TikTok
This social media newcomer launched worldwide less than six years ago and became the first social media app not owned by Meta to hit 3 billion downloads globally in 2021. With that kind of reach, it’s no wonder TikTok is fast becoming an influencer favorite. The platform overtook Facebook as the second-most popular social media platform for 43 percent of influencers. TikTok wins over Gen Z audiences thanks to its short-form video content. 61 percent of U.S.-based Gen Z’s use the platform at least once a month. The platform also drives a 7.5 percent average engagement, nearly double Instagram’s 3.2 percent.
Who you’ll reach: TikTok is popular with all age groups—particularly younger demographics. About 47 percent of its user base is under 30 years old.
Top influencer platforms (and the users on them)
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