Marketers continue to increase their investment in creator campaigns.
However, successfully allocating those dollars is becoming more difficult as prices rise, the number of channels expands, and measurement continues to lag, reported Insider Intelligence/eMarketer.
According to a March 2023 research from Later and Mavrck, Instagram remains the dominant platform for sponsored content, and more creators worldwide report being paid to create Reels than TikTok videos.
The data shows that Instagram dominates the top two spots of platforms for influencers paid by brands. After that is TikTok, followed by Facebook.
Twitter only maintains 8.3% of the content for influencers, followed by LinkedIn with 7.9%.