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Instagram is still crucial for influencer marketing, even as TikTok is on the rise

For more insights and key statistics on the biggest trends in today’s most disruptive industries, subscribe to our Chart of the Day newsletter.

Key stat: 53.7% of US marketers will use Instagram Reels for influencer marketing this year, making it the top platform for influencer marketing according to our forecast.

Beyond the chart:

  • Instagram Reels will be used by 62.2% of marketers in 2025, putting it in line with Facebook.
  • Our July forecast shows Instagram will be used by 97.6% of US marketers in 2023 due to its diverse content formats, extensive creator tools, and large audience.
  • TikTok’s engagement rates are higher than Instagram Reels’; which could attract the other half of US marketers who have not yet used this platform.
  • Marketers can better engage audiences by running influencer marketing campaigns across various social channels. Pushing content across channels to take a video-first (rather than platform-first) approach can assure marketers are meeting audiences on TikTok, Instagram, YouTube, and beyond.

Use this chart:

  • Understand which social channels have the most potential for influencer marketing.
  • Advocate for adding TikTok to the influencer marketing mix if your brand hasn’t joined yet.

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