Influencer marketing is on a meteoric rise

Over 80% of marketers agree: influencers play a critical role in their social media strategies, according to a Q3 2023 Sprout Pulse Survey.

However, the same survey reveals that nearly half of marketers find it challenging to gauge the impact of their influencer campaigns. Many are uncertain about which benchmarks they need to hit to stay competitive within their industry. Additionally, about a third of marketers face resource limitations, often due to flat or reduced budgets, that prevent them from fully realizing their best influencer marketing ideas.

Without clear indicators of influencer marketing success, securing future buy-in or justifying ongoing efforts can be challenging. To address this, we surveyed over 2,000 consumers for their insights and analyzed data from Tagger by Sprout Social to define what successful influencer marketing ROI looks like across different industries.

Creating influencer content audiences want

From a consumer perspective, interest in influencer content spans food and drink, beauty, and fashion across demographics. However, preferences vary by gender and age group. Sports content is especially popular among men and Gen X, while Gen X also enjoys influencer content focused on movies and TV. Beauty ranks as a top category for women of all ages, with fashion appealing to women, Gen Z, and Millennials.

Millennials are particularly drawn to lifestyle content, and both Gen Z and Millennials show a strong interest in fitness. For brands within these categories, these insights offer valuable guidance for campaign design and influencer selection. For others, this data can inspire innovative partnerships with influencers who already engage with your target audience’s interests.

Consumers’ favorite influencer marketing topics by demographic

Continue reading and download the full Influencer Marketing Benchmarks report to unlock valuable insights for your brand’s social media strategy!

Related report: The 2024 Influencer Marketing Report: What influencers want from brands | Sprout Social

• Influencer marketing is on a meteoric rise
• Influencer marketing benchmarks by industry
  • Beauty
  • Education
  • Fashion
  • Finance
  • Food & Drink
  • Gaming
  • Health
  • Music
  • Sports & Fitness
  • Travel
• Let industry benchmarks pave the way for influencer marketing investments
• About the data
• Sprout Social

Number of Pages:

• 28 pages

Pricing: 

• Free

Methodology

This consumer and marketer research cited in this report was conducted online by Cint, a global market research firm, on behalf of Sprout Social. Participants included 2,000 consumers across the US and UK who have at least one social media account and follow at least five brands on social media, as well as 300, full-time US marketers who are responsible for their brands’ social media strategy (i.e., performed the job themselves or managed someone who does). The consumer survey was conducted from February 13, 2024 to February 20, 2024. The marketer survey was conducted from August 16 to August 21, 2023.

The benchmark data was sourced from Tagger by Sprout Social, analyzing posts from more than 10 million vetted social profiles between
January 1, 2023, and December 31, 2023. Data includes posts from Facebook, Instagram, TikTok, Twitch, X (Formerly Twitter), and YouTube.