The TikTok ban is reshaping creator recruitment and agency best practices on social media
While TikTok’s status in the U.S. still hangs in the balance, agencies are already shifting the way they recruit creators and develop strategies for their creator campaigns moving forward.
Now even as marketers warily resume their influencer marketing spending, agencies feel pressured to put more emphasis on creators’ multi-platform presence and flexibility in their advertiser contracts. It will no longer be enough for creators to have a million followers on any single platform.
“It kind of makes you think a little bit more deeply about the campaigns moving forward each and every deliverable the way we go about future campaigns, as well,” said Ria Madon, senior director of creator partnerships at social media agency Superdigital. “Moving forward, [the focus is] working with creators who have diversified their platforms and have similar reach on all platforms, versus just one or the other — it’s affecting that thought process across the board for me.”
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Source:: Digiday
