Influencer Marketing by Platform 2023

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

Report by Jasmine Enberg  | UPDATED: Dec 22, 2023
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Executive Summary
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Table of Contents
Executive Summary
Essentially all creator strategies include Instagram.
It’s time to mix it up.
Insider Intelligence Interviews
Sources
Media Gallery
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.
Topics
Influencer Marketing
US
Table of Contents
Executive Summary
Essentially all creator strategies include Instagram.
It’s time to mix it up.
Insider Intelligence Interviews
Sources
Media Gallery

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

    Charts in This Report

    Platforms Used by US Marketers for Influencer Marketing, 2023 (% of marketers who use influencer marketing)Platforms Regularly Used by US* Creators to Create Content, Sep 2022 (% of respondents)
    US Average Engagement Rate for Instagram Reels vs. TikTok, by Number of Followers, 2023Sponsored Content Rates Charged by US Creators on YouTube Shorts vs. Videos, June 2023 (% of respondents)
    TikTok Is Gen Z's No. 1 Choice for Creator Content, but Instagram and YouTube Aren't Far Behind (% of US Gen Z creator content viewers, July 2023)

    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
    Movers+Shakers
    CEO and Co-Founder
    Interviewed September 12, 2023

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    First Published on Sep 28, 2023

    authors

    Jasmine Enberg

    Contributors

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

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