AI Has Become a Routine Part of Production

The use of AI in influencer content is becoming increasingly common. The background of an influencer’s video can be changed, their voice can be recreated, their image can be altered, or they can even be made to say something they never actually said. None of this necessarily requires specialist production anymore. Widely available tools can do it quickly.

For brands, this brings clear efficiency gains. A single campaign video can be redubbed in different languages for different markets, a product visual can be tested in dozens of variations, and raw footage from an influencer can be reworked to suit a brand’s needs. AI turns influencer content from a one-off production into material that can be reshaped and reused in multiple ways.

But that flexibility also raises a deceptively simple question: as AI plays a greater role in a piece of content, when and how should that involvement be disclosed?

Expectations Around Transparency Depend on the Type of Intervention

WFA’s research shows that the industry does not view every use of AI in the same way. Ninety-six percent of brands believe AI-generated voices that could be mistaken for human voices should be disclosed. That figure is 91% when synthetic humans play a central role in advertising, but falls to just 4% for purely decorative AI-generated backgrounds. In other words, expectations around transparency change depending on the nature of the intervention.

There is another tension here. Disclosing the use of AI does not always have a positive effect on consumer perception. Some academic studies on advertising suggest that disclosing AI use can reduce trust in an ad or a brand. For brands, this means transparency is not simply a matter of adding a label. What matters is which part of the content AI has altered and to what extent.

Why Were These Regulations Introduced, and What Do They Say?

Regulators in different parts of the world are increasingly facing the same question: how should AI-generated or AI-altered content be regulated? Their approaches differ, but the underlying objective is similar: to prevent people from being misled into believing that artificially generated or altered content is real.

Türkiye: New advertising rules that came into force on 1 August 2026 introduced specific provisions concerning the use of artificial intelligence in advertising. Article 18(8) requires clear, understandable and distinguishable disclosure where AI or other software is used in a way that could significantly influence consumers’ economic behaviour, or where digital characters created using AI technologies are indistinguishable from humans. Article 27(12) places restrictions on the use of an AI-generated digital replica of a real person in a way that creates the impression that the person has actually experienced or used a product, or is recommending it. The regulation was published in the Official Gazette on 1 July and came into force on 1 August.

European Union: One day later, on 2 August, the transparency obligations under the EU AI Act concerning AI-generated and manipulated content became applicable. In the EU, where AI-generated or manipulated image, audio or video content qualifies as a deepfake, its artificial generation or manipulation must be disclosed.

There is also detailed guidance on the scope of this obligation. Guidelines published by the European Commission on 20 July 2026 explain that factors such as the degree of resemblance, the message conveyed by the content, the context in which it is used and the expectations of the target audience may be considered when determining whether content qualifies as a deepfake. For example, a background alteration or special effect used in a standard film production may be treated differently if it does not create a false impression that what the viewer is seeing is real.

United States: The US takes a different regulatory approach. For the US Federal Trade Commission (FTC), the central issue is whether advertising and endorsements mislead consumers. An endorsement is understood as an advertising message that consumers are likely to believe reflects a person’s genuine opinions or experience with a product or service. The FTC’s rule on consumer reviews and testimonials prohibits fake or false testimonials, and influencers may also fall within the scope of the rule if they falsely claim to have used or experienced a product. The FTC also makes clear that the use of AI avatars is not prohibited in itself, but existing rules may apply when they are used to create fake or false testimonials.

Where Does the Grey Area Begin?

Although regulations establish some core principles, not every AI intervention in influencer marketing fits neatly into the same category.

Changing a background does not have the same effect as altering an influencer’s face or voice. Similarly, editing raw footage is materially different from using AI to make an influencer say something they never actually said. The EU guidance reflects the importance of these distinctions by taking factors such as resemblance, message, context of use and audience expectations into account.

Another question concerns derivatives of previously approved content. If an influencer approves a video and the brand later uses the same footage to create different versions with AI, whether that initial approval extends to those new versions is not simply a disclosure issue. The scope of the usage rights and of the influencer’s original approval also comes into play.

Beyond Regulation: The Question of Consent

Alongside these regulatory questions is an ethical issue that directly concerns the influencer: altering and using someone’s image or voice without their consent.

Why this matters became particularly visible in a lawsuit filed on 9 June 2026. Influencer Molly Tranchin, known as “FashionVeggie,” sued lingerie brand EBY. Tranchin alleged that a video she had produced for the brand under contract was altered using AI and posted on Instagram in a form she had not approved. The complaint also alleged that the agreement between the parties did not permit the content to be altered unilaterally. These were Tranchin’s allegations, not findings established by a court.

Tranchin voluntarily dismissed the case without prejudice on 28 August. According to Bloomberg Law, the decision followed EBY’s challenge to the federal court’s subject-matter jurisdiction, and Tranchin indicated that she planned to refile the case in a court with proper jurisdiction. There has therefore been no court ruling on the merits of either the AI use or the contractual issues in the case.

But the allegation itself brings another issue into focus: an influencer’s content being altered and published without their approval. Here, the issue is less about misleading the audience and more about a person’s control over their own image and representation.

These questions need to be addressed at different stages of the influencer marketing process. Where AI use requires disclosure, the brief and production process should establish how and where that disclosure will appear in the content. The extent to which an influencer’s image or voice may be altered, who must approve those changes and at what stage should also be determined in advance. And whether usage rights granted for a campaign extend to new AI-generated versions should be clearly defined at the contracting stage.

Taken together, a common direction emerges: across different regulatory frameworks, the potential for AI intervention to mislead the audience is becoming a key consideration. The industry’s own approach also varies according to the nature of that intervention. In WFA’s research, 96% support transparency for an AI-generated voice that could be mistaken for a human one, compared with just 4% for a decorative AI-generated background. Between those two ends of the spectrum lies a broad area where the boundaries cannot always be drawn with the same clarity. In that uncertainty, the most robust approach for brands is straightforward: where AI intervention could leave the audience unsure about what is real and what is artificial, disclose it, and define that approach from the outset in the brief, production approval process and contract.

The post AI in Influencer Marketing: Use, Regulation and Ethics first appeared on ICM Turkey.

For years, we’ve looked for the answer in reach, follower count, engagement rates, and different ways of categorizing creators.

When the numbers don’t tell the full story, we turn to categories. We describe creators as beauty, food, technology, or travel creators. These labels tell us what kind of content a creator produces, but they don’t explain why some creators build much stronger connections with certain communities than others.

People don’t follow categories. They follow people they relate to or aspire to become. Sometimes that connection is built through knowledge, sometimes through inspiration, and sometimes through a shared way of life.

Take two food creators as an example. One answers the question, “What should I cook today?” Every post offers practical recipes, clear instructions, and useful tips. Followers see this creator as a trusted source of information.

The other starts with a different question: “How can we build a more sustainable food culture?” Their content focuses on seasonal ingredients, local producers, and conscious consumption. Both creators belong to the same category and have similar audience sizes. Yet one builds trust through practical knowledge, while the other builds a community around shared values and lifestyle.

The Archetype Model

One-way marketers have tried to understand these differences is through archetypes. Carl Jung’s theory of universal character patterns was later adapted by Margaret Mark and Carol Pearson into a framework for understanding brand identity and the relationships brands build with people.

The model consists of twelve core archetypes, each representing different motivations, values, and ways of connecting with others. It helps explain not only how brands position themselves, but also what they stand for and why they resonate with specific communities.

The same perspective can also be applied to influencer marketing.

Creators don’t just produce content. They also represent values, lifestyles, and personalities. Whether a creator is seen as a trusted expert, a source of inspiration, or a lifestyle reference often becomes clear through their content, the relationship they build with their audience, and the conversations happening in their community.

Archetypes at Hyperiser

At Hyperiser, we also use this approach to better understand creators.

Alongside performance metrics and traditional classifications such as category or demographics, we look at interests, content preferences, publishing habits, audience reactions, and the language people use in community comments.

We bring all of this together to identify each creator’s primary and secondary archetypes. The primary archetype reflects the core relationship a creator builds with their community, while the secondary archetype shows how that relationship is expressed through their content.

This helps us understand what each creator represents, which communities they naturally connect with, and which brands they are most likely to align with. It enables us to build more accurate creator-brand partnerships and plan more effective campaigns.

The post From Demographics to Psychographics: An Archetype-Based Approach to Influencer Marketing first appeared on ICM Turkey.

Hyperiser’s Q1 2026 data points to a similar shift in Türkiye’s influencer marketing ecosystem. While short-form content continues to grow, long-form content remains equally relevant. As a result, the discussion is moving away from video length and toward the role each format plays.

According to the report, the share of Shorts on YouTube increased from an annual average of 28% to 38%. This growth indicates that short-form content has become a permanent part of the YouTube experience. TikTok shows a similar pattern. With a 44% collaboration rate and an average engagement rate of 2.8%, the platform has evolved beyond a discovery channel into a powerful driver of campaign performance. FMCG leading the platform with a 24% category share further demonstrates that short-form video has become one of the primary formats for product communication, campaign messaging, and brand visibility.

Long-form content, meanwhile, continues to maintain its relevance. According to the report, long-form YouTube videos generate an average engagement rate of 1.65%. This suggests that long-form content serves a distinct role. While short-form video captures attention, long-form content builds trust and adds depth to the narrative. The prominence of sponsorship integrations in the Finance and Food & Beverage categories further supports this trend. Product demonstrations, expert insights, and detailed user experiences simply cannot be condensed into a few seconds. As a result, long-form content continues to play a significant role, particularly in categories where storytelling and in-depth explanation matter.

The key takeaway is that what matters today is no longer the length of a video, but the role the format plays. Short-form and long-form content are not competing formats; they are two complementary tools designed to meet different communication needs. One captures attention, while the other transforms that attention into trust and a more meaningful relationship. Hyperiser’s Q1 2026 data clearly shows that rather than replacing one another, the two formats complement each other.

The post Video Formats Are Taking on Distinct Roles first appeared on ICM Turkey.

Instagram: The Hub for Visibility and Traffic

Instagram continues to dominate branded content, accounting for 89% of all branded collaborations, making it the primary platform for brand visibility. Within Instagram itself, however, Stories and Reels now serve very different purposes.

Stories have become the platform’s primary traffic driver. Eighty-five percent of branded content is published as Stories, and 62% of those Stories include a link. The fact that Trendyol and Hepsiburadaaccount for approximately 71% of all linked Stories further reinforces Instagram’s role as the platform brands rely on to drive users toward immediate action.

Reels, on the other hand, have become the showcase for creative collaborations. While they still represent 45% of all branded collaborations, engagement declined from 1.7% in Q1 2025 to 1.49% in Q1 2026, and collaboration volume dropped by an average of 24%. Rather than indicating weaker performance, these shifts suggest that brands are investing less in content volume and more in creative quality and stronger ideas.

Instagram data also highlights that different collaboration strategies can coexist successfully within the same platform. While Trendyol and Hepsiburada maintained continuous visibility through a high publishing frequency, Dimes partnered with 727 influencers across approximately 1,300 posts, building reach through a much broader creator network. The comparison demonstrates that sustained visibility can be achieved through different collaboration models—there is no single formula for success.

TikTok: Engagement and Flexible Collaboration Models

TikTok operates under a different set of dynamics. With a 44% collaboration share and an average 2.8% engagement rate, the platform generates strong audience interaction despite a lower volume of branded content.

Video remains TikTok’s most widely used format. However, the stronger engagement achieved by carousel and photo content suggests that alternative formats also have significant performance potential.

FMCG leads the platform with a 24% share of branded content, highlighting TikTok’s growing role in product discovery and campaign activations. One of the report’s most notable findings comes from HangiKredi, which achieved a 4% mention share through a single influencer. It serves as a reminder that campaign success is not always driven by scale; selecting the right creator can outperform a much larger collaboration network.

Another defining characteristic of TikTok is its flexibility. Paid partnerships, product seeding, and sponsorships frequently coexist within the same campaign. The widespread use of hashtags such as #pr, #gifted, and #partnership illustrates how brands combine multiple collaboration models rather than relying on a single execution. As a result, TikTok supports a broader range of campaign objectives than many other platforms.

YouTube: Depth, Selectivity, and Brand Integration

YouTube presents yet another model.

While the share of Shorts increased from an annual average of 28% to 38%, the platform’s strongest performance still comes from long-form content. With an average 1.65% engagement rate, longer videos remain the preferred environment for deeper storytelling and more meaningful brand integration.

Another defining characteristic of YouTube is its selectivity. Although Press & Publishing dominates content volume overall, Finance and Technology lead branded collaborations. Collaboration rates remain relatively low—3% for long-form videos and 7% for Shorts—suggesting that brands continue to favourintegrated sponsorships over traditional collaboration formats. The prevalence of #ad disclosures further support this trend.

BtcTurk’s ability to generate an 11% mention share through a single channel perfectly illustrates how YouTube works. Success on the platform is less about working with a large number of creators and more about finding the right channel for the right brand integration.

Giving Each Platform a Distinct Role

Hyperiser’s Q1 2026 findings point to an important shift in campaign planning.

Instagram excels at building visibility and driving traffic. TikTok stands out for engagement and flexible collaboration models. YouTube remains the platform for deeper storytelling, trust-building, and integrated brand narratives.

The implication is clear: successful influencer marketing is no longer about distributing the same content across every platform. It is about understanding the unique role each platform plays and designing campaigns accordingly. The most effective media strategies are no longer platform-first—they are role-first.

The post Every Platform Has a Different Role first appeared on ICM Turkey.

The conversation is moving beyond finding the right creators or managing individual campaigns. Instead, it is shifting towards how brands can build a more sustainable way of working with creators. Creators are increasingly being viewed not simply as content producers or media channels, but as long-term partners who can contribute across brand building, growth and product development.

This approach is also changing how creator programmes are designed.

Rather than assembling a new roster for every campaign, some brands are experimenting with always-on creator ecosystems. Instead of starting from scratch with every new brief, long-term partnerships allow brands to build knowledge over time about audiences, creative approaches and community dynamics. As a result, the relationship itself becomes a strategic asset.

Content is also beginning to take on a different role. Rather than being viewed as the final output of a campaign, it is increasingly being treated as a source of continuous learning. Every collaboration generates new signals about consumer behaviour, creative effectiveness and cultural shifts. As a result, the value of a piece of content is no longer limited to the campaign in which it was created.

Perhaps the more significant change concerns where creators sit within the organisation. They are no longer seen as working exclusively with marketing teams. Product teams can work with creators to understand how products fit into everyday life. Growth teams can identify emerging audience behaviours. Brand teams can gain a deeper understanding of community language and cultural relevance. Creators have the potential to become not only content partners, but also valuable sources of market insight.

Campaigns will continue to matter. Increasingly, however, they are becoming the outcome of a broader way of working with creators. The real shift is not in how campaigns are executed, but in how brands build long-term relationships with creators.

The post Is the Way Organisations Work with Creators Changing? first appeared on ICM Turkey.

From Slowdown to Surge: The Contrasting Trends of April and May

April: A Period of Silence
Following the intensified political agenda after March 19, brands pulled back their visibility. According to Hyperiser data, April witnessed a clear drop in collaborative content. While the overall content volume seemed stable, brand communications noticeably retreated.

May: A Dynamic Comeback
In stark contrast, May showed a sharp upward trend. Branded content and collaborations reached their peak this month. According to the report, collaborations in story and reels formats nearly doubled from April to May. This dramatic rise was limited to only a 30% increase in the post format.

The Shift in Format Preferences: Why Stories and Reels?

Shaped by Engagement
With brand communications becoming 20% more active, strategies leaned toward formats with higher engagement. Stories and reels stand out not only aesthetically but also because algorithms push them to the forefront.

Timing and Speed Factor
Short, fast-flowing content is more effective in capturing consumer attention. Reels not only deliver eye-catching videos but also offer viral potential and algorithmic advantages.

Data-Driven Choices
Hyperiser’s influencer analysis tool detects these shifts at an early stage and provides brands with real-time recommendations. Stories and reels deliver higher conversion rates compared to traditional posts, highlighting the critical importance of data-driven strategies in influencer marketing.

Hyperiser’s Contributions as an Influencer Marketing Tool

Influencer Analysis and Insights
Hyperiser provides a wide range of analytics, from influencers’ past performance to audience alignment, enabling brands to make data-driven decisions that increase success rates.

Brand Analysis and Industry Benchmarking
The platform also offers reports on a brand’s positioning within the industry, comparisons with competitors, and insights into which content formats drive more engagement—giving brands a strategic advantage during campaigns.

Real-Time Monitoring with Influencer Tracking Tools
Every piece of published content can be tracked instantly for engagement, reach, and comment intensity. This is critical for campaign continuity and ROI measurement.

Critiques and Alternative Perspectives

Is the Post Format Really Falling Behind?
While the rise of stories and reels is undeniable, posts remain crucial, especially for product promotion and static content. They are still indispensable for building long-term brand memory.

Hypothetical Scenario: What If Everything Shifted to Reels?
If all brands switched entirely from posts to reels, short-term engagement might rise, but long-term brand messaging could weaken. A balanced strategy is therefore essential.

Projections for the Future

Hyperiser data suggests that stories and reels will continue to dominate in the second half of 2025. However, rather than disregarding posts, brands are expected to adopt hybrid strategies where posts contribute to “brand permanence” while short formats drive engagement.

Conclusion

The influencer marketing trends of Q2 2025 reveal not only the formats that dominate but also how brands manage communications during crises, how quickly they recover, and the importance of data-driven decision-making. Hyperiser’s influencer marketing analyses remain an indispensable resource for understanding these shifts and developing effective strategies.

The post What Happened in the Industry in Q2? first appeared on ICM Turkey.

In influencer marketing, content format is not just a way of telling a story; it is one of the key factors that determines campaign success. Knowing which format is most preferred and which drives higher engagement is essential for making strategic decisions. Hyperiser’s Q2 2025 data reveals critical trends shaping formats in the influencer marketing landscape.

2. The Strongest Player in Q2 2025: The Story Format

According to data analyzed with Hyperiser’s influencer tracking tools, 82.6% of content in Q2 was produced in story format. This clearly confirms the dominance of stories in influencer marketing campaigns.

Branded Stories and the Decline of Link Usage
In branded story content, the rate of link usage fell by 5% compared to the previous quarter, dropping to 59.3%. This shift suggests that brands may be using stories less for direct sales conversions and more for engagement and brand awareness.

3. Engagement Drops in Reels: What Does It Mean?

Views Are Up, Engagement Lags Behind

The main reason for this drop is that although view counts rose rapidly, users remained passive in showing engagement (comments, likes, shares). For brands, this highlights the need to re-evaluate the balance between quantity and quality.

4. Sector Dynamics: Who Invests More in Stories?

Hyperiser’s influencer analytics show that story usage increased across all sectors. Except for the Food & Beverage sector, story adoption rose by about 3% in every category. This indicates that industries are embracing stories as a primary communication tool.

Why Stories?

• Instant and authentic: Stories are ideal for quick, genuine connections with followers.
• Sales potential: Link features create direct opportunities for conversions.
• Brand recall: Their integration into daily routines boosts brand visibility.

5. An Alternative View: Are Stories Overtaking Reels?

The rise of stories does not mean Reels have lost relevance. On the contrary, the increase in view rates shows that Reels still carry strong potential. However, since the format leans toward “passive” consumption, it may be harder to trigger active engagement.

Analyses from influencer marketing tools indicate that Reels campaigns should be evaluated with view-based KPIs, while stories remain more valuable for engagement and traffic-driving metrics.

6. What Should You Do in Your Influencer Marketing Strategy?

1. Use multiple formats: Don’t rely on just one type of content; diversify your approach.
2. Leverage sector-specific insights: For instance, if the Food & Beverage sector lags in story use, this may present an opportunity to differentiate.
3. Make data-driven decisions: Compare story and Reels performance with Hyperiser’s analytics tools.

Content Formats Should Be at the Heart of Your Strategy

Your choice of content formats directly shapes the future of your influencer marketing strategy. While stories continue to dominate, every format has its own advantages. Understanding these differences through data and adapting accordingly can significantly boost campaign success rates.

Hyperiser is more than just an influencer marketing tool—it helps you understand, compare, and optimize content performance.

Stay one step ahead in influencer marketing by decoding the language of content formats with Hyperiser.

The post The Evolution of Content Formats in Influencer Marketing 2025: Stories, Reels, and Sector Preferences first appeared on ICM Turkey.

A lot has changed in influencer marketing over recent years, but one thing remains constant: the need for data-driven decisions. Platforms that provide influencer analytics have become one of the most valuable resources for brands and agencies navigating this landscape. Hyperiser data for Q2 2025 offers deep insights into current market dynamics and near-term potential.

2. First Data Point: 63% Activity

In the Hyperiser Universe, 63% of registered advertisers were actively running influencer marketing collaborations in Q2 2025. This figure indicates that activity levels observed in Q1 were maintained. Influencer marketing has moved beyond a periodic tactic and become a continuous communications model.

3. Sector Tagging Trends: .com Brands Lead

When we look at the sectors most frequently tagged in influencer content, .com-based digital brands remain the leader with a 48% share. This represents a two-point increase from the previous quarter. The FMCG sector (fast-moving consumer goods) maintained its position at 15%, while Textile/Footwear strengthened its presence with an 11.3% share.

Why this matters

Data from influencer marketing tools is critical for understanding which sectors gain the most visibility. It also guides new entrants on where competition is most intense.

4. Standout Brands: Marketplaces Dominate

At the top of the list of most-tagged brands is Trendyol. Even though it experienced a decline in both influencer count and total tag volume, it remained the leader, being tagged roughly 45.2k times by nearly 1,000 influencers.

Brands like Zara, which emphasize organic communication, pursue a steadier, long-term visibility strategy. This approach can help build a sustainable brand perception rather than short-lived spikes.

Other notable brands this quarter included Publicis GO, L’Oréal Paris, and LC Waikiki.

5. Link-Based Content Dominance

Out of a total 1,145,585 link-based influencer posts, 57% directed traffic to Trendyol. Hepsiburada ranked second with 25%. The remaining links were distributed across various affiliate platforms and individual brands.

Why deep analysis is essential

Without an influencer analytics tool, it’s nearly impossible to determine which platform and product categories links are driving traffic to. Hyperiser steps in as an influencer tracking tool that can deliver campaign performance at a level of detail needed for effective optimization.

6. Alternative Perspectives

Marketplaces’ dominance is clear, but brands that build deep connections with their audiences and run creative strategies stand out. In particular, sincere relationships with nano and micro influencers can often yield higher returns compared to macro campaigns. Hyperiser positions itself as a transparent, in-depth influencer marketing tool that enables monitoring of these scenarios.

Conclusion: Act on Data — Don’t Leave Strategy to Chance

Influencer marketing has become too complex to rely on instincts alone. For brands, agencies, and specialists, making data-supported decisions is essential. From selecting collaborators to analyzing content performance, every stage of the process can be effectively managed only with a robust influencer analytics tool.

Hyperiser is more than an influencer tracking tool; it is a strategic partner that supports brands’ decision-making processes.

If you want to make your influencer marketing more efficient, measure the real impact of your campaigns, and reach the right audiences with your brand voice, start trying Hyperiser today.

The post A Deep Dive into Influencer Marketing in 2025 — Curated Insights from the Hyperiser Universe first appeared on ICM Turkey.