"Do influencers have a sustainable impact on brands? Or is it just momentary?"
Photo by Karsten Winegeart on Unsplash
In 2025, several platforms continue to evolve, modify, and change their algorithm structures. This will gradually reshape the digital landscape for the coming years. Each platform's algorithm is determined by its creators. So, from social networks that initially aimed to gain attention and find or expand friendships, they have become a new monetization stream for some, earning income in an increasingly fast-paced digital era.
"Where there are networks, there are influencers"
The fundamental question is: Will you continue to use influencers to build brand/business resilience? Can influencers (with big followings) build trust in your brand/business? Let's try to think about what steps are more effective and rational to create and enhance the credibility of a brand/business on social media.
From Friendster to TikTok, similar yet different. Generally, these platforms can unite, and even create, communities, both public and private. When you read this, what comes to your mind? Instagram and TikTok can currently be said to still dominate the online platform world and are used for the continuity of most brands/businesses. With the role of influencers who have many followers, it will inherently be very helpful in elevating and building these brands/businesses. However, each platform is different. Let's dig deeper!
Photo by Alinear Indonesia Docs.
THE SITUATION TODAY!
Instagram influencers today are driven by the same primitive social media metrics as early influencers on Twitter and Facebook, up to Instagram, YouTube, and TikTok, which are driven by: a large number of followers on most platforms; a large number of simple actions like Likes – which results in software developers constantly having to change systems and algorithms periodically and at any time in accordance with current trends.
When you use influencers, are the results truly from their followers? Or do many influencers also run ads on platforms to gain wide reach? Then, what's the difference if you advertise on social media independently? – According to some analyses.
Compare this with partnering with a media outlet. Take Alinear Indonesia, for example, an online media (web magazine) covering lifestyle, entertainment, and business. Some media might not be very active on social media, however, some media also have an organic audience generated by visitors who come to them based on keywords they search for. And their numbers are no less than the continually growing unique and organic followers of influencers.
Photo by Alinear Indonesia Docs.
WHAT CHANGED?
Furthermore, Facebook/Instagram (Meta) has also updated its logic and algorithms, making content and value more visible to the algorithm. So, if you don't have many followers, but you create valuable content, your content will be organically absorbed and recommended to users who fit your content category. Conversely, some influencers who appear to have many followers – say 10,000 – might actually get views that are a small percentage of their follower count. Simple and realistic!
It's a different story if you are a Public Figure. Of course, whatever you do will be seen by your followers. However, this cannot be taken as a guarantee that your sales will skyrocket. It also depends on who and how your brand/business structure internally is.
Photo by Alinear Indonesia Docs.
WHAT SHOULD BRANDS DO?
First, it's a good idea to have Plan A, B, or C. If you already have one, try to choose one that can reliably build your brand/business logically and realistically.
•• Case examples:
A: Collaboration with Influencers & Independent Ads
B: Collaboration with integrated digital media or a digital agency & Independent Ads
C: Independent Ads (In-House)
– In this case, which one would you choose?
Second, start thinking about assets outside of social media platforms. Own a website that can meet your business needs. Try as much as possible to avoid depending on a specific platform, because platforms will come and go.
Third, choose Plan B, which is already integrated with several influencer activities, covering content production, and other activities that fit a business's budget. Also, make sure you have sufficient funds allocated to build your brand/business.
Photo by Alinear Indonesia Docs.
WHAT SHOULD INFLUENCERS DO?
No, it’s not the end. But, think about this!
Review your follower list and remove inactive followers. Do not buy bulk followers from spam or bot services just to gain a large following.
Subscribe to the blue tick (verification). That way, you won't have to bother questioning whether your followers are real or bots.
However, make sure you continue to create content. Collaborate with other Digital Media like magazines or specific portals.
Photo by Alinear Indonesia Docs.
THE FINAL LESSON!
Do not rely on Facebook, Instagram, or other social media platforms. Use social media as one of your supporting tools. Invest in assets you can build yourself that add value to your brand/business. Ensure your brand/business is genuine, original, and remains tied to you – Make your business great as yours!
