How Big is Instagram Influencer Marketing? 7 Latest Instagram Influencer Marketing Statistics

Instagram Influencer Marketing Statistics 2024: How Big Is It?

Published on: April 7, 2023
Last Updated: April 7, 2023

Instagram Influencer Marketing Statistics 2024: How Big Is It?

Published on: April 7, 2023
Last Updated: April 7, 2023

Today, Instagram has an active user base of over 1.3 billion, and in no way it’s going to slow down soon. Experts believe that the platform will cross 2 billion active users by 2023.

One of the primary reasons behind the platform’s rapid growth is the tremendous popularity of Instagram Stories.

The Story feature of Instagram took over Snapchat Stories back in 2017, and it now has more than 500 million daily users.

Moreover, the platform has managed to establish a flourishing influencer community. And with valuable audience insights, the interest of brands for influencer marketing has also increased.

Firstly, who are Instagram influencers that are being spoken about?

Although I’m pretty sure you’re aware, still, if you don’t, Instagram influencers are those individuals who’ve managed to establish a large and engaged following on the platform.

They’ve gained a loyal following because of their hobby or job, the stories they tell, their lifestyle, or the clothes they wear.

Their followers admire them and respect their views, and thus have the power to influence their followers.

The pool of influencers is so massive and diverse that almost all the brands can use Instagram influencer marketing for their companies and targeted audience.

The blooming of Instagram influencers has opened up ample opportunities for businesses wanting to market their products in a more authentic way to their crucial demography.

And that’s why the “paid post” aspect came into existence.

Earlier, it has been sufficient for a brand to give one of their products to an influencer as a gift, and in return, the influencer will post about the same on their profile.

However, the time has now changed. With the platform’s increasing popularity, influencers now charge brands for each of their promotional posts on their profiles.

Although YouTube is one of the most potent influencer platforms, the one-click photo-sharing feature made Instagram extremely accessible to ordinary people.

As a result, the content creators of Instagram have amassed colossal growth, and even small-scale “micro-influencers” are earning cash.

The limitations of Snapchat in discoverability and audience insights shifted most of its influencers to Instagram. Snapchat’s influencers post two times more content on Instagram Stories than Snapchat itself.

At this point, Instagram ranks number one as the most strategically influential social media platform for influencer marketing.

The platform has continuously launched new formats such as Reels, IGTV, and innovative features like shopping on Instagram.

In the middle of Instagram’s rapid growth and innovation, the platform has some challenges. From combating bots and fake followers to other fraudulent activity, Instagram is not entirely free from flaws.

However, despite everything, Instagram manages to be the best social media platform for influencer marketing and will continue to be so in the upcoming years.

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Key Instagram Influencer Marketing Statistics in 2024

  • Around 93% of total influencer marketing campaigns make use of Instagram.
  • Since the outbreak of the COVID-19 pandemic, the content creation of Instagram influencers has increased by 50%.
  • Sponsored posts on Instagram are encountering 76% more likes after the global COVID pandemic.
  • Around 86.6% of businesses use Instagram Stories as an integral part of their influencer marketing tactics.
  • 31% of businesses advertise their products or services via IGTV.
  • The number of Instagram brand-sponsored posts as of 2020 is around 6.12 million.
  • Cristiano Ronaldo, the highest-paid Instagram influencer, charges 1,604,000 US dollars per post.

Instagram Influencer Marketing Statistics in 2024: By Percentage

1. Around 93% of Total Influencer Marketing Campaigns Make Use of Instagram

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Being one of the most well-known social media platforms, Instagram is also the most preferred influencer marketing channel among various brands across the globe.

As per the latest instagram influencer marketing statistics, approximately 93% of marketers and professional agents plan to use Instagram Posts, Videos, Reels, and Stories as a part of their influencer marketing strategy in 2022.

Moreover, the Instagram Post feature is one of the most popular influencer marketing options on the platform.

Out of 100 marketers, 97 want to use regular posts as their marketing strategy. It is followed by Instagram Stories, which 83% of marketers use.

Talking about other social media channels, Facebook, the “leader of social media,” is the third most preferred platform. Twitter and YouTube bring together the top five social media channels marketers use for influencer marketing.

2. Since the Outbreak of The Covid-19 Pandemic, the Content Creation of Instagram Influencers Has Increased by 50%

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Well, the outburst of the COVID-19 pandemic has altered the approach to how brands interact with their clients.

With the change in the day-to-day activities of the individuals in the course of the COVID-19 pandemic, businesses had to reshape their sales tactics and get accustomed to global limitations with their marketing strategies.

In 2020, the global expenditure on advertisement reduced by 4.2%; meanwhile, online media raised by 8%, amounting to 336 billion US dollars.

Moreover, it turns out that online media accounted for nearly 59% of the total advertisement spending globally in 2020.

That means many businesses reached out to digital content creators and social media influencers to market their products or services in the pandemic time.

As per the social media statistics of 2020, the overall usage of social media has increased by nearly 32%.

The Instagram influencers started creating two times more content than usual during the pandemic in response to this trend.

While some influencers have decided to create warm content, others have opted for behind-the-scenes content, sharing their daily lives.

3. Sponsored Posts of Instagram Are Encountering 76% More Likes After the Global Covid Pandemic

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The COVID-19 pandemic created an avenue for remote working, which many reverted to using social media, like Instagram daily.

While the pandemic has been quite disturbing for most industries, including the ad agencies and other businesses requiring people to go to offices, influencers who typically create content at home were least bothered.

That’s why many people have smartly adjusted their content to be suitable for the global corona outbreak, such as by focusing more on healthy eating, life advice, fitness, or healthy hobbies.

This content adjustment has helped the Instagram influencers achieve a nearly 67.7% increase in likes and over 50% rise in comments.

Additionally, the Instagram influencer marketing statistics from the pandemic highlight that the influencers have been doing their businesses as usual; however, they ensured to accommodate their campaign to the present circumstances.

This turned out to be a great strategy as sponsored Instagram posts have increased by 76%. This shows the immense success of Instagram influencer marketing even during these difficult days.

4. Nearly 85% of Businesses Use Instagram Stories as An Integral Part of Their Influencer Marketing Tactics

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The latest data on Instagram influencer marketing reveals that Instagram Stories are the most widely used content pattern among marketers worldwide, with 85% of the brands using the same.

Stories are way more well-known than Posts in influencer marketing, looking exclusively at the platform. 78% of the businesses use Instagram Posts to promote their services and products.

Moreover, with the increasing popularity of Instagram Reels, the influencer marketing statistics put it in the third place when it comes to popularity.

Talking about the numbers, Reels are used by 49% of brands as a part of influencer marketing.

Being one of the most popular and used content formats of the platform, Instagram Stories has over 500 million active users. Not just that, it’s also the most affordable marketing strategy for marketers.

As Stories vanish after 24 hours, they’ve got a limited reach compared to permanent posts.

However, Instagram Stories need minor editing and polishing, thanks to their short lifespan.

Due to this, the influencers require lesser time to make and upload a Story than other content formats, and that’s why these have comparatively low pricing.

5. 31% of Businesses Advertise Their Products or Services Via IGTV

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Like YouTube, Instagram’s IGTV feature allows the user to upload long videos on the platform.

IGTV is another popular content format among marketers. That’s because they can use the feature to describe their products and services in a better way.

Promoting through IGTV is one of the latest influencer marketing trends, getting popular day by day. Nearly one-third of the brands incorporate it into their influencer marketing campaigns.

Although there is still a debate on which one is better for influencer marketing: YouTube or IGTV.

Statistics show that some marketers, in reality, choose IGTV over YouTube. The reason behind this is quite simple.

Unlike YouTube, IGTV is not overstuffed with content. So it’s easier for IGTV to reach the right targeted audience.

Instagram Influencer Marketing Statistics: The Numbers

6. The Number of Instagram Brand-Sponsored Posts as Of 2020 Is Around 6.12 Million

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From the Instagram influencer marketing statistics, it’s pretty clear that the influencer trend on Instagram is here to stay for a considerable period.

The capacity of Instagram influencers will continue to make progress and alter the way consumers buy products and services.

As of 2020, influencers’ number of sponsored posts of businesses is approximately 6.12 million and is steadily increasing day by day.

The steady increase in the number of brand-sponsored influencer posts on the platform is evidence that the numbers increased more than six times in four years from 2016 to 2020.

Talking about the numbers, the volume of brand-sponsored posts on the most popular social media channel was 3.7million in 2018.

Meanwhile, there was 4.95 million business influencer sponsored posts in 2019.

7. Cristiano Ronaldo, the Highest-Paid Instagram Influencer, Charges 1,604,000 US Dollars per Post

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Being an Instagram influencer is a profitable job. The influencers of Instagram have been divided into different categories depending on the number of followers they’ve on the platform.

While Nano influencers have followers ranging from 1,000 to 10,000, Micro-influencers have 10,000 to 50,000 followers.

Similarly, influencers having 50,000 to 500,000 followers are called Mid-tier influencers.

However, Macro influencers and Mega influencers have 500,000 to 1,000,000 and over 1,000,000 followers, respectively.

Now, talking about the pricing, the more the followers, the more will be their charges.

The most known celebrities on Instagram make a tremendous amount of money on the channel.

As per the recent surveys, Cristiano Ronaldo makes up to $1,604,000 per paid post on the platform and is the highest-paid Instagram influencer.

Followed by Dwayne Johnson, Ariana Grande, and Kylie Jenner, making $1,523,000, $1,510,000, and $1,494,000 per sponsored post, respectively.


And with this, I wrapped up the session where I talked about Instagram influencer marketing statistics for 2024.

In the above discussion, I’ve uncovered all the information around the query “How big is Instagram influencer marketing?”

The fact is, Instagram influencer marketing is here to stay and isn’t going anywhere anytime soon.

While Instagram influencer marketing has been influential for the past few years, the outbreak of the COVID-19 pandemic has enhanced its significance.

With the increasing popularity of Instagram, it became pretty essential for brands to include the platform in their influencer marketing strategy.

However, with the increasing demand, Instagram influencers have also started charging more money per sponsored Posts, Stories, IGTVs, or Reels.


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Written by Jason Wise

Hello! I’m the editor at EarthWeb, with a particular interest in business and technology topics, including social media, privacy, and cryptocurrency. As an experienced editor and researcher, I have a passion for exploring the latest trends and innovations in these fields and sharing my insights with our readers. I also enjoy testing and reviewing products, and you’ll often find my reviews and recommendations on EarthWeb. With a focus on providing informative and engaging content, I am committed to ensuring that EarthWeb remains a leading source of news and analysis in the tech industry.