Social media platforms have experienced impressive user and engagement growth the past few years, and many brands are spending big on social, turning to influencers to make more personal (and profitable) connections with consumers. In fact, global marketers say they plan to increase their spend on social media by 53% in the next year, more than any other channel.
While social media influencers are engaging audiences across all platforms, their presence has gained traction relatively quickly on relative newcomer TikTok. According to Nielsen InfluenceScope, which measures social media influencers, the video-sharing platform has overtaken social media veteran Instagram in popularity for Micro (10K-50K followers), Mid (50K-100K), Macro (100K-1M) and Mega (>1M) influencer representation. More insite from Nielsen.