TikTok will spend more on online marketing than Facebook this year and YouTube in 2024

Instagram may be worried about the threat of TikTok to its business, but in the short term, it is still far ahead when it comes to online marketing funds spent on American platforms.
According to a new analysis report, compared with TikTok, Instagram is expected to obtain nearly three times the online celebrity marketing expenditure in 2022, that is, spend $2.23 billion on Instagram and $774.8 million on TikTok.
However, although Instagram is good at TikTok in this respect, Facebook, another application of Meta, is not so lucky.
According to the new data from the analysts of Insider Intelligence, TikTok is expected to surpass Facebook in online marketing expenditure this year and YouTube, the second largest platform, in 2024.
At present, YouTube has spent 948 million dollars on the American platform for online celebrity marketing, exceeding Facebook's 739 million dollars.
In addition, the report points out that TikTok has surpassed YouTube on the basis of marketers' use of online celebrity marketing.
Although users want to see more photos and videos of their friends, Instagram has been steadily adjusting its algorithm and content to highlight the creators' content, recommended posts and advertisements.
However, as Instagram adjusts the ranking of its content in its main content, some creators worry that their influence will be negatively affected by changes.
Last week, after two members of the Kardashian family posted a complaint on their Instagram homepage, Instagram agreed to take back some recent updates that turned the application into TikTok and increased the number of recommended posts.
Of course, if Instagram changes its algorithm to allow more small creators to participate, giant influential celebrities like the Kardashian sisters may lose the opportunity.
The report also pointed out that this may be the final plan of Instagram.
In addition, it added that the combination of online celebrities benefiting from this monetization form has been changing over time.
The report said that, specifically, the content adjustment of Instagram would allow smaller "micro" and "nano" online reds (they are called "nano online reds") to share a large piece of cake.
Nano online celebrity is defined as an individual with 1000 to 4999 fans, while micro online celebrity is an individual with 5000 to 19999 fans.
These online celebrities have benefited from TikTok, which is part of the reason why the app attracts creators.
The report also points out that the marketing expenditure of small online celebrity cooperation has been growing rapidly.
Analysts predict that this year, "nano" online bonus spending will grow by 220.5%, while "giant" online bonus spending will only grow by 8.0%.
(According to the company's definition, there are at least 1 million followers of the giant online celebrity.).
Marketers may also prefer to work with small creators for a variety of reasons -- including their cheaper prices, but they