ArticlesPricing

Products

See All Solutions →
By ProductEMARKETER PRO+Analyst Access Program
By Use CaseDetermine Market SizingDevelop StrategiesAllocate BudgetBenchmark PerformanceWin New BusinessDevelop Go-to-Market StrategyStay InformedThought LeadershipSee All Use Cases →
Advertising & Sponsorship
Boost your brand and generate demand with media programs.
Learn More →

Events & Resources

Learning Center
Read through guides, explore resource hubs, and sample our coverage.
Learn More →
Events
Register for an upcoming webinar and track which industry events our analysts attend.
Learn More →
Podcasts
Listen to our podcast, Behind the Numbers for the latest news and insights.
Learn More →

Topics

See All Topics →
Advertising & MarketingSocial MediaContent MarketingEmail MarketingVideoBrowse All →
Ecommerce & RetailEcommerce SalesMcommerceRetail SalesSocial CommerceBrowse All →
Financial ServicesBankingPaymentsFintechWealth ManagementBrowse All →
GeographiesAsia-PacificCentral & Eastern EuropeLatin AmericaMiddle East & AfricaNorth AmericaWestern Europe
HealthValue-Based CareDigital TherapeuticsTelehealthOnline PharmacyBrowse All →
TechnologyConnected Devices5GArtificial Intelligence (AI)Browse All →
More IndustriesReal EstateCustomer ExperienceB2BTravelSmall Business (SMB)Browse All →

Latest Articles

Explore our Research →

The big answers: EMARKETER Daily quiz

Article |
 Jul 31, 2025

Competitive conquesting gains ground among RMNs

Article |
 Jul 31, 2025

Parents prioritize value, convenience during back-to-school shopping

Article |
 Jul 31, 2025

CVS’ Q2 earnings please investors as competitors falter

Article |
 Jul 31, 2025

A historical success story: How U.S. Bank’s “Translators” campaign drove traffic to its Spanish voice assistant

Article |
 Jul 31, 2025

Microsoft’s $4 trillion moment shows power of its AI-fueled stack

Article |
 Jul 31, 2025

Etsy, eBay regained momentum in Q2

Article |
 Jul 31, 2025

Figma’s IPO redraws the battle lines for creative tools

Article |
 Jul 31, 2025

Healthcare, tech players sign pledge to improve medical record accessibility

Article |
 Jul 31, 2025

Consumers unwilling to pay for AI features

Article |
 Jul 30, 2025
Browse All →

About

Our Story
Learn more about our mission and how EMARKETER came to be.
Learn More →
Our Clients
Key decision-makers share why they find EMARKETER so critical.
Learn More →
Our People
Take a look into our corporate culture and view our open roles.
Join the Team →
Our Methodology
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More →
Newsroom
See our latest press releases, news articles or download our press kit.
Learn More →
Contact Us
Speak to a member of our team to learn more about EMARKETER.
Contact Us →
EMARKETER

Influencer Marketing by Platform 2023

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

Report by Jasmine Enberg  |  Sep 28, 2023
Download
Report
Executive Summary
Share
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.

Here’s what’s in the full report

2files

Exportable files for easy reading, analysis and sharing.

5charts

Reliable data in simple displays for presentations and quick decision making.

3expert perspectives

Insights from industry and company leaders.

    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

    authors

    Jasmine Enberg

    Contributors

    Oscar Bruce Jr.
    Senior Forecasting Analyst
    Debra Aho Williamson
    Principal Analyst
    Already have a subscription?Sign In

    Access All Charts and Data

    Gain access to reliable data presented in clear and intelligible displays for quick understanding and decision making on the most important topics related to your industry

    Become a Client
    Unlock Unlimited Insights with PRO+
    Schedule a Demo