Global Market Size of Instagram Influencer Marketing (2021-2025)

Instagram has grown to become one of the largest and most essential digital channels for businesses to communicate with their target market since its launch in 2010. It has over 1 billion active users. Get to know its market size and other interesting facts in this blog.

Instagram Influencer Marketing Popularity

The influencer marketing industry has become increasingly popular in recent years, with many brands using platforms like Instagram to reach their target audience through social media influencers. 

Opinions vary about this type of commerce. But there is no doubt that influencer marketing is not only gaining popularity, it’s also one of the most effective forms of selling products and services to consumers of various ages. 

The forecast for Instagram influencer marketing remains positive, with continued growth and innovation expected in the coming years. The graph below depicts statistics for global Instagram influencer market size (2021-2025), which grew from 13.8 billion US dollars in 2021. 

The prediction for 2025 for Instagram influencer marketing growth is 22.2 billion US dollars.

influencer market size

Instagram Influencer Market Size Statistics

The market size of Instagram Influencer marketing has grown immensely since 2021. From 13.8 billion US dollars in 2021 to 17.4 billion US dollars in 2023, with predicted growth for 2025 to reach 22.2 billion US dollars. This means the market would grow by 8.4 billion US dollars in just five years. 

So what is contributing to such high growth of the Instagram influencer marketing industry?

With the increasing popularity of various social media platforms (like Instagram), brands are looking to leverage the large followings of influencers to reach their target audience. 

Influencers are often seen as more authentic and relatable than the traditional celebrity, making their recommendations more trustworthy and effective. Investing in influencer campaigns is now one of the most strategic brand moves. 

In comparison to traditional advertising methods, influencer marketing can be more cost-effective for brands, especially when targeting niche audiences. Since influencers typically have a specific niche or demographic they appeal to, it makes it easier for brands to target their ideal customers. 

Additionally, many influencers are often skilled content creators, producing high-quality and engaging content that can showcase a brand’s product or service in a unique and compelling way.

Interesting Facts

What are the predictions and trends for the future of Instagram influencer marketing?

Increase in influencer marketing budgets

Brands will allocate more of their marketing budgets towards influencer marketing as it continues to reach target audiences even more effectively. The ROI on Instagram influencer marketing can be huge. Users are very likely to buy a product based on what their favorite influencer is promoting, which means that brands are investing in the audience relationships of the influencer they want to collaborate with.

Micro-influencers on the rise

While macro-influencers have dominated the influencer marketing space in recent years, there is an expected shift towards micro-influencers, and nano-influencers. The latter two offer higher engagement rates and are more cost-effective for brands. 

Types of influencersNumber of followers
Nano-influencersUnder 10k 
Micro influencers10k-100k 
Macro influencersOver 100k

The number of followers is becoming less important, as it doesn’t necessarily mean that the account has large organic engagement (Instagram users can buy fake followers). Brands are more keen to see the number of users who are invested in an influencer’s community.

Instagram Reels and Stories as a new platform for influencer marketing

With the rise of short-form video content, Instagram Reels and Stories will continue to stay the most popular tools for influencer marketing campaigns. Posts are slowly disappearing as desired content since they don’t present as much engagement. Instagram’s algorithm is much more focused on pushing out reels and stories.

Increased focus on authenticity and transparency

Consumers are becoming more aware of influencer marketing tactics and are looking for authentic and transparent brand partnerships. Users don’t want to see inauthentic promotional ads and fake recommendations, which is why brands and influencers need to create genuine sponsored posts to keep viewer retention.

What brands are most talked about on Instagram worldwide?

According to the statistics on Statista, brands which are mentioned the most by influencers worldwide are:

BrandsNumber of influencers (in thousands) mentioning the brands 


We can expect Instagram influencer marketing to continue to evolve and adapt to changing consumer preferences and social media trends. Creating engaging and authentic content that resonates with various social media users should be the main focus. Thanks to campaign effectiveness, the growth rate of customer satisfaction provides enough information for businesses to continue investing in Instagram influencer campaigns in the upcoming years.



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