Goodbye IG influencer, Hello TikTok creator.

Goodbye IG influencer, Hello TikTok creator.

Do we know what anything really looks like any more? We are detaching more than ever from heavily facetuned ‘picture perfect’ posts. Is the influencer finally dead? Do they even influence anymore?

According to a recent Facebook study,  Engagement rates are at an all-time low across Instagram. The suggestion? To work with multiple micro/nano influencers with higher engagement rates as opposed to putting all of your eggs in one influencers basket. However, it's now time to put your teeth whitening, diet tea’s down altogether because there’s a new kid on the block. 

Enter Tik Tok. Category is; authentic, fun and creative. Previously musical.ly, the platform exploded in 2019 and it doesn’t look to be slowing down anytime soon. When speaking about TikTok, seventeen-year-old creator, Priscilla described it as space where creators support each other.

"The TikTok community is super supportive,” Priscilla says. “Everyone creates their own kind of thing and the creators are helping each other grow, making collabs and things like that. It’s not like Instagram, where everyone is more singular, kind of just posting pictures and occasionally videos.
An unfiltered, laid-back and authentic vibe. To top it off the in-app editing means that even beginners have everything right at their fingertips to create fun and engaging content. "

Does this mean that Instagram influencers are now obsolete? Of course not. Companies such as Estée Lauder Group have announced that the majority of their marketing spend will be on influencers this year. But does this mean that influencers should look into exploring new spaces to avoid the risk of becoming stagnant? Absolutely.



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