Influencer marketing expenditure in the U.S. 2019-2024, by platform
In 2021, TikTok accounted for 10.2 percent of influencer marketing spending in the United States. This was the smallest share among the four platforms presented in the data set. However, TikTok was forecast to overtake Facebook already a year later and YouTube in 2023, making it second only to Instagram, whose market share is projected to remain fairly stable in the upcoming years.