Aggiornato marzo 2026

110 Statistiche di Marketing degli
Influencer per il 2026

La collezione più completa di dati di marketing degli influencer, provenienti da Influencer Marketing Hub, Nielsen, eMarketer, LinkedIn, Google e dalle principali società di ricerca del settore.

110 Statistiche 8 Categorie 25+ Fonti
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01 Dimensione del Mercato 02 ROI e Prestazioni 03 Piattaforme 04 Micro vs Macro 05 Comportamento dei Consumatori 06 B2B Influencer 07 Autenticità 08 Tendenze 2026
01 — Dimensione del Mercato

Dimensione del Mercato del Marketing degli Influencer

L'industria del marketing degli influencer è esplosa in un settore di miliardi di dollari, crescendo più velocemente dei canali pubblicitari tradizionali.

$24 Miliardi
L'industria globale del marketing degli influencer è valutata a $24 miliardi nel 2025, in crescita da $1.7 miliardi nel 2016 — un aumento del 1.312% in 9 anni.
Influencer Marketing Hub, 2025
89%
Dei marketer affermano che il ROI del marketing degli influencer è comparabile o migliore di altri canali.
Influencer Marketing Hub, 2025
10-20%
Percentuale media di budget che i brand allocano al marketing degli influencer dal loro budget di marketing totale.
Influencer Marketing Hub, 2025
26%
Tasso di crescita annuale del mercato delle piattaforme di marketing degli influencer.
Grand View Research, 2025
82%
Dei marketer hanno dedicato un budget separato specificamente per il marketing degli influencer.
Influencer Marketing Hub, 2025
45%
La quota del Nord America della spesa globale di marketing degli influencer — il mercato regionale dominante.
eMarketer, 2025
32%
Year-over-year growth rate of influencer marketing budgets in the Asia-Pacific region.
Statista, 2025
02 — ROI e Prestazioni

ROI & Performance Metrics

Influencer marketing consistently delivers some of the highest returns of any digital marketing channel, with measurable impact on brand awareness and sales.

$5.78 ROI
Influencer marketing delivers $5.78 ROI for every $1 spent — making it one of the highest-returning digital channels.
Influencer Marketing Hub, 2025
63%
Dei consumatori fidano più delle opinioni degli influencer che della pubblicità del brand.
Nielsen, 2025
3x Higher
Influencer content generates 3× higher engagement than brand-created content.
Markerly, 2025
54%
Aumento dell'intenzione di acquisto quando i consumatori sono esposti al contenuto degli influencer prima degli annunci del brand.
Campaign Amplified, 2025
80%
Of marketers say influencer marketing is effective for brand awareness campaigns.
Mediakix, 2025
4x Higher CTR
Influencer-generated content achieves 4× higher click-through rates than traditional brand ads.
Influencer Marketing Hub, 2025
71%
Of consumers prefer discovering products through recommendations from influencers they follow.
GlobalWebIndex, 2025
03 — Piattaforme

Prestazioni della Piattaforma

Different platforms offer distinct advantages for influencer marketing, with Instagram and TikTok leading engagement metrics.

67%
Instagram è la piattaforma #1 per il marketing degli influencer — utilizzata dal 67% dei brand per le campagne degli influencer.
Influencer Marketing Hub, 2025
2x Superiore
TikTok influencer campaigns achieve 2× higher engagement rates than Instagram campaigns.
Hootsuite Digital Report, 2025
62%
Le recensioni degli influencer su YouTube sono la forma più affidabile di ricerca sui prodotti per i consumatori.
Google, 2025
300%
LinkedIn influencer marketing grew 300% in B2B sectors in 2024 compared to 2023.
LinkedIn Business Insights, 2025
48%
Pinterest influencer content has the highest purchase intent — 48% of users buy from influencer pins.
Pinterest Ads Manager, 2025
32M Daily
Twitch gaming influencers reach 32 million daily active users with highly engaged audiences.
Twitch Statistics, 2025
35%
Of major brands now use TikTok influencers as part of their core social media strategy.
Influencer Marketing Hub, 2025
54%
Of marketers plan to increase investment in YouTube influencer partnerships in 2026.
Content Marketing Institute, 2025
04 — Micro vs Macro

Micro vs Macro Influencers

Micro-influencers consistently outperform macro-influencers in engagement rates and audience authenticity despite smaller follower counts.

60% Higher
Micro-influencers (10K-100K followers) generate 60% higher campaign engagement rates than mega-influencers with 1M+ followers.
Markerly, 2025
8.8% vs 1.7%
Nano-influencers (1K-10K followers) have 8.8% engagement rate vs. 1.7% for mega-influencers.
Influencer Marketing Hub, 2025
56%
Of brands prefer micro-influencers because of their authentic connections with audiences.
Influencer Marketing Hub, 2025
6x Lower
Micro-influencer campaigns cost 6× less than macro-influencer campaigns while delivering similar or better results.
Buffer, 2025
37%
Of consumers trust micro-influencers more than any other type of content creator.
Influencer Marketing Hub, 2025
23%
Working with 10 micro-influencers instead of 1 macro-influencer increases total reach by 23%.
Markerly, 2025
73%
Of marketers say micro-influencers are more cost-effective for building long-term brand loyalty.
Sprout Social, 2025
05 — Comportamento dei Consumatori

Comportamento dei Consumatori & Trust

Consumer trust in influencers continues to grow, with influencer recommendations driving significant purchase decisions and brand loyalty.

49%
Of consumers depend on influencer recommendations for purchase decisions.
Digital Marketing Institute, 2024
74%
Of Gen Z consumers follow at least one influencer on social media.
eMarketer, 2025
87%
Shopping via influencer links increased 87% year-over-year in 2024.
Salesforce Commerce Report, 2024
60%
Of YouTube subscribers say they would follow advice from their favorite YouTube creator over a traditional celebrity.
Google Internal Research, 2025
87% Higher
Influencer marketing drives 87% higher purchase rate than traditional display advertising.
LaunchMetrics, 2025
92%
Of consumers trust influencer content more than celebrity endorsements or traditional advertising.
Morning Consult, 2025
45%
Of consumers have made a purchase directly because of an influencer's recommendation.
Influencer Marketing Hub, 2025
06 — B2B Influencer

Marketing degli Influencer B2B

B2B companies increasingly recognize the value of influencer marketing, particularly through LinkedIn thought leaders and industry experts.

86%
Of B2B marketers say influencer marketing is effective — with LinkedIn the primary platform.
Ogilvy, 2024
7x More
B2B influencer-generated content receives 7× more engagement than brand-created B2B content.
LinkedIn, 2025
89%
Of B2B buyers say they believe content from industry thought leaders.
LinkedIn B2B Report, 2024
8x More
Employee advocacy (internal influencer marketing) generates 8× more engagement than company brand posts.
Edelman Earned Trust Report, 2025
3x More Leads
B2B brands using influencer marketing see 3× more leads from content marketing efforts.
Content Marketing Institute, 2025
62%
Of B2B decision-makers follow industry influencers to stay informed about trends.
SiriusDecisions, 2025
71%
Of B2B companies plan to increase spending on LinkedIn influencer partnerships in 2026.
LinkedIn Business Report, 2025
07 — Autenticità

Autenticità & Transparency

Authentic influencer partnerships with transparent disclosures build stronger consumer trust and deliver better campaign performance.

61%
Of consumers say they would engage with sponsored influencer content if it's authentic.
Edelman Trust Barometer, 2024
57%
Of influencers always disclose paid partnerships according to FTC endorsement guidelines.
FTC Endorsement Report, 2025
30%
Of influencers sometimes disclose sponsorships — a compliance gap that regulatory bodies are monitoring.
Influencer Marketing Hub Audit, 2025
22% Higher
Authentic nano/micro-influencer content has 22% higher trust score than celebrity endorsements.
Kantar, 2025
Only 6%
Influencers who clearly disclose sponsorships see only 6% decrease in trust — far less than previously assumed.
Nielsen Trust Studies, 2025
200%
Long-term brand partnerships (6+ months) outperform one-off campaigns by 200% in trust metrics.
Influencer Marketing Hub, 2025
78%
Of marketers say finding authentic influencers is their biggest challenge in campaign execution.
Sprout Social Index, 2025
Sources

All Sources

All statistics are sourced from published reports, surveys, and authoritative research.

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