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Dec 17, 2020 Tribal Impact

33 Influencer Marketing Statistics: The Age Of Influence

We live in a time where, when children are asked what they want to be when they grow up, becoming a YouTuber or social media influencer is second only to becoming a doctor.

The age of influence is here and it’s no longer confined to high-profile B2C brands targeting high-profile influencers. It’s moving on from what Forbes called the “next hottest thing in B2B marketing” in 2019 to increasingly become a go-to tactic for B2B marketers too.

Wherever you are in your influencer marketing journey, these statistics provide a fascinating insight into why it’s so important and the trends to be aware of as we head into 2021.


Influencers Are More Trusted Than Brands


Influencers and our social networks are now effectively where we turn to for 'word of mouth' recommendations and trusted credible advice. In B2C, YouTubers are now more credible than celebrities, while in B2B, our social networks of peers and industry experts are the influencers.


  • 63% of survey respondents said that they trust influencers more than what a brand says about itself. Source: 2019 Edelman Trust Barometer
  • 90% of business decision-makers initiate their purchasing process by researching opinions from industry experts and peers. Source: Harvard Business Review via MarTechSeries
  • 43% of B2B buyers said their consumption habits have changed to prefer credible content from industry influencers. Source: DemandGen 2020 Content Preferences Study
  • 40% of people say they have purchased an item online after seeing it used by an influencer. Source: Twitter and Annalect study 2016
  • 74% of people trust social networks to guide them to purchase decisions. Source: The Manifest study 2019
  • 49% of people say they rely on recommendations from influencers when making purchase decisions. Source: Twitter and Annalect study 2016
  • 6 in 10 YouTube subscribers would follow advice from their favourite creator over their favourite TV personality. Source: Think with Google, Google-commissioned Ipsos Connect, “The YouTube Generation Study” 2015
  • There is a 5.2x increase in purchase intent when exposed to promotional content from influencers and brand tweets, compared with 2.7x from brand tweets alone. Source: Twitter and Annalect study 2016


The Business-Case For Influencer Marketing


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Influencer marketing has continued past the hype because it’s consistently been shown to be an effective tactic for marketers. It drives cost-effective ROI that doesn’t just help win new customers, but better ones too.  



Influencer Marketing Is Gaining Traction


With buying habits changing and the proven impact that influencer marketing can bring, it’s not surprising to see that it’s increasing in use and receiving a bigger budget. However, although B2B brands are now catching onto influencer marketing, the vast majority don’t have established campaigns


  • 21% of marketers plan to make influencer posts the focus of their 2020 social media strategy. Source: Social Media Today
  • 67% of global marcomm professionals now see influencer marketing within their scope. Source: Talkwalker, State of PR 2020
  • 73% of all marketers say they have allocated more money for influencer marketing this year, despite the pandemic. Source: Takumi survey of 3,500 consumers, marketers and influencers in August 2020, via The Drum
  • Influencer marketing is the fastest-growing online customer-acquisition method. Source: Influencer Marketing Hub Survey 2017
  • 39 % of marketers planned to ramp up their budget for influencer marketing campaigns in 2018. Source: Linqia, The State of Influencer Marketing 2018.
  • However, only 15% of B2B brands are running ongoing influencer marketing programs. Source: Traacker & Altimeter report, The 2018 State of Influence 2.0


The Best Influencer Marketing Channels


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What channels are most effective for influencer marketing campaigns will, of course, depend on who your audience. LinkedIn doesn’t rate highly for many marketers but that is likely to be due to the B2C bias in many surveys, and blogs - a traditional content format in B2B - were rated as most effective in one study.




Finding the right influencers and ensuring that they are authentic and don’t harm the brand are some of the biggest concerns for marketers. And keeping up the ever-changing social platform algorithms is a headache for many too!


  • 61% of marketers have reported difficulty finding the right influencers. Source: MediaKix Influencer Marketing Survey 2019
  • 23% of marketers say it very difficult to find the right influencers, and 62% suggested that they had medium difficulty. A mere 14% of respondents reported finding appropriate influencers to be easy. Source: Influencer Marketing Hub, The State of Influencer Marketing 2020: Benchmarking Report
  • Nearly half (49%) of marketers believed brand safety could occasionally be a concern when running an influencer marketing campaign. 34% believe brand safety is always a concern. Source: Influencer Marketing Hub, The State of Influencer Marketing 2020: Benchmarking Report
  • The biggest influencer marketing challenge is spotting fake followers and inauthentic engagement (50%), followed just behind by social algorithm changes making content less visible (49%). Source: MediaKix Influencer Marketing Survey 2019

Choosing And Working With Influencers


When working with influencers, building an effective relationship that helps both of you can achieve your goals is paramount. So what do most marketers and influencers want?



If you’re keen to begin or improve your influencer marketing campaigns, then you’ll find the webinar we co-hosted with Onalytica helpful.

In How To Increase Awareness, Credibility & Trust Through Employee Advocacy & Influencer Marketing Marketing we share how to create influence in the market via your SUbject Matter Experts and connect your internal experts to expert influencers.

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About Tribal Impact

Tribal Impact is a B2B Social Selling and Employee Branding Agency.

We're a team of social media strategists, trainers, coaches, content creators and data analysts who are passionate about helping our B2B customers develop and scale their social selling and employee advocacy programs.

Learn more about us here.

Published by Tribal Impact December 17, 2020