Social platforms like TikTok and Snap are increasingly building stronger relationships with influencer agencies by offering perks such as access to first-party data and creator programs. These efforts aim to compete with social media giants like Meta, which continues to dominate social media spending.
TikTok and Snap have become especially popular with Gen Z, while YouTube remains a top platform for older generations like Gen X and Boomers. As these platforms strengthen their incentives for creators, agencies are leaning into these partnerships to compete against Meta’s stronghold.
Agencies are prioritizing first-party data practices, particularly as Google has shifted its stance on third-party cookies. These partnerships between influencer agencies and social platforms are becoming more valuable in this data-driven landscape.
For instance, HireInfluence has built a relationship with TikTok, gaining access to a dedicated TikTok representative and enhanced ad placements, allowing for more accurate creator insights and improved brand collaboration. TikTok’s data helps agencies demonstrate the value of creators to brands, increasing the likelihood of long-term partnerships.
Social Platforms Strengthen Ties with Influencer Agencies to Compete Against Meta
Despite concerns over potential restrictions or sales of TikTok, HireInfluence remains confident in the platform’s stability and continues to focus on short-term campaigns. The agency does not see a need for long-term strategies beyond a year, which allows them to focus on immediate impacts rather than larger-scale digital strategies. TikTok has assured HireInfluence that it is being transparent with updates, alleviating concerns around regulatory issues.
Other agencies are also forming closer ties with social platforms. Sprout Social and Snap have partnered to enhance influencer targeting and insights, while CreatorIQ has expanded its creator discovery and measurement capabilities through a partnership with Snap.
The platform saw a significant increase in Snap campaigns in 2023, further validating its value to brands. This integration with Snap allows for better optimization and scalability, which is crucial for brands seeking to manage multi-platform campaigns.
These partnerships benefit both the influencer agencies and the platforms themselves. Social platforms like Snap and TikTok can attract more influencers and their followers by offering better tools and data access, while agencies can leverage these relationships to enhance their campaigns across multiple platforms.
While agencies like HireInfluence continue to collaborate with various platforms, including Meta apps, they recognize that different platforms have unique value propositions that can complement each other, enabling more effective and diversified marketing strategies.
