How many Social Media Influencers are there in the USA? Top Influencer categories in the US
The Influencer industry has grown rapidly in recent years, and the United States is one of the largest markets for influencers. While it is difficult to estimate the exact number of influencers in the US, there are some statistics that can provide insights into the size and scope of the industry.
According to a survey conducted by Influencer Marketing Hub, there were an estimated 4.4 million Instagram influencers in the United States in 2020. This number includes influencers with various levels of following, from micro-influencers with under 10,000 followers to macro-influencers with over 1 million followers.
According to a report by HypeAuditor, there were an estimated 1.1 million influencers on TikTok in the US in 2020, with an average of 2,113 followers per influencer. The report also found that the top 10% of TikTok influencers in the US had over 129,000 followers each, demonstrating the potential for brands to partner with high-reach influencers on the platform.
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YouTube is another platform with a large number of influencers in the US. According to a report by Influencer Marketing Hub, there were an estimated 36,100 YouTube influencers in the US in 2020, with an average of 29,000 subscribers per influencer. The report also found that the number of YouTube influencers had grown by 23% compared to the previous year, indicating the continued growth of the platform as a marketing channel.
Here are some statistics that illustrate the strength of influencers in the US according to their category:
1. Beauty Influencers
Beauty influencers are a popular category in the US, with many consumers turning to influencers for product recommendations and tutorials. According to a survey by Statista, beauty influencers were the most popular type of influencers among US consumers, with 60% of respondents saying they followed beauty influencers on social media. In addition, a report by Influencer.co found that beauty influencers had the highest engagement rate among all influencer categories, with an average engagement rate of 3.8%.
2. Fashion Influencers
Fashion influencers are another popular category in the US, particularly among younger consumers. According to a survey by Influencer Marketing Hub, 61% of US consumers aged 18–24 said they had bought a product after seeing it on a fashion influencer’s social media account. In addition, a report by Tribe Dynamics found that fashion influencers had the highest earned media value (EMV) among all influencer categories in 2020, with an estimated EMV of $7.2 billion.
3. Fitness Influencers
Fitness influencers are a growing category in the US, with many consumers turning to influencers for workout tips and inspiration. According to a survey by Morning Consult, 35% of US adults said they followed fitness influencers on social media. In addition, a report by Hopper HQ found that fitness influencers had the highest average cost per post among all influencer categories, with an average cost of $293 per post.
4. Food Influencers
Food influencers are a popular category in the US, particularly on visual platforms such as Instagram and TikTok. According to a survey by Stackla, 45% of US consumers said they had made a purchase after seeing a food influencer’s post on social media. In addition, a report by Influencer.co found that food influencers had the second-highest engagement rate among all influencer categories, with an average engagement rate of 3.5%.
5. Travel Influencers
Travel influencers are a popular category in the US, with many consumers turning to influencers for travel inspiration and recommendations. According to a survey by Expedia, 36% of US consumers said they had booked a trip based on an influencer’s recommendation. In addition, a report by Influencer.co found that travel influencers had the third-highest engagement rate among all influencer categories, with an average engagement rate of 3.3%.
