Marketers can benefit from the rivalries among social media apps to be the best home for influencers and creators who help to drive engagement with organic content and paid social advertising. As Instagram and YouTube face a greater rivalry from TikTok, the platforms are likely to work harder to court influencers by giving them more tools to help monetize their content. Increasingly, these incentives will include sponsorship from brands that fit well with the tastes and sensibilities of influencers.
