Social Media

Mastering Social Media Shifts: Insider Tips for Sustainable Influencer Marketing Success

May 9, 2024 | By Chris Jacks

One of the biggest lessons of embracing technology and innovation, whatever the industry, is that change is constant. The same holds true for social media marketing, where staying ahead of the curve is crucial if you’re looking to make some noise, connect with your audience, and keep them engaged.

This year, in particular, platforms like TikTok and Instagram continue to shift in major ways, presenting challenges and opportunities for marketers. So, let’s dive into the latest developments—from potential bans to algorithm updates—and explore how your brand can adapt your influencer marketing strategies to thrive amidst whatever changes may come.

TikTok Ban Fears 

News of a potential TikTok ban in the United States has been swirling since 2020, sparking anxiety among brands and creators leveraging the platform to build brand awareness and drive sales. 

Recent developments have added another layer of complexity to the situation, but the question remains: Will TikTok actually be banned? 

Congress approved a bill, signed into law by President Joe Biden, aiming to pressure ByteDance, TikTok’s parent company, to sell the company or face a ban. Despite the legislation being signed into law, the actual implementation of a ban remains uncertain because of ongoing legal challenges and potential delays. History has shown that talks of bans often face legal hurdles and may be overturned in the courts, so brands shouldn’t worry

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As everyone grapples with the uncertainty concerning the future of TikTok in the U.S., our team continues to leverage TikTok for client campaigns. The fact of the matter is that, younger consumers look to Instagram and TikTok for local business suggestions more often than Google, yes you read that right. (Read more on Design Rush)

Imagine if brands stopped using TikTok in 2020—that would be a lot of sales lost! The truth is TikTok will not be going anywhere anytime soon. If it does get banned, it will take years for it to actually go into effect. 

Creators and brands should remain composed and maintain their regular activity on TikTok while utilizing other social platforms as a contingency plan if needed. It’s essential to closely monitor legal developments as they arise to be prepared for any sudden changes. But again, don’t hold your breath! This could take years, and you don’t want to leave money on the table due to anxiety around what might happen. It’s also wise to consider partnering with a reputable influencer marketing agency to reduce fears around the changing landscape. Their expertise can help you adapt your strategy effectively to stay ahead of any developments.

Instagram Algorithm Updates Focus on Authenticity and Originality

In response to widespread frustrations among creators of all sizes over plummeting reach and reduced visibility of their content on Instagram, the platform has finally announced a significant algorithm update. Previously, Instagram had been dismissive of creators’ concerns, urging them to “stop crying” about their reach and follower counts. However, this announcement signals a strategic shift aimed at boosting the visibility of original content creators and providing smaller accounts with increased opportunities for exposure. This update aligns with Meta’s overarching efforts to strengthen its relationship with creators and may influence posting strategies depending on the specific implementation details.

Instagram’s renewed emphasis on authenticity and originality is intended to level the playing field, giving smaller content creators a chance to break through. Gone are the days of solely chasing after follower counts.

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Now, the focus is on fundamentals: creating original content, nurturing authentic engagement, and cultivating a loyal community.

Instagram enhancements on its algorithms mean user-generated content (UGC) and micro-tier influencers may gain more traction on the platform. With the algorithm favoring originality, these creators can have increased visibility, providing brands with new avenues to diversify their approach to influencer marketing. 

Companies seeking genuine connections with their consumers can tap into the benefits of partnering with smaller creatives. UGC creators and micro-influencers typically offer authentic, relatable, and unique perspectives, providing content that’s personalized and resonates with their audiences. By working with smaller creatives whose ethos and demographic align with your brand, you can build a stronger following and gain more customers. Then there’s also the added perk of cost savings. Collaborating with smaller creators is usually more cost-effective for brands compared to dealing with established influencers.

The Role of Data and Analytics

Data-driven decision-making empowers brands to identify high-performing content and optimize their strategies for maximum effectiveness. By leveraging insights gleaned from influencer marketing metrics, brands can fine-tune their influencer marketing campaigns for optimal impact and ROI. This includes tracking engagement rates and monitoring audience demographics.

By leveraging measurement and analytic tools, you can scale your influencer partnerships and drive tangible results with reliability and efficiency.

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Authenticity as the North Star

Above all else, authenticity should serve as the guiding principle in your influencer marketing efforts.

Consumers today are tired of sales-y content and crave genuine connections and transparency from brands and creators. So, when selecting influencers to represent your brand, prioritize authenticity, originality, and alignment with your values and messaging.

Whether it’s through storytelling, behind-the-scenes content, or genuine endorsements, brands must strive to build authentic connections with their audience, earning people’s trust and loyalty.

Navigating the shifting tides of social media marketing requires adaptability, creativity, and a keen understanding of emerging trends and platforms. By staying informed, leveraging data-driven insights, and embracing authenticity, you can adjust and elevate your influencer marketing efforts to keep your brand at the forefront, even in the face of change.


Chris Jacks is an influencer marketing professional with over a decade of experience in the digital marketing sphere. As the Director of Growth Strategy, Chris oversees and drives strategic initiatives to fuel business expansion. With a keen eye for market trends and opportunities, Chris develops comprehensive growth plans and aligns business objectives across cross-functional teams. With a strong focus on crafting impactful, ROI-driven influencer campaigns across multiple sectors, Chris utilizes his expertise to enhance market positioning and maximize results.

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