INFLUENCER MARKETING BEYOND INSTAGRAM: EXPLORING TIKTOK, TWITCH, AND EMERGING PLATFORMS FOR BRAND PROMOTION

This paper explores the evolving landscape of influencer marketing as brands extend beyond Instagram to platforms like TikTok, Twitch, and other emerging social media channels. As consumers increasingly seek authenticity, brands turn to platforms that foster community, creativity, and engagement to better connect with target audiences. This research examines each platforms unique attributes and audience behaviors, with particular emphasis on TikToks short-form, viral content appeal, and Twitchs community-centered, live-streaming interactions. Case studies of successful brand campaigns, such as Chipotles #GuacDance on TikTok and Nikes Twitch collaborations, demonstrate the adaptability of influencer marketing strategies across platforms. By diversifying their approach and embracing platform-specific strategy, brands can not only boost engagement but also cultivate deeper consumer loyalty. This paper provides actionable insights for brands seeking to leverage the dynamics of each platform to amplify their reach and resonate authentically with audiences in an increasingly fragmented digital ecosystem.