What’s driving this growth? Shifts in consumer behavior, evolving platform algorithms, and the increasing demand for content that feels personal and relatable.
Authenticity is no longer optional—consumers demand it. Short-form video is not just popular; it’s shaping how people engage with content.
To understand these shifts, we sent a survey to over 300 creators to uncover key insights. Whether you’re planning an influencer marketing campaign or refining your strategy, these influencer marketing statistics might just guide your next move.
What Types of Businesses Do Influencers Prefer Working With?
Brand-influencer relationships are evolving beyond mere sponsorships. Influencers are becoming more selective, prioritizing partnerships that align with their audience and values. According to our survey:
50% prefer working with small and medium-sized businesses
28% prefer working with Fortune 1000 brands
22% prefer working with Fortune 500 brands
Why this Matters
The rise of smaller influencers has changed the landscape for brands.
More brands are focusing on micro-influencers and nano-influencers because of their engaged, niche audiences and lower costs compared to macro-influencers.
Brands, regardless of size, need to present clear value beyond financial compensation.
Offering creative freedom and alignment with an influencer’s audience can make the difference in securing high-quality collaborations.
Top Content Formats for Engagement
Choosing the right content formats and social media platforms for engagement is crucial. Our survey found:
Instagram Reels leads, with 67% calling it their most engaging format
IG In-Feed Posts & Stories remains steady at 17%
TikTok Videos & Slideshows follow at 14%
Why this Matters
The rise of TikTok and Instagram Reels highlights a shift in consumer behavior.
Influencer posts that leverage short-form videos see better performance, making it essential for brands to adjust their marketing strategy accordingly.
What Type of Content Do Influencers Create the Most?
Short-form video continues to outperform static content, both in engagement and brand interest. When asked about their most requested content types, creators ranked them in this order:
Most requested: Instagram Reels (92%)
2nd most requested: Instagram Stories (39%)
3rd most requested: In-Feed Instagram Posts (33%)
4th most requested: TikTok Videos (44%)
5th most requested: YouTube Videos (86%)
Why This Matters
The demand for influencer content is shifting toward video. This means brands need to prioritize influencer marketing campaigns that center around visually compelling, authentic storytelling.
Video content allows influencers to showcase a product or service in action, which increases trust and purchase intent among audiences.
For brands, this means investing in high-quality, visually compelling storytelling is non-negotiable.
That said, brand consistency relies on balance—not every influencer campaign requires a flood of video content. Audiences still engage well with static imagery, carousel posts, and text-based storytelling.
The best way to determine the right mix? Test different formats and analyze performance data to discover what resonates most with your target audience.
What Percentage of Brands Request Cross-Posted Content?
Cross-posting—sharing the same influencer content across multiple social media platforms—is a common request from advertisers looking to maximize reach.
However, our survey shows that these requests vary widely depending on the brand and campaign objectives.
Why this Matters
While some brands see cross-posting as a way to increase exposure and streamline messaging, influencers may have reservations about this practice.
Different platforms cater to different audiences, and what works on Instagram might not perform as well on TikTok, YouTube Shorts, or Facebook.
Additionally, influencers often tailor their content to specific platform algorithms and engagement behaviors, meaning a simple repost may not be as effective as a platform-specific version of the content.
Some influencers also charge extra for cross-posting, as it extends the lifespan and reach of a single piece of content beyond its original intended use.
Takeaway for brands: If you plan to request cross-posting, be upfront about it in negotiations and budget accordingly.
Some influencers may be willing to cross-share content with minor edits, while others prefer to create unique versions for each platform.
Testing engagement performance across different channels can also help determine if cross-posting is truly valuable for your campaign.
The balance between too much content and too little is a frequent challenge. Our survey found:
Nearly 53% of influencers recommend 3 pieces of content per campaign for sustained engagement.
Why this Matters
Brands that work with influencers must recognize that a well-structured content plan is necessary for engagement.
A mix of different post types (Stories, Reels, feed posts) creates touchpoints across the customer journey, reinforcing brand awareness and boosting conversions.
However, there’s no one-size-fits-all approach—different industries, audiences, and campaign goals require different levels of content frequency.
You might find that a single, highly produced video performs better than multiple smaller posts. Others might need a sustained content flow to stay top-of-mind.
The key is finding a balance between maintaining an ongoing presence and avoiding content fatigue among followers.
While influencer marketing is built on partnerships, that doesn’t mean influencers accept every collaboration that comes their way. In fact, 95% of influencers in our survey have turned down a brand deal.
Why do Influencers Say No?
Most influencers decline partnerships for three main reasons:
Low Pay or Unfair Compensation – Many felt the rate didn’t justify the effort, especially when brands expected high deliverables or only offered free products.
Lack of Brand Value & Audience Alignment – If the product doesn’t fit an influencer’s niche, values, or audience interests, they won’t risk their credibility to promote it.
Unrealistic Expectations – Strict deadlines, excessive content requirements, and limited creative freedom often make collaborations unappealing.
What this Means for Brands
To secure partnerships with top-tier influencers, brands must offer fair compensation, creative flexibility, and meaningful alignment with the influencer’s content and audience.
Influencers are more selective than ever, and brands that respect these priorities will build stronger, more impactful collaborations.
Paid Usage Rights: What Influencers Expect
Negotiating paid usage rights is one of the most overlooked aspects of influencer marketing. Our survey found:
Advertisers almost always request paid usage rights as a part of the campaign.
Why this Matters
Many brands assume they have unlimited rights to influencer content, but that’s rarely the case. Knowing how to fairly compensate creators for content repurposing is crucial in maintaining long-term partnerships.
Marketers plan to integrate influencer-generated content into ads, but without the proper agreements, this can lead to unexpected costs.
How do Influencers Price Paid Usage Rights?
Our survey revealed a few major trends in how influencers approach pricing:
Percentage-Based Fees Are Common: Many influencers charge 20-30% of the original post cost per month for extended usage, with some increasing the percentage based on campaign scope.
Flat-Rate Fees Vary Widely: Monthly usage fees typically range from $250 to $500+, with year-long licensing often exceeding $1,000. Some influencers bundle paid usage into their original rate.
Higher Costs for Exclusivity & Paid Ads: Influencers who allow brands to repurpose content for paid advertising or request exclusivity charge premium fees, often doubling their base rate.
Flexibility & Custom Pricing: Some influencers prefer to negotiate on a case-by-case basis, adjusting fees based on ad spend, content workload, and brand longevity.
The Question we all Want to Know: How Much do Influencers Charge for their Posts?
Rates vary significantly based number of followers, engagement rate, industry, content quality, and brand relationship.
Our survey reveals influencer pricing isn’t one-size-fits-all. While follower count plays a role, engagement and niche influence often dictate rates more than vanity metrics.
The best way for brands to determine fair pricing is through audience analysis, campaign goals, and expected ROI rather than assuming a flat rate across all influencers.
Influencer Fraud and Fake Followers: The Elephant in the Room
Fraudulent engagement is still a major issue in influencer marketing. When asked if they personally knew influencers who had purchased followers:
53% said yes
47% said no
Why this Matters
Brands must vet influencers carefully, prioritizing engagement quality over follower count.
This is why Division-D takes fraud detection and vetting seriously.
We use advanced analytics tools and manual screening to verify influencer authenticity, ensuring that our clients’ campaigns connect with real, engaged audiences instead of bot-driven numbers.
Metrics like comment authenticity, audience sentiment, and conversion rates hold far more weight than follower count alone.
Brands must prioritize meaningful engagement over vanity metrics—this means working with influencers who can drive real conversations and inspire action, rather than just appearing popular.
Final Thoughts: The Future of Influencer Marketing
Influencer marketing in 2025 will be shaped by the continued rise of micro and nano influencers, the dominance of video content, and increasing demands for authenticity.
As the industry grows and undergoes change, so will these trends. But one thing remains constant: the brands that adapt will win.
Partnering with Division-D
At Division-D, we specialize in building data-driven influencer marketing strategies that align with brand objectives and audience behavior.
Whether it’s crafting the right mix of content deliverables, selecting high-performing influencers, or ensuring fraud-free partnerships, our team provides full-service campaign execution that delivers measurable results.
We’ve helped brands across industries achieve success with custom-tailored influencer campaigns—including one of our recent case studies, which drove 9.16 million impressions, 6.9 million video views, and nearly 90,000 social engagements.
We have the expertise and insights to drive success.
Drue Moxley is Division-D’s content marketing manager, driven by a passion for brand messaging, content creation, and strategic storytelling. Drue pushes Division-D’s brand forward by managing paid and organic platforms, producing insightful collateral, and connecting with audiences through engaging blogs.
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