Key Influencer Marketing Statistics

92% of people trust recommendations from people over brands, even if they don’t know them. (Nielsen)

84% of consumers say they trust peer recommendations above all other sources of advertising. (Nielsen)

70% of millennial consumers value peer endorsement over celebrity endorsement. (Collective Bias)

74% of consumers use social media to make purchase decisions. (Sprout Social)

60% of teens are more likely to believe and buy from YouTube stars than movie stars. (Variety)

Just 3% of US consumers said they would be more likely to consider buying a product in-store if a celebrity endorsed it. (Collective Bias)

30% of consumers are more likely to purchase a product promoted by a regular person.

51% of marketers believe they get better customers from influencer marketing, because the relationship started with trust in the influencer. (Tomoson)

Marketing-inspired word-of-mouth generates more than twice the sales of paid advertising. (McKinsey)

74% of consumers identify word-of-mouth as a key influencer in their purchasing decision. (Ogilvy)

Brands rank engagement as the most important goal of influencer campaigns. (Linquia)

Over half of purchases inspired by social media sharing occur within 1 week of sharing or favoriting the item. (VisionCritical)

76% of marketers consider influencer engagement effective in garnering customer loyalty. (Augure)

Millennials ranked word-of-mouth as the #1 influencer in their purchasing decisions about clothes, packaged goods, big-ticket items (like travel and electronics), and financial products. (Radius Global)

Baby Boomers ranked word-of-mouth as being the most influential factor in their purchasing decisions about big-ticket items and financial products. (Radius Global)

Sponsored Instagram posts generated about 1 billion total likes in 2017 alone. (eMarketer)