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Instagram Reigns Supreme With Influencers, but TikTok Gains Ground

According to the study, 62% of brands and agencies named Instagram as the most important social media platform

In the ever-evolving world of influencer marketing, the battle of social media platforms continues. Recent research from CreatorIQ highlights the ongoing dominance of Instagram as the go-to platform for influencer marketing, while shedding light on TikTok’s growing influence in this dynamic landscape.

Instagram: The Unwavering Leader
According to the study, 62% of brands and agencies named Instagram as the most important social media platform. Instagram’s continued popularity can be attributed to its established user base and versatile features, which cater to both influencers and brands. On a related note, 60% of brands/agencies also named Instagram as providing the best ROI (With TikTok lagging 22%).

Creators, meanwhile, also love Instagram, with 94% of creators reporting that they regularly create content on Instagram, compared to 62% for TikTok. Another 56% of creators consider Instagram their primary platform, while only 18% favor TikTok. What’s more, 65% say Instagram is their most lucrative platform, compared to 21% for TikTok.

TikTok’s Upward Trajectory
While Instagram remains the reigning champion, TikTok is making its presence known. In a sign of its growing influence, 41% of creators reported using TikTok more in the past year compared to the previous year.

The rise of TikTok is undeniable, as it gains traction among both creators and brands. Its unique format and growing user base are contributing to its increasing importance in the influencer marketing landscape.

As these platforms evolve and compete, influencers and brands must remain agile and adapt to the changing dynamics of the digital marketing world to maximize their reach and impact.

For more details on these findings, and for additional Creator Marketing Trends, download CreatorIQ’s Creator Economy Trends Report free today.

About CreatorIQ

CreatorIQ is the engine powering creator-led marketing for the world’s most innovative, iconic brands and agencies including AB InBev, Airbnb, Calvin Klein, CVS, Disney, H&M, Sephora, and Unilever. Our industry-leading data and robust technology help marketers discover, activate, optimize, and convert creator relationships at scale. By putting creators at the center of their marketing efforts, our clients unlock the full potential of creator relationships to expand brand reach, scale quality content production, grow customer engagement, and increase return on creator spend.

Founded in 2014, CreatorIQ is headquartered in Los Angeles with offices in San Francisco, Denver, Austin, Detroit, Chicago, Toronto, Miami, New York City, London, Auckland, and Kharkiv (UA). For more information, visit