A poll of 9,000 people in the US, UK, Canada, Germany, France, and Australia found that 56% would rather follow normal people on social media than celebrities because of the authenticity of their content. Affordability: Nano- and micro-influencers are less costly than macro-influencers.
As of now, YouTube and Instagram continue to have a strong lead in the battle for creators. In a September 2020 survey by influencer marketing agency Takumi, 47.3% of teens and adults ages 16 and over in Germany, the UK, and the US said they engaged with influencers on YouTube.
TikTok's success has renewed social platforms' interest in algorithms: Instagram, Snap, YouTube, and Twitter have all begun implementing algorithmically-recommended content over the past year.
Instagram and YouTube came next. Facebook and Instagram likely topped the list due to their overall popularity among social media users; they were used by 88% and 60% of respondents, respectively. These platforms have also significantly built out their shopping capabilities through features like Facebook Marketplace and Instagram Shopping.