Influencer marketing continues its remarkable growth trajectory. Here are the most important statistics and trends shaping the industry in 2026.
Market Size & Growth
$21B
Global Market Size
Projected for 2026
29%
YoY Growth
Compound annual growth rate
93%
Marketers Using
Influencer partnerships
- The global influencer marketing industry is projected to reach $21.1 billion in 2026
- This represents growth from $16.4 billion in 2023
- The industry has grown 8x since 2016
- 72% of brands have dedicated influencer marketing budgets
- There are now over 50 million content creators globally
ROI & Effectiveness Statistics
$5.78
Average ROI
For every $1 spent
11x
Higher ROI
Than traditional advertising
- Influencer marketing delivers 11x higher ROI than traditional digital marketing
- 89% of marketers say influencer ROI is comparable or better than other channels
- Top-performing campaigns generate $18 per $1 spent
- 71% of consumers are more likely to purchase based on social media references
- Influencer recommendations drive 8x more engagement than branded content
Key Insight
Micro-influencer campaigns often deliver the highest ROI due to their authentic engagement and lower cost per impression.
Platform Statistics
- 67% of brands consider Instagram the most important platform
- 2+ billion monthly active users
- Instagram Reels get 22% more engagement than regular posts
- 80% of users say Instagram helps them make purchase decisions
- Average engagement rate: 1.22% for business accounts
TikTok
- TikTok influencer marketing grew 400% from 2022-2025
- Average engagement rate: 5.69% (highest of any platform)
- 67% of users say TikTok inspires them to shop
- Brands see 30% higher conversion rates on TikTok
YouTube
- YouTube influencers generate 3x more views than brand channels
- 90% of viewers discover new brands on YouTube
- Sponsored videos maintain views for 3+ years
Engagement Rate Benchmarks
| Influencer Tier | TikTok | |
|---|---|---|
| Nano (1K-10K) | 4-8% | 8-15% |
| Micro (10K-100K) | 2-4% | 5-10% |
| Macro (100K-1M) | 1.5-2.5% | 3-6% |
| Mega (1M+) | 1-2% | 2-4% |
Calculate Yours
Use our Engagement Calculator to see how your rates compare.
Budget & Spending Statistics
- 67% of brands plan to increase influencer budgets in 2026
- Average campaign budget: $10,000-$50,000 for mid-size brands
- Large enterprises allocate $500,000+ annually
- 39% of marketing budgets now include influencer partnerships
- Micro-influencers receive 47% of total influencer spend
Future Trends
- AI-Powered Matching: 78% of brands will use AI to find influencers by 2027
- Long-term Partnerships: 63% prefer ambassador programs over one-off deals
- Performance-Based Deals: 52% of contracts now include performance bonuses
- Video First: 91% of campaigns will include video content
- Social Commerce: 45% of influencer content will be shoppable