- No platform has a monopoly on creators or their audiences, either. Creators made money from about two social platforms at a time on average, according to November 2022 data from influencer marketing platform Collabstr, and most are active on many more. Among consumers, there isn’t a clear No. 1 platform for following creators. That’s true even for Gen Zers: At least half had viewed influencer or creator content on each TikTok, Instagram, and YouTube in the previous month, per our June 2023 survey.
We define influencer marketing spending as payments made to influencers or creators, or their representatives, to promote products and services primarily on social media or other platforms featuring user-generated content. Figures exclude noncash payments and creator content amplified as paid advertising.