Why the Next Big Influencer Isn’t on Instagram—and Where You’ll Actually Find Them

Instagram influencers had their heyday—glamorous feeds, airbrushed content, and meticulously staged posts ruled for a long time. But today’s audiences aren’t buying it anymore. People want authenticity, and that shift is reshaping where influential voices are popping up.

If you’re a PR pro, clinging to Instagram as the top influencer source could leave you a step behind. Let’s break down why Instagram’s shine has dimmed and where you should actually be looking to find the next big names making waves in the influencer space.

The Instagram aesthetic feels…recycled and unrelatable. Those highly edited, magazine-quality photos that once made influencers feel aspirational now often feel more like ads than authentic connections. And audiences are craving something different—rawness, spontaneity, and actual personality, not polished personas. Platforms like TikTok have blown up by capitalizing on exactly this kind of unscripted content, which is why influencers who start on TikTok are connecting faster and more deeply than those grinding it out on Instagram.

On TikTok, creators aren’t concerned with a perfect grid because they are more interested in sharing stories, participating in trends, or showing a side of themselves that feels accessible. It’s authentic, messy, and real, and that’s where the magic happens. People are tired of the overly curated Instagram world and are looking for voices they can relate to—flaws and all.

2. Audiences Want Short, Raw, and Unfiltered Content

If Instagram is a photo album, TikTok and emerging platforms like BeReal and Lemon8 are a live feed straight from the user’s brain. For PR professionals, this shift means looking beyond the beautifully styled shots and instead embracing platforms where influencers talk openly, mess up, and let their personalities come through. And while that might feel messy to PR pros used to Instagram’s polish, it’s actually a great thing for brand authenticity.

Consider that TikTok’s most-followed creators aren’t famous for pristine photo ops; they’re known for reactions, humor, and genuine engagement with followers. The rawness here doesn’t mean a lack of quality but a strategic authenticity. Brands like Duolingo have nailed this by creating TikTok content that’s quirky and relevant, which is relatable to a generation that wants connection over an aesthetic that feels forced.

3. Niche Communities Are Driving Influence

Another shift worth watching? Influencers who own niche communities are more influential than those with massive followings. On platforms like Reddit, Discord, and even Twitch, creators are building highly loyal followings that care deeply about specific topics. Unlike Instagram, where influence is often defined by sheer numbers, these platforms are about genuine interaction and expertise.

For example, a gaming influencer with a smaller, dedicated following on Twitch or Discord can drive more engagement than a lifestyle influencer on Instagram with five times the audience. Niche-focused platforms encourage trust and ongoing conversation—two essentials for building long-term influence. And if you’re looking for next-gen influencers with loyal, tight-knit audiences, this is where you should be scouting.

4. Live Streams, Podcasts, and Interactive Content Build Real Connection

Instagram might let influencers tell stories, but newer platforms let them create experiences. Audiences today want interaction, not just consumption, which is why platforms offering live streaming, podcasting, and interactive content are attracting more engaged followings. Influencers who engage in live video on platforms like YouTube Live or Twitch are building an active connection with audiences in real-time.

Podcasts are also worth a look. While not as visually captivating as Instagram, podcasting is growing, with listeners spending significant time listening to their favorite hosts. This format builds a deep, personal connection, allowing influencers to dive into topics that resonate with niche communities. PR pros who tap into these spaces can collaborate with influencers in ways that create meaningful dialogues with audiences—something that’s becoming increasingly valuable as digital trust becomes harder to earn.

5. Content Creators Are Taking Ownership, Shaping Trends Directly

An exciting shift happening off Instagram is the rise of platforms that let creators control their own communities—think Substack for writers, Patreon for artists, and even OnlyFans for various types of content. These platforms allow creators to monetize their work directly from their followers, which means they’re not just posting for likes or ad dollars; they’re creating content that followers actually pay to see.

This model breeds loyalty and fosters deeper relationships than Instagram’s “influencer economy” ever did. PR pros can collaborate with these creators in ways that add value to their audiences without feeling like ads. When creators have a direct relationship with their fans, any brand alignment is based on genuine trust rather than flashy sponsorships, and that authenticity makes an impact.

6. Influencer Marketing Is Evolving Toward Community-Centric Spaces

Instagram’s traditional feed-based model is feeling outpaced by community-driven spaces where audiences feel a sense of belonging. For brands and PR professionals, platforms like Discord or Clubhouse might seem unconventional, but they offer a whole new way of engaging with audiences. Influencers on these platforms aren’t just posting; they’re hosting discussions, answering questions, and connecting in real-time, often with niche interest groups.

This isn’t about flashy numbers—it’s about depth of connection. PR professionals who are nimble enough to navigate these spaces can unlock partnerships with influencers whose followers truly value their opinions. Brands that sponsor or collaborate within these tight-knit communities can expect their messages to come across as part of the conversation rather than interrupting it.

Go Beyond Instagram

So, if you’re still looking for the next big influencer solely on Instagram, it might be time to rethink your strategy. The most influential voices today are popping up in spaces where they can connect with audiences on a deeper level, away from the overly curated world of Instagram. And for PR professionals, finding them means broadening your scope, understanding what matters to different audience segments, and meeting them on platforms that offer more than just filtered photos.