Building better connections – Nielsen

Since the pandemic, many social media platforms experienced remarkable growth. People are now more connected than ever, and they’re ready to connect. 

Many brands have begun to invest heavily in social media and are turning to influential people to build more profitable relationships with their customers. Global marketers plan to increase their social media spend by 53% over the next 12 months.¹More than any other marketing channel. Marketers must navigate a complicated landscape as influencer marketing becomes a major investment for brands. 

To help in your decision-making process, we’ve used SME InfluenceScope to gather key trends and insights into the current social media influencer landscape and population across three of the platforms most-used by influencers: Instagram, TikTok and YouTube.

These are the highlights:

• Who—or what—are influencers?
• Influencers and their audiences
• Is there a global distribution? 
• Which are the biggest influencers on platforms?

Note:

1. 2022 SME Annual Market Report