With TikTok facing potential restrictions in the U.S., marketing agencies are adapting their influencer recruitment strategies. They are now prioritizing creators who demonstrate multi-platform engagement and content flexibility. This shift arises from the need for robust marketing channels in light of TikTok's uncertain status, prompting agencies to seek diversified talent. Creators are increasingly repurposing content across platforms like YouTube Shorts, Instagram Reels, and Snapchat. The goal is to ensure creators have not only large followings but also meaningful engagement across various platforms to mitigate risks of shifting trends.
"It kind of makes you think a little bit more deeply about the campaigns moving forward... the focus is working with creators who have diversified their platforms."
"Many agencies and creators have been repurposing their short-form content for YouTube Shorts, Instagram Reels, and Snapchat..."
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