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US Video Influencer Marketing 2022

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

Report by Jasmine Enberg  |  Mar 8, 2022
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Report
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Table of Contents
Executive Summary
Key Points
Video Is an Essential Part of the Influencer Marketing Playbook
TikTok Has Transformed Creator Video—Now Marketers Are Catching Up
How to Incorporate Video Into Influencer Marketing Strategies
Insider Intelligence Interviews
Read Next
Sources
Media Gallery
About This Report
The “TikTok effect” on influencer marketing is palpable, but Instagram and YouTube are still highly relevant venues for creator video.
Topics
Influencer Marketing
Social Media Usage
Digital Video
United States
Table of Contents
Executive Summary
Key Points
Video Is an Essential Part of the Influencer Marketing Playbook
TikTok Has Transformed Creator Video—Now Marketers Are Catching Up
How to Incorporate Video Into Influencer Marketing Strategies
Insider Intelligence Interviews
Read Next
Sources
Media Gallery

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.

3 KEY QUESTIONS THIS REPORT WILL ANSWER

  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.

Social Platforms Used by US Marketers for Influencer Marketing, 2020-2025 (% of total marketers)
E-Mail ChartDownload

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

authors

Jasmine Enberg

Contributors

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