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EMARKETER

US Video Influencer Marketing 2022

TikTok Is Transforming Creator Video, but Don’t Move Instagram and YouTube to B-Roll

Report by Jasmine Enberg  |  Mar 8, 2022
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Report
Deck
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Table of Contents
Executive Summary
Key Points
Video Is an Essential Part of the Influencer Marketing Playbook
TikTok Has Transformed Creator Video—Now Marketers Are Catching Up
How to Incorporate Video Into Influencer Marketing Strategies
Insider Intelligence Interviews
Read Next
Sources
Media Gallery
About This Report
The “TikTok effect” on influencer marketing is palpable, but Instagram and YouTube are still highly relevant venues for creator video.
Topics
Influencer Marketing
Social Media Usage
Digital Video
United States
Table of Contents
Executive Summary
Key Points
Video Is an Essential Part of the Influencer Marketing Playbook
TikTok Has Transformed Creator Video—Now Marketers Are Catching Up
How to Incorporate Video Into Influencer Marketing Strategies
Insider Intelligence Interviews
Read Next
Sources
Media Gallery

Executive Summary

Video is an essential part of the influencer marketing playbook. While TikTok is the platform on every marketer’s mind in 2022, Instagram and YouTube—and even Facebook—will continue to provide ample opportunities to reach audiences via creator video.

3 KEY QUESTIONS THIS REPORT WILL ANSWER

  1. What types of creator video are consumers watching and on which platforms?
  2. How is TikTok changing influencer marketing, and what will happen to creator video on YouTube and Instagram?
  3. What are best practices for incorporating video into influencer marketing strategies?

WHAT’S IN THIS REPORT? An analysis of the creator video landscape, TikTok’s impact on influencer marketing, and strategies for marketers to achieve video success in 2022.

Social Platforms Used by US Marketers for Influencer Marketing, 2020-2025 (% of total marketers)
E-Mail ChartDownload

KEY STAT: More US marketers now use TikTok than YouTube for influencer marketing, but TikTok still sees significantly lower usage than Instagram.

Here’s what’s in the full report

2files

Exportable files for easy reading, analysis and sharing.

16charts

Reliable data in simple displays for presentations and quick decision making.

8expert perspectives

Insights from industry and company leaders.

    Table of Contents

    1. Executive Summary
    2. Key Points
    3. Video Is an Essential Part of the Influencer Marketing Playbook
    1. TikTok Has Transformed Creator Video—Now Marketers Are Catching Up
    2. How to Incorporate Video Into Influencer Marketing Strategies
    3. Insider Intelligence Interviews
    1. Read Next
    2. Sources
    3. Media Gallery

    Charts in This Report

    Social Platforms Used by US Marketers for Influencer Marketing, 2020-2025 (% of total marketers)US Influencer Marketing Spending, 2016-2023 (billions and % change)
    Select Channels on Which UK/US Marketers Anticipate Increasing Influencer Marketing Spending, Sep 2021 (% of respondents)Total Facebook and YouTube Video Minutes Watched Among US Internet Users, by Creator Type, Q4 2020-Q4 2021 (millions of hours)
    Change in Proportion of Instagram Video Content Published in the Past Year* According to Influencers Worldwide, Aug 2021 (% of respondents)Where Do US Consumers Prefer to Watch Social Short-Form Videos? (% of respondents, Sep 2021)
    What Content Formats Do UK/US Marketers Use in Their Influencer Marketing Strategy? (% of respondents, Aug 2021)Regular Usage of Instagram Stories and TikTok Among Brands vs. Influencers Worldwide, Aug 2021 (% of respondents)
    Instagram Influencer Sponsored* Stories per Week Worldwide, 2020 & 2021 (number of sponsored Stories and % change)Instagram Story Reach Rate Worldwide, by Number of Followers, 2019-2021 (% reach)
    US Creators Who Have Participated in a Shopping Livestream, Nov 2021 (% of respondents)Go-To Shopping Livestream Platforms According to US Creators, Nov 2021 (% of respondents)
    How Much of What US TikTok Users Watch on TikTok Is Influencer Content? (% of respondents, Jan 2021 & Jan 2022)Does a YouTube Influencer's Endorsement Make US Teens/Adults More Likely to Purchase than Other Types of Ads? (% of respondents, by ad type, Dec 2021)
    US Instagram*, TikTok*, and YouTube Users, by Generation, 2022 (% of total)Video Types that Produced the Best Content Marketing Results According to Marketers Worldwide, Sep 2021 (% of respondents)

    Interviewed for This Report

    Stephen DiMarco
    Tubular
    Chief Strategy Officer
    Interviewed January 26, 2022
    Rohan Goswami
    Head of Talent, US
    Head of Talent, US
    Interviewed January 31, 2022
    Matt Higgins
    Blue Hour Studios
    Vice President, Strategy
    Interviewed January 27, 2022
    Jane Ko
    A Taste of Koko/@atasteofkoko (Instagram)
    Blogger and Creator
    Interviewed January 27, 2022
    Caspar Lee
    Influencer/@caspar (YouTube)
    Co-Founder and Chief Visionary Officer/Creator
    Interviewed April 8, 2021
    Jas Mathur
    Limitless X/@limitless (Instagram)
    Founder and CEO/Health and Wellness Influencer
    Interviewed January 27, 2022
    Cindy Prado
    @cindyprado (Instagram)
    Fashion and Fitness Creator
    Interviewed February 8, 2022
    Brittany Rollheiser
    Mindshare
    Senior Partner and Client Investment Lead
    Interviewed February 2, 2022

    authors

    Jasmine Enberg

    Contributors

    Natalie McGranahan
    Senior Researcher and Taxonomy Manager
    Paul Verna
    Principal Analyst
    Debra Aho Williamson
    Principal Analyst
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