The Influencer Industry: Growth and Trends Over the Past 7 Years
Matt Harnacke (model, rider and leading equestrian influencer) speaking at SPOGA Horse 2025.
Influencer marketing has surged over the past five years, becoming a multi-billion-pound industry. Global spending on influencer campaigns has more than tripled since 2019, reaching an estimated £16.5 billion in 2023. This reflects roughly a 29% year-on-year growth from £13 billion in 2022. Social media “creators” are now a core part of brand strategy, with 84% of brands finding influencer marketing effective. Surveys indicate that over 68% of marketers planned to increase influencer budgets into 2022, fuelling continued growth. By 2025, the global market is projected to reach £26–27 billion, highlighting sustained investment.
Mainstream consumer industries like fashion and beauty have led this boom, accounting for a large share of influencer spend. In a 2022 benchmark study, fashion & beauty was the top vertical (15% of firms) engaging in influencer campaigns. As the COVID-19 pandemic pushed more shopping online, brands leaned on influencers to drive e-commerce sales, accelerating the trend. Even traditionally offline niches are now onboard – from finance to fitness – but fashion and cosmetics remain the most influencer-heavy sectors. Meanwhile, more niche segments, such as the equestrian industry, are beginning to adopt serious influencer strategies to tap into their passionate communities.
But is influencer marketing truly worth it, and what platforms are the most favourable? And how do you select and vet the influencers you wish to work with?
Influencer Marketing in Mainstream Industries
Fashion and beauty brands have been pioneers in leveraging influencers, often seeing substantial revenue growth as a result. The fashion influencer marketing segment alone is valued at around £4.8–5.6 billion in 2024 and is growing by ~35% annually. It is forecasted to reach £6.6 billion by 2025, as apparel and luxury brands invest heavily in social media campaigns. The beauty industry is equally reliant on influencers – it is among the top verticals for influencer marketing.
Influencers have a direct impact on sales in these sectors. For example, 72% of Instagram users say they have made purchase decisions based on Instagram content, demonstrating the platform’s outsized influence on fashion and beauty shopping habits. Cosmetic brands, in particular, harness tutorial videos, product reviews, and before-and-after posts by beauty gurus to generate buzz. Influencer recommendations carry significant weight – nearly 69% of consumers trust product endorsements from influencers, which is especially evident in beauty, where followers emulate makeup and skincare routines.
Mainstream brands now integrate influencers into major campaigns and product launches. In fashion, influencer-centric strategies can account for a majority of sales – for instance, e-tailer Revolve built an ambassador network so effective that an estimated 70% of Revolve’s £790 million+ revenue comes via creator-driven channels. Similarly, cosmetic giants like Estée Lauder and L’Oréal allocate sizeable budgets to influencer collaborations, from YouTube makeup tutorials to TikTok challenges showcasing new products.
Influencer Marketing in the Equestrian Industry
On-site at a product shoot with equestrian influencer Harlow White, who has over 600K YouTube subscribers.
The equestrian industry has traditionally been a niche market, but it is increasingly embracing influencer marketing. Globally, the equestrian apparel/equipment market is relatively modest compared to the broader fashion market. However, its audience is highly engaged and passionate. In the UK alone, the equestrian sector sees £4.7 billion in consumer spending per year, driven by 27 million people with an interest in horses.
EQuerry / Co conducted market research from May - December 2024, and our findings show that trust is central to influencer marketing success, with authenticity and transparency being key drivers of audience engagement. Consumers respond better to influencers who integrate products naturally into their daily lives rather than those who create overly scripted or promotional content. Our results show that 69% of consumers trust influencers when authenticity is evident, while 77% prefer influencer content over traditional advertisements. Additionally, 61% prefer relatable influencers over celebrity endorsers, reinforcing the need for genuine storytelling over transactional partnerships. Brands should focus on long-term influencer relationships and ensure transparency to sustain audience trust and engagement.
Key Platforms & Content
Social media has transformed purchasing behaviour, with platforms like Instagram, TikTok, and YouTube acting as digital storefronts. Although social media is used across all industry demographics, equestrian content thrives on slightly different channels than mainstream fashion. Facebook, Instagram, and Twitter are commonly used to share riding updates and competition results in the horse community. Instagram is popular for its visual appeal, and many equestrian Instagram influencers have tens or hundreds of thousands of followers. YouTube has been underutilised in this niche historically, and although some equestrians has incorporated the platform as an integral part of their business model, the utilisation of the platform has wider potential.
Platform preferences shape influencer marketing effectiveness, with Instagram and TikTok leading due to high engagement and visual content formats. Our consumer research found that 57% of brands use Instagram for influencer campaigns, followed closely by TikTok at 52%, while YouTube remains dominant for long-form content. TikTok’s user base has expanded, particularly among those aged 45–60, making it a more viable option for a broader range of brands. Brands should focus on platform-specific strategies to maximise engagement and reach.
Selecting Influencers: Finding, Vetting and Working with Equestrian Influencers
Collaborating with equestrian influencers requires careful selection to ensure authenticity, engagement, and a strong return on investment. Unlike mainstream industries, equestrian influencers often have deep-rooted credibility within their communities, making their recommendations highly impactful. Brands should seek out influencers who align with their values, demonstrate genuine engagement with their followers, and have a history of promoting relevant products effectively.
To vet potential influencers, brands should analyse engagement metrics rather than just follower count. A high engagement rate, through comments, shares, and interactions, indicates an influencer’s ability to drive meaningful conversations and influence purchasing decisions. Authenticity is key, and brands should prioritise influencers who integrate products naturally into their content, rather than those who rely on overly scripted promotions.
Creating mutually beneficial relationships involves clear communication, fair compensation, and a shared vision. Brands should focus on long-term partnerships rather than one-off promotions, as consistency builds trust among followers. Offering influencers creative freedom ensures content remains authentic and engaging. Performance should be measured through trackable links, discount codes, and conversion rates to assess effectiveness.
For eight examples of our favourite brand- and influencer collaborations, check out this blog.
ROI and Consumer Purchasing Behaviour
Samshield announced their partnership with Olympic medalist Harry Charles last year.
One of the reasons for the boom in influencer marketing is its impressive return on investment and ability to drive purchases. Multiple studies indicate that influencer campaigns often outperform traditional advertising on ROI. On average, brands earn about £4.10–£5.10 in sales for every £1 spent on influencer marketing. This is roughly a 5x ROI, considerably higher than many other channels (for context, typical Facebook or Instagram ad campaigns might see 2–3x ROI, and Google Search ads ~4x ROI). In niche communities with devoted followings, returns can be striking: Equestrian and outdoor brands have reported double-digit ROAS in specific campaigns.
In our own market research on consumer behaviour, we found that 86% of consumers have made a purchase influenced by an influencer, yet 42% have later regretted their decision, often due to exaggerated claims. While influencer recommendations create a sense of urgency and exclusivity, post-purchase satisfaction varies. Brands should encourage influencers to provide honest, experience-based product endorsements to align consumer expectations with reality, ensuring trust and long-term loyalty. Consumers are increasingly aware of influencer-brand collaborations, with 67% stating partnerships should be honest and unbiased. While many appreciate well-integrated sponsorships, 54% feel deceived when sponsorships are not clearly disclosed. The success of influencer marketing depends on balancing promotional messaging with authenticity - subtle brand integrations and storytelling-focused sponsorships are more effective than overt advertising. Influencers should disclose partnerships in a way that feels natural and personal to maintain engagement.
In summary, influencer marketing has matured into a critical revenue driver for product-based brands globally, and social media influencers can yield remarkable growth by fuelling multi-billion-pound valuations and shaping consumer trends. Across Instagram posts, TikTok videos, and YouTube vlogs, influencers have proven adept at turning follower trust into purchasing power. Brands that strategically partner with the right influencers on the right platforms are seeing sustained revenue uplift, strong ROI (5x+ on average), and deepening consumer loyalty driven by this modern form of word-of-mouth marketing.
Are you looking to leverage influencer marketing and social media to grow your equestrian brand? EQuerry Co specialises in crafting data-driven marketing strategies that connect you with the right influencers and maximise your ROI. Whether you're launching a new product, growing brand awareness, or driving sales, our team has the expertise to make your campaign a success.
Get in touch today to see how we can help your brand stand out!
