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2023 Global Influencer Marketing Report

AJ Marketing - 2023 Global Influencer Marketing Report

In today's digital era, influencer marketing has undeniably reshaped the advertising landscape. It's no longer a novelty; it's a must-have component in the marketing toolkit of businesses worldwide. Welcome to our 2023 Global Influencer Marketing Report, an in-depth examination of this dynamic field as it stands right now.

We aim to demystify the industry's ins and outs, shedding light on the latest market size figures, the platforms stealing the show, and the intricate follower demographics. We'll also delve into the nitty-gritty of brand investments, influencer costs, and the types of influencer partnerships that are gaining momentum in 2023.

This comprehensive report offers key insights for brands, influencers, and anyone with a keen interest in the space. So let's dive straight in.

AJ Marketing - 2023 Global Influencer Marketing Report - Connect

2023 Global Influencer Marketing Report ⬇️

1. Global Influencer Marketing Market Size


AJ Marketing - 1. Global Influencer Marketing Market Size (2020-2025)

From a promising $9.7 billion industry in 2020, the global influencer marketing market size is projected to see a remarkable rise, reaching an impressive $22 billion by 2025. This substantial growth, averaging at about 18% annually, underscores not just the sector's rapid evolution, but also the increasing confidence businesses place in influencer marketing strategies.

Clearly, influencers are no longer peripheral elements in the advertising world. They are driving forces, steering brands towards meaningful engagement and deeper connections with their target audiences.

2. Most Popular Platforms for Influencer Marketing

AJ Marketing - 2. Most Popular Platforms for Influencer Marketing in 2023

TikTok takes the crown as the most popular platform for influencer marketing in 2023, hosting 45% of all 7,000 paid collaborations analyzed in this graph. This is a testament to the platform's extraordinary reach and its resonance with the younger demographics. Meanwhile, Instagram closely trails at 39%, maintaining its position as a formidable player in the influencer marketing world.

What's interesting is the emerging trend of User-Generated Content (UGC) accounting for 14% of the collaborations. This indicates that brands are valuing and leveraging authentic, consumer-created content more than ever before. YouTube, although still important, plays a relatively minor role in 2023, contributing to only 2% of the collaborations. It's clear that short-form content on platforms like TikTok and Instagram is leading the charge in the influencer marketing arena.

3. Influencer Followers

A. Countries with Most Social Media Users Following Influencers

AJ Marketing - a. Countries with Most Social Media Users Following Influencers

When we examine the geography of influence, Nigeria tops the list with 45.8% of social media users aged between 16 to 64 following influencers or experts. The Philippines follows closely, with 43.8% of social media users engaged with influencers. Brazil rounds out the top three at 39.7%, signifying the growing importance of the South American market. Meanwhile, Kenya and South Africa also demonstrate significant engagement rates, with 36.8% and 34.9% respectively.

These figures underscore the global reach of influencer marketing and its capacity to engage diverse audiences across different continents, cultures, and economies. It's clear that influencers are creating ripples of impact worldwide, transcending geographical boundaries in the process.

B. Age Groups with Most Social Media Users Following Influencers

AJ Marketing - B. Age Groups with Most Social Media Users Following Influencers

Diving into the age demographics, the younger cohort, particularly those aged 16-24, leads the pack in influencer following. Females in this age group stand out, with 31% stating they follow influencers or experts on social media, compared to 23.9% of males. However, influencer reach extends beyond just the youngest social media users. Among the 25-34 age bracket, females still maintain the lead at 26.5%, while males make up 21.9%.

Interestingly, the gap narrows in the 35-44 age group with 20.6% of females and 20% of males following influencers. For the older demographics (45-54 and 55-64), while the percentages understandably drop, there remains a steady engagement, proving that influencer marketing isn't just a 'young person's game'. It's a cross-generational marketing strategy with a broader appeal than one might initially assume.

4. Brand Investments and Influencer Costs

A. Marketing Budget Allocation in 2023

AJ Marketing - A. Marketing Budget Allocation in 2023

In a telling shift towards the growing influence of influencers, a whopping 67% of respondents who allocate a budget for influencer marketing plan to increase their spend in this area in the next 12 months. In addition, a further 15% expect to maintain their current level of investment, signalling overall satisfaction with their returns from influencer collaborations. While 11% remain uncertain about potential changes to their influencer marketing budgets, only a small fraction (7%) plans to decrease their investment.

This data paints a clear picture of the growing confidence in, and commitment to, influencer marketing. It underlines the strengthening position of influencers in the wider marketing landscape, highlighting their crucial role in shaping brand narratives and consumer engagement.

B. Contents Brands Will Invest in in 2023

AJ Marketing -  Contents Brands Will Invest in in 2023

In 2023, the king of content appears to be video, with a near-universal 97% of brands intending to invest in this dynamic medium. Video's appeal lies in its ability to tell engaging, immersive stories, making it a key tool for influencers looking to captivate their audiences. Meanwhile, still images continue to hold their ground with 43% of brands planning to invest, illustrating that powerful visuals remain a valuable part of the influencer marketing mix.

Written content, though less prominent, is still on the radar for 26% of brands. While it may seem that the written word is losing its luster in the face of flashy visuals and videos, it continues to serve as a complementary element that can provide depth and context to visual narratives. This data underscores the multifaceted nature of content in influencer marketing, and the need for brands to embrace a blend of content types to effectively reach and resonate with their audience.

C. Average Price that Influencers are Charging per Platform

AJ Marketing - Average Price that Influencers are Charging per Platform

In 2023, influencers' charges per platform reveal interesting insights about the perceived value of different social media platforms. YouTube, despite its smaller share of collaborations, commands the highest price at $791, reflecting the platform's high-quality content and engaged user base. TikTok, the platform with the highest number of collaborations, follows at $460, an indicator of its ever-growing appeal and reach. UGC comes in close with an average cost of $396, showing the increasing value brands are placing on authentic, user-created content. Instagram, while still a significant player in the influencer space, sees influencers charging an average of $363, hinting at the competitive environment of this established platform.

These figures underline the strategic pricing considerations brands need to make when leveraging different platforms for influencer marketing.

D. Cost Per Engagement of Influencers Across Platforms

AJ Marketing - D. Cost Per Engagement of Influencers Across Platforms

Peeling back the layers on cost per engagement uncovers fascinating differences across influencer categories and platforms. On Instagram, nano-influencers provide the most cost-effective engagement at $0.59, while micro-influencers charge a significantly higher $1.43. Interestingly, macro-influencers on Instagram provide engagements at a surprisingly low $0.15, indicating their ability to generate high volumes of interaction.

Over on TikTok, we see the highest cost for micro-influencers at $2 per engagement, while nano and macro influencers charge a relatively low $0.06 and $0.48, respectively. YouTube presents a different picture, with macro-influencers offering the most cost-effective engagements at $0.11, followed by micro and nano-influencers at $0.15 and $0.25, respectively.

These cost-per-engagement figures highlight the importance of choosing the right mix of influencers and platforms to maximize the return on investment.

5. Influencer Preferences

A. Types of Influencers Brands will Mostly Utilize in 2023

AJ Marketing - A. Types of Influencers Brands will Mostly Utilize in 2023

In 2023, brands are opting to harness the power of authenticity and relatability offered by smaller influencers. Nano-influencers, with their niche audiences and high engagement rates, are the most sought after, with 39% of brands planning to utilize them. Micro-influencers are next in line, attracting the interest of 30% of brands, proving that the quality of engagement often trumps the quantity of followers. Macro-influencers will be utilized by 19% of brands, while only 12% of brands aim to collaborate with mega or celebrity influencers.

This shift towards smaller influencers underscores a key trend - brands are increasingly recognizing the value of genuine, meaningful connections over superficial reach in their influencer marketing strategies.

B. One-Off vs. Repetitive Influencer Partnerships

AJ Marketing - B. One-Off vs. Repetitive Influencer Partnerships

The trend towards longer-term partnerships with influencers continues to grow in 2023. A majority of brands (61%) indicate they have worked with the same influencers across different campaigns, an increase from 57% in 2021. Meanwhile, the proportion of brands opting for one-off collaborations or using different influencers for each campaign has slightly declined to 39%, down from 43% in 2021.

These numbers hint at a shift in strategy, with brands recognizing the value of building sustained relationships with influencers. This allows for more consistent messaging, deeper audience engagement, and the potential to grow together with the influencer, creating a win-win situation for both parties.


In sum, the 2023 Global Influencer Marketing Report reveals significant shifts in the way brands perceive and harness influencer marketing. We're witnessing a rising recognition of the power of smaller influencers and their ability to forge authentic connections with audiences. At the same time, the landscape of preferred platforms is evolving, with TikTok taking the lead and the importance of video content becoming more evident than ever.

Moreover, the trend towards long-term partnerships with influencers demonstrates a strategic shift from transactional relationships to more sustainable collaborations, fostering deeper audience engagement and more consistent brand narratives.

As the influencer marketing landscape continues to evolve and mature, the key takeaway is clear: influencers aren't just transient figures in the digital world, they've become integral components of a brand's marketing arsenal. Their ability to engage and connect with audiences is redefining marketing strategies globally, underlining a human-centric approach that values authenticity, relatability, and meaningful engagement.

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