TikTok and Snap are intensifying efforts to attract influencer agencies, offering exclusive perks and data access as they compete with Meta’s established platforms for social media spending.

While Instagram and Facebook remain the top two platforms in overall consumer usage, TikTok and Snap rank in the top three for Gen Z users, according to social media tool Sprout Social. YouTube maintains a strong presence among Gen X and Boomers.

HireInfluence, an influencer agency, recently announced a new partnership with TikTok, which includes a dedicated agency representative, customized data pulls, and premium ad placements. 

“We are dedicated to leveraging [TikTok’s] exclusive features to enhance our client offerings and drive impactful results,” Chris Jacks, Director of Growth Strategy at HireInfluence, said in a press release.

In June, Sprout Social partnered with Snap to access profiles, insights, and target audiences through its influencer platform, Tagger. 

CreatorIQ, an influencer marketing platform working with global advertisers like Logitech and Unilever, teamed up with Snap in May to expand its creator discovery capabilities after reporting a 140% year-over-year increase in Snap campaigns in 2023. 

In the partnership announcement, Tim Sovay, CreatorIQ’s Chief Partnerships Officer, noted that over 80% of creator marketing campaigns are now multi-platform.

Snap’s efforts to bolster its content creator strategy are showing results. 

The tech giant reported in early 2023 that the number of creators submitting to Spotlight, the company’s short-form video feature, has grown by more than 20%.