February 6, 2023

Digital Marketing Education

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Top 5 creator partnerships of 2022: Khaby Lame, Emily Zugay and more

After this year, one thing is clear—influencer marketing isn’t going anywhere. 

Brands across the board tapped creators large and small to reach new audiences in 2022. Creators have become key parts of campaigns, even as marketers grapple with iOS privacy changes and reevaluate budgets.

While TikTok saw a surge in new creators, Instagram still takes the lion’s share of influencer marketing spending in the U.S., according to Insider Intelligence. Instagram accounted for 44% of all U.S. influencer marketing spending in 2022, down from 45% in 2021. YouTube and Facebook also fell, with YouTube dropping to 19% this year, down from 21% last year; and Facebook falling to 14.8% this year, down from 16.5% last year. Spending on TikTok rose to 15% this year, up from 10% in 2021. TikTok is forecasted to surpass Facebook and YouTube by 2024, according to Insider Intelligence. 

As interest in influencer marketing continues to grow, so too have platforms’ efforts to attract and retain creators, and thus ad dollars. All of the major platforms have creator funds, and many have started updating their ad revenue split to help lure creators. YouTube, for instance, now shares 45% of ad revenue with Shorts creators. Brand partnerships are a huge income stream for creators and a more entertaining way to reach consumers.

Below, we’ve rounded up the top five brand-creator partnerships of 2022.


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