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Influencer Marketing 2022

Spending Rises amid Economic Uncertainty, and TikTok Gains on Competitors

About This Report
The power of creators is alive and well—despite reports suggesting the opposite. Marketers are increasing, not cutting, their influencer spending, particularly on TikTok. But creator partnerships may not be right for every marketer, as challenges from brand safety to measurement persist.
Table of Contents

Executive Summary

Recent reports have suggested influencer marketing is facing budget cuts due to rising inflation and other macroeconomic challenges. We don’t believe that’s the case. Our forecast shows US marketers will continue to increase their spending on creator partnerships—and more of those dollars are now going to TikTok.


  1. Why will influencer marketing remain resilient amid the current economic uncertainty?
  2. What factors could cause marketers to reduce or reallocate their spending on creators?
  3. On what platforms should marketers work with influencers?

WHAT’S IN THIS REPORT? Our inaugural forecast for influencer marketing spending on Instagram, Facebook, TikTok, and YouTube, along with an analysis of why marketers are funneling more money into creator partnerships and what (if anything) could change that.

KEY STAT: Instagram will continue to command the highest share of influencer marketing dollars, but TikTok will overtake Facebook in 2022 and YouTube in 2024.

Here’s what’s in the full report


Exportable files for easy reading, analysis and sharing.


Reliable data in simple displays for presentations and quick decision making.

2expert perspectives

Insights from industry and company leaders.

    Table of Contents

    1. Executive Summary
    2. Key Points
    3. Influencer Marketing Will Remain Resilient
    4. TikTok, Travel, and Shifts in Social Advertising Are Driving Influencer Spending
    1. Influencer Marketing May Not Work for Every Marketer
    2. Best Practices for Working with Creators
    3. Insider Intelligence Interviews
    4. Read Next
    1. Sources
    2. Media Gallery

    Interviewed for This Report

    Lindsey Lehmann
    Director, Influencer and Branded Content
    Interviewed August 2, 2022
    Vickie Segar
    Village Marketing
    Interviewed July 25, 2022


    Jasmine Enberg


    Natalie McGranahan
    Senior Researcher and Taxonomy Manager
    Shelleen Shum
    Senior Director, Forecasting
    Yaffa Wagschal
    Forecasting Analyst
    Debra Aho Williamson
    Principal Analyst
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