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Is TikTok the Biggest Platform for Influencers? This Report Has the Answers

Influencer marketing has become a bit of a mainstay in the world of advertising because of the fact that this is the sort of thing that could potentially end up allowing brands to increase their sales by collaborating with creators that already have a lot of reach. A new report by eMarketer breaks down the some of the prevailing trends in the world of influencers, and it’s interesting to see just how much things have changed in the past few years or so.

The social media platform with the highest rate of growth in terms of its total share of influencers is TikTok, which increased its share from 36% in 202 to 45.7% in 2022. This rate of growth is expected to continue, with TikTok likely obtaining a 54.9% share by 2025. With all of that having been said and now out of the way, it is important to note that TikTok is by no means the major player when it comes to influencers and the like, with that honor instead going to Instagram.

72.5% of American influencers use Instagram, up from 62% in 2020. The projected share for Instagram by 2025 is expected to be somewhere around the 84% mark, which means that TikTok will still be far away from being the most desirable platform in that regard.

Still, TikTok has managed to supersede YouTube already since the latter has a pretty slow growth rate in terms of influencer share. TikTok will also close in on Facebook in the next few years, with the almost 10 point differential in 2020 projected to be whittled down to just over 7 points by 2025.

Chances are that Meta will double down on Instagram since this is the only social media platform that it owns that is expected to grow rapidly in the coming years. Its higher share of influencers that this report predicts is just one more example of that, and it will be interesting to see how things end up playing out. TikTok’s growth in this regard is a bit slower than what it has seen with other metrics such as monthly active users.


Read next: Statistics reveal TikTok is beating YouTube’s dominance in the Digital Video Market

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