Multichannel approach
Those with large followings on Instagram aren’t leaving the platform; rather, they are building out new profiles on TikTok as they also put in the work on Instagram, especially during the pandemic. Posting content first to TikTok and then re-posting it to Instagram Stories has become common practice as has placing TikTok and YouTube handles in profiles on Instagram and vice versa.
Chang credits the combination of TikTok and Instagram Reels for her growing audience on Instagram. Her feed, which she began building out in 2016 and started at 25,000 at the beginning of 2020, has grown to 197,000 followers today. She says about half of her brand partners, which include L’Oréal Paris, No7 and Lancôme, now want a combination of both TikTok and Instagram deliverables.
“TikTok has become an increasingly essential platform to add to the creator arsenal,” says Troy Osinoff, co-founder of digital marketing agency Juice. “Some influencers got their start on other platforms such as YouTube or Instagram and are leveraging the quick growth and content creation abilities on TikTok to grow their followings across channels; others are completely new.”
Of course, the success rate on TikTok also means others appreciate it less, making a large Instagram following much more coveted in the eyes of influencers and brands, says Gil Eyal, partner at Starfund and founder of influencer platform HYPR. "The term 'TikTok Famous' is a somewhat ironic term for being famous, but not really."
That sign is evident with creators who started on TikTok but who are also growing their Instagram accounts to reach more audiences and work with brands that want to be on both platforms. Mario Selman, a TikTok creator (@marioselman) with 4.3 million followers, has worked with brands like T-Mobile, Google Pixel and Nike, across TikTok and Instagram where he now has 1.6 million followers. “All have used both platforms in different ways and have allowed me creative liberty depending on the platform in order to make sure I could give the best content possible for the audience," he says.
This kind of multiple channel approach will continue even as Instagram puts more emphasis on video and brands put more money in TikTok, experts at influencer agencies say. “Most marketing campaigns are run on Instagram and even the largest TikTok influencers repeatedly ask their followers to also follow them on Instagram (or YouTube if they have a channel),” says Eyal.
“Instagram will continue to be an incredibly valuable tool when it comes to sponsorship opportunities and connecting content with e-commerce,” says Ricky Ray Butler, CEO of branded content agency BEN Group. “Influencers aren't going to jump ship long term — if anything, the next wave of creators will be native to TikTok, but will ultimately be multichannel experts in social media.”
Panosian says that it makes sense for creators to continue to lean into both platforms, or more, even as headaches arise. "We all sort of ‘grew up’ on Instagram. It’s not easy to walk away from. It’s just a matter of being fluid enough to adjust to its changes."
Inside creators' contentious relationship with Instagram as the app embraces more video - AdAge.com
Read More
No comments:
Post a Comment