Instagram Dominates for Creator Marketing, But TikTok’s Making Inroads
84% of brands say Instagram is their most commonly used platform for creator marketing, per a new report from CreatorIQ.
According to a recent report from CreatorIQ, Instagram remains the darling of creator marketing, cited by organizations overall as the most integral platform. But things change when comparing ROI cited by brands and agencies, with TikTok narrowly winning for agencies.
- 84% of brands say Instagram is their most commonly used platform for creator marketing, followed by YouTube (73%) and TikTok (71%). Instagram also wins for usage with agencies (76%), but TikTok narrowly beats YouTube, 76% vs. 75%.
- While 29% of brands cite Instagram as the top platform for ROI, agencies report slightly more success on TikTok (26%) than Instagram (25%).
- From creators’ perspective, TikTok is winning as both the most regularly used and the most creator-friendly. That being said, Instagram is the most lucrative for creators, as cited by 28%, just above TikTok (27%).
Read more and download CreatorIQ’s fifth annual State of Creator Marketing report here.
