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About
Influencer Marketing 2022
Spending Rises amid Economic Uncertainty, and TikTok Gains on Competitors
Executive Summary
Recent reports have suggested influencer marketing is facing budget cuts due to rising inflation and other macroeconomic challenges. We don’t believe that’s the case. Our forecast shows US marketers will continue to increase their spending on creator partnerships—and more of those dollars are now going to TikTok.
3 KEY QUESTIONS THIS REPORT WILL ANSWER
- Why will influencer marketing remain resilient amid the current economic uncertainty?
- What factors could cause marketers to reduce or reallocate their spending on creators?
- On what platforms should marketers work with influencers?
WHAT’S IN THIS REPORT? Our inaugural forecast for influencer marketing spending on Instagram, Facebook, TikTok, and YouTube, along with an analysis of why marketers are funneling more money into creator partnerships and what (if anything) could change that.
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KEY STAT: Instagram will continue to command the highest share of influencer marketing dollars, but TikTok will overtake Facebook in 2022 and YouTube in 2024.
authors
Jasmine Enberg
Contributors
- Natalie McGranahan
- Senior Researcher and Taxonomy Manager
- Shelleen Shum
- Senior Director, Forecasting
- Yaffa Wagschal
- Forecasting Analyst
- Debra Aho Williamson
- Principal Analyst
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