Influencer Marketing Facts That Will Surprise You

Influencer Marketing Facts That Will Surprise You

Influencer marketing has quickly risen to the top of the digital marketing food chain when it comes to effective marketing channels. So, what is with all the hype? What is influencer marketing?

Influencer marketing is basically a mixture of your older marketing channels like celebrity endorsements meets digital marketing. Imagine being able to engage with high end celebrities to showcase your brand over social media easily to their massive audiences. It has grown to be a very strong marketing strategy used by companies and brands because it leverages on the virality of social media campaigns and the lengths as to how far some marketing campaigns can go when you have a famous face backing it up.

Influencer marketing is also on the rise because while social media marketing has helped brands all around, users are also learning how to block certain ads out and because of that your brand’s marketing might be missing out. Social networking sites command around 2 billion users globally. Now that is a huge marketing segment.

How do influencers become influencers? 

So how do influencers get their large following? A lot of people seem to think it’s because of the closeness they have with their audience. They are looked at as peers and we all know that word of mouth is still the best way to market and sell products.

A lot of influencers are liked and followed by so many people because they are relatable and connect with their peers a lot easier when compared to a full-fledged celebrity. A lot of these influencers did not seek out to be an influencer at the start. They usually just fall into fame as they share bits and bobs of their lives.

Zoe Sugg from YouTube

For example, Zoe Sugg from YouTube, just started making videos in her bedroom and over the span since 2007 until now, she has over 11.5 million subscribers on Youtube and 9.8 million followers on Instagram. On her social media, you can see her posting a lot about different products and people seem more compelled to follow in her footsteps with regards to purchasing products she’s endorsing because she’s relatable.

What are some of the more interesting facts surrounding influencer marketing?

What are some of the more interesting facts surrounding influencer marketing? 

Fact 1 : 51% of digital marketers today do believe that the acquire better customers via influencer marketing 

It is said that micro-influencers that have 10,000 to 100,000 followers have the sweet spot for the number of following to allow for influencer marketing to work best. According to them, this kind of influencer marketing brings back the best numbers in terms of engagements.

Fact 2 : According to Tomoson, influencer marketing has already surpassed the likes of organic search, email marketing and email marketing as a dependable and viable customer-acquisition channel. 

This is great news for brands that are looking to branch out and work on different channels when it comes to their marketing. It is a relatively untapped source of traffic since people have only just started getting on the influencer bandwagon.


Fact 3 : According to Twitter, 40% of people on their site have made a purchase which is a direct result from a tweet from an influencer 

With more than 300 million users on Twitter, by having 40% of their users purchase something thanks to a tweet from an influencer shows you just how effective this new avenue of digital marketing is.

Fact 4 : 40% of US internet users have ad-blocking software 

According to Marketland, a whopping 40% of US internet users already have ad-blocking software installed. This means that your traditional digital ads will not be as effective anymore because most of them will be removed by the ad-blockers.

This is why a lot of people are jumping on the influencer marketing bandwagon because users who enjoy the content their influencers are putting out will not block or unfollow them allowing your content and advertising to be seen.

So, how do brands actually work with influencers to market their products? 

Well, here is a short introduction as to how an influencer has spoken about the best way to work with an influencer

  • Start with a main marketing goal

  • Shortlist your favourite influencers

  • Make sure their audience fits your target audience

  • Introduce yourself and your brand thoroughly so that the influencer can fully understand the scope of your job.

  • Ensure you provide sufficient compensation.

Another fun fact is that brands are learning to let some creative control go when it comes to influencer marketing. We all know that these influencers have to had garnered this following for a reason, so brands are allowing the influencers to put their own spin on the influencer marketing campaigns. This has also shown a much better acceptance of the campaigns.

Brands also love influencer marketing because it gives the brand a story that consumers can hold on to and appreciate. Everyone loves a good story and these influencers are really great at making sure that your consumers know what they are buying into. You will get a lot more loyal customers like this.

Take a deep dive into the life of Australian travel influencer Jorden Tually to see what they do on a daily basis!

How much does a top influencer make? 

Now! Let’s get to the fun stuff! According to Vox, some influencers with more than 1 million followers can get up to 10,000 USD per post and with more followers you can go up to 250,000 USD.

The more typical influencers can earn around 30,000 USD to 60,000 USD a year.

Everyone is going to be interested to know just how much an influencer makes, well, let’s break down some of the top earners in the influencer marketing world.

Influencer 1 : Kayla Itsines 

Kayla is a fitness Instagrammer that earned around 17 million USD in her app in 2016 and can earn up to 150,000 USD per sponsored post.

Kayla Itsines

According to and Get Kobe, here are some of the more common rates for Singaporean influencers to be paid :

Instagram influencer rates in Singapore
Instagram followers Rates (per Instagram post)
2,000 to 10,000 $75 to $250
10,000 to 50,000 $250 to $500
50,000 to 100,000 $500 to $1,000
100,000 to 500,000 $1,000 to $3,000
500,000 and up $3,000 and above
Blogger rates in Singapore
Blog’s monthly impressions Rates (per blog article)
10,000 to 50,000 $175 to $250
50,000 to 100,000 $250 to $500
100,000 to 500,000 $500 to $1,000
500,000 and up $1,000 to $5,000+
YouTube vlogger rates in Singapore
YouTube followers Rates (per video)
50,000 to 100,000 $250 to $500
100,000 to 500,000 $500 to $1,000
500,000 and up $1,000 to $5,000+

Influencer 2 : Lilly Singh 

Lilly Singh

Also known as iiSuperwomanii, Canadian-born Lilly Singh boasts earnings of up to 10.5 million USD a year just from her YouTube channel and influencer sponsored posts earnings.

Influencer 3 : JianHao Tan
JianHao Tan

One of Singapore’s most famous influencers, JianHao Tan is reportedly worth 7.4 million USD. This means that the bulk of his money comes from his YouTube channel and sponsorships as you can see that he does a lot of sponsored posts on his social media sites.

All in all, influencer marketing is a lot of fun and you have a large avenue of untapped resources that have been proven to work. A lot of brands are really jumping on the influencer marketing bandwagon as it does really help build that trust and understanding between your brand and the consumer as the influencer works as the middle ground to connect the two of you together.

The OG of influencer marketing in South East Asia has always been Nuffnang. Established in 2006, Nuffnang was the pioneer in the business of influencer marketing. With over 200,000 influencers in their database, you are sure to find the best influencers to market your product. Plus, they operate in 4 countries across South East Asia.

Trust in a brand is very hard to come by and these influencers have just made it a lot easier for you to build that bond with your consumer. Don’t knock it until you’ve tried it! Contact the guys at Nuffnang to start your influencer marketing journey today.