45% of Influencer Marketers Use Tiktok, Ahead Of Facebook

Nearly half (45%) of influencer marketers use TikTok for their campaigns, a figure that is just ahead of Facebook (43%), according to research from Influencer Marketing Hub.

TikTok was the social winner of 2020 as its audience grew rapidly and user activity doubled. Brands have taken notice as a result – over two-fifths (44%) of marketers plan to spend more on TikTok in 2021, making it the fourth most in-demand platform and ahead of Facebook.

Instagram continues to lead, however, with two-thirds (68%) running campaigns on the platform. Instagram may have suffered from the focus on TikTok, though, as it saw a drop from 80% of influencer marketers last year.

Competition between the two platforms is likely to accelerate this year as they both expand into social commerce. For marketers looking to tap into this growth, recognising that Instagram content often focuses on inspiration while TikTok is more about entertainment will be vital. Understanding how these platforms fit into the wider omnichannel selling strategy will also be important.

Influencer marketing may present a challenge to shoppable media, though, as many are launching owned products which can complicate the relationship with brand advertisers.

Credit: WARC