Key stat: Platform-agnostic user-generated content (UGC) accounts for 35% of influencer marketing campaigns worldwide, surpassing TikTok (21%) and trailing only Instagram (40%), according to a January report from Collabstr.

Beyond the chart:

• The shift away from TikTok is already showing up in campaign data. TikTok-led campaigns fell 48% year over year as brands pivoted toward flexible, reusable content, and UGC now drives 29% higher conversions than non-UGC formats, according to AdWeek.
• The conversion lift makes sense when you factor in what shoppers actually trust. Authenticity (35%) and track record (32%) are the top two factors US adults consider when deciding which online product reviewers to trust, according to Ipsos, suggesting UGC earns clicks because it earns credibility first.

Use this chart: Drop this in your next influencer strategy presentation to make the case for platform-agnostic content. Show your team or agency partners how UGC has climbed the rankings, and use the platform breakdown to benchmark your current influencer spend against where the rest of the industry is heading.

Related reports:

• Creator Economy Trends to Watch in 2026 (EMARKETER subscription required)
• US Social Commerce Forecast 2026 (EMARKETER subscription required)

Methodology: Data is from the January 2026 Collabstr "2026 Influencer Marketing Report." The report analyzes data from 21,000 brand collaborations among more than 200,000 creators worldwide, collected during January-December 2025. First-party data was sourced directly from Collabstr’s influencer marketplace. Collabstr is an influencer marketing company.

We prepared this article with the assistance of generative AI tools and stand behind its accuracy, quality, and originality.