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The Instagram era of influencer brands is over. What now?

Influencer brands’ success was once almost guaranteed. Now, TikTok’s changed the game and consumers are more discerning. It presents a new influencer and brand opportunity — if done right.
The Instagram era of influencer brands is over. What now
Photo: Michaël Smits

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Gille Peeters, founder of Belgian jewellery brand Fragille, doesn't like social media marketing. That’s where influencer and fan of the brand Victoria Paris, who counts nearly two million followers on TikTok, comes in.