In 2024, influencer marketing continues to thrive, leveraging authentic content and trusted voices to reach niche audiences and drive engagement. Its growing sophistication includes data-driven strategies and AI tools to measure impact and optimize campaigns for maximum ROI.

Digital Marketing Institute has published an article featuring 20 useful influencer marketing statistics.

The DMI team says, “Here are 20 influencer marketing stats that will surprise you.

1. Gen Zers generally trust influencers more than celebrities

It’s extremely difficult for brands to build the same level of trust that influencers possess, but thanks to influencer marketing that trust can be transmitted to your brand. So much so that 45% of European GenZers are more inclined to buy fashion items they’ve seen influencers wear over traditional celebrities or their peers.

In an age where there’s a huge upsurge of Gen Zers using TikTok as their primary search engine, tapping into influencer marketing to appeal to these content-hungry digital natives only seems natural.  Another effect of influencer marketing is that brands don’t have to waste resources promoting themselves, and instead use influencers to speak on their behalf and deliver the message they want people to hear and trust.”

20 Surprising Influencer Marketing Statistics

Digital Marketing Institute

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