Want to launch a new communications and acquisition strategy? Adopt influencer marketing! Recently, this market has not only matured, it has also become more complex. Professionals now rely on precise data to optimize their ROI.
Gone are the days of collaborations based on mere “feeling”! Today, statistics are at the heart of decision-making.
As a specialist inaffiliate andinfluencer marketing, Casaneo shares the latest influencer marketing statistics and practical advice on how to make the most of this data.
What is the market value and how are budgets evolving?
The influencer marketing market is booming. After a period of rapid acceleration, growth is now stabilizing.
The global influencer marketing market is expected to reach $22.2 billion by 2025, according to estimates by Influencer Marketing Hub.
Over 80% of brands and e-tailers in Europe now allocate a dedicated budget to influencer marketing, but they are demanding better ROI tracking.
According to eMarketer, the share of the total marketing budget dedicated to influence is set to rise from 12% in 2024 to 15% in 2026 for major European brands.
The average budget per campaign varies from 1,000 to 20,000 euros for SMEs. It can exceed 100,000 euros for major brands and large-scale campaigns. This variation depends on a number of factors, including the influencer’s profile and the type of content.
Which content platforms and formats perform best?
The choice of platform and format also influences the budget, but also determines the reach and engagement of an influencer campaign.
The duel of the giants: Instagram vs. TikTok
Instagram remains the platform of choice, used in over 70% of influencer campaigns. Its varied formats (Stories, posts, Reels) and e-commerce features make it an essential tool.
However, TikTok is the clear winner in terms of growth and engagement rates. The platform is increasingly used for partnerships, and its short video formats are particularly prized for their viral potential.
The power of short videos
Indeed, short videos are becoming increasingly popular in influencer marketing. Why ? These correspond to new content consumption habits. Their algorithm also encourages discovery by new audiences.
Video accounts for almost 85% of the content produced in influencer marketing. Reels and TikToks generate superior engagement and are the key to most successful campaigns.
Niche platforms
YouTube remains a major player for in-depth content (tutorials, product reviews). We’re also seeing a rise in campaigns on Pinterest and LinkedIn (with an average engagement rate of 4-6%), which target more specific, professional audiences.
What types of influencers should you focus on, and what are the average engagement rates?
These days, the idea of prioritizing quality of engagement over quantity of subscribers has taken hold. Nano-influencers (1k-10k subscribers) and micro-influencers (10k-100k subscribers) are the darlings of brands.
Instagram nano-influencers have an average engagement rate of 2.71%, compared with less than 1% for mega-influencers.
TikTok nano-influencers can reach new heights with an average engagement rate of 10.3%, while creators with massive audiences struggle to exceed 2%.
Clearly, small designers remain a strategic investment. Why ? They maintain a close relationship with their community.
Their audience is more loyal and receptive to recommendations, which translates into a higher ROI. It is estimated that campaigns with micro-influencers generate an ROI 2 to 3 times higher than those with celebrities.
What are the trends in influencer marketing?
A number of trends have recently emerged in the world of influencer marketing. Brands are looking for greater transparency and content that can be reused across multiple channels.
Stable designer rates
After a period of high price inflation, the market for influencer rates is now stabilizing. The price of a collaboration is extremely variable and depends on several factors, such as the number of subscribers or the sector of activity.
Also, for a sponsored Instagram post in France, for example, rates can vary between :
- 30 to 200 € for a nano-influencer (1k-10k subscribers)
- 200 to €1,500 for a micro-influencer (10k-100k subscribers)
- 1,500 to €10,000 for a macro-influencer
- 10,000 and more for a mega-influencer (1M+ subscribers)
Please note that these rates are indicative and can vary significantly. For example, an Instagram story generally costs 15% to 20% of the price of a post. A YouTube video, on the other hand, can cost 3 to 5 times more than an Instagram post. The reasons? The production effort and the lasting impact of the content.
Influencer-generated content: a major asset
This content is becoming increasingly important in influencer marketing. It is precisely the content created by influencers, known as UGC (User-Generated Content), that is targeted by brands.
By 2025, over 60% of e-tailers will be reusing influencer content on their own channels. It’s also estimated that user-generated content is 40% more likely to convert a lead than traditional advertising.
The growing importance of video content
The format of this content is also very important. Video (short or long) is gradually dominating digital marketing. The strength of video content? Its ability to offer a dynamic way of presenting products, tutorials and customer testimonials.
The future of influencer marketing is data-driven
These days, statistics are no longer a bonus, but a necessity. Successful brands and e-tailers are those who meticulously analyze data to choose the right partners, optimize their budgets and measure the real impact of their campaigns. The future of influencer marketing will be guided by fine-grained data analysis, authenticity and video.
Take advantage of our analysis tools to put this data to good use. Stay up-to-date and competitive in this fast-changing market with Casaneo.
