18 Instagram influencer marketing stats you need to know

Up to date stats on Instagram influencer marketing.

instagram influencer marketing statistics

Instagram influencer marketing is booming.

The data shows it and so does the daily barrage of tabloid and gossip headlines about influencers unfollowing one another or not disclosing when they’be been paid to promote a product.

Not to mention the amount of new Instagram apps launched daily to help users achieve influencer status.

I’ve said it before but it’s worth noting again. Instagram is one of the biggest social and cultural phenomenons we’ve seen in recent times.

Instagram killed the fashion magazine and it is changing the travel industry. Not to mention the effect it’s had on numerous other consumer industries too.

In terms of cultural impact, it’s up there with the Swinging 60s and we’ve yet to understand how much change it will ultimately bring.

For a brand looking to engage the young adult demographic it has to be on Instagram because other than YouTube no other platform comes close.

While it has fewer users overall compared to its parent company, Facebook, the engagement rates on Instagram are through the roof.

The top ten accounts on Instagram have six times more engagement than the top Facebook pages thanks largely in part to the Instagram algorithm and, of course, the throttling of the Facebook algorithm.

This is why Instagram influencer marketing will only go from strength to strength as technologies like influencer marketing platforms connect brands to content creators seamlessly.

There are some caveats however.

Instagram influencer marketing is not for every demographic or for every brand. It’s not a panacea to marketing a bad product either.

Nevertheless, the data below will give you an indication of the current state of Instagram influencer marketing from an industry perspective.

Instagram Influencer Demographics

1. Four in five Instagram influencers are female

instagram influencer marketing
Source: Esquire

Over four-fifths of sponsored content on Instagram is posted by females which means Instagram influencer marketing is very much dominated by women.

Of course, this means that there are still around 100,000 male Instagram influencers on the platform which still gives brands looking to engage men plenty of choice.

If anything, this might suggest that male Instagram influencers are in higher demand because there is less supply.

2. Over half of Instagram influencers are in the 25 – 34-year-old age bracket

Over half of posts tagged with #ad were created by users 25 – 34 years old. If you’re looking to target 50-year-old men then perhaps Instagram is not the right channel for you. But you knew that anyway.

3. There are more than 500,000 active influencers on Instagram

That’s 39% of all Instagram accounts with more than 15,000 followers. And among this group of active Instagram influencers, 81% have followings between 15,000 and 100,000 users.

That’s a lot of influencers on one platform and it’s likely why Instagram is so in-demand for influencer marketing.

4. Kylie Jenner earns the most for a sponsored Instagram post

According to Hopper’s Instagram Rich List, Kylie Jenner earns a cool $1 million per sponsored post.

Not a bad day’s work but, then again, that’s not a life-changing amount to a newly crowned billionaire.

Instagram Influencer Marketers

5. Two million advertisers around the world use Instagram

What proportion of this advertising is with influencers is unknown but it shows the massive scope for influencer marketing on Instagram. And one that will no doubt increase given Instagram is on an upward trajectory.

6. Instagram was part of 93% of all influencer marketing campaigns in the last year

Research by Webfluential found that in 2018 Instagram was part of 93% of all influencer campaigns which is more than double the rate than Facebook and YouTube.

Despite all the negativity surrounding the social networks, Webfluential says, “Instagram has leveraged the privacy transgressions that have plagued other social media platforms including Facebook. Many Instagram users do not seem to perceive that Instagram misuses collected user data.”

7. In 2020, advertisers are predicted to spend $2.4 billion on Instagram influencer marketing

According to Mediakix, marketers spent $1.6 billion on Instagram influencer marketing in 2018 and in 2019 they’re predicted to spend $1.7 billion.

Influencer marketing spend on Instagram continues to increase and I don’t see that stopping anytime soon.

8. Instagram is ranked the most important channel for influencer marketing in 2019

instagram influencer marketing
Source: Mediakix

Research by Mediakix among marketers found Instagram (89%) to be the most important channel with YouTube (70%) coming in second place.

This is perhaps not that surprising given all the headlines around Instagram but useful to know.

9. Instagram posts and stories are the most important content formats for marketers

The same research by Mediakix found that marketers found Instagram posts and stories as the best kind of content format for their influencer marketing activities.

The research also found every content format available on Instagram is included in the “top five” list of most effective formats.

10. Brands prefer to work with micro and mid-tier influencers over macro and nano-influencers

Research by ACTIVATE found that marketers prefer working with micro and mid-tier Instagram influencers because of higher engagement rates and (presumably) affordable price tags.

While nano-influencers have made the headlines in the last 12 months, the hype hasn’t lived up to expectation which may be due to the difficulty in scaling large nano activations.

11. Only 39% of US marketers feel competent in their ability to find the right influencer

A Cision and PR Week survey found that marketers in the US were one of the least likely to feel confident in their ability to find the right influencer.

Only 39% felt they could confidently find the correct influencers for their campaigns. Perhaps this is a lack of experience on using influencers on the platform or maybe they aren’t using a third-party software to find them.

12. Spotting fake followers and inauthentic engagement is the leading challenge for Instagram influencer marketers

Mediakix’s 2019 ‘Influencer Marketing Survey’ found that spotting fraudulent practices was top of the list but closely followed by changes to the algorithm to making content less visible.

Source: Mediakix and eMarketer

Instagram Influencer Marketing and Shopping

13. A third of UK Instagram users purchased a product promoted by an influencer

A survey by influencer marketing platform Takumi and research company YouGov found 30% of Instagram users in the UK are more likely to purchase a product or service if they see it promoted by an influencer.

14. 9% of Instagram users admit to buying clothes to take pictures and then return them

A survey by Barclaycard found that nearly one in 10 UK Instagram users admitted to buying clothes with the intention to use them for ‘outfit of the day’ and then return them.

This is not actually surprising given the sharing economy we live in and the constant pressure to provide fresh content for Instagram. Indeed many businesses have launched clothing lending services to cater to the demand.

15. 60% of people say they find new products on Instagram

This stat comes directly from the horse’s mouth though it’s unclear as to who conducted the research. Presumably, Instagram did.

Does “find new products” mean *buy* new products? It’s not clear but at the very least from a product awareness point of view it’s an interesting statistic.

16. 79% of people searched for more information after discovering a product on Instagram

The Facebook commissioned study also found:

  • 65% visited the brand’s website or app
  • 37% visited a retail stor
  • 31% followed the brand’s account online
  • 29% talked to someone about it

17. 25% of all sponsored posts are fashion related

According to InfluencerDB, with 25% of all sponsored posts related to fashion, it dominates as the most popular vertical for sponsored content.

Given fashion’s dominance on the Instagram platform (again more research by InfluencerDB), this stat is reflective of the industry as a whole.

Food and entertainment come second and third

influencerdb research
Source: InfluencerDB

18. 90 million Instagram users click on a shopping post to learn about a product every month

Again, this stat comes from Instagram (well, Facebook) and, again, it’s unclear where the research came from.

Instagram has around 1 billion users which means 90 million users are only 9% of them. If it can continue to roll out new shopping features as it is doing then it’s likely this number will increase.

Have more Instagram influencer marketing stats? Let me know.

Written by Ste Davies

Ste ‘Stephen’ Davies is a digital strategist, consultant and speaker. You can reach him here or follow him on Twitter below.


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  1. This is some great information. I’m looking into some research on male influencers. That’s how I found your post. But this is such great info, I gotta share this, ESPECIALLY that topical IG chart at the end (of course, that sharing will come in the form of me citing these stats in one of our posts, but that’s win-win, too. Haha).
    Thanks for this

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