TikTok's Rise in Influencer Marketing: A Threat to Instagram's Reign

In the current era of digital innovations, Instagram has long reigned supreme. The Meta-owned platform has been the top choice for creators and brands alike, offering a visually focused platform that has helped launch countless careers and campaigns. However, in recent months, TikTok is not far behind Instagram.

According to a new study conducted by Emplifi, Instagram is still the prime choice for internet marketing campaigns, with an estimated ninety percent of active influences on this platform. However, TikTok is not far behind, it hosts sixty-six percent of influencers. While Instagram's dominance in space is still undeniable, the report suggests that TikTok's rapid rise is worth watching.

One of the key reasons for TikTok's fame in the influencer marketing space is its ability to reach younger people. The platform's average consumer base is aged between 10 and 19 years old, making it an attractive platform for brands looking to target a younger demographic.

It has also been praised for its innovative features, which have helped it stand out in a crowded internet landscape. The platform's precise content has proven to be a hit with individuals. Brands have been quick to capitalize on TikTok's fame, with campaigns ranging from hashtag challenges to product placements.

However, Instagram is not taking TikTok's challenge lying down. The platform has recently launched several new features to keep its influencer marketing offerings competitive. One of these features is Insta Reels, which allows consumers to create s-precise content like TikTok. The research also shows that reels have risen by approx. 240% in the current year, making brands & individuals earn more.

In addition, various industries can multiply their reach through these strategies. Among all industries, healthcare is the most hit one, with reaches multiplied almost 18 times through these strategies.

Despite TikTok's growth, it remains to be seen whether the platform can overtake Insta as the go-to choose for internet marketing campaigns. However, what is clear is that TikTok's rise is a sign of the ever-evolving landscape of social media and influencer marketing. As brands continue to explore new ways to reach audiences and build their online presence, it will be fascinating to see how these two competitors, and others, continue to compete and innovate in the years to come.

Read next: IZEA’s State of Influencer Equality 2023 report shows average earnings have dramatically risen for influencers of all races and genders

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