Instagram holds strong as top choice for creators, while TikTok gains momentum

When it comes to creators sharing their content, Instagram is the go-to platform. According to Mavrck, a research firm, about 98% of creators use Instagram’s feed posts, Stories, and Reels. This puts Instagram ahead of other popular social networks like TikTok and Facebook in terms of creator activity.

In the United States, almost 60% of people who use social networks will use Instagram this year. This means that Instagram is still a favorite for influencer marketing and reaching a wide audience.

Instagram’s popularity is expected to continue, especially because it offers the potential for creators to make good money through partnerships and its newer way of making money based on how well their posts perform.

However, TikTok is not far behind Instagram in terms of creator interest. This year, around 89.6% of US creators will share videos that have been sponsored on TikTok. TikTok’s special way of showing content to people has attracted many creators who focus on making videos. It’s easier for them to find audiences on TikTok compared to other platforms like Instagram or YouTube. This has contributed to TikTok’s rise in popularity among creators.

Social media platforms constantly update and add new features to keep their audience interested and, in some cases, safe. Instagram recently added a new feature aiming to protect users from receiving unwanted DMs that might contain images or videos. Also, TikTok started testing new ad tools which will enable advertisers to match their CRM info with the audience’s insights, in a way that their privacy is protected. 

Additionally, a survey conducted in July this year shows LGBTQ young people of color feel the safest on TikTok, followed by Instagram.