While TikTok has a smaller userbase in the U.S. and lower share of total ad dollars than its top rivals, it's the dominant platform for creators, particularly those focused on short-form content.

Influencer marketing platform HyperAuditor defines a creator as a user with over 1,000 subscribers. TikTok has nearly 8.5 million people in the U.S. who fit that category, compared with about 5.2 million on Instagram and 1.1 million on YouTube, according to HyperAuditor.

Meanwhile, TikTok accounts for 9% of digital ad spend on social media platforms in the U.S., according to Sensor Tower, compared to 31% for Facebook, 25% for Instagram and 21% for YouTube.