How Brands Can Harness the Power of Social Media | Video


This #BoFLIVE event was based on the ‘How to build an influencer marketing team‘ and The Art of Going Dark on social media‘ articles.

Instagram has long been the go-to platform for social media marketers. But while the photo-sharing app still reigns supreme, Instagram fatigue is undeniable, according to Sara Menouni, creative director of influencer marketing firm Ykone. Meanwhile, the alternatives are more and more popular. Apps like TikTok and engagement methods like live streaming are growing rapidly, and some brands, including Bottega Veneta and Balenciaga, are opting for subversive strategies like “going dark” on Instagram. A lot has also changed when it comes to the type of influencers and audience for content that are interested, as well as the creative power influencers expect when working with brands.

“Now it’s… moving forward: how do we work with influencers? How is our relationship? What is the long-term advocacy side? said Menouni.

Brands must adapt or risk losing young consumers. In the latest #BoFLive, Alexandra Mondalek, Senior Editorial Contributor at BoF, discusses the dos and don’ts of the rapidly evolving social media marketing industry with Menouni, Lissy Von Schwarzkopf, Chief Commercial Officer of the public relations Karla Otto and Sophie Abrahamsson, executive sales director of Bambuser, an e-commerce marketing company.

Related Articles:

How to build an influencer marketing team

The art of going black on social networks

To participate in #BoFLive, BoF’s digital event series offering insight, advice and inspiration, visit our calendar where you can find details on upcoming digital events.

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