Benedikt
The paradigm shift at Meta
Far-reaching changes were announced on January 7, 2025: Meta wants to focus more on freedom of expression and greatly reduce moderation and fact-checking. This is very reminiscent of the course Elon Musk has taken with his platform X (formerly Twitter) (CNN). However, critics warn of an increase in misinformation and an increasing polarization of content. (The New York Times).
What may initially seem like a move to make platforms "freer" could damage the credibility and quality of organic content. In addition, companies should now be particularly careful when it comes to paid ads on Meta. As already seen with X, a decrease in moderation could further weakenusers' trust in paid advertising - ultimately leading to more inefficient investments. This is where influencer marketing comes into play: instead of relying on algorithm-driven content, brands can work specifically with creators who already have loyal communities.
Four reasons why influencer marketing is now essential:
- Influencer community trust instead of algorithm trust:
With the reduction of moderation and fact-checking, uncertainty increases as to whether shared content is trustworthy. Creators, on the other hand, have built up their communities over years and enjoy a high level of trust. They offer brands a stable bridge to engaged target groups - without having to rely on platforms that are becoming increasingly confusing. With transparent data analysis and historical post viewing, IROIN® shows in advance whether a profile matches the target group and ensures that problematic content does not get a platform.
- Money flow into the right hands:
A crucial point: investing in influencer marketing directly supports the work of creators - and not just the platforms on which they are active. Unlike paid ads, where the majority of the money spent goes directly to Meta or similar platforms, with influencer campaigns the money goes into the creative hands of those who create high-quality content for their communities. This keeps the added value where it belongs and brands benefit from authentic connections to their target groups.
Measurability and ROI:
Thanks to data-based approaches, success in influencer marketing can be measured precisely. The campaigning module from IROIN® enables campaigns to be managed effectively and the ROI to be made visible. In a world in which organic reach on Meta & Co. is becoming increasingly difficult to estimate, this offers a decisive advantage and can clearly make your own share of voice visible online in addition to sales.
- Instagram: Ensure brand loyalty:
Another figure you shouldn't ignore: According to Demandsage, 90% of all Instagram users follow at least one brand. This shows how important it is not to lose these relationships - even if platforms change their rules of the game. You can find out which strategies are particularly suitable here and which trends will shape the year 2025 in our Influencer Marketing Trend Guide.
Responsibility in the digital space: a clear stance is required
The latest developments raise a key question: What does freedom of expression mean in the digital space? While it is often interpreted in absolute terms in the USA, the European perspective is more nuanced - hate speech, hatred and lies are not tolerated here as legitimate expression of opinion. The author of the article is concerned that content from minorities, including queer people or migrants, is repeatedly censored, while hate speech and attacks often go unchallenged. A trend that will probably continue to increase, as the developments on X have shown.
The responsibility lies with all of us: Platforms must protect democratic values, and brands can send a clear signal with their influencer collaborations. By making conscious decisions, promoting authentic content and taking targeted action against misinformation, we can shape the digital space in a more positive way. Influencer marketing offers a great opportunity not only to achieve reach, but also to act in accordance with our own values and send a clear signal to the major platforms through fewer advertisements and lower ad spend.
Conclusion: Creators as the key to sustainable success
The latest changes at Meta show that Platforms are constantly changing - and brands should not rely on them alone. Creators are the real winners of this development, as they offer stability, authenticity and direct access to target groups.
At IROIN®, we understand the importance of using the right data to make the best decisions. Our platform helps you find influencers that are a perfect fit for your brand. We analyze reach, engagement rates and target audience demographics so you don't miss out. We also offer performance measurement tools that allow you to adjust and optimize campaigns as needed.
Because at a time when platforms are becoming increasingly unpredictable, it's crucial to work with partners you can rely on.