US Marketers Using Influencer Marketing

% of marketers using
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Source: eMarketer

Note: companies with 100+ employees; includes both paid and unpaid (i.e compensation in the form of free product or trips) brand-influencer partnerships

Additional Note: An influencer is an individual who can sway the brand preferences, buying decisions and loyalty of a broader population, regardless of follower count. Examples include celebrities, public figures, YouTube/Instagram/TikTok creators, and subject matter thought leaders/experts. Influencer marketing is B2C or B2B marketing that activates those influencers for branding or promotional purposes via paid, earned or owned media, or on the influencers’ own channels. Examples include social media posts or stories, digital video ads, and blog posts. It also includes brand ambassador and employee advocacy programs.

Methodology: Estimates are based on the analysis of survey and tracking data from various research firms and industry-specific adoption trends of digital marketing tools.

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