The Cost of Using Influencer Services Continues to Increase Every Year

The use of celebrity influencers to market products to consumers via social media is increasingly popular. The cost of employing their services continues to rise each year.

In 2016, the estimated cost of using celebrity influencers was US$1.7 billion (Rp 24.4 trillion at an exchange rate of Rp 14,350/US$ in 2016). This increased to US$3 billion (Rp 43.1 trillion) in 2017.

The following year, the cost rose to US$4.6 billion (Rp 66 trillion). Then, in 2019, the cost of paying for celebrity endorsements increased to US$6.5 billion (Rp 93.3 trillion).

In 2020, the cost of using celebrity influencers again increased to US$9.7 billion (Rp 139.2 trillion). The figure is estimated to have reached US$13.8 billion (Rp 198 trillion) in 2021.

The increasing use of celebrity influencers for marketing is driven by consumers spending significant time on social media. The average person spends 2 hours and 25 minutes a day browsing social media.