Investment in influencer marketing has grown by 26.4% between 2020 and 2023

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Influencer marketing is an increasingly common practice by brands, and it is a reality that has revolutionized the interaction of the public with brands in a definitive way. The commitment of brands to influencers is clear , and is largely due to the capacity of influence that these social media figures have.

Aware of the growing importance of this advertising model, Primetag presented the 2022 Benchmarks and the book Influencer Marketing at an event attended by MarketingDirecto.com . Among the conclusions, the loss of organic reach of influencers on Instagram in the last 3 years stands out , while the CPM has skyrocketed.


Influencer marketing in data
In 2020, influencers reached an iceland phone number data average of 36.45% of their followers with a CPM of 19.81 euros, but in 2023 their reach has been reduced to 28.68% of the accounts that follow them. But despite this 9% drop, the price has skyrocketed to reach 25.11 euros.

Investment in influencer marketing has grown by 26.4% between 2020 and 2023, meaning more money is paid to reach a smaller audience. But this reality changes radically when brands turn to the right influencers. As Pimetag data shows, the cost per thousand impressions is even cheaper for influencers with more than one million followers.

Primetag Report
The meeting also discussed the best social media formats. For example, based on data measured by Primetag, it can be seen that Instagram Reels are gaining more and more traction on the social network. In the last 12 months, this format has increased its reach rate by 10.95%. As Manuel Albuquerque, CEO of Primetag, explained, “what the audience demands are fast-paced and fun videos, not static images.