Influencer Marketing 2022

Spending Rises amid Economic Uncertainty, and TikTok Gains on Competitors

Report by Jasmine Enberg  | Aug 23, 2022
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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
Best Practices for Working with Creators
Insider Intelligence Interviews
Read Next
Sources
Media Gallery
About This Report
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.
Topics
Influencer Marketing
United States
Worldwide
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
Best Practices for Working with Creators
Insider Intelligence Interviews
Read Next
Sources
Media Gallery

Executive Summary

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

  1. Why will influencer marketing remain resilient amid the current economic uncertainty?
  2. What factors could cause marketers to reduce or reallocate their spending on creators?
  3. 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.

US Influencer Marketing Spending Share, by Platform, 2019-2024 (% of total influencer marketing spending)
E-Mail ChartDownload

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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8charts

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2expert perspectives

Insights from industry and company leaders.

    Table of Contents

    1. Executive Summary
    2. Key Points
    3. Influencer Marketing Will Remain Resilient
    4. TikTok, Travel, and Shifts in Social Advertising Are Driving Influencer Spending
    1. Influencer Marketing May Not Work for Every Marketer
    2. Best Practices for Working with Creators
    3. Insider Intelligence Interviews
    4. Read Next
    1. Sources
    2. Media Gallery

    Charts in This Report

    US Influencer Marketing Spending Share, by Platform, 2019-2024 (% of total influencer marketing spending)US Influencer Marketing Spending, 2019-2024 (billions and % change)
    US Influencer Marketing Spending, by Platform, 2022 (billions )Social Platforms Used by US Marketers for Influencer Marketing, 2019-2024 (% of total marketers)
    US TikTok Influencer Marketing Spending, 2019-2024 (billions, % change, and % of total influencer marketing spending)Amount That US Creators Have Received From Social Media Creator Funds*, April 2022 (% of respondents)
    Types of Social Media Accounts That Adults Worldwide Follow and Buy From, by Generation, Q1 2022 (% of respondents in each group)Go-To Shopping Livestream Platforms According to US Creators, Nov 2021 (% of respondents)

    Interviewed for This Report

    Lindsey Lehmann
    PMG
    Director, Influencer and Branded Content
    Interviewed August 2, 2022
    Vickie Segar
    Village Marketing
    Founder
    Interviewed July 25, 2022

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    authors

    Jasmine Enberg

    Contributors

    Natalie McGranahan
    Senior Researcher and Taxonomy Manager
    Shelleen Shum
    Senior Director, Forecasting
    Yaffa Wagschal
    Forecasting Analyst
    Debra Aho Williamson
    Principal Analyst