Influencers depend on being seen by their followers, and the convention thinking is that without constant exposure their 'influence' could wane.
"In terms of losing followers or influence due to a prolonged outage, we have actually seen the opposite with the talent we manage at FamePick," he noted."The threat of TikTok's removal in the US back in 2020 drove the app to the top of the iOS charts and led to millions of new users. Current users also consumed and shared content at a much higher rate as they were afraid the app – and their favorite creators – would no longer be available.
That doesn't mean that a back-up plan shouldn't be in place. But jumping ship from one platform to another during an outage doesn't mean that followers will also make the move. Instead, it could be one of diversification on the social platforms. "The real question for creators is not when to diversify their audience but how to diversify," suggested Zuvella."Moving audiences from platform to platform can be very difficult as many users have their favorites. We encourage and provide the tools for our talent to survey their audience; to find out how many are on other platforms – and incentivize them to follow on other platforms. Incentivizing is key and an element a number of creators overlook.
Just as important as the diversification is ensuring that influencers can remain in contact with their followers and other contacts. Today it is all too common for social media users to rely on the platforms being a central hub for all communications. While the audience will likely return when the platform is up again, in the meantime you don't want to be left unable to communicate with the world because you rely only on Facebook or Twitter.
"Every follower, every email, every phone number is valuable to a creator," said Zuvella."Just like investing in new camera or backdrop for filming, creators need to invest in building their core audience across multiple platforms."
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