TikTok Is the Next Most Preferred App for Influencer Marketing

  • TikTok is now the second most preferred platform for influencer marketing and advertising, proper behind Instagram.
  • 68% of entrepreneurs surveyed by Linqia mentioned they planned to use TikTok for influencer advertising in 2021.
  • Below are the essential takeaways from Linqia’s the latest report.  
  • See more stories on Insider’s business page.

TikTok is no for a longer period an underdog.

The app is now the 2nd most well-known platform for influencer internet marketing (trailing just behind Facebook-owned Instagram and tied with Fb alone), according to a current study of 163 marketers by Linqia, an influencer-advertising and marketing agency. Linqia surveyed 163 business marketers and company industry experts (at firms with about $1 billion in earnings) among February and March about their influencer marketing ideas for 2021.

A whopping 68% of marketers surveyed explained they prepared on employing TikTok for influencer internet marketing in 2021. That is a dramatic shift from Linqia’s survey in early 2020, when only 16% of respondents experienced indicated they planned to use the limited-sort movie platform.

Instagram remained the foremost alternative for influencer promoting, on the other hand.

Below was the breakdown of all the big social-media platforms:

  • Instagram: 93% of respondents claimed they’d be making use of Instagram (a further 83% exclusively outlined Tales)
  • TikTok: 68% (up from 16%)
  • Fb: 68% (down from 79%)
  • YouTube: 48% 
  • Pinterest: 35%
  • Twitter: 32%
  • Snapchat: 26% (up from 16%)
  • Twitch: 13% (up from 5%)

“TikTok is listed here to stay and brands know that,” Brian Sorel, COO of the influencer-marketing and advertising firm NeoReach, told Insider in January. “I will not think nearly anything compares to the hurry we are viewing on TikTok.”

Home title brands like Dunkin’, Chipotle, and CeraVe (a drugstore skincare staple) have introduced several ad strategies on TikTok with influencers, including TikTok’s most important star, Charli D’Amelio.

Rapidly-style manufacturers like Princess Polly are bolstering a new technology of trend influencers on the app, and luxury makes like Hugo Manager and Revolve are also making their way around. Even streaming services, like

, have place methods into trying to harness the viral electric power of a TikTok trend.

“We can truly travel motion,” Sam Christie, TikTok’s West Coast revenue direct, advised Insider previously this 12 months. Christie’s staff pitches the company’s suite of ad alternatives to manufacturers like Netflix and


And even though Instagram is even now on major in the eyes of entrepreneurs, TikTok’s increase has set tension on it.

1 response by Instagram in July was the start of Reels, a feature that introduced 15- to 30-second vertical films. Reels seemed pretty related to TikTok and was deemed a “dud” by The New York Instances. But as 2020 progressed, some creators warmed to the aspect as a way to kickstart audience advancement. Other platforms like Snapchat (with Spotlight) and YouTube (Shorts) have also lately launched their very own TikTok-like functions.

While some influencers have embraced Reels as a growth motor, it still lags at the rear of Instagram’s other functions in marketer fascination. In Linqia’s study, only 36% of respondents indicated that they planned to use Reels.

Right here were being a couple other noteworthy takeaways from Linqia’s report:

  • Entrepreneurs care most about return on investment decision (ROI). About 65% of entrepreneurs surveyed explained ROI was their top concern when investing in influencer-advertising campaigns.
  • Budgets are healing after a rocky 2020. 71% of respondents who already knew their 2021 budgets indicated that paying out on influencer advertising would raise compared to 2020. 
  • Vertical online video is important. One in three marketers surveyed by Linqia stated that vertical movie was “particularly critical” to their influencer-internet marketing strategies for 2021.