US creators opt for Instagram, despite Reels revenue concerns

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Key stat: About 98% of creators use Instagram feed posts, Instagram Stories, and Instagram Reels, putting the platform above TikTok, Facebook, and other popular social networks for creator use, according to Mavrck.

Beyond the chart:

• Nearly 60% of US social network users will use Instagram this year, according to our forecast, meaning the platform is still at the forefront of influencer marketing.
• Instagram is poised to sustain its lead with the help of the potential for high-paying partnerships and its more recent performance-based monetization program.
• That said, TikTok is not far behind Instagram, as 89.6% of US creators will share sponsored video content on the platform this year. Its algorithm has been a major draw for up-and-coming, video-first creators, as it allows them to build audiences more easily than on other channels like Instagram or YouTube.

Use this chart:

• Discover which social platforms are favored by creators.
• Understand which types of sponsored posts are used most.

More like this:

• Text-based app struggles could be LinkedIn’s gain as B2B audience gets younger
• TikTok’s Search Ads Toggle could lower CPA while increasing conversions
• Video dominates social time—but it’s reaching a saturation point
• The top reasons Gen Z downloaded Threads

More Chart of the Day:

• 8/26 - Digital commerce’s pay day
• 8/25 - Social video slows
• 8/24 - The rise and fall of ecommerce growth
• 8/23 - Programmatic OOH watch
• 8/22 - Gen Z’s social motivators

Methodology: Data is from the August 2023 Mavrck "Creator Compensation Report." 689 US content creators ages 18+ were surveyed during June 2023.