Kendall.M.(2025)

Sprout social: https://sproutsocial.com/insights/influencer-marketing-statistics/

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This industry report compiles 29 key statistics that map the evolving landscape of influencer marketing in 2025. It highlights significant growth, with 86% of U.S. marketers projected to partner with influencers and the global industry valued at $24 billion in 2024, up from $1.7 billion in 2016. Notably, 26% of agencies allocate over 40% of their budgets to influencer campaigns, underscoring increasing financial commitment. Platform preference remains central: Instagram leads (57%), followed by TikTok (52%) and YouTube (37%), with TikTok standing out for its high engagement, particularly among Gen Z.

The report emphasizes effectiveness drivers, such as creative collaboration—65% of influencers prefer involvement in content planning. Short-form video dominates as the favored format, aligning with consumer expectations for authentic and entertaining posts. Honest and unbiased content (67%) is the most valued by audiences, while genuine reviews (64%) and discount codes (55%) are the most persuasive purchase triggers. Importantly, 86% of consumers make at least one purchase annually based on influencer content.

Return on investment is linked to long-term partnerships, with 71% of influencers offering discounts for extended collaborations. For B2B marketing, nearly half of marketers expect influencer content to trend in 2025, and 58% already adopt “always-on” strategies to build continuous engagement. Demographics matter: TikTok skews young and female, while Instagram remains a hub for fashion and fitness influencers.

Overall, the report frames influencer marketing as a rapidly maturing, data-driven strategy where authenticity, creative collaboration, and platform-specific engagement are critical to sustained success.