What is your favorite influencer marketing platform

80 influencer marketing statistics for 2021

According to Wikipedia, "Influencer Marketing (also known as Influencer Marketing) is a form of marketing that focuses on certain key people (or types of people) rather than the target market as a whole". In the past five years, it has gone from being obscure to a form of marketing where even the biggest brands understand its worth. There are numerous studies analyzing the impact of influencer marketing and experts share their wisdom on the subject. Here you will find 80 interesting facts, quotes and statistics on the topic of influencer marketing.

1. Businesses earn $ 5.20 for every $ 1 spent on influencer marketing

2. 63% of marketers plan to increase their influencer marketing budget over the next year.

This statistic comes from the same Influenzer Marketing Hub survey. Marketing experts clearly see how lucrative influencer marketing can be for a brand - if done right. Almost 2/3 (63%) of the companies that budget for influencer marketing plan to increase their spending over the next 12 months, with 17% expecting their influencer marketing spending to stay the same.

3. Successful YouTubers can make millions from their videos

Wondershare did the research to find the richest YouTubers in 2019. They found the richest YouTubers (with their valued earnings):

  • Daniel Middleton (DanTDM) - $ 16.5 million
  • Evan Fong (Vanoss Gaming) - $ 15.5 million
  • Dude Perfect - $ 14 million
  • Mark Edward Fischbach (Markplier) - $ 12.5 million
  • Logan Paul - $ 12.5 million
  • Felix Kjellberg (PewDiePie) - 12.5 million

4. Quote: "... when working with influencers, brands have to let go and let the influencers take control of the narrative in order to preserve the authenticity of what is being communicated.

Priyanka Dayal, Content Marketing Manager at Centaur Media PLC, observes how influencer marketing differs from traditional marketing, where brands traditionally had full control over their marketing. It emphasizes the fact that today's consumer can tell the difference between an advertisement, a personal recommendation, and an advertisement masked under a personal recommendation. "In order to have a lasting influence on marketing, authenticity and credibility are the key".

5. Department store chains are now partnering with fashion bloggers to promote new initiatives and promote their businesses

Quite a few of the big, well-known department stores recognize the influence of fashion bloggers in promoting their stores and products. These include Bergdorf Goodman, Harrods and Bloomingdale's. These partnerships allow fashion stores to engage with consumers on a more intimate level than traditional celebrity support can.

6. 61% of marketers find it difficult to find relevant influencers for a campaign

Mediakix conducted its annual influencer marketing survey in 2019. Of the marketing experts surveyed, 61% recognized the difficulty of finding relevant influencers for a campaign. If you don't partner with the right influencers on your product, the campaign is doomed in the first place.

7. 69.4% of influencers chose to become influencers in order to generate income

Tapinfluence and Altimeter have teamed up to produce a state-of-the-art influencer marketing study interviewing influenzers. When asked about their reasons for engaging in this form of marketing, nearly 70% admitted that their main inspiration was to make some money. 57.5% of them also stated that they were involved as influencers in order to make a difference or to change something.

8. Quote: "Commitment are the new impressions. It counts just as much, if not more, than the reach of a person".

Kristy Sammis commented on this on an episode of the March 2016 Half Hour Intern podcast. She made another very striking point: "We're smarter than ever, and we know shit when we smell it ... As soon as you try To interrupt their (the voice of the influencer) and to stuff the words of the company into their mouths, there is no point in working with them.

9. The goal of influencer marketing is to identify the influencers in your niche and make them work for you by promoting your brand.

A company's focus must be on reaching the people from whom it can generate maximum sales, rather than on the market as a whole.

10. 54 percent of influencers say they'll work with brands they respect like any other publisher

Crowdtap surveyed 50+ content creators, and it's clear these influencers expect respect from brands who work with them. While they may not have the Wall Street Journal reputation, they have earned their influence and won't let disrespectful brand executives and marketers ignore them.

11. Content writers say their primary way of reviewing branding partnerships is to determine which opportunities are most relevant to their audience.

This is from the same crowdtap survey as above. Brands need to remember that while influencers may want to generate revenue, they will not do so at the expense of their audience.

12. 67% of marketing and communications professionals work with influencers to promote content.

A study carried out by Schlesinger Associates for Augure in May 2015 showed that content advertising was the main reason marketing and communications professionals contacted influencers - ahead of product launch, content creation, event management, corporate communications, SEO and crisis management.

13. 75% of marketing and communications professionals say that an influencer's verified traffic is the most important criterion when choosing an influencer

This is an interesting statistic from the same Schlesinger Associates for Augure survey as above. This contradicts a lot of other research that suggests engagement is more important than traffic.

14. The 2014-2019 increase in influencer marketing reflects the decline in print advertising

Google Trends shows a comparable rise in influencer marketing at the same time as print advertising has been falling. Searches for "influencer marketing" drew ahead of those for "print advertising" in mid-2017 and have remained that way ever since.

15. There are five types of influencers: famous (mega) influencers, macro-influencers, mid-tier influencers, micro-influencers, and nano-influencers

Influencer marketing does not focus on celebrity support. Micro-influencers do the majority of successful influencer marketing (at least 90% of it). They are ordinary people who have built a solid following on social media. While there aren't strict definitions of what follower numbers are, a general guide to the types is:

  • Mega influencers - social superstars with more than a million followers. These are often celebrities
  • Macro-influencer- influencer with between 100,000 and 1 million followers
  • Micro-influencer - someone who has between 1,000 and 100,000 followers. While their following may be small, their authenticity is high
  • Nano-influencer - someone with fewer than 1000 followers who has an immense influence in a comparatively narrow niche.

16. Instagram is by far the most important channel for influencer marketing

Our marketing survey on the status of influencer marketing in 2019 confirmed the results of an earlier Bloglovin 'survey. Instagram has quickly become the social channel of choice for influencer marketing. 79% of the respondents in our survey consider Instagram to be important for their marketing campaigns in the field of influencer marketing. Facebook came in distant second place with 46%, followed by YouTube with 36%. However, it is important to remember that this all depends on your target audience. For example, if you're targeting B2B customers, you'll likely use LinkedIn influencers first. If your market is gamers, you will likely focus on working with streamers on Twitch or Mixer, or choose to advertise on YouTube, even before Instagram.

17. 77% of fashion micro-influencers prefer Instagram

Instagram engagement rate. Source Locowise

The influencer's fondness for Instagram becomes even greater when the influencer works in a very visual niche like fashion. In comparison, only 31% of entertainment / pop culture micro-influencers prefer Instagram - a less visual niche.

18. 53% of micro-influencers have never paid to promote a post.

This finding comes from a Bloglovin 'survey of how micro-influencers really want to work with brands. The majority of influencers have managed to achieve their influential status without paying for a promotion. Less than 10% paid for Instagram advertising despite loving this platform. Of course, brands can gain additional reach if they choose to pay for boosted / promoted posts.

19. Quote: "As long as I can do my thing and someone wants to write me a check for it, I'm fully involved". - Mike Perry, Broad City Designer

Once you've done your homework as a brand, you should have selected the most suitable person to be your influencer. Remember, they built their own brand. Hence, you need to make sure that your messages to your audience are authentic to that audience. You need to encourage your influencers to tell your brand story in their voice.

20. Almost 40% of Twitter users say they made a purchase as a direct result of a tweet from an influencer

Twitter partnered with @Annalect to research people's susceptibility to influencers on Twitter. It's clear that Twitter influencers have built enough trust that people are confident enough to spend money on their referrals.

21. Participants aged 13-24 rated an influencer based on their social presence and number of followers, twice as likely as older participants

This was another result of the Twitter poll. There is a clear distinction in how different age groups view social media influence. Older generations tend to follow traditional celebrities. Millennials and Generation Z are more interested in social media sensations like PewDiePie.

22. 70% of YouTube youth subscribers say they are more connected to YouTube creators than to traditional celebrities

This statistic, made available by Google, again highlights the differences between the generations. Television has a far less impact on Generation Z than on previous generations. Hence, they have far less interest in traditional celebrities. Today's generation grew up with the internet, and it is on the internet that they find their own celebrities.

23. 6 out of 10 YouTube subscribers would take advice on what to buy from their favorite creator about their favorite TV or movie personality

This is another sobering statistic from Google that highlights the differences between generations. If marketers fail to see these stark differences, they do so at their own risk.

24. Firms still find it difficult to determine the return on investment of an influencer marketing campaign

With the proliferation of influencer marketing, there is a whole series of studies on how best to determine the ROI of a campaign. The reality is that ROI is very much driven by brand intent. Traditional marketers and executives still struggle with this open concept.

25. Quote: "It's really hard to measure true impact".

Duane Forrester, VP of Organic Search Operations at Bruce Clay, points out how difficult it is to come up with a final measure of influence. However, he admits that while this metric is difficult to measure, it is extremely important.

26. When looking for influencers, it's important to hire people who already have an affinity for your brands.

If people already love your products, they will speak about them with passion and knowledge, and this in turn will inspire others.

27. 91% of millennials trust online reviews as much as they do friends and family

This is a result of the BrightLocal Local Consumer Review Survey 2018. It highlights the high level of influence influencers can have on their audiences. This, of course, is another reason influencers try to be authentic to their followers - they don't want to lose face. In fact, 86% of consumers read reviews for local businesses (including 95% of 18-34 year olds), and consumers read an average of 10 reviews online before they feel able to trust a local business.

28. 50% of consumers will take action after reading a positive review

This is yet another finding from the BrightLocal survey that shows why companies need to work to ensure that their products get positive reviews online. Interestingly, after a good review, older people are more likely to go to a company's website than younger ones (35 from 18-34 years old, 47% from 35-54 years old, 69% from 55+). Other common responses to reading a good review are looking for more reviews to validate the selection (19%), visiting the company's location (15%), contacting the company (13%), and continuing to search for others Companies (10%).

29. 210 million people use Snapchat every day, making it an extremely profitable marketing channel for influential people

Daily active users on Snapchat. Source: Statista

Snapchat has quickly grown to 210 million users and is especially popular with teenagers. Brands that target this demographic find that they have tremendous potential for influential marketing.

30. The marketing campaigns of the best influencers are very organic and don't look like advertising.

They seem to work best when brands hire influencers to intuitively tell a story on behalf of the brands.

31. 45% of North Americans use ad blockers

According to the Reuters 2018 Digital News Report, 57% of 18-24 year old Americans make their first daily exposure to news on their smartphone through social media. This statistic changes with age: only 29% of the 35% of people over the age of 35% come into contact with news for the first time through social media (their main means is direct access to news sites).

32. More than half of 18-24 year olds have their first contact with social media on smartphones.

According to the Reuters 2018 Digital News Report, 57% of 18-24 year old Americans make their first daily exposure to news on their smartphone through social media. This statistic changes with age: only 29% of the 35% of people over the age of 35% come into contact with news for the first time through social media (their main means is direct access to news sites).

33. Quote: "Social media enable large companies to operate small again".

Jay Baer is a regular speaker on social media. This is one of his regular one-liners that he likes to use regularly - and of course that is very true when it comes to influencer marketing.

34. Quote: "Social media are changing the relationship between companies and customers from master and servant to peer-to-peer.

Another great quote from Jay Baer that companies have to keep in mind when dealing with micro-influentials.

35. The influence can be fickle. It can change almost overnight.

The list of influential people on social media is constantly changing. Today's influencer may be tomorrow's. It's important that brands stay up to date on who the current influencers are. Even Pewdiepie will seem old one day.

36. Some brands are already influential

The main Red Bull influencers on Klout

Some brands are so well established online that they can be considered influential themselves. Red Bull, for example, has built a very active YouTube presence and currently has 5.6 million subscribers for their main channel, and they also have numerous smaller specialty channels.

37. 68% of bloggers prefer to work directly with a brand rather than an agency or network

4000 were interviewed by Grouphigh. One thing that got through is that while more agencies target bloggers than brands, bloggers preferred to work with brands directly.

38. Average click-thru rate for banners is 0.06%

Too many brands blindly buy banner ads in the hope that people will click their way to their landing pages. The problem is that the click-through rates are miserable at 0.06% according to Google. However, in 2017, banner ad growth was 7%. More embarrassingly, 60% of banner ad clicks are reported to be accidental, and 90% of ad clicks are reported by bots.

39. Quote: "People want to do business with you because you are helping them get what they want. They don't do business with you to help you get what you want."

Don Crowther reminds companies of the real reason companies see customers. Even influencers won't help your sales if you can't deliver what consumers really want.

40. Quote: "Influencers are people with significant networks (followers, readers, etc.) who can talk to a wide range of products and services and who are able to influence opinions in their favor".

Jess Estrada, digital strategist, blogger and influencer, gives her opinion on what makes an influencer.

41. Friends influence 81% of consumer buying decisions on social media

According to a study reported by Vivipins, the vast majority of people (81%) let friends and family influence their purchase decisions through social media. Peer pressure clearly still plays a significant role.

42. Quote: "Influencers think they have power because they have an audience. And of course they have some power, but they should be careful how they use it.

ICrossing's Tim Bax warns of those influencers who run the risk of alienating the brands they pay for.

43. Lord & Taylor got 50 Instagrammers to wear the same dress, but it promptly sold out

Retail company Lord & Taylor partnered with 50 influential fashionistas on Instagram, making each pose wear the same dress. The dress sold out at the end of the weekend, giving the brand a chance to showcase its Design Lab Collection to potential customers who followed those influencers.

44. 84% of businesses plan to partner with a social media star in the next year

This is based on a survey conducted by Augure and reported in Mediakix. Working with a digital influencer is one of the most trusted and effective ways for brands to reach consumers today.

45. Instagram has more than 1 billion monthly active users

Although Instagram has been slow to publish user numbers recently, the number of monthly active users topped 1 billion for the first time in June 2018, with more than 500 million of them using the platform on a daily basis. There are fewer Instagrammers than users of its big brother Facebook, but Instagram is the platform of choice for young people today. It is also rapidly becoming the most popular marketing platform for influencers.

46. If the number of followers of an influencer on Instagram increases, the rate of engagement (likes and comments) of the followers decreases

This is the main finding of a survey conducted by Markerley. Those with fewer than 1000 followers usually got likes on their posts 8% of the time. Users with more than 10 million followers only received likes in 1.6% of the cases

47. Influencers in the range of 10k-100k followers offer the best combination of engagement and wide reach

As a result of their research, Markerly believes that influencers in the 10k-100k follower range are the micro-influencers brands should focus their influenza marketing on - not celebrities with large following but low engagement.

48. Quote: "Our research shows that real life influencers who are passionate about what they recommend have significantly more sales conversations and consumers are more likely to respond to their recommendations.

Brad Fay, Co-Founder, COO and Senior Researcher of the Keller-Fay Group, comments on his group's research on the scope of microinfluent agents.

49. Compared to the average consumer, microinfluenzers have 22.2 times more conversations a week about purchase recommendations

This was a key result of the above research carried out by the Keller Fay Group and Expercity.

50. 4 out of 10 Snapchatters claim they are discovering brands thanks to the support of Snapchats celebrities and online posts

Snapchat users have shown that they are highly responsive to influencer marketing. 39% of Snapchat users say they discover brands through celebrity support, online posts from expert bloggers, or through vlogs.

51. 89% of respondents say that the ROI of influencer marketing is comparable or better than other marketing channels

In MediaKix's 2019 Influencer Marketing Survey, 48% of respondents felt that the ROI of influencer marketing is better than that of other marketing channels. Another 41% say the yield is the same as other sources.

52. Software reviews influence 98% of buyers

Capterra found that software reviews can be critical for businesses to consider when purchasing software. Online reviews are just as important to B2B marketing as B2C - even more important in some cases. Their research found that reading reviews is the most important factor for 18% of software buyers. These had a major impact on another 48% of purchases. Another 20% said software reviews had some impact and 13% said they had a small impact. This means that only 2% of software buyers do not use software reviews to make purchasing decisions.

53. 71% of Instagram users are under 35 years of age

Recent data from Statista underscores how young the Instagram user base is. 6% of their worldwide users are between 13 and 17 years old, 30% are between 18 and 24 years old and 35% are in the 25-34% age group. The numbers drop to 16.3% of 35-44 year olds, with even fewer Instagram users in the older age groups.

54. 17% of companies planning influencer marketing in 2019 are preparing to spend $ 500,000 or more

Mediakix found some interesting results when they asked people in their survey how much they plan to spend on influencer marketing in 2019. 7% intended to spend over $ 1 million, and another 10% between $ 500,000 and $ 1,000,000. Only 15% just wanted to test on a budget between $ 0 and $ 1,000.

55. Influencer Marketing ROI blows online advertising out of the water. However, using influencers just to increase awareness is as cost-effective as running a Paula Deen fitness camp. The key to using influencers effectively is their ability to influence behavior.

Jay Baer - The NY Times bestselling author on the importance of choosing the right influencer.

56. YouTube has 2 billion users worldwide

YouTube recently mimicked Facebook's feat of reaching 2 billion active users. Its popularity is increasing in almost all age groups. It's not just the youngsters who use it as a television substitute, the older generations also choose videos on topics that interest them. While most other social networks now also offer videos, YouTube is still considered the standout website for longer videos. Therefore, YouTube is ideal for brands looking to showcase the benefits and features of a product, or as a place for in-depth video reviews.

57. 320 new influencer marketing platforms and agencies will be founded in 2018

As influenza marketing has grown in popularity, so have the platforms and agencies that act as support agencies. The Influencer Marketing Hub's benchmark report on the status of Influencer Marketing 2019 showed that the number of influencer agencies and platforms increased by 320 between 2017 and 2018. In 2015 there were just 190 influenza platforms and agencies. This grew to 335 in 2016, 420 in 2017 and 740 in 2018 - more than twice as many as only two years earlier.

58. Instagram Stories has become crucial for influencers' marketing success

Instagram Stories has grown to be the Instagram family's greatest success story. Instagram launched it in 2016, and by January 2017 there were 150 million daily Instagram Stories users. The numbers have continued to rise and passed the 500 million mark in January 2019.

59. 17% of marketers expect to spend more than half of their budget on influencer marketing

Mediakix asked marketers how much of their budget they wanted to spend on influencer marketing. While most firms intended to add it as just a small component of their marketing mix, 17% expected to spend half or more of their marketing budget on influencer marketing. In fact, 6% planned to spend more than 90% of their marketing budget on influencer marketing.

60. A large percentage of the younger audience's time is spent watching videos

When Vidmob conducted its State of Social Video (US edition) survey in 2018, 33% of people at the turn of the millennium spent 33% of their digital time watching videos. The younger Generation Z are even more interested in the medium, and they spend 41% of their video time watching videos as opposed to articles or photos.

61. Generation Z and Millennials significantly increased their time on social media in 2018

Vidmob found that 42% of Gen Z and Millennials spent more time on social media this year (2018) than last year. The growth in the use of social apps is 40% higher than that of mobile browsers.

62. Creating remarkable content is the first step in an effective strategy, but when no one is actually interacting with your content it's a wasted effort. Finding key influencers who are reinforcing the content is the next step. This is where content marketing and influencer marketing become best friends in modern marketing.

Arthur Hilhorst, Head of Digital Marketing at Onalytica, a London-based technology startup, in Why Influencers are Essential to Content Marketing Success.

63. YouTube is the second most visited website in the world; Facebook ranks fifth

According to Alexa, YouTube is the second most visited website after Google. Facebook is moving up the rankings, but is currently in 5th place. Since Google owns YouTube, the company can clearly claim web dominance for itself.

64. Facebook was the most searched term on Google in the 3rd quarter of 2019

Hootsuite compiled many digital-related statistics in its Global State of Digital in 2019 report. She released updates every quarter. From July to September 2019, Hootsuite collected search query data from Google and found "Facebook" to be the most searched term. "YouTube" was in third place and "Instagram" in tenth place.

65. There are 3.725 billion active social media users worldwide

Another stat uncovered in Hootsuites report is that at the end of the third quarter of 2019 there were 3.725 billion social media users worldwide - a penetration rate of 48% of the 7.734 billion world population. That was an increase of 328 million social media users - an increase of 9.6%. The world population grew by 1% in the same period.

66. There are 3.660 billion active mobile social media users worldwide

The Hootsuite report emphasizes the importance of mobility today. The vast majority of people who use social media around the world sometimes do so using mobile devices. This statistic has increased by 15% in the last year. Notably, there are now 5.155 billion unique mobile users, making cell phones really a part of our everyday lives.

67. Despite the massive spread of mobile use, laptops and computers still play an essential role in Internet use

With such a high number of mobile social media users, you might think that the days of laptops and computers may be over. Still, Hootsuite found that cell phones still only make up 51.74% of web traffic, while laptops and computers still make up 44.53%. Tablets (3.65%) and other devices (e.g. gaming systems) (0.08%) make the difference. It is noteworthy that the use of laptops and computers on the Internet increased by 1.0% in relative terms this year, while the use of mobile phones only increased by 0.2%. Tablets and other devices were the big losers, falling 13% and 20% respectively.

68. 75% of online users bought a product or service online in the past month

Hootsuite also reported how common it is to shop online today. 75% recently purchased a product or service online using any device. 82% have searched online for a product or service they want to buy, suggesting that some people search online and then make their purchase offline.

69. Twitch continues to grow in popularity despite the overflow of some famous names

Despite Ninja and Shroud converting to compete with Mixer, Twitch continues to grow in popularity as a live streaming platform. TwitchTracker shows a clear upward trend for the website. As of November 2019, there were 3.2 million streamers that people watched for a total of 880 million hours. There was an average of 1.2 million concurrent viewers at any one time. Sunday is the most popular viewing day, although on average more people broadcast on Saturdays.

70. The FTC sent letters to 21 influencers

For the past several years, the FTC has taken an interest in marketing influencers, although the influencers have not disclosed that they have been paid for their posts. The FTC expanded its public role in safeguarding, however, in 2017 by sending letters to 21 influentials reminding them of their disclosure requirements.

71. I don't play with female players.

This quote from Tyler "Ninja" Blevins shows the importance of researching potential influencers before deciding to work with them. If you're targeting young women, ninja may not be the best influencer for your campaigns. Since Ninja is married, he is careful not to upset his wife. "If I have a conversation with a female streamer where we play together, and even if there is a hint of flirting, it will be recorded and put on every single video and it will be a clickbait forever."

72. Facebook expects to be able to rely on Instagram for the majority of its ad revenue growth

Instagram's advertising revenue is growing faster than Facebook's. Some experts believe that Facebook will eventually drive the majority of the company's advertising revenue growth through Instagram. Andy Hargreaves, a research analyst at KeyBanc Capital Markets, expects Instagram to grow to nearly 70 percent of the company's new revenue by 2020.

73. About 3/4 of Facebook users visit the site every day

Even if Facebook users are not the target group of influencer marketers, they still use the social website regularly. Pew Research found that 51% of Facebook users use the app / site several times a day, another 23% use Facebook about once a day. In comparison, Instagram (42% several times a day, 21% daily) and Snapchat (46% several times a day and 15% daily) use the app / site. YouTube and Twitter users visit the websites less regularly.

74. 83% of people who earn more than $ 75,000 a year use YouTube and 74% use Facebook

The data from Pew research examined key demographics for all major social networks. They showed that a higher percentage of wealthy people use the most social networks than people with low (or middle) incomes. The only exception was Snapchat, where the highest percentage (27%) was in people with incomes less than $ 30,000. This is likely because a lot of Snapchat users are still in school.

75. Far more rich people use Pinterest than poor people

While the percentage of people using Pinterest is lower than mainstream sites like YouTube, Facebook, and Instagram, there is a much larger variation in income levels. Brands in the home furnishing niche will be particularly interested that while only 18% of individuals with incomes less than $ 30,000 use Pinterest, that number climbs dramatically to 42% for those with incomes greater than $ 75,000. Obviously, many middle-aged and elderly people use Pinterest to get ideas for things to buy.

76. LinkedIn shows 90 million senior influencers

LinkedIn has released a chart highlighting some of the key demographics of its members. There are 630 million professionals on LinkedIn (recent LinkedIn data brings that number to 660 million).This includes 90 million senior influencers, 40 million wealthy individuals, 63 million decision-makers, 17 million opinion leaders, 10 million C-level executives, 6 million IT decision-makers and 3 million MBA graduates.

77. LinkedIn is very important for sharing professional content

Although many people view LinkedIn as a vast collection of resumes and a job market, it is also a place where professionals post and share content. Many companies in the B2B sector market on LinkedIn. According to LinkedIn, they have had 9 billion content impressions, with 15 times more content impressions than job ads. 57% of content impressions come from mobile phones.

78. Higher education is the industry with the highest level of engagement with Instagram

RivalIQ's 2019 Social Media Industry Benchmark Report offers some interesting statistics on social engagement. Those in the higher education niche generate 3.96% engagement on their Instagram posts. The average share across all industries is 1.60%. Surprisingly, given the popularity of Instagram influencers and brands for beauty, the engagement rate for health and beauty sites is just 0.86%.

79. Fashion brands see their highest engagement rates on Instagram, but they're still below average

As popular as fashion is on social media, its exposure on all leading social platforms is surprisingly low, according to statistics from RivalIQ. Fashion brands get 0.94% engagement on Instagram, 0.04% on Facebook and 0.033% on Twitter.

80. How-tos, tutorials, and hacks are the most popular types of videos viewed on YouTube

The Vidmob analysis shows that millennials and Generation Z clearly use YouTube for learning, not just for entertainment. How-tos, tutorials, and hacks are the most popular types of videos, the most viewed - 46% of Gen Z and Millennials. Vlogs attract 42% of Gen Z, followed by pranks (37%) and, a distant third, unboxing (27%).