Influencer marketing has become a major part of the global social media industry. Millions of people follow content creators, digital personalities and online experts for entertainment, lifestyle inspiration, product recommendations and information. However, influencer-following habits vary considerably between countries.
According to a ranking published by Visual Capitalist on November 8, 2026, Ghana has the highest percentage of social media users who follow influencers, with 46.8%. The Philippines ranks second at 42.9%, followed by Brazil at 40.4%.
The study examines 53 countries and territories using data from GWI’s second-quarter 2025 survey, published in the Digital 2026 Global Overview Report. It measures the percentage of social media users aged 16 and above who say they follow influencers or other experts on social media.
India ranks 22nd, with 24.3% of social media users following influencers, slightly above the worldwide average of 22.6%.
Which Countries Follow Influencers the Most?
The global influencer-following ranking reveals that countries in Africa, Asia and South America have particularly high participation rates.
Ghana leads the list, while the Philippines and Brazil also have more than 40% of social media users following influencers.
Here are the top 10 countries based on the percentage of social media users who follow influencers.
| Rank | Country | Percentage |
|---|---|---|
| 1 | Ghana | 46.8% |
| 2 | Philippines | 42.9% |
| 3 | Brazil | 40.4% |
| 4 | South Africa | 35.2% |
| 5 | Thailand | 32.9% |
| 6 | Malaysia | 32.3% |
| 7 | Nigeria | 32.0% |
| 8 | Indonesia | 31.7% |
| 9 | United Arab Emirates | 29.5% |
| 10 | New Zealand | 28.4% |
| 10 | Saudi Arabia | 28.4% |
These results show that influencer culture is not limited to countries with the biggest technology companies or advertising markets. Social media users in several emerging markets are also highly engaged with online creators.
1. Ghana Leads the Global Influencer-Following Ranking
Ghana ranks first worldwide, with 46.8% of social media users aged 16 and above saying they follow influencers or other experts online.
This means nearly one in every two social media users in the surveyed population follows influencer accounts.
The result highlights the importance of digital creators in Ghana’s social media environment. Content creators can build audiences around entertainment, lifestyle, fashion, education, music and other interests.
For businesses, this level of audience participation makes influencer-led communication an important area to understand when planning digital marketing campaigns.
2. Philippines Ranks Second With 42.9%
The Philippines takes second place, with 42.9% of social media users following influencers.
Social media is an important part of everyday digital communication in the country. Creators across entertainment, beauty, gaming, food, travel and lifestyle have developed large online communities.
The high influencer-following rate also makes the Philippines an interesting market for brands exploring creator partnerships and social media marketing.
3. Brazil Takes Third Place at 40.4%
Brazil ranks third globally, with 40.4% of social media users following influencers.
The country has a strong creator ecosystem covering sports, music, fashion, beauty, comedy and lifestyle content.
Influencers can play an important role in introducing products, building online communities and connecting businesses with potential customers.
Brazil is also the only South American country in the top three, although other countries in the region, including Chile, Argentina and Colombia, also appear in the wider ranking.
4. South Africa Ranks Fourth
South Africa records an influencer-following rate of 35.2%, placing it fourth in the global ranking.
The country’s digital creator ecosystem includes personalities working in entertainment, fashion, beauty, fitness, travel and education.
South Africa’s position also contributes to Africa’s strong regional performance in the survey.
5. Thailand and Malaysia Show Strong Influencer Engagement
Thailand ranks fifth with 32.9%, while Malaysia takes sixth place with 32.3%.
Both countries have active social media communities and a growing creator economy.
Influencers in these markets create content around travel, beauty, food, technology, entertainment and consumer products.
Their rankings demonstrate the importance of creator-led communication across Southeast Asia.
6. Nigeria and Indonesia Enter the Top Eight
Nigeria ranks seventh with 32.0%, followed closely by Indonesia at 31.7%.
Both countries have large and active digital audiences.
Nigerian creators are widely involved in entertainment, comedy, music, fashion and lifestyle content. Indonesia also has a broad influencer ecosystem covering beauty, gaming, food, technology and online shopping.
These markets offer opportunities for businesses that want to connect with audiences through locally relevant digital content.
7. UAE, New Zealand and Saudi Arabia Complete the Top 10
The United Arab Emirates ranks ninth with 29.5%.
New Zealand and Saudi Arabia share tenth place, with an influencer-following rate of 28.4% each.
The UAE’s position highlights the importance of social media creators in a highly connected international market. New Zealand and Saudi Arabia also demonstrate that influencer-following habits vary across different regions and cultures.
India’s Position in the Global Influencer Ranking
India ranks 22nd among the 53 surveyed countries and territories, with 24.3% of social media users following influencers or other experts.
This figure is above the global benchmark of 22.6%.
India has a large and diverse creator ecosystem covering entertainment, education, technology, fashion, food, travel, fitness, finance and business.
Platforms such as Instagram, YouTube and other social media networks provide opportunities for creators to develop audiences and work with brands.
The Indian influencer marketing industry also includes creators serving audiences in different languages and regions.
For businesses, the findings highlight the importance of selecting influencers based on audience relevance, content quality and campaign objectives rather than relying only on follower counts.
Which Regions Follow Influencers the Most?
The Visual Capitalist report also compares influencer-following rates across seven geographical regions.
Africa records the highest regional average at 33.4%, while Europe has the lowest at 20.0%.
| Region | Countries surveyed | Average rate |
|---|---|---|
| Africa | 5 | 33.4% |
| South America | 4 | 30.2% |
| Oceania | 2 | 26.7% |
| Asia | 12 | 24.9% |
| North America | 3 | 23.0% |
| Middle East | 4 | 21.6% |
| Europe | 23 | 20.0% |
These are equally weighted averages of the surveyed markets within each region, not population-weighted estimates for entire continents.
Africa Leads Global Influencer Engagement
Africa records the highest regional average, with all five surveyed markets performing above the United States.
Ghana leads the region, followed by South Africa, Nigeria, Kenya and Egypt.
The result suggests that influencer-following is a significant part of social media behaviour in the African markets included in the study.
South America Records the Second-Highest Average
South America ranks second, with an average influencer-following rate of 30.2%.
Brazil, Chile, Argentina and Colombia contribute to this regional result.
Brazil’s 40.4% figure is particularly notable, placing it among the three leading countries worldwide.
Europe Has the Lowest Regional Average
Europe records an average of 20.0%, below the global benchmark.
Only three of the 23 surveyed European markets exceed the worldwide rate of 22.6%:
- Norway: 27.9%
- Portugal: 27.6%
- Ireland: 26.3%
The results show that influencer-following habits differ considerably even among countries within the same region.
United States, United Kingdom and Other Major Markets
Despite being home to many internationally recognised influencers and major social media companies, the United States does not appear in the global top 10.
The country ranks 31st, with 21.4% of social media users following influencers.
Other major market results include:
| Country | Percentage | Rank |
|---|---|---|
| Australia | 25.0% | 20 |
| India | 24.3% | 22 |
| United States | 21.4% | 31 |
| Canada | 21.3% | 32 |
| United Kingdom | 18.7% | 39 |
| Germany | 18.5% | 41 |
| France | 18.4% | 42 |
| China | 15.8% | 49 |
| Japan | 14.4% | 50 |
These figures illustrate that a country’s influence in the global technology industry does not necessarily correspond to the percentage of its social media users who follow influencers.
Why Do People Follow Influencers on Social Media?
People follow influencers for different reasons. Some want entertainment, while others look for recommendations, expert information and inspiration.
Several factors help explain the popularity of online creators.
1. Entertainment and Lifestyle Content
Creators produce videos, photographs and stories covering everyday activities, travel, fashion, food and entertainment.
This content can attract audiences looking for inspiration or enjoyable digital experiences.
2. Product Recommendations
Influencers often review products and share personal experiences.
Their content can help followers discover products, compare options and research purchases.
3. Trust and Audience Connection
Creators who communicate regularly with their followers can develop strong online communities.
Authentic communication and useful information may help strengthen audience relationships.
4. Educational and Expert Content
Many users follow experts who explain subjects such as technology, finance, fitness, health, business and education.
This means influencer-following is not limited to celebrities or entertainment personalities.
What Does the Ranking Mean for Influencer Marketing?
The global influencer-following data offers useful insights for companies planning digital marketing campaigns.
However, a high influencer-following percentage does not automatically mean that every creator in that country will deliver strong business results.
Businesses should consider several factors before selecting influencers.
Audience relevance: A creator should reach people who are interested in the company’s products or services.
Engagement quality: Comments, shares, saves and meaningful interactions can provide useful insights into audience interest.
Content quality: Clear, original and relevant content can help communicate a brand’s message.
Audience authenticity: Businesses should examine audience quality and identify suspicious follower or engagement patterns.
Campaign performance: Website visits, enquiries, conversions and sales can help measure the actual impact of influencer marketing.
The ranking is therefore useful for understanding audience behaviour, but it should not be treated as a direct ranking of the most profitable influencer markets.
Conclusion
The global ranking of countries that follow influencers the most reveals significant differences in social media behaviour.
Ghana leads with 46.8%, followed by the Philippines at 42.9% and Brazil at 40.4%. Africa records the highest regional average, while Europe ranks lowest among the seven regions studied.
India ranks 22nd with 24.3%, placing it above the worldwide average of 22.6%.
For brands and digital marketers, these findings highlight the growing importance of understanding local audiences and choosing creators who match specific marketing goals.
As the creator economy continues to develop, influencer marketing will remain an important part of the global social media landscape.
Frequently Asked Questions
1. Which country follows influencers the most?
Ghana ranks first, with 46.8% of social media users aged 16 and above saying they follow influencers or other experts.
2. Which country ranks second in influencer-following?
The Philippines ranks second globally, with an influencer-following rate of 42.9%.
3. What is India’s position in the global influencer ranking?
India ranks 22nd among the 53 surveyed countries and territories, with 24.3% of social media users following influencers.
4. Which region follows influencers the most?
Africa has the highest regional average, at 33.4%, according to the Visual Capitalist analysis.
5. What percentage of Americans follow influencers?
The United States records an influencer-following rate of 21.4%, placing it 31st in the ranking.
6. Which country has the lowest influencer-following rate?
Russia has the lowest rate in the Visual Capitalist selection, at 7.5%.
7. What is the worldwide average for following influencers?
The worldwide benchmark is 22.6% of social media users aged 16 and above.
8. What data was used for the influencer-following ranking?
The ranking uses GWI survey data from the second quarter of 2025, published in the Digital 2026 Global Overview Report. It covers 53 countries and territories.
