US Video Influencer Marketing 2022

TikTok Is Transforming Creator Video, but Don’t Move Instagram and YouTube to B-Roll

Executive Summary

Video is an essential part of the influencer marketing playbook. While TikTok is the platform on every marketer’s mind in 2022, Instagram and YouTube—and even Facebook—will continue to provide ample opportunities to reach audiences via creator video.


  1. What types of creator video are consumers watching and on which platforms?
  2. How is TikTok changing influencer marketing, and what will happen to creator video on YouTube and Instagram?
  3. What are best practices for incorporating video into influencer marketing strategies?

WHAT’S IN THIS REPORT? An analysis of the creator video landscape, TikTok’s impact on influencer marketing, and strategies for marketers to achieve video success in 2022.

KEY STAT: More US marketers now use TikTok than YouTube for influencer marketing, but TikTok still sees significantly lower usage than Instagram.

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    Table of Contents

    1. Executive Summary
    2. Key Points
    3. Video Is an Essential Part of the Influencer Marketing Playbook
    1. TikTok Has Transformed Creator Video—Now Marketers Are Catching Up
    2. How to Incorporate Video Into Influencer Marketing Strategies
    3. Insider Intelligence Interviews
    1. Read Next
    2. Sources
    3. Media Gallery

    Charts in This Report

    Interviewed for This Report

    Stephen DiMarco
    Chief Strategy Officer
    Interviewed January 26, 2022
    Rohan Goswami
    Head of Talent, US
    Head of Talent, US
    Interviewed January 31, 2022
    Matt Higgins
    Blue Hour Studios
    Vice President, Strategy
    Interviewed January 27, 2022
    Jane Ko
    A Taste of Koko/@atasteofkoko (Instagram)
    Blogger and Creator
    Interviewed January 27, 2022
    Caspar Lee
    Influencer/@caspar (YouTube)
    Co-Founder and Chief Visionary Officer/Creator
    Interviewed April 8, 2021
    Jas Mathur
    Limitless X/@limitless (Instagram)
    Founder and CEO/Health and Wellness Influencer
    Interviewed January 27, 2022
    Cindy Prado
    @cindyprado (Instagram)
    Fashion and Fitness Creator
    Interviewed February 8, 2022
    Brittany Rollheiser
    Senior Partner and Client Investment Lead
    Interviewed February 2, 2022

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    Jasmine Enberg


    Natalie McGranahan
    Senior Researcher and Taxonomy Manager
    Paul Verna
    Principal Analyst
    Debra Aho Williamson
    Principal Analyst