Influencer marketing in the U.S. - statistics & facts
Influencer marketing is rapidly becoming one of the most indispensable forms of online marketing. With billions of internet users scrolling through social media platforms daily, it is no surprise that marketers increasingly harness the power of the web’s most influential creators for promotional purposes. Partnering with influencers can improve brand awareness, unlock new audiences, and ultimately drive conversions, as recommendations from content creators impact purchasing decisions in our digitalized world more distinctly than ever. Since 2019, the global influencer marketing value has more than doubled, at 21.1 billion U.S. dollars as of 2023. The United States is home to many of the world’s most-followed social media stars and as such amounted to around 75 percent of the marketing spending worldwide on the medium in 2023.
On the more video-focused side of the influencer business, YouTube is the platform that attracts the most consumers willing to pay and subscribe to their favorite online creators. However, as the social media landscape keeps changing rapidly, marketers are no longer exclusively focusing on these two channels but are also branching out into the world of TikTok marketing. Regarding the most popular type of TikTok influencer marketing in the U.S. and Canada, dedicated content – where influencers only talk about one single brand in a whole post/video – took the lead.
Marketer's perspective
Marketers are allocating ever-increasing shares of their social media budgets towards influencer cooperation as the effectiveness of this new marketing format becomes more scalable each day. When asked about the challenges they face when working with influencers, around 40 percent of professionals stated that the determination of success metrics and payment rates were complex parts of the job. As for the leading goals of influencer marketing, nearly four out of 10 marketers identified them with increased sales. These industry developments indicate that influencers will become even more sought-after intermediaries between brands and consumers.Top platforms marketing
With many of the most recognizable faces from social media and the world of entertainment posting on Instagram, it is no surprise that the photo-sharing app remains the most popular platform for influencer marketing in the United States. Instagram offers various formats influencers can use to promote a brand’s product or service, ranging from posts and tags to Stories and Reels. In addition, brand websites can be linked directly via swipe-up or shopping tab, making Instagram a uniquely dynamic and multi-faceted marketing channel.On the more video-focused side of the influencer business, YouTube is the platform that attracts the most consumers willing to pay and subscribe to their favorite online creators. However, as the social media landscape keeps changing rapidly, marketers are no longer exclusively focusing on these two channels but are also branching out into the world of TikTok marketing. Regarding the most popular type of TikTok influencer marketing in the U.S. and Canada, dedicated content – where influencers only talk about one single brand in a whole post/video – took the lead.
