What Happened in the Industry in Q2?
The influencer marketing world experienced notable shifts in the second quarter of 2025. While April was marked by a visible slowdown influenced by the political climate, May saw branded and collaborative content peak significantly. In this article, we will examine in detail the strategic changes, format preferences, and underlying reasons behind these shifts, based on Hyperiser Turkey’s Influencer Marketing Report for Q2.
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.