Vendor reportCreatorIQ, 2025

TikTok was the top ROI platform for 25% of influencer agencies

Channel validation

Agencies: Social Platforms Ranked by Greatest ROI for Creator Marketing

Agencies: Social Platforms Ranked by Greatest ROI for Creator Marketing
Platform	Share of agencies selecting platform (%)
Instagram	22%
TikTok	25%
Facebook	19%
YouTube	17%
X	4%
LinkedIn	4%
Twitch	2%
Snapchat	2%
Pinterest	1%
Reddit	2%
Threads	1%
Substack	1%

Reader Note:: This figure comes from the 2025 CreatorIQ/Sapio survey and asks agencies which social media platform provides the greatest ROI for creator marketing. In the table, 25% selected TikTok, ahead of Instagram at 22%, Facebook at 19%, and YouTube at 17%. The report does not state the exact agency base for this chart. This is a platform preference based on agency self-reports, not a measured ROI audit.
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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11.4%

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 was the top ROI platform for 25% of influencer agencies

Good for

Not for

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