TikTok sucks Instagram’s blood in influencer marketing

Social Media MarketingTikTok is stealing Instagram’s prominence in influencer marketing campaigns

45% of marketers say they implement their influencer marketing campaigns on the fashion social network: TikTok. Instead, the proportion of marketers who trust Instagram for their influencer marketing campaigns has fallen.

Can influencer marketing thrive without Instagram by your side? Until recently, most marketers would have answered this question with a resounding “no.” After all, the Facebook subsidiary has always been the particular playground of the specifiers. However, it seems that influencer marketing is taking off little by little from Instagram to throw itself into the arms of TikTok, which threatens to snatch the crown from this social network in the universe of influencer marketing.

About a year ago 80% of marketers were staring at Instagram for their influencer marketing campaigns. And 46% looked to Facebook for their influencer marketing strategies, while 36% bet on YouTube.

They enjoyed much less prestige twelve months ago in the arena of influencer marketing. Twitter (22%) y LinkedIn (12%).

However, a year later, the landscape in the field of influencer marketing is very different. This is concluded by a recent study undertaken by WARC which placed 5,000 professionals from marketing departments and agencies under the microscope. According to the report, which WARC carried out in January 2021, 45% of marketers say they implement their influencer marketing campaigns on the fashion social network: TikTok.

The extraordinary strength of TikTok as a channel focused on influencer marketing parallels the strong prolapse of Instagram in this area of ​​activity. The proportion of marketers who today are willing to place their trust in this social network for their influencer marketing campaigns has plummeted 12 percentage points in the last twelve months to 68%.

The gold medal in the arena of influencer marketing is still hanging by Instagram (although TikTok is already on its heels)

Instagram retains, yes, its leadership in the galaxy of influencer marketing, but its dominance is not as overwhelming now as it was a year ago.

As for Facebook, the parent company of Instagram, there is also a slight decrease in its relevance during the last year. The proportion of marketers who trust Facebook for their influencer marketing campaigns has dropped to 43%.

The importance of YouTube in influencer marketing remains, for its part, stable. 36% of brands and agencies continue to place their trust in this channel for their influencer marketing campaigns.

Things look much worse for Twitter, which today is used by only 15% of marketers (compared to 22% a year ago).

Instead, it has managed to boost its relevance in the field of influencer marketing LinkedIn., which is already used by 16% of marketers (4 percentage points more than in 2020).

The meteoric rise of TikTok in the universe of influencer marketing is directly related to the strong growth experienced by this platform in recent months. In addition, TikTok has not peaked far from it and will continue to hit the lug for months to come. Proof of this is that 44% of marketers expect to accelerate the investment assigned to influencer marketing on this platform.

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