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.
