Influencer Marketing by Platform 2023

Half of US Marketers Use TikTok, but Most Build Their Strategies Around Instagram

About This Report
Despite TikTok’s strong growth, most brands continue to turn first to Instagram for influencer marketing. Instagram remains a must, but there are good reasons for more marketers to commit to TikTok—and YouTube Shorts.

Brands are making major strides in diversifying their influencer marketing platforms, but Instagram remains well ahead of the rest in terms of marketer usage. Brands who rely too heavily on Instagram could be missing out on major opportunities on TikTok and YouTube.

Key Question: How and why should marketers diversify their influencer marketing platforms?

KEY STAT: Half of US marketers (50.0%) will use TikTok for influencer marketing in 2023, compared with 53.7% for Instagram Reels.

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    Table of Contents

    1. Executive Summary
    2. Essentially all creator strategies include Instagram.
    1. It’s time to mix it up.
    2. Insider Intelligence Interviews
    1. Sources
    2. Media Gallery

    Interviewed for This Report

    Amy Cotteleer
    Duncan Channon
    Partner and Chief Experience Officer
    Interviewed September 13, 2023
    Alex Dahan
    Open Influence
    CEO and Founder
    Interviewed September 12, 2023
    Evan Horowitz
    CEO and Co-Founder
    Interviewed September 12, 2023

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    First Published on Sep 28, 2023


    Jasmine Enberg


    Oscar Bruce Jr.
    Senior Forecasting Analyst
    Debra Aho Williamson
    Principal Analyst

    "Behind the Numbers" Podcast