news: tick tock Short-form videos are still king when it comes to affiliate link engagement.
- TikTok influencer engagement rate for affiliate links was 5.2% in 2023. Industry KPIs Data from Captiv8. that's all Twice as many Instagram influencers (2.0%) and 20x more than YouTube (0.2%).
TikTok tops: Instagram Reels and YouTube Shorts have both emerged to take the throne as pioneers of the short-form format, but both platforms have a lot of catching up to do when it comes to influencer marketing.
- TikTok influencers’ engagement rates far exceeded those of Instagram influencers with comparable audiences.What is the engagement rate for TikTok influencers with 0 to 50,000 followers? 30.1%compared to just 1.8% for Instagram influencers.
- As the number of followers increases, the gap between platforms begins to narrow.Affiliate links from influencers with 50,000 to 100,000 followers performed better on TikTok (14.5%) Instagram (2.5%)For influencers with 100,000 to 200,000 people, the percentage shrinks to 7% on TikTok and 2.3% on Instagram.
Bigger is not necessarily better: Influencers with the most followers don't always drive the best engagement.
- On both TikTok and Instagram, Influencers with 50,000 to 100,000 followers had the highest engagement.affiliate viewership is 157.1% and 66.9%Each.
- This finding suggests that the larger a creator's audience, the lower the level of engagement per viewer. It may seem counterintuitive, but advertisers are already seeing the benefits of working with small creators.Partnership with the so-called “”micro influencer” have increased over the last few years.
Why it's important: More advertisers are using Instagram Reels for influencer marketing, According to July forecastEven if TikTok seems to increase affiliate engagement. An advertiser looking to get the most out of his spend may want to spend on TikTok instead, unless he sees a tangible strategic advantage to Instagram.
- The conclusion regarding engagement versus viewership also suggests that smaller brands don't have to feel squeezed by the biggest and most expensive influencers. take time, right Influencers are much more important than finding random partners with a large audience.
