This post is the first of five we're releasing as part of our influencer strategy thought leadership series. You can download the full guide as a PDF right here.
Social networks are becoming more walled off, as evidenced by changes to the Instagram and Facebook platforms in recent years, as well as the emergence of TikTok's popularity. What this means for the brand marketer is that individual social networks can no longer be the centerpiece of an influencer strategy. As with the demise of Instagram Likes, no single platform can be trusted to maintain your best interests or even influencers' best interests.
Therefore, an important strategy in 2020 will be to focus on "full-stack influencers", or influencers who operate across all the popular social networks as well as their own blog.