Choosing a Social Network for Your Influencer Marketing Campaign

Quite often marketers cannot decide what platform they should launch their influencer marketing campaign on. In this article, we are going to run through a few of the popular platforms and address some of the common questions.

Instagram is probably the main target for most influencer marketing campaigns. Millennials are glued to the platform and loyally follow their favorite influencers. The Jenners can sell a $15 makeup kit for $300 just because their fans are loyal. I recommend Instagram for solution discovery. If consumers don’t know a solution exists to their problem, then Instagram posts would affordably get your brand the reach it needs.

YouTube is a favorite by brands with complex products that require explanation. YouTube videos tend to have a higher commercial intent than organic Instagram posts. The videos tend to be around 10 minutes in length – much longer than any TV ad or Instagram video post (60 seconds max).

Snapchat has consistent viewership. Unlike Instagram, Snapchat currently doesn’t alter exposure to stories based on user-feedback signals. A paid promotion will usually get as many views as an organic post on a Snapchat story. Snapchat however, falls short on influencer discovery. It’s difficult to find new Snapchat influencers and analyze the statistics of influencers, which holds back the platform in the advertising realm as you can see by it’s mediocre stock performance.

Facebook is occasionally brought up by brands. Facebook has basically killed off organic reach for pages unless they pay for a sponsored post. Celebrities just don’t have the reach on Facebook like they do on other platforms, which makes it clear why so few of them use it. The only luck you’ll have on this platform is if you hired a page that normally posts videos, to create a video in their native style which passively mentions your product. If users find it to be an ad, they’ll quickly scroll down to the next post on the timeline, so you have to be careful. And remember, Facebook is for old people.

Twitter has become a niche platform. If you’re into tech, marketing, business, media, journalism, politics or anything along those lines, Twitter is strong. Twitter is like Facebook in a sense that most millennials claim they don’t use it much, but many still do. Not as much as they do Snapchat or Instagram, but they still do, so don’t overlook it if you think your niche may run well there.

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