Seasonality in Influencer Marketing: The “Back to School & City” Effect in September

Influencer marketing does not follow the same rhythm throughout the year. While brands slow down their communication efforts during certain periods, they reallocate budgets and refocus on visibility during others. Summer is one of the seasons where this fluctuation is most evident. As brands tend to remain relatively quiet during the summer months, strategic communication efforts are often reserved for the post-summer revival. This is precisely why September stands out as a defining period in influencer marketing.

The launch of “Back to School & City” campaigns in September directly influenced both the pace of the season and the distribution of content formats. Alongside this shift, the increase in branded content—particularly the rise in post-format shares—reveals that September marked a period in which brands regained momentum and visibility within influencer marketing.

Investment Focus Shifts Toward “Back to School & City” Campaigns in September

The relatively lower communication frequency observed during the summer months positioned September as a period of renewed activation in brands’ communication strategies. This revival affected not only content volume but also the distribution and prioritization of content formats.

The increase in branded content during this period indicates that September represents not just a rise in communication output, but also a renewed commercial momentum within influencer marketing. For many brands, September emerges as a time when post-summer visibility accelerates and communication intensity increases.

Through in-depth analysis, Hyperiser enables brands to accurately interpret this seasonal movement. A noticeable rise in branded content serves as a key indicator for identifying the right collaborations during campaign-driven periods.

The Rise of the Post Format: Brands Seeking Renewed Visibility

The activity reflected in the data becomes evident not only in campaign themes but also in content formats. The increase in post shares highlights brands’ preference for formats that offer longer-lasting visibility in September.

This growth in post content aligns with brands’ desire to adopt a more strategic approach at the start of the season. Moving away from the lower-tempo communication style of the summer period, brands shift toward a more structured, planned, and visible communication model. For influencer marketing professionals, this transition signals the need to reassess and restructure format strategies.

For Hyperiser users, these insights provide strong signals regarding which formats are more effective when selecting influencers. The rise in post content clearly reflects brands’ intent—favoring a more permanent, professional, and intentional content approach.

Story Maintains Its Dominance While a New Balance Emerges in September

Story continues to be a powerful format in influencer marketing. While data shows that Stories maintain their dominant position on the platform, September also brings noticeable increases in post and Reels shares.

This indicates that while Stories continue to serve instant engagement needs, brands prioritize more permanent content formats during the season kickoff. In other words, although Stories remain essential, the increased preference for post and Reels formats in September reflects a strategic shift toward sustainable visibility.

Clear Signals from the Increase in Reels Content

In addition to posts, the rise in Reels content during September also stands out. Thanks to its fast distribution dynamics and high discoverability, Reels has become a key format for brands aiming to reach wider audiences at the start of the season.

The September concentration in Reels usage shows that brands are actively strengthening their visibility goals through this format, positioning Reels as a strategic lever during campaign-heavy periods.

Conclusion: September as a Period of Revival in Influencer Marketing

When all data points are considered together, September clearly emerges as a period with strong seasonal impact in influencer marketing:

• Brands regaining visibility after the summer slowdown
• Increased communication driven by “Back to School & City” campaigns
• Noticeable growth in post and Reels formats
• A strategic shift toward more permanent formats while Stories maintain their strength

This landscape demonstrates brands’ intent to enter the season more assertively and reshape their content strategies accordingly.

For influencer marketing professionals, agencies, and brands, this period is critical for selecting the right formats and closely analyzing content performance.

From an expert perspective, this shift shows that content formats evolve not only based on performance, but also in response to seasonal needs. Brands that analyze content performance with Hyperiser can directly translate these insights into their strategies. Discover more about campaign periods, format shifts, and influencer analysis with Hyperiser.