TikTok’s Rise Fails to Dim Instagram’s Shine in the Eyes of Influencer Marketers

When TikTok first entered the scene, it felt like it was going to supplant the entire social media industry thanks to its advanced algorithm and the unbelievable rate of virality that its videos tended to reach. In spite of the fact that this is the case, other platforms were quick to adapt, and it turns out that Instagram in particular is performing well at least as far as influencer marketing is concerned.

With all of that having been said and now out of the way, it is important to note that 53.7% of marketers in the US plan to use Instagram Reels in their influencer marketing campaigns in the present year. This data comes from Insider Intelligence, and it sheds some light on the durability of Instagram in the face of TikTok’s paradigm shifting onslaught on the industry.

Based on the data presented in this report, 97.6% of marketers say that they plan to use Instagram in some capacity because of the fact that this is the sort of thing that could potentially end up allowing them to avail its multiple features. These features include the variety of content formats, with both long and short form videos as well as images on offer, as well as the wide array of creator tools that Instagram has available.

Furthermore, Instagram has a massive user base, which can help marketers to get more traction than might have been the case otherwise. However, just because Instagram is performing well does not mean that TikTok is falling behind all that much.

Indeed, TikTok is still used by 50% of marketers for influencer campaigns, so while it is not quite as popular as Instagram, it does not have all that much ground to cover either. TikTok is expected to reach 57.7% by 2025, which is still short of Instagram’s projected 62.2%. This indicates that TikTok will struggle to catch up, although the industry is inherently unpredictable and there is no telling what it might look like in the near future.

TikTok is competing with Instagram Reels, but Instagram in general is the go-to platform for marketers. Facebook is stagnating, with Instagram Reels set to surpass it by 2025, and YouTube is languishing at the very bottom of the list with a meager growth rate predicted at least for the next two years.

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