounts grew their follower numbers by 137 percent.
Most popular Instagram influencer topics worldwide in 2020, based on average annual growth of followers

References
58
Survey period 2020
Region(s) Worldwide
Age group n.a.
Back to statistic
Description
In 2020, Instagram influencers with 5,000 to 20,000 followers accounted for 47.3 percent of influencer accounts worldwide.
The second most popular group was that of mid-tier influencers with 20,000 to 100,000 subscribers, accounting for 26.8
percent of all influencers. Macro-influencers with 100,000 to one million followers represented 6.5 percent of the total,
while mega-influencers and celebrities with more than one million subscribers accounted for 0.5 percent.
Distribution of Instagram influencers worldwide in 2020, by number of followers

References
59
Survey period 2020
Region(s) Worldwide
Age group n.a.
Back to statistic
Description
The average minimum price per post of Instagram mega-influencers with more than one million followers worldwide was
1,118 U.S. dollars in 2020. The average minimum price per post of macro-influencers with 100,000 to one million followers
was 165 U.S. dollars, while the average maximum price was 1,804 U.S. dollars.
Average price per post of Instagram influencers worldwide in 2020, by number of followers (in U.S. dollars)

References
60
Survey period 2020
Region(s) Worldwide
Age group n.a.
The source defines earned media value (EMV) as the value received for every one
U.S. dollar paid for Instagram influencers' promotion.
Back to statistic
Description
The average minimum earned media value (EMV) per post of Instagram mega-influencers with more than one million
followers worldwide was 5,133 U.S. dollars in 2020. The average minimum EMV per post of macro-influencers with 100,000
to one million followers was 1,155 U.S. dollars, while the average maximum price was 4,311 U.S. dollars.
Average earned media value (EMV) of Instagram influencer posts worldwide in 2020, by number of followers
(in U.S. dollars)

References
61
Source(s) Influencer Marketing Hub; Upfluence
Conducted by Upfluence
Survey period 2020
Region(s) Worldwide
Age group n.a.
Special characteristics based on influencer lists by Upfluece software uses, broader industry metrics
may vary
Notes: The source does not provide an exact date of survey.
Back to statistic
Description
In 2020, Instagram influencers with fewer than 15,000 followers had the highest engagement rates, amounting to 3.86
percent. The rate was lower the more followers an influencer had. Lifestyle, music, and photography were the most
popular topics for Instagram influencers that year.
Instagram influencer engagement rates worldwide in 2020, by follower count

References
62
Survey period February 2020
Region(s) Worldwide
Age group n.a.
Original source hypeauditor.com
Notes: The source defines engagement rate as "the percent of the audience who likes or
comments on the posts (engages with the content)."
Back to statistic
Description
In February 2020, the country with the highest engagement rate for Instagram influencers was Finland, with 5.51 percent.
In other words, 5.51 percent of Finland's influencers' audience liked or commented on their posts in the measured period.
The second-highest engagement rate was in Greece at five percent. In comparison, the country with the lowest
engagement rate at that time was Kazakhstan , at 0.37 percent.
Countries with the highest Instagram influencer engagement rate in February 2020

References
63
Survey period 2019 and 2020
Region(s) Worldwide
Age group n.a.
Back to statistic
Description
A majority of Instagram mega-influencers with more than one million followers worldwide were involved in fraudulent
activities to inflate their engagement and follower figures in 2019 and 2020. Mega-influencers involved in fraud were 69.9
percent of the total in 2019, and close to 66.8 percent in 2020. The average share of influencers involved in fraud in 2020
was of 55.39 percent.
Share of Instagram influencers involved in fraud worldwide in 2019 and 2020, by number of followers

References
64
Survey period 2020
Region(s) Worldwide
Age group n.a.
Notes: Figures have been rounded.
Back to statistic
Description
LIKEtoKNOW.it was the most talked about brand on Instagram worldwide in 2020, with 609.9 million mentions. Instagram's
own account followed with 223.8 million. Out of the ten most mentioned brands, six were related to fashion and beauty:
Zara, Shein, Fashion Nova, Nike, H&M, and PrettyLittleThing.
Leading brands on Instagram worldwide in 2020, by number of mentions (in millions)

References
65
Survey period 2019
Region(s) Worldwide
Age group n.a.
Notes: *Forecast.
Back to statistic
Description
In 2019 the global YouTube influencer marketing size reached 5.5 billion U.S. dollars. Given that the spending on sponsored
content on YouTube in the first three months of 2020 amounted to roughly 1.4 billion dollars, and based on the growth
from the previous year, the spending was estimated to further increase to 6.6 billion U.S. dollars by the end of 2020.
YouTube influencer marketing spending worldwide in 2019 and 2020 (in billion U.S. dollars)

References
66
Survey period 2020
Region(s) Worldwide
Age group n.a.
Back to statistic
Description
People and blogs was the most popular category for YouTube influencers in 2020, with 8.9 percent of them posting videos
related to this topic. Entertainment and music followed with a respective influencer share of 5.6 and 5.3 percent.
Distribution of YouTube influencers worldwide in 2020, by category

References
67
Survey period 2020
Region(s) Worldwide
Age group n.a.
may vary
Notes: The source does not provide an exact date of survey.
Back to statistic
Description
In 2020, YouTube influencers with fewer than 15,000 followers had the highest engagement rates, amounting to 1.63
percent. The rate was lower the more followers an influencer had. Global YouTube influencer marketing spending in 2020
was estimated at 6.6 billion U.S. dollars.
YouTube influencer engagement rates worldwide in 2020, by follower count

References
68
Survey period 2020
Region(s) Worldwide
Age group n.a.
Notes: n.a.
Back to statistic
Description
The average minimum price per sponsored video of YouTube mega-influencers with more than one million followers
worldwide was 7,332 U.S. dollars in 2020. The average minimum price per sponsored video of macro-influencers with
100,000 to one million followers was 1,306 U.S. dollars, while the average maximum price was 4,061 U.S. dollars.
Average price per sponsored video on YouTube worldwide in 2020, by number of followers (in U.S. dollars)

References
69
Survey period 2020
Region(s) Worldwide
Age group n.a.
Notes: Figures have been rounded.
Back to statistic
Description
PlayStation was the most talked about brand on YouTube in 2020, mentioned on nearly 17 thousand channels. Video game
digital distribution service Steam came in second with 11 thousand channels, followed by e-commerce website Etsy with
9.7 thousand channels.
Leading brands on YouTube worldwide in 2020, by number of channels mentioning them (in 1,000s)

References
70
Survey period 2020
Region(s) Worldwide
Age group n.a.
Notes: *AddictedA1 changed their YouTube account name to CarryMinati since the
publication of the report.
Back to statistic
Description
Comedian and gamer AddictedA1* was the fastest growing YouTube account worldwide in 2020, with an annual follower
growth of 199.88 percent. Kid influencer siblings Vlad and Niki followed with 84.24 percent. Among the 10 fastest growing
channels, four create children's entertainment content (Vlad and Niki, ✿ Kids Diana Show, Like Nastya, checkgate).
Fastest growing YouTube accounts worldwide in 2020, by annual follower growth

References
71
Source(s) Semrush
Conducted by Semrush
Survey period January 2020 to March, 2021
Region(s) Worldwide
Number of respondents 15,000 keywords
Age group n.a.
Special characteristics average time spent on Youtube.com per user per visit
Published by Semrush
Publication date August 2021
Original source semrush.com
Notes: According to the source:"We pulled 15,000 keywords from our Google Keywords
Database, which triggered a Featured Video result on the SERP. We took a look at
YouTube`s top 10 search results for each of these keywords to check how
different video features affect their positions in YouTube search. Base [...] For
more information visit our Website
Back to statistic
Description
In March 2021, users worldwide spent an average of 1777 seconds (29 minutes and 37 seconds) per user per visit on
YouTube.com, roughly three percent more time compared to the same month in the previous year. Despite engagement
levels decreasing between July and September 2020, the overall average time spent per visit on YouTube's website by
users worldwide has remained stable in the examined period.
Time spent per user worldwide per visit on YouTube from January 2020 to March 2021 (in seconds)

References
72
Region(s) Worldwide
Age group n.a.
may vary
Notes: n.a.
Back to statistic
Description
In 2020, there were over 106 thousand TikTok influencers worldwide, up from 16.4 thousand in 2018 and 35.5 thousand in
2019. Shein was the most active brand on TikTok in 2020, working with 4.32 thousand influencers.
Number of TikTok influencers worldwide from 2018 to 2020

References
73
Source(s) klear
Conducted by klear
Survey period 2019 and 2020
Region(s) Worldwide
Age group n.a.
Published by klear
Notes: n.a.
Back to statistic
Description
For every sponsored post TikTok influencers made in 2019, they create 2.3 of such posts in 2020. This constitutes an
increase of 130 percent. A different study showed that most popular TikTok influencers could count on over half a million
views per post in 2020.
Change in the number of TikTok sponsored posts per influencer worldwide between 2019 and 2020

References
74
Survey period 2020
Region(s) Worldwide
Age group n.a.
Back to statistic
Description
The post of a TikTok mega-influencer with more than one million followers received an average of 557,188 views
worldwide in 2020. The post of a macro-influencer with 100,000 to one million followers received an average of 37,382
views.
Average number of views per post of TikTok influencers in 2020, by number of followers

References
75
Survey period 2020
Region(s) Worldwide
Age group n.a.
Back to statistic
Description
The average minimum price per post of Instagram mega-influencers with more than one million followers worldwide was
1,631 U.S. dollars in 2020. The average minimum price per post of macro-influencers with 100,000 to one million followers
was 197 U.S. dollars, while the average maximum price was 531 U.S. dollars.
Average price per post of TikTok influencers worldwide in 2020, by number of followers (in U.S. dollars)

References
76
Survey period 2020
Region(s) Worldwide
Age group n.a.
Original source State of Influencer Marketing, page 21
Back to statistic
Description
In 2020, TikTok influencers with 1,000 to 5,000 followers made up 53.5 percent of TikTok influencer accounts worldwide.
The second and third largest groups were micro-influencers with 5,000 to 20,000 followers and mid-tier influencers with
20,000 to 100,000 followers, accounting respectively for 28 percent and 14.2 percent.
Distribution of TikTok influencers worldwide in 2020, by number of followers

References
77
Survey period 2020
Region(s) Worldwide
Age group n.a.
Notes: Figures have been rounded. The source defines an influencer as an account with
more than 1,000 followers. Engagement rate (ER) on TikTok is calculated as the
total number of likes, comments, and shares divided by the total number of views
and multiplied by 100 percent.
Back to statistic
Description
TikTok nano-influencers with one to five thousand followers had the highest engagement rate (ER) compared to other
TikTok profiles worldwide in 2020. Nano-influencers had an ER of 17.9 percent, while micro-influencers with 5,000 to
20,000 followers came second with 16.1 percent.
Engagement rate of TikTok influencers worldwide in 2020, by number of followers

References
78
Survey period July 2020
Region(s) Worldwide
Age group n.a.
Publication date July 2020
Notes: The source defines an influencer as an account with over 1,000 subscribers. Data
is based on 3.1 million TikTok influencers (TikTok accounts those have over 1,000
followers). Engagement Rate is found by adding the number of likes, comments,
and shares and dividing the sum by the number of views on a [...] For more
Back to statistic
Description
A July 2020 study on the video sharing app TikTok revealed that TikTok influencers in the United States had a higher
engagement rate than the global average. U.S. influencers had an average engagement rate of 17.99 percent. In
comparison, international TikTok influencers had an engagement rate of 15.86 percent.
Engagement rates of TikTok influencer content in selected countries worldwide as of July 2020

References
79
Survey period 2020
Region(s) Worldwide
Age group n.a.
Back to statistic
Description
The fastest-growing TikTok user worldwide in 2020 was Filipino-American singer Bella Poarch, who grew her audience by
5,915 percent. Mexican influencer and singer Kimberly Loaiza followed with a growth of 1,441 percent.
Fastest growing TikTok accounts worldwide in 2020, by annual follower growth

References
80
Source(s) Kyra IQ
Conducted by Kyra IQ
Survey period February 22, 2022
Region(s) Worldwide
Age group n.a.
Published by Kyra IQ
Original source iq.kyra.com
Notes: n.a.
Back to statistic
Description
Most followed accounts on TikTok
As of February 2022, dancer Charli D’Amelio was the most followed content creator on TikTok, with 136.6 million
worldwide followers, up from 123.5 million as of September 2021. Influencer Khabane Lame followed closely in second
position with 132.6 million followers and singer Bella Poarch ranked third, with a total of 88 million followers. The official
TikTok account had over 60 million followers.
Gen Z usage of TikTok
TikTok, Instagram and Snapchat are highly popular social media apps amongst Generation Z social media users, however,
TikTok was the most used of all three platforms in 2021. Overall, 63 percent of Gen Z users used TikTok, 57 percent used
Instagram and 54 percent used Snapchat on a weekly basis. As of March 2021, the average Gen Z TikTok user was spending
10.46 hours on the video sharing app per week.
Although TikTok is very popular in the younger age groups, for all users of TikTok and Instagram, considerably more people
used Instagram . Additionally, in the United States in 2021, women were more likely to use TikTok than men and were also
more likely to be TikTok content creators .
Social media usage worldwide
TikTok’s global number of first-time downloads of the app in 2021 was 740 million, down from 980.7 in 2020 and closer to
2019’s figure of 738 million downloads. Although social media usage clearly increased due to the COVID-19 pandemic, this
was not TikTok’s largest increase of year-on-year downloads. In fact, from 2017 to 2018, downloads increased by around
524 million.
TikTok still has a long way to go in terms of overall social media popularity. As of 2021, Facebook was the most popular
social media platform worldwide, with 2.89 billion monthly active users, followed by YouTube, WhatsApp and Instagram.
TikTok ranked in seventh place , with one billion monthly active users.
Most-followed creators on TikTok worldwide as of February 2022 (in millions)

References
81
Source(s) weCreate
Conducted by weCreate
Region(s) Worldwide
Age group n.a.
Published by weCreate
Original source Top Lists on TikTok
Notes: n.a.
Back to statistic
Description
The most talked-about brand on TikTok in July 2021 was online fashion and sports retailer Shein, having been mentioned
6.63 thousand times. Netflix and The Coldest Water followed with 4.88 thousand and 4,36 thousand mentions,
respectively. Shine was also the top brand when it came to the number of influencers talking about it on TikTok in 2020.
Leading brands on TikTok worldwide in July 2021, by number of mentions

References
82
Survey period 2020
Region(s) Worldwide
Age group n.a.
Back to statistic
Description
The most talked about brand on TikTok in 2020 was online fashion and sports retailer Shein, with 4.32 thousand influencers
mentioning it. Netflix and Barstool Sports followed with 3.65 thousand and 2.18 thousand influencers, respectively.
Leading brands on TikTok worldwide in 2020, by number of influencers (in 1,000s)

References
83
Source(s) weCreate
Conducted by weCreate
Region(s) Worldwide
Age group n.a.
Published by weCreate
Original source Top Lists on TikTok
Notes: n.a.
Back to statistic
Description
In July 2021, Adult Swim –the programming block showed on Cartoon Network at night and targeting adult audiences– was
the fastest growing brand on TikTok. The number of mentions of the brand has increased by 1,787.5 percent compared to
the number of mentions reported in June 2021.
Fastest growing brands on TikTok worldwide in July 2021

Influencer Marketing Worldwide 2021

Recommended

Recommended

More Related Content

What's hot

What's hot (20)

Similar to Influencer Marketing Worldwide 2021

Similar to Influencer Marketing Worldwide 2021 (20)

More from MarketingTrips

More from MarketingTrips (20)

Recently uploaded

Recently uploaded (20)

Influencer Marketing Worldwide 2021