Vendor reportCreatorIQ, 2025

TikTok is the platform both brands and agencies plan to use most next year for creator marketing

Channel validation

Platforms Brands Plan to Use Most Next Year

Platforms Brands Plan to Use Most Next Year
Platform	Share of Brands (%)
TikTok	26%
Instagram	23%
YouTube	19%
Facebook	18%
X	4%
Twitch	3%
Pinterest	2%
LinkedIn	2%
Snapchat	1%
Threads	1%
Reddit	1%
Substack	1%

Reader Note:: This figure asks brands which platform they plan to use most next year. In the table, TikTok leads at 26%, followed by Instagram at 23%, YouTube at 19%, and Facebook at 18%. These are stated plans, not observed usage, and the exact brand base for this chart is not given.
Evidence:: Self-reported behaviour
Vendor interest:: High — This comes from a company with a commercial interest in this market, so it is not a neutral source.
Sample:: Survey of 1,723 respondents: 747 brands, 676 agencies, and 300 creators across 17+ industries and 9+ regions, conducted by Sapio Research in July 2025, with additional CreatorIQ research in August 2025.

Good for

A rough sense of size and direction, and deciding what to look at first.

Not for

Exact numbers, or saying that one thing caused another.
This comes from a company with a commercial interest in this market, so it is not a neutral source.
The source says how much it looked at, but not how any of it was chosen.

4.4x

How much better an AI search visitor converts compared to an organic search visitor, on average

of Google searches that showed an AI summary ended with a click on a link inside that summary (US, March 2025)

20% of Gen Z and 17% of Millennials discover new brands through influencer endorsements, vs 12% of Gen X and 5% of Boomers

Share of each generation who discover new brands via influencer endorsements
Generation	Share who discover brands through influencers (%)
Gen Z	20%
Millennials	17%
Gen X	12%
Baby Boomers	5%

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of shopper sessions in the US involved an AI tool as of June 2026, up 2.3 percentage points from a year earlier

is the short-term ROI index for influencer campaigns in the UK, right on the market average with 4.5% of short-term sales (excluding campaigns that produced no result)

21–26%

of consumers in the US, UK, and Germany report using AI tools to research products online, per Statista's 2026 Global Survey (Jul 2025–Jun 2026).

TikTok is the platform both brands and agencies plan to use most next year for creator marketing

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