By 2022 the marketing of influencers it grew to become a $16.4 billion industry.
Currently, the industry influencers It is worth around $13.8 billion.
The digital platform preferred by influencers is TikTok.
This year the use of social networks continues to increase in numbers, since more and more people are in these digital spaces. A new study found that 81 percent of influencers spend between one to five hours a day online on the TikTok social network.
The growth of influencers is due to the arrival of social networks and there is data that reveals that the influencer market in 2021 was 5,869 million euros (around 100,000 Mexican pesos).
In this sense, with the appearance of social networks in the market there are millions of content creators, where eMarketer data reveals that by 2023 the preferred social network of these creators is Instagram, it continues to be the platform chosen by influencers.
According to eMarketer estimates, 76.6 percent of marketers in the United States will use Instagram for their influencer campaigns by 2023.
New data
As part of the growth of influencer marketing, new research from SocialPubli revealed that TikTok continues to gain popularity among these creators.
The report, which is called Influencer Marketing on TikTok 2023, analyzed the behavior of influencers, brands and advertisers, which are two protagonists that have turned this platform into a phenomenon that has completely changed the patterns of digital marketing.
In this sense, the fame of TikTok is reflected in data from the Chinese company that indicates that since its launch in 2017, the short video platform has an estimated 136 million users in Latin America and is projected to reach 173 million. by 2027.
The study indicated that TikTok outperforms other platforms in watch time, with more than 80 percent of influencers spending between one and more than 5 hours a day on the platform.
It also mentions that almost 21 percent have tripled their use since the pandemic. The study also reflected that 28 percent of those surveyed monetize enough to be extra income, with eight percent who could live exclusively on the income they generate on TikTok.
“With this new study, we wanted to know the opinion of the main actors in digital marketing on TikTok: influencers and advertisers. We have confirmed that brands are increasingly abandoning sponsorships with macro-influencers and opting for micro-influencers with niche audiences. This gives hope to content creators to continue positioning themselves on this social network, where short and entertaining video is everything,” said Ismael El-Qudsi, CEO of SocialPubli in the report.
The research indicated that highly effective campaigns are reflected in the fact that 80 percent of the surveyed advertisers claim to have carried out marketing campaigns on this social network and 82.5 percent consider them effective.
“TikTok opens doors to new markets, where 69.4 percent of the brands say that the social network has allowed them to expand into new markets,” they explain.
And this is how one of the main objectives of brands is to expand their business possibilities and during the pandemic we saw how digital platforms facilitated this action.
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