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Welcome, readers, to Next In Influence, a monthly newsletter for European influencer marketing professionals seeking insights into the industry’s upcoming trends and market disruptors.

We’re Jeanette and Sophie, and we’d like to start saying simply: Wow. 2025 kicked off by completely flipping the script on us. Marketing dollars may still be flowing freely to influence, but social platforms feel like they're built on quicksand. TikTok's recent meltdown isn’t just a wake-up call—it's a crystal-clear sign that the way to win this year is to spread your bets and be prepared to pivot at a moment's notice.

TIKTOK BAN:

A DIGITAL WATERSHED

MOMENT

A 12-hour TikTok blackout in the US was no technical glitch—it was a wake-up call for the digital economy.

With TikTok's US fate uncertain, the disruption is set to reshape the social media landscape worldwide. Based on patterns I've observed in digital marketing over the past decade, we're entering an era where platform diversification isn't just smart—it's essential for survival.

For European and UK markets, I see numerous ways this could play out. European regulators, already cautious about data privacy and Chinese tech influence, may consider similar actions against TikTok, affecting 150 million EU users, and creating uncertainty for creators and brands alike.

The EU has indicated this is unlikely, and is taking a heavy hand on investigating social media platforms for content safety breaches. Should some countries decide to go it alone on implementing a ban, it would only lead to further fragmentation and complicate regional campaigns.

A US ban — or sale without the algorithm — will reduce TikTok’s global reach, leading brands to shift focus to Europe, where so far TikTok remains active. Such a move could increase both competition, and budgets.

As someone who's advised numerous brands through platform transitions, I can tell you this is different from previous social media disruptions. One key insight more than ever holds up: platforms may change, but the fundamental need for engaging content and authentic connection remains constant. Those who adapt quickly and thoughtfully will find opportunities in this disruption.

—Jeanette

INSTAGRAM'S 2025 MAKEOVER

Given the instability over at TikTok, it’s hardly surprising that the crew at Meta have moved forcefully to take the upper hand. The platform hit 2025 running with a series of updates and new features — including 3-minute Reels to position Instagram strategically against competitors that allow longer formats.

Here’s what else is changing:

Insights updates: New metrics enable creators to the percentage of viewers that watched more than 3 seconds of a clip, and view rates over time.

Simpler profile: Instagram has streamlined the layout to to emphasise content.

New 3:4 grid format, replaces the classic 3x3 to adapt to the Reels format.

Customise preview images: Users can now customise posts previews to deliver a more consistent aesthetic and control over the profile appearance.

Story highlights integrated directly into the grid, making important content more visible and accessible.

Personalised design: The entire grid can be customised to create a unique and brand-specific design.

⚠️ WHY DOES IT MATTER?

Highlights in the grid and a simplified profile design drive attention to important content. The customisable grid allows creators and brands to place messages squarely in the target group's field of vision, giving it more prominence. At the same time, Instagram is prioritising short-form video with the new format, just another reason why brands should adjust their content strategies in the long term if they want to remain successful on the platform.

Global social media ad spend rose 15% to $244bn in 2024, the equivalent of $46.47 per social media user, according to Digital 2025 Global Overview Report.

Why creator funds are back. TikTok turmoil and challenger platforms are driving up competition for creators, writes The Information.

Snapchat shares new data on the benefits of brand/creator partnerships. Guess what? Creator ads drive higher ad recall and unaided brand awareness. Well, duh.

Back to the Future: Zuck to focus on Facebook

After shocking the world by eliminating fact checkers and overhauling Meta’s hate speech policies, Meta CEO Mark Zuckerberg told investors during the company’s latest earnings call that in 2025, he personally plans to focus on growing Facebook’s “cultural relevance”. Look out Gen X, you’re about to see a lot more UFC content 🫠

Meanwhile in America... need we say more?

The ultimate bad take response: Doechii goes full Grammys eye-roll at Trevor Noah.

Want more? Check out the latest news on the Kolsquare blog.

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Thanks for reading and see you next month ✌️

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.