Influencers Gain Traction – 66% of Brands Increased Their Budget for Creator Campaigns

Companies and specific brands are focusing more on creator campaigns, something we haven’t seen with this volume before. Just over 66% of all brands say that they have spent more on paying influencers and creators to campaign their products than ever before. 

This is according to the new research from CreatorIQ which found that 52% of brands have grown their creator marketing support. 

Also found in the survey, Instagram and Instagram Stories are still the most popular social creator platforms for creator’s marketing. 96% of the brands surveyed, and 86% of creators, said that they are regularly using Instagram Stories. 

With that being said, TikTok is completely revamping their ads to engage their users more than ever. Even with TikTok being one of the most used apps for social interactions, only 46% of brands and 42% of creators are using the TikTok platform for marketing purposes. 

As far as a real dollar amount goes, just under 50% of brands have spent $500k/year on creator marketing, and 10% of those have spent over $1 million.