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Influencer marketers are used to operating on shifting sands … that’s not about to change. Good ol’ TikTok is back in the US app store, even as the platform expands TikTok Shop to France, Germany, Italy, Brazil, and Japan. Instagram is exploring a Reels standalone app, potentially setting off an app-ification that could reshape the influencer ecosystem. It's like watching chess pieces being set up for an entirely different game. A game that is most definitely on.

THE GLOVES ARE OFF:

EUROPE TAKES ON BIG TECH

Amid the anxiety-inducing noise and confusion that has roiled the US social media landscape in recent months, it can be easy to forget that Europe is a vastly different playing field.

While Facebook is being flooded with misinformation and Elon has unchecked power in the US, in Europe, regulators are quietly toiling away on open investigations into potential public safety violations by Instagram, Facebook, TikTok, X, and Shein, amongst others.

TikTok, for example, is being investigated over allegations that foreign actors used the platform to spread misinformation during the December Romanian elections.

X has been ordered to retain and make available internal documentation on changes — past and planned — to its recommendation systems, while Facebook and Instagram are under official proceedings for potential breaches of the Digital Services Act (DSA) in relation to the protection of minors.

It’s not sexy, but it’s worth remembering that European social media regulations are a hell of a lot more robust than what passes muster in the States. Failure to comply with the DSA could result in fines of up to 6% of global turnover.

Is the process slow? Undoubtedly. But rest assured, the fight is on to ensure that our social media landscape does not descend into a complete cesspit of fake and harmful content.

—Sophie

🤑KA-CHING: INFLUENCERS CAN NOW CASH IN ON BRAND TESTIMONIALS

Instagram is rolling out a new twist with a "Testimonials" addition to Partnership Ads, a feature that allows creators to earn €€ by writing endorsements that appear as pinned comments on brand posts and ads.

The brilliance? It formalises and brings transparency to something already happening across social media—paid comments and incentivised reviews.

Capped at a snappy 125 characters, creators can craft concise recommendations that appear prominently at the top of comment sections. Meta notes that 40% of Instagram shoppers already rely on creator recommendations, making this a natural evolution of the platform's commerce features.

I think this can be a smart way for Instagram to add value for both creators and brands while acknowledging how influence actually works in today's social media landscape.

— Jeanette

AFFILIATE & INFLUENCE:

THE POWER DUO DRIVING BRAND GROWTH

Just in: 20% of US e-commerce sales last Cyber Monday came through affiliate links, and influencers convert shoppers six times more effectively than social media ads alone.

These stats hit home — I’ve seen firsthand how a well-placed affiliate link on an influencer’s post can turn passive viewers into active customers almost overnight.

But here’s the catch: affiliate marketing isn’t a magic bullet. Relying solely on affiliate links to drive growth without building brand awareness will lead to transactional relationships rather than loyal communities.

The solution? Warm up the audience with awareness actions, and carefully match affiliate KOLs to products and services their audiences will love. Find more strategic insights here.

1 Billion MAUs

The number of people who watch podcast content on YouTube each month.

“There are 19,000 zip codes in India. There are 5,764 municipalities in Brazil. I want one influencer in each of them.” FMCG behemoth Unilever announces massive increase in influencer marketing.

Project Ray: Instagram may launch Reels as a standalone app, repeating its successful Facebook Messenger play.

TikTok sunsets Creator Marketplace and replaces it with TikTok One, a matchmaking service for brands and creators.

The latest movements — or lack thereof — on the TikTok sale-or-ban s%$#show in the US.

Missed the Superbowl?

We’ve got your back.

Cave divers,

the struggle is real.

Rage bait? 🤷

40M views and counting though...

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ABOUT THE AUTHORS:

Jeanette Okwu is Founder and CEO of influence & brand ambassador marketing agency BEYONDinfluence. Jeanette has long championed social and emerging technologies, including AI, and has a track record of building and implementing effective integrated marketing and communication initiatives by putting data and storytelling front and center. She is an Executive Board Member of the German Influencer Marketing Council BVIM e.V. and host of the successful German podcast Influence By Design.

Sophie Douez is a journalist at Kolsquare covering the European Influencer Marketing Industry. She has extensive experience in B2B, news and political reporting in France, Switzerland and Australia, and is confused as to why she gets transfixed by carpet cleaning videos on Instagram.