TikTok Influencer Marketing in 2022

Editorial Team

In 2022, TikTok Influencer Marketing was successful in nations like the USA, Indonesia, and the UAE. Between 2021 and 2022, these countries reported a rise in the volume of influencer content. The UAE saw a jump of 32.07% between 2021 and 2022, while in the USA, where the platform has quite a stronghold, the influencer posts increased by at least 6.30%. On the other hand, Southeast Asian nations, including Vietnam, Malaysia, and the Philippines, recorded a dip.

According to affable.ai data, the UAE has the maximum number of male users (71.29%), while the USA has the most female users (60.92%). Gen Zs of the Philippines and millennials in the UAE and Malaysia remained the most active users on the platform. Since TikTok is widely popular among younger audiences, SEA nations retained the attention of over 38.29% of its users aged 19-25 years.

Gen Zers in the USA comprises 33.60% of the TikTok user base. The UAE has a maximum of 34.88 % of users under the millennial age group. It is followed by Malaysia (29.06%), Singapore (28.63%), the USA (26.64%), Indonesia (22.47%), and the Philippines (21.93%). Vietnam has the lowest 19.75% millennial user base. Notably, the USA has the highest user base of 11.42% under the age bracket of 33-39 years.

Irrespective of age, TikTok users are inclined toward all influencer categories. In the USA, the influencer count is much higher than in the SEA and Middle East. Micro-influencers (10k-50k followers) comprise 24,405 individuals, while those with (50k-100k followers) account for 40,411 influencers. In SEA, Thailand has the highest of 21, 419 micro-influencers, followed by 19,994 in Indonesia.

Regarding influencers catering to only niche markets, Indonesia has the highest number of 2277 nano-influencers, followed by 1819 in the Philippines and 1759 in the USA. Also, the number of celebrity TikTok influencers is the highest in the USA, with 8046 individuals.

In terms of engagement rate (based on average views), the nano influencers in the US had the highest engagement rate of 167.64%, followed by Vietnam, with an engagement rate of 144.21 %. Even in the case of micro-influencers, the USA has the highest engagement rate of 86.35%, while Vietnam stands second with 77.21% and Singapore at 64.29%. Celebrity influencers in the USA have a 34.42% engagement rate, followed by Vietnam’s 32.61% and UAE’s 29.1%.

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Read our 2023 Annual Report: 10 Trends To Ace Your 2023 Influencer Marketing Goals

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