Nearly half (45%) of influencer marketers use TikTok for their campaigns, a figure that is just ahead of Facebook (43%), according to research from Influencer Marketing Hub.

Why it matters

TikTok saw rapid user growth in 2020 and marketers are increasingly using the platform as a way to engage audiences. While influencer marketing on the app has just overtaken Facebook, it still trails behind Instagram.

Both TikTok and Instagram will see growing competition this year as they mix storytelling and shopping. Influencers may present a challengeto shoppable media, though, as many are launching owned products which can complicate...