The evolution of influencer marketing platforms: what is the next big trend?

Influencer marketing has proven to be one of the most effective strategies for increasing brand awareness and strengthening relationships with consumers. However, the landscape is changing rapidly. The platforms on which these campaigns take place are constantly evolving, and staying aware of new trends is essential to remain relevant. At Keepers, we take a closer look at how influencer marketing platforms have evolved in recent years and what lies ahead.

The established platforms: Instagram, TikTok and YouTube

Instagram: the giant that keeps evolving

For a long time, Instagram has been the primary platform for influencer marketing campaigns. With formats such as Stories, Reels and Feed posts, it remains one of the strongest channels for visual connection with audiences. That said, ongoing algorithm changes mean brands must continually adapt to maintain visibility. While it is no longer as straightforward as it once was, Instagram remains a key platform, particularly with the continued rise of Reels.

For example, the L’Oréal Group frequently uses Reels to promote its products, taking advantage of the format’s ability to capture attention quickly and reach large audiences.

TikTok: the game changer

TikTok has entered the influencer marketing space with force and reshaped the rules, especially among Generation Z. Its emphasis on unrestricted creativity has enabled content creators to connect with audiences in a more natural and authentic way.

Advantage: Content on TikTok can go viral very easily.
Challenge: The algorithm’s unpredictability means that even strong content does not always reach as many people as expected.

A well-known example is Chipotle, which launched a hashtag challenge on TikTok that generated more than 250 million views and led to increased sales, particularly among younger audiences.

YouTube: the home of long-form content

While other platforms prioritise fast, snackable formats, YouTube remains the go-to space for deeper, more developed content.

Advantage: Longer videos allow brands to tell fuller stories and build stronger, longer-term relationships with audiences.
Challenge: Producing this type of content requires more time and resources from both creators and brands.

Brands such as Sony, for example, have used YouTube for detailed product reviews, helping to generate sustained engagement over time.

What does the future hold for influencer marketing?

Emerging platforms

Although Instagram, TikTok and YouTube continue to dominate, new platforms are beginning to gain relevance.

Snapchat remains important in certain markets, particularly due to its augmented reality filters, which enable highly interactive brand experiences.

Clubhouse, while still in a growth phase, introduced the concept of live audio and opened up new possibilities for real-time interaction between brands and influencers.

The role of Artificial Intelligence in the future of the sector

AI is being rapidly integrated into influencer marketing and is set to play an increasingly important role.

Predictive AI: AI-powered tools can identify the most effective influencers based on past performance, helping brands optimise campaign planning.
Content creation: In the future, AI may support automated content generation, streamlining production and allowing for more personalised consumer experiences.

How to adapt to ongoing change

Influencer marketing is here to stay, but the platforms that support it are in constant flux. While Instagram, TikTok and YouTube remain essential, brands must stay alert to emerging platforms and make smart use of new technologies.

The future of influencer marketing points towards greater personalisation, more authentic content and the intelligent use of advanced tools such as AI. At Keepers, we continue to research, analyse and adapt to ensure we make the most of the platforms shaping what comes next.