Survey finds TikTok is now creators’ favorite platform

A survey found influencers prefer TikTok and may benefit from starting their own brands.


September 28, 2021

TikTok not only just passed 1B monthly global users, but it’s also the favorite platform of content creators, per a new study from the Influencer Marketing Factory.

The company’s most recent survey included responses from 500 US content creators, ~85% of whom said it was their full-time job.

Why do they like it?

There seems to be a correlation between creators’ favorite platforms and platforms where they make the most money. Of sampled creators:

  • 30% preferred TikTok, and 24% said it’s the platform where they make the most money
  • 22% preferred Instagram, and 22% said it’s the platform where they make the most money
  • 22% preferred YouTube, and 20% said it’s the platform where they make the most money

Another interesting takeaway…

… comes from Influencer Marketing Factory CEO and co-founder Alessandro Bogliari, who said the industry is changing as creators move away from just promoting other brands to creating their own.

And while 31% of respondents said they make the most money from brand deals, 25% cited their own business as their largest revenue stream.

Some influencer-to-entrepreneur examples:

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Psst

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