75 Influencer Marketing Statistics That Will Surprise You in 2018

With a couple of months to go, companies are in the process of finalizing their marketing strategies for next year. This is the time for you to cross the Ts and dot your Is on your marketing budget for 2018.

Influencer marketing continues to increase in popularity, which will continue next year too. If you have not made it an integral part of your marketing, perhaps you should re-evaluate your strategy.

Here are 75 compelling influencer marketing statistics, bound to make you reconsider your strategy. In case you have already incorporated influencer marketing in your strategy for 2018, this will reinforce your decision.

75 Interesting Influencer Marketing Stats

1. 70% of millennial consumers are influenced by the recommendations of their peers in buying decisions. An influencer marketing survey conducted by Collective Bias involving 14,000 respondents in US, reveals this statistic.

2. The same survey reveals that 30% consumers are more likely to buy a product recommended by a non-celebrity blogger. Consumers can relate more to these influencers and value their opinions more than that of celebrity influencers.

Image via Collective Bias

3. Facebook is the most influential social channel per the results of the survey. 19% of consumer purchase decisions are influenced by facebook posts.

4. Just 3% of consumers are influenced by celebrity endorsements in their product purchase decisions. This influencer marketing stat was also discovered in the Collective Bias survey.

Image via Facebook

5. YouTube seems to be the second most influential social media platform for purchases. 18% of consumers are influenced by YouTube regarding their purchases.

6. The survey also reveals the amount of influence that the major marketing channels have. The ones with the least influence are digital ads (4.5%), print ads (4.7%), and TV ads (7.4%).

7. Per this survey, Twitter has less than 2% influence on consumer buying decisions, and is the least influential social channel.

Image via Social Vignerons

8. While shopping at a store, 60% consumers have been influenced by a social media post or a blog review. This is according to the Collective Bias study.

Image via Wine Spectator

9. The Collective Bias study shows that 22.8% of men are influenced by YouTube in their buying decisions.

10. The same study also reveals that YouTube influences only 13.9% of women on their purchases. So depending on your target audiences, you can decide the channel that is likely to be most effective.

11. 34.4% of men and 15.4% of women are influenced by blog reviews for consumer electronics purchases.

12. According to this study, men are 2x more likely than women to be influenced by blog reviews while shopping in-store.

13. A survey by Mars Petcare reveals that 30% of pet owners follow and engage with social media celebrity animals. This is a powerful statistic that indicates celebrity pets can be used effectively for influencer marketing by petcare brands.

Image via Instagram

14. The study shows that 65% of owners post about their pets on social media twice a week on an average.

15. 50% of pet owners who post about their pets on social media have reported that pets get more attention than them. The Mars study shows that pets are a really important part of our culture. Marketers can leverage pets effectively in their influencer marketing.

Image via Mars

16. Twitter partnered with Annalect to research influencers on the platform. This study has revealed some very interesting influencer marketing statistics. For example, 56% of consumers are influenced by their friends and peers on their purchases.

17. The study also revealed that tweets from brands increase the purchase intent by 2.7x. This is in comparison with the purchase intent of audiences who haven’t engaged with such tweets.

Image via Twitter

18. When these were coupled with tweets from influencers, the purchase intent increased by 5.2x in the study.

Image via Twitter

19. The Twitter research also shows how much consumers depend on influencers for product recommendations. It is seen that 49% of consumers rely on product recommendations shared by influencers for their purchases.

20. More than 50% of Twitter users follow musicians’ and actors’ accounts. Their reach continues to be the highest. However the study reveals that people follow them for entertainment and not for product recommendations.

21. ⅓ of Twitter audiences follow and engage with social media celebrities and influencers.

Image via Twitter

22. People aged between 13 and 24 are 2x more likely to evaluate influencers based on follower count than older audiences.

23. People aged 45 and above follow a variety of influencers and prefer household names.

24. 40% of Twitter users follow brands and 60% of them do so to know about their products. So brands are actually more influential than celebrities as per the Twitter study.

Read the full post on Shane Barker’s Influencer Marketing blog.