Observed Signal · Aug 31, 2023 · Market Research / Insights · Source: OnlineMarketing.de · Impact: 2/5 · Sentiment: Neutral
Sponsored Posts: Instagram Tops Platforms
An article summarizes a Mavrck study of US creators in June 2023 on where sponsored posts are shared. The analysis surveyed 689 creators and relied on a graphic shared by Matt Navarra. It found Instagram led, with about 98% of creators sharing sponsored posts via Instagram formats (Stories, Reels, and Feed posts). TikTok ranked second, with roughly 90% posting sponsored content. Facebook posts were around 70%, and YouTube Shorts about 62%; Snapchat and LinkedIn were near 30%. The piece notes that the results may not be representative of the entire creator economy. It also highlights platform monetization moves: YouTube recently lowered some monetization thresholds for creators; TikTok allows serial formats and cross-video promotion; Meta expanded its Creator tools and bonuses, while reports mention reduced payouts in its Music Revenue program. Overall, Instagram appears the most popular channel for sponsored posts in the studied month.
Industry insight into Sponsored Posts across social platforms; not a major platform release or policy change.
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Key Takeaways & Evidence Grounding
- 689 US creators were surveyed for the analysis (Insider Intelligence cited).
- Instagram: about 98% of creators shared sponsored posts via Instagram formats in June 2023.
- TikTok: nearly 90% of creators posted sponsored content in June 2023.
- Facebook: around 70%; YouTube Shorts: about 62% of creators posted sponsored content.
- Graphic of the results was shared by Matt Navarra on Aug 30, 2023.
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