How Social Native leads the way in the evolving landscape of Influencer Marketing

Navigating the challenges amidst the transformation

Recent years have seen the creator economy evolve from a buzzword to a thriving industry poised to reshape marketing strategies. As digital media consumption grows and technology advances, barriers to content creation have crumbled, expanding the reach of the creator economy beyond social media’s confines.

Amidst this transformative era, influencer marketing agencies are encountering both challenges and opportunities. Influencer marketing has expanded beyond digital platforms, impacting various marketing areas. As a result, brands are investing more in influencer collaborations, leading to a rise in partnerships across platforms. However, traditional marketing agencies struggle to adjust to these shifting market dynamics.

According to AdAge, many agencies are rethinking their services or pivoting their business models to stay relevant. This includes adding new services like user-generated content (UGC), affiliate marketing, and creative strategy into their repertoire. Or even focusing more on talent management rather than influencer-brand partnerships.

However, not all agencies are seamlessly embracing this new landscape. Per AdAge’s article, layoffs, consolidation, and restructuring are on the rise, particularly impacting smaller agencies. Larger companies are acquiring influencer marketing agencies to complement their existing creative services, leaving smaller agencies vulnerable to industry shifts.

In the face of these challenges, Social Native shines as a symbol of anticipation and innovation. Luis Carranza, VP of Global Revenue, attests, “Here at Social Native, we’ve been ahead of the curve for the past five years. We knew this was coming.”

Social Native recognized early on that the impact of influencer and creator content extends far beyond social media platforms. “The first thing we saw was that customers knew and valued the importance of social content beyond social,” explains Luis. By acquiring Olapic, Social Native created a centralized platform where brands can source and distribute various types of social content—be it brand, creator, or user-generated content—across multiple channels.

Meeting the growing demands of brands

AdAge’s article highlights the increasing interest from brands in integrating creators into their marketing strategies, resulting in a surge in Agency-of-Record (AOR) relationships. Brands now expect agencies to deliver end-to-end services, encompassing everything from social listening to talent sourcing and creative strategy.

But brands are not just seeking execution; they want a partner who understands the entire creative marketing ecosystem. Agencies lacking a strong strategic focus risk being sidelined as mere “human banner ads,” as noted in AdAge’s article.

In response, influencer marketing agencies are forming partnerships with creative counterparts to offer comprehensive solutions. This integration enables agencies to offer a blend of services, from strategy development to content creation and execution, amplifying brands’ reach and impact in the competitive digital landscape. Prioritizing strategic services, agencies provide creative solutions and holistic marketing strategies to differentiate themselves in a crowded market. 

This approach is central to Social Native’s offerings, and it’s exactly what we’ve been doing over time. “We provide a consolidated solution that tends to influencer marketing needs while also offering creative and creator services,” explains Luis. From generating fresh content to harnessing UGC, and from collaborating with macro influencers to nurturing relationships with nano and micro-influencers, Social Native offers a comprehensive toolkit. Coupled with technology, scalable solutions, and personalized managed services, brands receive unparalleled support to maximize their marketing efforts.

How did we achieve this? “By creating a system that allows brands to have multiple sources of content for multiple distribution channels, and measure the data. […] Being able to understand what works or doesn’t work was crucial […], because customers were demanding it.’’, as Luis explains.

The imperative of adaptability and innovation

Economic uncertainties and technological changes add more obstacles, demanding agility and resilience. Agencies must navigate these factors while still providing value to their clients. In order to survive, they need to adapt by exploring new business areas, improving creative capabilities, and building strategic partnerships. AdAge warns that failing to innovate could lead to serious problems like financial struggles or even closure.

However, agencies also have an opportunity to use technology, data analytics, and creativity to set trends and achieve significant results. With standardization and more involvement in procurement processes, agencies need to rethink how they make decisions, recognizing the importance of influencer marketing as an integral part of the broader marketing mix.

Reflecting on this transformative journey, Luis emphasizes the importance of foresight and adaptability. “Our forward-thinking approach enabled us to create a robust system that empowers brands, transcending the boundaries of traditional social media,” he points out. 

In an era where the buyer’s journey extends beyond conventional boundaries, Social Native’s holistic approach aligns perfectly with the current needs of brands. ‘’And it matters as you only see the full impact of your influencer marketing strategy if you have full visibility and ownership of the entire buyer funnel’’, Luis adds. 

“We see an evolution that goes even further, in which ecommerce and marketing work together because the entire buyer’s journey is no longer owned by just one or the other, but owned by the customer who wants social content across the way,” adds Luis, pointing to the future direction of influencer marketing.