Dec 15, 2024
From TV to TikTok: How Influencer Marketing is Transforming Brands
From TV to TikTok: How Influencer Marketing is Transforming Brands
Let’s be real—traditional ads aren’t cutting it anymore. With viewers increasingly skipping commercials, blocking pop-ups, or turning to ad-free streaming platforms, the effectiveness of traditional advertising has plummeted. Linear TV, once the dominant advertising channel, is struggling to maintain relevance. For example, only 25% of Millennials and a mere 13% of Gen Z find traditional TV ads effective in influencing their purchasing decisions.¹ This trend is reflected in the UK, where Christmas TV advertising spend decreased by 5%, while online advertising soared.² Even in the U.S., where connected TV (CTV) ad spending reached $62.9 billion in 2024,³ this growth is primarily driven by digital formats, such as ads on streaming platforms, not conventional TV.⁴
Let’s be real—traditional ads aren’t cutting it anymore. With viewers increasingly skipping commercials, blocking pop-ups, or turning to ad-free streaming platforms, the effectiveness of traditional advertising has plummeted. Linear TV, once the dominant advertising channel, is struggling to maintain relevance. For example, only 25% of Millennials and a mere 13% of Gen Z find traditional TV ads effective in influencing their purchasing decisions.¹ This trend is reflected in the UK, where Christmas TV advertising spend decreased by 5%, while online advertising soared.² Even in the U.S., where connected TV (CTV) ad spending reached $62.9 billion in 2024,³ this growth is primarily driven by digital formats, such as ads on streaming platforms, not conventional TV.⁴
Let’s be real—traditional ads aren’t cutting it anymore. With viewers increasingly skipping commercials, blocking pop-ups, or turning to ad-free streaming platforms, the effectiveness of traditional advertising has plummeted. Linear TV, once the dominant advertising channel, is struggling to maintain relevance. For example, only 25% of Millennials and a mere 13% of Gen Z find traditional TV ads effective in influencing their purchasing decisions.¹ This trend is reflected in the UK, where Christmas TV advertising spend decreased by 5%, while online advertising soared.² Even in the U.S., where connected TV (CTV) ad spending reached $62.9 billion in 2024,³ this growth is primarily driven by digital formats, such as ads on streaming platforms, not conventional TV.⁴
Let’s be real—traditional ads aren’t cutting it anymore. With viewers increasingly skipping commercials, blocking pop-ups, or turning to ad-free streaming platforms, the effectiveness of traditional advertising has plummeted. Linear TV, once the dominant advertising channel, is struggling to maintain relevance. For example, only 25% of Millennials and a mere 13% of Gen Z find traditional TV ads effective in influencing their purchasing decisions.¹ This trend is reflected in the UK, where Christmas TV advertising spend decreased by 5%, while online advertising soared.² Even in the U.S., where connected TV (CTV) ad spending reached $62.9 billion in 2024,³ this growth is primarily driven by digital formats, such as ads on streaming platforms, not conventional TV.⁴
only 25% of Millennials and a mere 13% of Gen Z find traditional TV ads effective in influencing their purchasing decisions.
The data is clear: consumer habits have evolved, and so must marketing strategies. Influencer marketing offers brands a way to cut through the noise and connect with audiences authentically, leveraging trusted voices to create impactful connections that traditional advertising can no longer achieve.
The data is clear: consumer habits have evolved, and so must marketing strategies. Influencer marketing offers brands a way to cut through the noise
What Is Influencer Marketing?
Influencer marketing is all about brands teaming up with people who have a big impact online. These influencers connect with their followers in a real and relatable way, creating content that feels genuine and gets people interested.
Instead of brands shouting about their products to everyone, influencers share it as a personal recommendation to people who trust them. And trust? That’s the secret sauce that makes it all work.
Why Is Influencer Marketing So Popular?
People Trust Recommendations
Think about how a recommendation from a trusted friend can sway your opinion. Influencers create that same level of trust with their followers—but on a much larger scale. For brands, this trust translates into powerful, authentic connections with consumers.
Think about how a recommendation from a trusted friend can sway your opinion. Influencers create that same level of trust with their followers—but on a much larger scale
Reaching the Right Audience
Influencers specialize in niches like beauty, fitness, travel, or tech, making it easy for brands to connect directly with their target audience. By partnering with an influencer in your market, you’re ensuring your message reaches the people most likely to care about it.
Better Connections with Followers
Traditional ads often feel distant and impersonal. Influencer content, however, sparks conversations and interactions that make consumers feel seen and heard. Whether it’s through comments, shared posts, or direct messages, these connections create lasting impressions for your brand.
Content That Gets Noticed
Influencers are creative professionals who know how to craft eye-catching visuals and engaging stories. Collaborating with them ensures your brand stays relevant and captures attention in a crowded digital space.
The Power of Micro-Influencers
While mega-influencers may have massive followings, micro-influencers—those with 1,000 to 100,000 highly engaged followers—are gaining traction for a reason. Their audiences see them as relatable and trustworthy, which leads to stronger engagement. For brands, micro-influencers offer a cost-effective way to target specific niches and build genuine connections, often driving impressive results without a hefty price tag.
While mega-influencers may have massive followings, micro-influencers—those with 1,000 to 100,000 highly engaged followers—are gaining traction for a reason.
The Power of Real Stories
What sets influencer marketing apart is its ability to tell real, relatable stories. People don’t connect with slogans—they connect with experiences. Instead of an ad saying, “Buy our running shoes,” an influencer might share how those shoes helped them crush their first marathon goal.
This kind of storytelling brings your brand to life, making it easier for potential customers to see how your product fits seamlessly into their own lives. It’s not just marketing—it’s building genuine connections through shared experiences.
Why It’s Crucial for Modern Brands
The Shift to Social Media
With over half the global population active on social media, platforms like Instagram, TikTok, and YouTube have become hubs for entertainment, inspiration, and product discovery. If your brand isn’t leveraging these spaces, you’re leaving opportunities on the table.
Building Authentic Connections
Today’s consumers are sharp—they can easily detect inauthentic endorsements. Influencers offer a unique advantage by presenting your products or services in relatable, real-life scenarios that foster trust and connection.
Driving Purchase Decisions
A single post from the right influencer can lead to sold-out inventory or a spike in website traffic. Their ability to shape consumer decisions makes them a powerful asset in any marketing strategy.
But It’s Not Just About Any Influencer
Choosing the right influencer for your brand is critical. Here’s how to do it effectively:
Know Your Goals: Are you aiming for increased brand awareness, follower growth, or direct sales? Define your objectives first.
Find the Right Fit: Partner with influencers whose values and audience align with your brand’s mission.
Check Engagement Rates: A smaller, highly engaged audience often delivers better results than a larger but less interactive one.
Focus on Authenticity: Work with influencers who genuinely believe in your product and can share it authentically.
How Ganax Simplifies Influencer Marketing
At Ganax, we know that navigating the influencer marketing world can be complex. That’s why we’ve built a platform to streamline the process, helping brands like yours connect with the right influencers and run successful campaigns with ease.
What Ganax Offers:
Data-Driven Insights: Discover influencers who align perfectly with your brand using detailed analytics and metrics.
Seamless Campaign Management: Handle every step of your campaign in one centralized platform—from outreach to final reporting.
Comprehensive Support: Whether you’re just starting with influencer marketing or refining your strategy, Ganax provides the tools and guidance to meet your objectives effortlessly.
The Future of Marketing
In the ever-evolving digital landscape, influencers are emerging as the storytellers of our time—shaping opinions, driving conversations, and inspiring action. For modern brands, harnessing this power isn’t just an option; it’s a necessity.
Effective influencer marketing goes beyond selling products—it’s about building a loyal community and fostering connections that stand the test of time.
Ready to elevate your brand and unlock new possibilities? Let Ganax be your partner on this transformative journey.
—————
¹ Statista: Linear TV Advertising Effectiveness by Generation, US
² FT: UK Christmas Advertising Attracts Record Spending but Brands Shun Television
³ Reuters: TV Upfront Presentations Clouded by Digital Video Ad Supremacy
⁴ The Australian: Internet Advertising Surges as Linear TV Dips
only 25% of Millennials and a mere 13% of Gen Z find traditional TV ads effective in influencing their purchasing decisions.
The data is clear: consumer habits have evolved, and so must marketing strategies. Influencer marketing offers brands a way to cut through the noise and connect with audiences authentically, leveraging trusted voices to create impactful connections that traditional advertising can no longer achieve.
The data is clear: consumer habits have evolved, and so must marketing strategies. Influencer marketing offers brands a way to cut through the noise
What Is Influencer Marketing?
Influencer marketing is all about brands teaming up with people who have a big impact online. These influencers connect with their followers in a real and relatable way, creating content that feels genuine and gets people interested.
Instead of brands shouting about their products to everyone, influencers share it as a personal recommendation to people who trust them. And trust? That’s the secret sauce that makes it all work.
Why Is Influencer Marketing So Popular?
People Trust Recommendations
Think about how a recommendation from a trusted friend can sway your opinion. Influencers create that same level of trust with their followers—but on a much larger scale. For brands, this trust translates into powerful, authentic connections with consumers.
Think about how a recommendation from a trusted friend can sway your opinion. Influencers create that same level of trust with their followers—but on a much larger scale
Reaching the Right Audience
Influencers specialize in niches like beauty, fitness, travel, or tech, making it easy for brands to connect directly with their target audience. By partnering with an influencer in your market, you’re ensuring your message reaches the people most likely to care about it.
Better Connections with Followers
Traditional ads often feel distant and impersonal. Influencer content, however, sparks conversations and interactions that make consumers feel seen and heard. Whether it’s through comments, shared posts, or direct messages, these connections create lasting impressions for your brand.
Content That Gets Noticed
Influencers are creative professionals who know how to craft eye-catching visuals and engaging stories. Collaborating with them ensures your brand stays relevant and captures attention in a crowded digital space.
The Power of Micro-Influencers
While mega-influencers may have massive followings, micro-influencers—those with 1,000 to 100,000 highly engaged followers—are gaining traction for a reason. Their audiences see them as relatable and trustworthy, which leads to stronger engagement. For brands, micro-influencers offer a cost-effective way to target specific niches and build genuine connections, often driving impressive results without a hefty price tag.
While mega-influencers may have massive followings, micro-influencers—those with 1,000 to 100,000 highly engaged followers—are gaining traction for a reason.
The Power of Real Stories
What sets influencer marketing apart is its ability to tell real, relatable stories. People don’t connect with slogans—they connect with experiences. Instead of an ad saying, “Buy our running shoes,” an influencer might share how those shoes helped them crush their first marathon goal.
This kind of storytelling brings your brand to life, making it easier for potential customers to see how your product fits seamlessly into their own lives. It’s not just marketing—it’s building genuine connections through shared experiences.
Why It’s Crucial for Modern Brands
The Shift to Social Media
With over half the global population active on social media, platforms like Instagram, TikTok, and YouTube have become hubs for entertainment, inspiration, and product discovery. If your brand isn’t leveraging these spaces, you’re leaving opportunities on the table.
Building Authentic Connections
Today’s consumers are sharp—they can easily detect inauthentic endorsements. Influencers offer a unique advantage by presenting your products or services in relatable, real-life scenarios that foster trust and connection.
Driving Purchase Decisions
A single post from the right influencer can lead to sold-out inventory or a spike in website traffic. Their ability to shape consumer decisions makes them a powerful asset in any marketing strategy.
But It’s Not Just About Any Influencer
Choosing the right influencer for your brand is critical. Here’s how to do it effectively:
Know Your Goals: Are you aiming for increased brand awareness, follower growth, or direct sales? Define your objectives first.
Find the Right Fit: Partner with influencers whose values and audience align with your brand’s mission.
Check Engagement Rates: A smaller, highly engaged audience often delivers better results than a larger but less interactive one.
Focus on Authenticity: Work with influencers who genuinely believe in your product and can share it authentically.
How Ganax Simplifies Influencer Marketing
At Ganax, we know that navigating the influencer marketing world can be complex. That’s why we’ve built a platform to streamline the process, helping brands like yours connect with the right influencers and run successful campaigns with ease.
What Ganax Offers:
Data-Driven Insights: Discover influencers who align perfectly with your brand using detailed analytics and metrics.
Seamless Campaign Management: Handle every step of your campaign in one centralized platform—from outreach to final reporting.
Comprehensive Support: Whether you’re just starting with influencer marketing or refining your strategy, Ganax provides the tools and guidance to meet your objectives effortlessly.
The Future of Marketing
In the ever-evolving digital landscape, influencers are emerging as the storytellers of our time—shaping opinions, driving conversations, and inspiring action. For modern brands, harnessing this power isn’t just an option; it’s a necessity.
Effective influencer marketing goes beyond selling products—it’s about building a loyal community and fostering connections that stand the test of time.
Ready to elevate your brand and unlock new possibilities? Let Ganax be your partner on this transformative journey.
—————
¹ Statista: Linear TV Advertising Effectiveness by Generation, US
² FT: UK Christmas Advertising Attracts Record Spending but Brands Shun Television
³ Reuters: TV Upfront Presentations Clouded by Digital Video Ad Supremacy
⁴ The Australian: Internet Advertising Surges as Linear TV Dips
Contact Ganax
Contact Ganax
Iniciativas de Exito, S.A. de C.V. (Ganax)
Avenida Antonio Dovali Jaime Numero 70,
Torre A, Piso 2, Colonia Santa Fe, C.P.01210.
Delegación Álvaro Obregón, Mexico, City, México
Iniciativas de Exito, S.A. de C.V. (Ganax)
Avenida Antonio Dovali Jaime Numero 70,
Torre A, Piso 2, Colonia Santa Fe, C.P.01210.
Delegación Álvaro Obregón, Mexico, City, México
only 25% of Millennials and a mere 13% of Gen Z find traditional TV ads effective in influencing their purchasing decisions.
The data is clear: consumer habits have evolved, and so must marketing strategies. Influencer marketing offers brands a way to cut through the noise and connect with audiences authentically, leveraging trusted voices to create impactful connections that traditional advertising can no longer achieve.
The data is clear: consumer habits have evolved, and so must marketing strategies. Influencer marketing offers brands a way to cut through the noise
What Is Influencer Marketing?
Influencer marketing is all about brands teaming up with people who have a big impact online. These influencers connect with their followers in a real and relatable way, creating content that feels genuine and gets people interested.
Instead of brands shouting about their products to everyone, influencers share it as a personal recommendation to people who trust them. And trust? That’s the secret sauce that makes it all work.
Why Is Influencer Marketing So Popular?
People Trust Recommendations
Think about how a recommendation from a trusted friend can sway your opinion. Influencers create that same level of trust with their followers—but on a much larger scale. For brands, this trust translates into powerful, authentic connections with consumers.
Think about how a recommendation from a trusted friend can sway your opinion. Influencers create that same level of trust with their followers—but on a much larger scale
Reaching the Right Audience
Influencers specialize in niches like beauty, fitness, travel, or tech, making it easy for brands to connect directly with their target audience. By partnering with an influencer in your market, you’re ensuring your message reaches the people most likely to care about it.
Better Connections with Followers
Traditional ads often feel distant and impersonal. Influencer content, however, sparks conversations and interactions that make consumers feel seen and heard. Whether it’s through comments, shared posts, or direct messages, these connections create lasting impressions for your brand.
Content That Gets Noticed
Influencers are creative professionals who know how to craft eye-catching visuals and engaging stories. Collaborating with them ensures your brand stays relevant and captures attention in a crowded digital space.
The Power of Micro-Influencers
While mega-influencers may have massive followings, micro-influencers—those with 1,000 to 100,000 highly engaged followers—are gaining traction for a reason. Their audiences see them as relatable and trustworthy, which leads to stronger engagement. For brands, micro-influencers offer a cost-effective way to target specific niches and build genuine connections, often driving impressive results without a hefty price tag.
While mega-influencers may have massive followings, micro-influencers—those with 1,000 to 100,000 highly engaged followers—are gaining traction for a reason.
The Power of Real Stories
What sets influencer marketing apart is its ability to tell real, relatable stories. People don’t connect with slogans—they connect with experiences. Instead of an ad saying, “Buy our running shoes,” an influencer might share how those shoes helped them crush their first marathon goal.
This kind of storytelling brings your brand to life, making it easier for potential customers to see how your product fits seamlessly into their own lives. It’s not just marketing—it’s building genuine connections through shared experiences.
Why It’s Crucial for Modern Brands
The Shift to Social Media
With over half the global population active on social media, platforms like Instagram, TikTok, and YouTube have become hubs for entertainment, inspiration, and product discovery. If your brand isn’t leveraging these spaces, you’re leaving opportunities on the table.
Building Authentic Connections
Today’s consumers are sharp—they can easily detect inauthentic endorsements. Influencers offer a unique advantage by presenting your products or services in relatable, real-life scenarios that foster trust and connection.
Driving Purchase Decisions
A single post from the right influencer can lead to sold-out inventory or a spike in website traffic. Their ability to shape consumer decisions makes them a powerful asset in any marketing strategy.
But It’s Not Just About Any Influencer
Choosing the right influencer for your brand is critical. Here’s how to do it effectively:
Know Your Goals: Are you aiming for increased brand awareness, follower growth, or direct sales? Define your objectives first.
Find the Right Fit: Partner with influencers whose values and audience align with your brand’s mission.
Check Engagement Rates: A smaller, highly engaged audience often delivers better results than a larger but less interactive one.
Focus on Authenticity: Work with influencers who genuinely believe in your product and can share it authentically.
How Ganax Simplifies Influencer Marketing
At Ganax, we know that navigating the influencer marketing world can be complex. That’s why we’ve built a platform to streamline the process, helping brands like yours connect with the right influencers and run successful campaigns with ease.
What Ganax Offers:
Data-Driven Insights: Discover influencers who align perfectly with your brand using detailed analytics and metrics.
Seamless Campaign Management: Handle every step of your campaign in one centralized platform—from outreach to final reporting.
Comprehensive Support: Whether you’re just starting with influencer marketing or refining your strategy, Ganax provides the tools and guidance to meet your objectives effortlessly.
The Future of Marketing
In the ever-evolving digital landscape, influencers are emerging as the storytellers of our time—shaping opinions, driving conversations, and inspiring action. For modern brands, harnessing this power isn’t just an option; it’s a necessity.
Effective influencer marketing goes beyond selling products—it’s about building a loyal community and fostering connections that stand the test of time.
Ready to elevate your brand and unlock new possibilities? Let Ganax be your partner on this transformative journey.
—————
¹ Statista: Linear TV Advertising Effectiveness by Generation, US
² FT: UK Christmas Advertising Attracts Record Spending but Brands Shun Television
³ Reuters: TV Upfront Presentations Clouded by Digital Video Ad Supremacy
⁴ The Australian: Internet Advertising Surges as Linear TV Dips
