How marketers and influencers really feel about TikTok, Instagram, YouTube and other platforms

Welcome to Ad Age Datacenter Weekly, our data-obsessed newsletter for marketing and media professionals. How brands, agencies and creators feel about TikTok, Instagram, YouTube and more Influencer marketing platform CreatorIQ gave Datacenter Weekly a first look at its latest State of Creator Marketing Report. Key takeaways from the fifth edition of the annual survey-driven study: • Among surveyed brands, 84% say that Instagram is their most commonly used platform for creator marketing, followed by YouTube (73%), TikTok (71%), Facebook (65%) and X (42%). • Among surveyed agencies, 76% say Instagram and TikTok (in a tie) are their most commonly used platforms for creator marketing, followed by YouTube (75%), Facebook (64%) and X (42%). • Among surveyed brands, 27% say they plan to experiment more on TikTok in 2025, vs. 18% for YouTube, 17% for Instagram, 7% for X, 7% for Facebook, 6% for Snapchat, 5% for Threads, 5% for Twitch, 4% for Pinterest and 4% for Reddit. • Among surveyed creators, 31% say that TikTok is the most creator-friendly platform, followed by Instagram (29%) and YouTube (19%). • Among surveyed creators, 28% say that Instagram is the most lucrative platform, followed by TikTok (27%) and YouTube (23%). A methodology note: CreatorIQ partnered with Sapio Research on the survey, gathering responses from 457 brands, 445 agencies and 231 creators. Become an All Access subscriber Get access to exclusive resources including Leading National Advertisers, World’s Largest Advertisers, Agency Report, Agency Review Tracker and TV Pricing Report. Click here Macroeconomic news and data in a nutshell • “US jobless claims hit 258,000, the most in a year. Analysts point to Hurricane Helene, Boeing strike,” The Associated Press reports • “Inflation cools to lowest level since February 2021,” per NBC News • “Mortgage rates post biggest jump in six months,” from MarketWatch Check out the latest Ad Age events and award programs Ad industry employment jumps by 1,700 jobs “Employment in advertising, public relations and related services jumped by 1,700 jobs in September, the ad market’s best performance since the spring, according to the monthly employment report from the Bureau of Labor Statistics,” Ad Age’s Bradley Johnson reports. Keep reading for Johnson’s drill-downs by Bureau of Labor Statistics ad industry classifications. AI companies’ public data gets turned into performance art at Advertising Week “One of the ways that AI showed up at Advertising Week may have been a first,” Asa Hiken reports. “On Tuesday, for a session dubbed ‘There’s No One AI Button—But Many Companies Are Succeeding,’ one of the panelists pretended to be an AI chatbot named Jane Doe, which was trained on public data belonging to more than 30 AI companies. The bot was portrayed on stage by a human actor who spoke whatever text the bot generated. Jane Doe’s listed title was ‘CEO of Every AI Company,’ a tongue-in-cheek nod to the bot’s purpose on stage, namely, to spout vague answers so that the human panelists could comment on them.” Keep reading Hiken’s “5 AI takeaways from Advertising Week 2024” here. Also see: Ad Age Emerging Tech Summit—everything you need to know See all of the 2024 Small Agency award winners here Top 10 most influential musicians according to streaming metrics and consumer engagement The No. 1 artist on Luminate’s inaugural ranking of the most influential music artists will surprise precisely no one. It is—drumroll, please—Taylor Swift. But the rest of the top 10, which Luminate shared with Ad Age’s Brandon Doerrer, arguably includes at least a few surprises. “The index, intended to provide insight into fandom for use by brands, agencies and music labels, will be published quarterly,” Doerrer reports. Keep reading here. 40 under 40 entries are open The final deadline for nominations is Aug. 2 Enter here Inscape renews, expands data deal with Comscore “Vizio’s Inscape has renewed and expanded a deal with Comscore to provide smart TV viewership data in a sign that the TV marketer’s pending acquisition by Walmart won’t shut off a pipeline crucial to measurement companies,” Ad Age’s Jack Neff reports. The details (or lack thereof): “In a statement, Vizio and Comscore did not say how long the renewed deal will last, and a spokesman for Vizio declined to provide terms, including whether the deal could end when and if the company’s acquisition by Walmart closes,” Neff notes.Essential context: “Measurement industry executives have questioned whether Walmart will continue to sell Vizio data to third-party companies such as Comscore, or keep exclusive use of the data to itself as an advantage for its Walmart Connect media business,” Neff adds. “But people familiar with the matter said it appears to be business as usual for Vizio at this point, with the company soon expected to extend deals with other measurement companies too.” Keep reading here. Just briefly • “A Sale of 23andMe’s Data Would Be Bad for Privacy. Here’s What Customers Can Do,” from the Electronic Frontier Foundation • “Fidelity says data breach exposed personal data of 77,000 customers,” TechCrunch reports • “Marriott agrees to pay $52 million, beef up data security to resolve probes over data breaches,” per The Associated Press • “NOAA ‘hurricane hunters’ fly through Milton to get data on massive storm,” from the CBC The newsletter is brought to you by Ad Age Datacenter, the industry’s most authoritative source of competitive intel and home to the Ad Age Leading National Advertisers, the Ad Age Agency Report: World’s Biggest Agency Companies and other exclusive data-driven reports. Access or subscribe to Ad Age Datacenter at AdAge.com/Datacenter. Ad Age Datacenter is Bradley Johnson and Joy R. Lee. Become an All Access subscriber Get access to exclusive resources including Leading National Advertisers, World’s Largest Advertisers, Agency Report, Agency Review Tracker and TV Pricing Report. Click here

How marketers and influencers really feel about TikTok, Instagram, YouTube and other platforms

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