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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
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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
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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.

authors

Jasmine Enberg

Contributors

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