TikTok surpasses YouTube as the third-most-popular influencer platform
Facebook and Instagram remain the first two most popular influencer marketing platforms.
eMarketer today stated that TikTok surpassed YouTube as the third-most-popular influencer marketing platform among US marketers. This is the conclusion of the latest influencer marketing forecast from Insider Intelligence. Facebook and Instagram remain the first two most popular influencer marketing platforms.
This year, eMarketer expects 45.7% of US marketers from companies with 100 or more employees to use TikTok for influencer marketing versus 42.5% for YouTube.
TikTok is the most popular domain in the web, just after Google, according to Cloudflare data.
“YouTube hasn’t kept up with the short video trend,” says Jasmine Enberg, principal analyst at Insider Intelligence. “YouTube Shorts is no match for TikTok or even Instagram Reels, as it continues to struggle to attract both creators and viewers. At the same time, TikTok and Instagram are encroaching on YouTube’s territory as they lean into longer-form video.”
According to eMarketer, daily time spent on TikTok among US adult users of the platform hit 40 minutes in 2021 and will be 38 minutes this year, as the pandemic-fueled consumption of social media wanes slightly. Time spent among adult users of YouTube this year will jump about one minute to reach nearly 46 minutes per day, on average.
“TikTok is truly giving YouTube and other social platforms a run for their money, both literally and figuratively,” said Enberg. “Longer videos, along with new features like livestreaming and shoppable content, will continue to lock in more user engagement, and thus marketing dollars, on TikTok. YouTube isn’t going anywhere, but it will have to innovate to stay relevant.”
PPC Land is an international news publication headquartered in Frankfurt, Germany. PPC Land delivers daily articles brimming with the latest news for marketing professionals of all experience levels.
Subscribe to our newsletter for just $10/year and get marketing news delivered straight to your inbox. By subscribing, you are supporting PPC Land.
You can also follow PPC Land on LinkedIn, Bluesky, Reddit, Mastodon, X, Facebook, Threads, and Google News.
Know more about us or contact us via info@ppc.land
Our latest marketing news:
- Amazon launches Target Promotion for Sponsored Products advertisers
- Amazon Prime Video secures landmark NBA and WNBA broadcasting rights deal
- FTC Warns: Hashed data not anonymous, companies risk deceptive practice claims
- Taboola unveils AI-powered solution to boost publisher traffic amid digital shifts
- Meta tackles Nigerian financial Sextortion Scams in massive account purge
- FTC launches probe into surveillance pricing practices of eight companies
- Location-based advertising: revolutionizing digital marketing strategies
- Reddit's exclusive Search Deal with Google raises concerns over AI Data
- Netflix surges in Nielsen rankings, streaming dominates TV consumption
- Kargo and TikTok partner to enhance offline sales insights for advertisers