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.