The Top Influencer Marketing Statistics in 2025 That You Need to Know

Canadian consumers are making it clear: trust and local relevance matter more than ever. Nearly 71% say they’re more likely to purchase from an influencer recommendation, a rate higher than the global average. For Canadian brands, that means influencer marketing isn’t just about trends, it’s about tapping into what actually drives decisions in 2025. These are the statistics that reveal where the real opportunities lie.

1. Industry Growth: Influencer Marketing Keeps Accelerating

The global influencer marketing industry is projected to hit $32.55 billion by the end of 2025, a massive 35.63% year-over-year growth. In Canada, influencer marketing is growing faster than traditional digital advertising, outpacing even paid social spend.

Even during uncertain economic times, brands are investing in influencer marketing because the ROI is clear. Brands now earn an average of $5.78 for every $1 spent, with top campaigns achieving up to 20x ROI — 11x higher than traditional digital ads. If cost is your main concern, see our guide on budget-friendly ways to drive ROI in Canada.

2. Smarter Spending: Costs Are Dropping, ROI Is Rising

The influencer economy is becoming more cost-efficient. Average Cost Per Mille (CPM) has dropped 53% year-over-year, thanks to smarter targeting and the rise of nano- and micro-influencers. And nearly half of brands now prefer commission-based partnerships, tying compensation directly to performance.

This shift goes hand-in-hand with the rise of user-generated content strategies, where creators are paid based on outcomes and brands repurpose their content across channels.

3. Canadian Consumers Value Trust and Local Relevance

Canadian audiences behave differently than global averages. 71% are more likely to buy based on an influencer’s recommendation, while 62% trust a post from a local creator more than one from a celebrity.

For brands, that means credibility and long-term trust matter more than reach at all costs. Our blog on maintaining influencer partnerships in Canada digs into how to build lasting trust with audiences who are increasingly skeptical of inauthentic promotions.

4. Micro and Nano Influencers Deliver Macro Results

Follower count is no longer the best measure of influence. In fact, nano-influencers average 2.71% engagement on Instagram and 10.3% on TikTok, far higher than mega-influencers.

Many Canadian brands are shifting their strategies to work with smaller creators. For a breakdown of influencer tiers and what they mean for your strategy, check out our ultimate guide to influencer marketing in Canada.

5. Long-Term Partnerships Drive Better ROI

Short-term campaigns often feel transactional. In 2025, 62% of creators prefer long-term partnerships, and ambassador programs consistently deliver the best ROI.

To protect these relationships, strong agreements are essential. Our guide on influencer marketing contracts explains how to set up agreements that safeguard both brand and creator while laying the groundwork for lasting partnerships.

6. The Platform Playbook: Where Canadians Spend Their Time

TikTok is now the #1 platform for influencer campaigns, with nano-influencers reaching 10.3% engagement rates. Instagram still drives conversions — 79% of weekly users have purchased a product after watching a Reel — while YouTube dominates long-form tutorials and reviews.

For B2B marketers, LinkedIn is quickly becoming an underrated influencer channel. See how this shift is playing out in our article on B2B influencer marketing in Canada.

7. AI Is Reshaping Influencer Marketing

Artificial intelligence is powering more efficient workflows, from influencer discovery to ROI tracking. 92% of brands are already using or open to AI tools in their influencer programs.

We’ve covered this in depth in our piece on AI and influencer marketing in Canada, including how Canadian brands can leverage AI without losing authenticity.

8. Compliance Is Non-Negotiable in Canada

Canadian regulations require clear disclosure of all paid partnerships. Influencers must use unambiguous hashtags like #ad or #sponsored, ensure disclosures are prominent, and avoid misleading claims. Importantly, brands are legally liable for influencer misconduct.

If you’re running campaigns, our blog on rules for influencer marketing in Canada outlines everything you need to know to stay compliant with Ad Standards Canada and the Competition Bureau.

9. Canadian Gen Z and Millennials Are Leading the Charge

Gen Z and Millennials continue to be the most engaged demographics. 42% of consumers prefer how-to or tutorial content, while 35% want quick, educational snippets.

Younger audiences also interact heavily with boosted influencer content. Our influencer whitelisting guide shows how brands can amplify influencer posts to reach these key segments more effectively.

10. Canadian Brands Are Investing More Than Ever

With 67% of brands increasing influencer spend in 2025, the channel has officially become a mainstay in the Canadian marketing mix. Even smaller brands are starting with $5K campaigns, while larger ones are committing to six-figure annual programs.

For a deeper dive into how Canadian companies are approaching influencer strategy, read our 2025 Canadian influencer marketing strategy guide.

Conclusion: Your Blueprint for Success in 2025

The influencer marketing industry in 2025 is mature, high-performing, and essential for Canadian brands. The statistics are clear:

• The industry is growing at record speed.
• Canadians value trust, authenticity, and local voices.
• Nano- and micro-influencers deliver unmatched engagement.
• Long-term partnerships outperform one-off deals.
• Multi-platform strategies reduce risk and increase impact.
• AI is making influencer marketing more efficient and accessible.
• Compliance is mandatory, transparency is key.
  
  

For Canadian brands, the opportunity is bigger than ever. But success requires more than “hiring influencers.” It’s about building the right mix of creators, platforms, compliance, and measurable ROI.

If you’re a Canadian brand looking to scale your influencer marketing, get in touch with Embold today. Our network of over 9,000 vetted Canadian creators and full-service campaign management ensures your brand not only keeps up with the industry, but stays ahead of it.