Blog Home

February influencer insights, top 10 lists

Overall Spending on Influencer Marketing and Fake Followers.

In February, brands spent $86 million on Instagram influencer marketing in the US & Canada. This is up 1% from January despite February having three fewer days. Of this, $11 million (13% of total) was lost on fake audiences.

Top Influencer Marketers

The brands with the highest estimated influencer marketing spend were:

  1. Fashion Nova
  2. Calvin Klein
  3. Happy Tea
  4. Stuart Weitzman
  5. Puma
  6. Tiffany & Co.
  7. Ciroc
  8. Daniel Wellington
  9. Flat Tummy Co
  10. Adidas

Most Fooled

The brands whose sponsored posts went to audiences with the highest estimated percentage of fake followers were:

  2. Clarins
  3. Shari’s Berries
  4. Vicks NyQuil & DayQuil
  5. Crocs
  6. Raw Sugar Living
  7. VICI
  8. Chase
  9. Teleflora
  10. Kroger

Most Efficient

The brands whose February sponsored posts achieved the best estimated effective cost per thousand impressions (eCPM) were:

  1. Sigma Beauty
  2. Too Faced Cosmetics
  3. New York & Company
  4. Ignite
  5. Stella Artois
  6. Abercrombie & Fitch
  7. BoxyCharm
  8. Gaiam
  9. Loving Tan
  10. SHEIN

Note: All figures are estimates specific to Instagram influencer marketing in the US & Canada. The “Most Fooled” and “Most Efficient” lists include brands with estimated spend of >$10,000 in February.

Interested in more granular data? Our influencer insights and competitive intelligence reports include overall metrics and benchmarks plus brand-by-brand breakdowns of influencer spend, fake followers, and eCPM. To learn more about subscribing, or to discuss custom analysis, please contact us at