TikTok will surpass the meta platforms Facebook as to the amount of money advertisers are spending on influencer marketing in the US by the end of this year and will beat YouTube by 2024, according to a new forecast from Insider Intelligence provided exclusively to The Information. Both social networks will not catch up Instagram, also owned by Meta. The photo sharing app continues to be the best platform to date for advertisers who pay creators to promote products and services.
“Marketers feel more comfortable experimenting on TikTok,” he said Jasmine Enberg, principal analyst at Insider Intelligence. “A lot of marketers were a little hesitant or uncomfortable with this new kind of format.”