Glewee Data: 70% of Q1 Influencer Marketing Campaigns Occurred on Instagram Under $250

Influencer Marketing Network Brand, Glewee, Releases First Quarter Brand Insight Data

Instagram continues to be the preferred platform for influencer marketing, according to Glewee’s Q1 Brand Insight Data. In Q1, Instagram accounted for over 70 percent of all Glewee brand deals, compared to 20 percent on TikTok. The popularity of Instagram is likely due to various factors such as its visual nature, extensive user base and high engagement rates. In addition, Instagram’s emphasis on visual content makes it an ideal platform for influencer marketing, enabling brands to exhibit their products or services in a visually appealing and compelling way.

Glewee’s data also highlighted the most requested type of influencer marketing content requested, with Instagram feeds (image/video) accounting for 45 percent, Instagram reels (video) for 20 percent, TikTok videos for 30 percent and other channels for 5 percent.

For influencer marketing campaigns that used more than one platform, Glewee noted that the most popular platform combination during Q1 was Instagram and TikTok by 90 percent.

According to the data, 10 percent of Q1 campaigns used 1-3 influencers, while 40 percent used 15 or more influencers per campaign.

Importantly, Glewee’s data shows that the average cost per influencer/campaign ranged from $100-$249 (35 percent) to over $2500 (3 percent). This data demonstrates that influencer marketing is one of the most affordable and effective marketing strategies available.

Glewee also provided insights into the types of influencers used in Q1, with mid-sized influencers (100K-500K followers) accounting for 42 percent of all influencers.

Glewee users conducted deals to publish content to their social media pages, most popularly Instagram pages by Creators in the Mid-Size category ranging from 100K-500K followers.


In contrast to the Mid-Size following most popular to that of Instagram campaigns, Glewee users deployed branded content most commonly to their TikTok pages in the Macro following level, between 500K-2.5M followers.

With over 8,500 new influencers and creators applying to join the Glewee community over the duration of Q1 2023, only 22.5% were accepted. With strict acceptance criteria and a manual pre-vetting process that the Glewee Team does for every applicant, only creators who meet minimum following count, engagement rate averages, and brand affinity are accepted into the Glewee Community to engage with brands. Of those accepted into Glewee over the duration of Q1, the average Creator had between 100K-500K net followers across their social media platforms.

Working With Creators And Influencers On Glewee

If you are a marketer looking to expand your influencer marketing capabilities in a cost effective, time saving, and efficient manner, speak with a member of the Glewee team today to see what platform offering works best for you. For creators and influencers looking to apply to join Glewee, download the Glewee iOS/Android application here to apply.

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