We spoke with Mischa Joslin, our Managing Director of summer. to find out more:
“If the platform you rely on disappeared tomorrow, your social and influencer strategy shouldn’t crumble—it should adapt! The three steps to success are flexibility, variety AND owned community.
Over-relying on one app, whether it’s TikTok, Instagram, or YouTube, is a risky game. Having a presence across multiple channels will not only allow you to grow different audiences, it’s the strategic equivalent to ensuring your eggs are not all in one basket! Established avenues like YouTube Shorts, Snapchat, Pinterest and even BeReal, offer opportunities to diversify your reach and minimise disruption, whilst exploring up and coming platforms like Lemon8, Geneva, Mastodon, and Artifact could be a stepping stone to tap into new communities. Remember, TikTok itself was dismissed as a glorified Musical.ly before it redefined content consumption—so the next big thing is always around the corner!
Beyond platform variety, building brand resilience means investing in ‘owned’ communities. Private spaces like Instagram broadcast or group chats, brand owned email lists, what’s app groups etc offer a direct relationship with your audience, ensuring you’re not at the mercy of algorithm changes or government bans.
Cross-channel campaigns are also critical. A strong strategy isn’t just about where you post, but how seamlessly you integrate messaging across multiple touch points. Social commerce is booming—projected to double to £16 billion by 2028—so ensuring your audience can engage and convert across multiple platforms is key.
The lesson? Platforms come and go, but brands and influencers who future proof their strategy by diversifying, owning their audience, and staying agile will always thrive.”
