Influencers Market Research

Mintel’s Influencers market research combines the latest market intelligence, industry insights and expert recommendations to help you anticipate the next trends in influencer marketing and how this can help your brand.

Our reports can help you:

Understand your market
Identify growth opportunities
Recognise future trends

Related to: 'Influencers'

Related to: 'Influencers'

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    “US consumers are focusing on value, but they are still looking to influencers for ways to most efficiently spend their money. Consumers are taking beauty influencers’ recommendations, but they’ve become accustomed to free content. As brands continue to work with beauty influencers – and influencers continue demanding to be paid..."
    Draw on the aspirational qualities of celebs for urbanites. For better reach, leverage micro/nano influencers and partner with relatable, educational and humorous influencers.Saptarshi Banerjee, Senior Research Analyst – Lifestyle, India ..."
    Influencers are still highly relevant in beauty marketing, but brands need to foster new talent and look to the potential of technological advances such as AI.Susanne Krenz, Principal Research Analyst - Beauty and Personal Care ..."
    Younger Germans idolise influencers and the importance of social media as an entertainment channel is growing. This presents growing opportunities for brands to differentiate by becoming partners in content creation.Lena Rittmann, Analyst ..."
    “BeReal’s emergence onto the social media scene and the incorporation of BeReal-esque features into major platforms, should push creators and influencers to create more content focused on authenticity and spontaneity.” -  Rebecca McGrath, Associate Director for Media and Technology Key issues covered in this Report Use of social media platforms trended over..."
    “Social media influencers are a powerful marketing asset. An endless cycle of ambitious untapped talent is available as more creators share their lives on social media and look to build a following. New tech tools to enhance content along with brands’ marketing investment has helped influencers to maintain followers’ interest..."
    “An income squeeze will accentuate the role of pre-purchase research, and create opportunities for services that offer advice around value alternatives to prestige products. Trust in sources of beauty/grooming advice is evolving as medical professionals gain a greater voice. Moving forward, the store will remain an important touchpoint, but retailers..."
    “The beauty industry as a whole has weathered the COVID-19 storm, and beauty influencers welcomed new audiences. Previously a young (wo)man’s game, the expanding reach of influencers in the space leaves room for creators that appeal to a more diverse array of users, including men, consumers age 45+ and Black..."
    “This is an exciting time for social media influencers. As competition in the market continues to ramp up, social media platforms are investing heavily in creator content. This includes introducing new ecommerce features, such as shoppable live video, that will further increase the value of influencer partnerships to brands. New..."
    Influencer marketing has become a key component of brands' marketing strategies, but brands can now boost credibility by giving influencers more creative freedom. Dr. Christina Wessels, Senior Analyst - Household & Leisure ..."
    “Today’s consumers pay attention to a wide range of information sources to help them make purchase decisions; not only detailed introductions of ingredients and formulas, but also beauty tips and product usage experiences. Building a professional image remains the key to winning consumer trust in the era of information overload,..."
    BPC buyers trust their peers, in-store resources and those with professional expertise to give them the unbiased advice and recommendations they're looking for. Susanne Krenz, Research Analyst - Beauty and Personal Care ..."