State of
Influencer
Marketing
20232023 Table of Contents
01 Introduction 3 04 Pricing & Budget31
Understanding The Data 4 Cost Per Engagement 32
This Year’s Key Findings 5 Influencer Marketing Budgets Are Still Increasing 35
How to Compensate Creators Fairly38
02 The Current State of Influencer Marketing 6
Economic Uncertainty Shakes (But Doesn’t Break) 05 Campaign Production & Content40
Influencer Marketing7Campaign Overview41
The Future of Commerce Is Social 12 Influencer-Generated Content: A Goldmine 43
The Evolution of Influence 15
06 Looking Back & Moving Forward 46
03 Social Channel Trends 18How Has Influencer Marketing Changed Over the
Which Channels are Brands Investing In?19 Past 5 Years? 47
Average Engagement Rate By Follower Count 21 6 Influencer Marketing Best Practices to Keep In Mind 51
Average Engagement By Platform 23 Our 2023 Predictions 54
Content Growth By Channel 25 Getting Started56
201
Introduction
Welcome to The State of Influencer Marketing 2023.
This year officially marks our 10th year operating
in the influencer marketing space, and we’re thrilled
to be back with fresh insights and new strategies
to uplevel your campaigns in 2023 and beyond.01. Introduction
Understanding The Data This year, we’re leveraging
this data to dive deep into:
We’re excited to bring back our annual industry benchmark
report, The State of Influencer Marketing, for the fifth
consecutive year.
Industry trends for 2023
This report uses statistics from Aspire’s internal data,
as well as surveys of over 700 marketers and creators,
Influencer pricing benchmarks
to reveal insights about the ever-evolving influencer
marketing industry.
Growing social media platforms
Through our partnerships with Meta, Pinterest, and TikTok,
we gain API access to deeper audience insights from our How influencer marketing has
creators across various platforms. Hundreds of thousands changed over the last 5 years
of opt-in creators also grant us access to performance
data from their official social accounts, which allows us And much more
to track real-time, first-party data so we can share our
learnings in reports such as this one.
4 01. Introduction
This Year’s Key Findings
Don’t have time to dive into the full report right now? Here are
the top trends and must-know insights from this year’s report.
Instagram continues In the last 12 months,
to be the most popular
channel for influencer
marketing, withLong-term partnerships70%
are key in 2023.of influencers have
increased their rates to
Despite navigating a 87% fit their growing audience
challenging economic of marketers and 90% Nano and micro- 70%and boosted engagement.
climate, of creators planning toinfluencers consistently of creators say long-That being said,
increase their presenceachieve the highest term campaigns are
on the platform in engagement rate acrosstheir favorite way to
68%2023. However, the all platforms, which is why work with brands and 83%
of brands plan to high engagement rates52% of brands are of influencers are willing
increase their influencer that YouTube and TikTok already running brandto work with a brand
marketing budgets creators achieve validate 69% ambassador programs for just free products,
in 2023, indicating the that video presents of marketers today to build deeper, moreas long as they love the
value and effectiveness a bigger opportunity are working with thesegenuine relationshipsbrand or the product
of this channel.in the coming year. smaller creators.with creators. value is high.
5