Social platforms from TikTok to Snap are developing closer relationships with influencer agencies, providing perks like access to first-party data and creator programs, as Meta maintains its dominance in social media spend.
While Instagram and Facebook remain the top two in usage across all consumers, TikTok and Snap rank in the top three for Gen Z — while YouTube is a top-three draw for Gen X and Boomers, according to social media tool Sprout Social. Social media companies have been beefing up their incentives for creators to win over agency business and ultimately compete with the giants.
Even with Google recently deciding to shift plans with the third-party cookie deprecation, agencies plan to forge ahead with first-party data practices — making these social media alliances perhaps even more valuable going forward.
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