68% of US marketers to work with influencers in 2021

Anne Freer | January 19, 2021


A whopping 67.9% of marketers in the US with more than 100 employees are going to use influencer marketing this year for their campaigns.

According to a forecast from eMarketer, campaigns will include paid and unpaid brand partnerships.

In 2019 an estimated 55.4% of marketers used influencer marketing, growing to 62.3% in 2020.

It seems that advertisers and brands are hungry for connections with creators and influencers despite the effects of the pandemic on budgets.

eMarketer estimates that by 2022, 72.5% of marketers will be using influencers to help with brand campaigns.

Although social campaigns are still a go-to for most marketers, influencer strategies are gaining in importance.

A study by promotions platform Valassis last year found that 51% of consumers had bought a product or service promoted by an influencer.

But it’s not just celebrities with huge numbers of followers who are doing well. Some 78% of marketers previously said they want to work with micro-influences who have around 5,000 to 10,000 followers on accounts such as Instagram.

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