Influencer marketing: TikTok beats Facebook

Influencer marketing: TikTok beats Facebook

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According to a social media budget report, TikTok now overtakes Facebook in influencer marketing spend. It’s a huge blow for Meta, which has a chain of bad news and depends on Facebook Ads, especially after the decline in its turnover.

Since its launch in 2016, TikTok has steadily gained popularity in the world of social networks and progressed at a high speed, posting insolent growth and putting Facebook in great difficulty. Even if it remains the last to have landed in the world of social networks, TikTok has been ranked for years among the essential channels on the influence market. Its audience has grown so much that it no longer only affects teenagers, but a much larger target.

Read also: What if TikTok became the next generation LinkedIn?

When the giant Meta takes TikTok for inspiration

TikTok was launched in 2016. Since then, the social network has become the most downloaded application in the world and the most popular among young people who now use it twice as much as Facebook and Instagram.

To face this very tough competition, Mark Zuckerberg had the idea of ​​copying all the features of TikTok and adding them to his platforms. This idea has faced a real outcry, especially after the rant launched by celebrities Kim Kardashian and Kylie Jenner. They have indeed called for “Go back to Instagram and stop trying to be TikTok”. The message was taken up en masse by Internet users who do not appreciate Instagram becoming a carbon copy of TikTok. Meta, like YouTube, has indeed taken over the short video format from TikTok. Following these criticisms, Instagram canceled its updates which were to allow it to resemble the Chinese social network.

Read also: Who is Zhang Yiming, founder of ByteDance, parent company of TikTok?

Influencer marketing: TikTok widens the gap with Facebook and will soon overtake YouTube

In a report published by several analysts ofInsider IntelligenceFacebook has amassed $739 million in influencer marketing, slightly behind TikTok which this year saw its advertisers spend a total of $774.8 million, a sum three times smaller than that of Instagram, which reaches 2.23 billion dollars. Naturally, Instagram aims to maintain its lead over TikTok.

Jasmine Enberg, Principal Analyst at Insider IntelligenceExplain ” TikTok is seeing a surge in popularity for influencer marketing, but it still falls far short of Instagram in terms of spend or marketer adoption. This is partly due to the higher prices Instagram creators charge for content, but also to its wide range of content formats, most of which are now purchasable. “. She continues: “ This is essential for Instagram to maintain its lead in the influencer marketing space, especially since many creators on TikTok now boast a follower count that rivals or exceeds that of Instagram and Youtube. »

Analysts say it’s only a matter of time before the Chinese platform overtakes YouTube and its $948 million. They estimate that this will happen within two years. Nonetheless, the report points out that when it comes to influencer marketers, TikTok has far surpassed YouTube in terms of a pure influencer tool.

Read also: 24 hours in the life of a TikTok employee

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