Survey finds TikTok is now creators’ favorite platform

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:

• Beauty blogger Jackie Aina, who has 1.8m followers on Instagram, launched a candle company.
• Emma Chamberlain, a YouTuber with 10.9m subscribers, launched a coffee brand.
• Addison Rae, with 84.6m TikTok followers, started a makeup line.