Instagram has traditionally dominated the influencer marketing industry.

According to a study by Influencer Marketing Hub, 79% of brands in a survey said they predominantly go to Instagram for influencer campaigns. This is compared to 46% who go to Facebook, 36% who go to YouTube, and 24% who go to Twitter.

Social media is continuously evolving, of course, as are the trends and tastes of its users. In 2019, creative short-form video was the name of the game, and TikTok the platform that everyone was talking about.

With its selection of editing tools – including copyright-free music, soundbites, filters, and AR effects – TikTok has naturally borne a more stylised and slick style of content; designed to truly entertain rather than to portray a lifestyle that people want to emulate (or buy into). Now with TikTok surpassing one billion global downloads, brands are naturally trying to tap into the platform’s influencer opportunity.

Premium content

To continue reading this content and gain access to more than 30,000 exclusive pieces of data, research, reports and articles, you need to subscribe. Use the button below to view your options and sign up. Already have a subscription? Simply sign in below

Need help signing in?

EMEA/USA: +44 (0)20 7970 4322 | email: