The power of creators is alive and well—despite reports suggesting the opposite. Marketers are increasing, not cutting, their influencer spending, particularly on TikTok. But creator partnerships may not be right for every marketer, as challenges from brand safety to measurement persist.
Recent reports have suggested influencer marketing is facing budget cuts due to rising inflation and other macroeconomic challenges. We don’t believe that’s the case. Our forecast shows US marketers will continue to increase their spending on creator partnerships—and more of those dollars are now going to TikTok.
3 KEY QUESTIONS THIS REPORT WILL ANSWER
Why will influencer marketing remain resilient amid the current economic uncertainty?
What factors could cause marketers to reduce or reallocate their spending on creators?
On what platforms should marketers work with influencers?
WHAT’S IN THIS REPORT? Our inaugural forecast for influencer marketing spending on Instagram, Facebook, TikTok, and YouTube, along with an analysis of why marketers are funneling more money into creator partnerships and what (if anything) could change that.
KEY STAT: Instagram will continue to command the highest share of influencer marketing dollars, but TikTok will overtake Facebook in 2022 and YouTube in 2024.
Here’s what’s in the full report
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Table of Contents
Executive Summary
Key Points
Influencer Marketing Will Remain Resilient
TikTok, Travel, and Shifts in Social Advertising Are Driving Influencer Spending
Influencer Marketing May Not Work for Every Marketer
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