Influencer marketing 2021 stats and predictions

In the next few years, influencer marketing is likely to become such a significant part of all business processes as social media marketing. 

The Insider Intelligence data show that in the United States more than 90% of companies with a number of employees around 100 or more use SMM. And this indicator continues to grow slightly, which means that in the future SMM will be actively used by almost all businesses. 

Did you know that 62.3% of companies used influencer marketing in 2020? It is expected that in 2021 there will be 67.9%, and in 2022 - 72.5%. 

We have collected basic data and business forecasting of Influencer marketing development for 2021: 

From $1.7 billion in 2016, influencer marketing is estimated to have grown to have a market size of $9.7 billion in 2020. That's expected to reach $13.8 billion in 2021.

Recent estimates show influencer marketing is set to become a $15 billion industry by 2022, according to Business Insider. 

Google Trends shows that over the past 5 years, queries for influencer marketing had their peak in January 2021, and after a slight adjustment remain in high positions. If we compare Influencer marketing and Social media marketing, we can see that after 2018 SMM significantly loses to influencer marketing.

Google Trends also shows that in Brazil every ninth request was for Influencer marketing and only one for SMM. According to Google Trends in Hungary and Spain, the situation is roughly the same.  

Video content is becoming a priority. In early July, Instagram chief Adam Mosseri announced that the service is on its way to becoming a video and entertainment platform. “It's no more a photo-sharing app,”-- says the SEO. 

Instagram doesn't want to miss out on a leading position among platforms that operate in the influencer marketing market. Of course, Adam Mosseri came to this conclusion seeing how the popularity of TikTok, Twitch, and Youtube grows.

According to a survey by Insider Intelligence is still the top social platform U.S. marketers plan to use for influencer marketing. 

The number of people using social media services is growing, as well as the number of creators who make money using media platforms. According to YouTube, in 2020 the number of service users has grown to 2.3 billion from 2 billion in 2019. Such growth leads to influencers' income increase and the development of their channels. 

The number of channels earning six figures per year on YouTube grew more than 40% y/y. The number of channels earning five figures per year on YouTube grew more than 50% y/y. The number of channels with more than one million subscribers grew by more than 65% y/y.


An important indicator of the industry development is the capitalization increase of marketing platforms that helps the influencer marketing development. 

In 2018, the global influencer marketing platform market was valued at 137 million U.S. dollars. It is expected to grow further to 162 million in 2020 and surpass 370 million dollars in 2027. The influencer marketing platforms are used in the search and discovery of clients, campaign management, influencer relationship management, as well as for analytics, and reporting.