Influencer Marketing Statistics

• A recent study by Annalect reports that 49% of respondents rely on product recommendations from influencers. In fact, 40% claim they have purchased products after seeing an influencer use the product on Twitter, YouTube, or Instagram.
• The study also reported that there is a 5.2X lift in purchase intent when potential customers are exposed to both tweets from the brand and tweets from influencers.
• A study by TapInfluence found that for every dollar a company spends on influencer marketing, companies earn an average of $7.65.
•  Micro-influencers, those with between 10k and 100k followers, see more engagement than influencers with higher followers. This may be because consumers view them as more authentic.

Case Studies

• In October 2018, 5-Hour Energy Drink, ran an influencer marketing campaign that followed three Instagram influencers at a Dierks Bentley concert.
• The three influencers posted 15 Instagram posts before, during, and after the concert, promoting the 5-Hour Energy drink and Dierks' Mountain High Tour.
• The campaign ad return was $6.11 and resulted in incremental sales of $1.2 million. Addtionally, the campaign saw 22.9 million impressions.

• In 2017, Cottonelle ran an influencer marketing campaign to promote the Cottonelle Clean Care Box, available only at Target.com.
• The brand teamed with over 30 Parenting and Lifestyle influencers who created original stories and content promoting the box and pointing potential customers to Target.com.
• Influencers created over 700 pieces of content which included over 30 blog stories, over 100 photos of the product, and over 600 social media posts.
• Generated content resulted in 11.5 million impressions, 12,500 engagements, and 10,500 visits to the product landing page.
• In addition, the product sold out within 48 hours after it was released.