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US creators opt for Instagram, despite Reels revenue concerns

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: About 98% of creators use Instagram feed posts, Instagram Stories, and Instagram Reels, putting the platform above TikTok, Facebook, and other popular social networks for creator use, according to Mavrck.

Beyond the chart:

  • Nearly 60% of US social network users will use Instagram this year, according to our forecast, meaning the platform is still at the forefront of influencer marketing.
  • Instagram is poised to sustain its lead with the help of the potential for high-paying partnerships and its more recent performance-based monetization program.
  • That said, TikTok is not far behind Instagram, as 89.6% of US creators will share sponsored video content on the platform this year. Its algorithm has been a major draw for up-and-coming, video-first creators, as it allows them to build audiences more easily than on other channels like Instagram or YouTube.

Use this chart:

  • Discover which social platforms are favored by creators.
  • Understand which types of sponsored posts are used most.

More like this:

More Chart of the Day:

Methodology: Data is from the August 2023 Mavrck "Creator Compensation Report." 689 US content creators ages 18+ were surveyed during June 2023.