Many social media platforms have undergone impressive growth the past few years, as the pandemic drove people indoors, in front of screens and searching for connection.
To address this need, many brands are spending big on social media, turning to influencers to make more personal (and profitable) connections with consumers. In fact, global marketers are increasing social spend by 53% in the next year1, more than any other channel. Yet, as brands make major investments in the world of influencer marketing, the ever-growing number of influencers creates a complex landscape for marketers to navigate.
To help in your decision-making process, we’ve used Nielsen InfluenceScope to gather key trends and insights into the current social media influencer landscape and population across three of the platforms most-used by influencers: Instagram, TikTok and YouTube.
Who—or what—are influencers?How influencers engage with audiencesWhat is the global distribution? Who are the top influencer personas across platforms
1. 2022 Nielsen Annual Marketing Report