Which is the best for your Influnecer Marketing Campaign?
While it’s helpful to know what social media channels other marketers are choosing for their influencer marketing campaigns, your priorities will inevitably differ depending on your own goals.
It’s important to consider all elements of your campaign—and how they align with a given platform—when selecting the best social media channels for your campaign. Each channel offers a unique audience, a different concentration of influencers, and its own core benefits when it comes to influencer marketing.
HOW TO CHOOSE THE RIGHT PLATFORM FOR YOUR CAMPAIGN
When you are choosing a platform for your campaign, you need to consider the “Rs” of influence. These are:
- Resonance — The potential engagement an influencer can generate from an audience that is relevant and valuable to your brand.
- Relevance — How many of your target customers can be found on this platform.
- Reach — The number of people you can potentially reach using the influencer’s content on the platform.
POPULAR TYPES OF INFLUENCER MARKETING CONTENT FORMATS
Once you have determined what message you want to say, the next question is how to deliver your message to your target audience. Here are several of the most popular types of influencer marketing formats, by channel:
- Instagram: Instagram Post, Instagram Story, Instagram Live, IGTV
- YouTube: YouTube Video, YouTube Live
- Facebook: Facebook Post, Facebook Video, Facebook Live
Instagram is a visual platform for quality pictures and video. People follow their friends for obvious reasons, but they also follow strangers who offer them something— whether they are quality images of cats, comedy posts, memes, gorgeous people, fashion etc.
Audience
Instagram’s audience skews a little younger than some of the other social media platforms with their audience ages ranges between 18 to 29 on Instagram. This makes Instagram a great channel for businesses that are aiming to reach an audience group that’s 30 or younger especially Millennial users, as well as strong usage rate among Gen Z and Gen X groups. The potential audience for Instagram is smaller than that of Facebook or YouTube but it might be considered a more targeted ad strategy than YouTube since it will only be sending out key messages to a select group.
Features & Benefits
The goal of Instagram is to have a quick connection to share pictures and videos with your followers. An Instagram post entails highly digestible contents like photo(s) or video(s) with a descriptive caption that appears in followers’ Instagram feeds. Posts enable influencers to position your product in a visually striking way. Not only can they be consumed quickly but also require you to shell out less money for content creation. What’s more, stories on Instagram and live videos are great for consumers who do not have the time to watch long videos. Instagram Stories are interactive snapshots that depict a “moment in time” and focuses on the key messages, through either a video or sequence of photos. Stories can also include a link through the “Swipe Up” feature, unlike Posts.
Youtube: The Online Video King
With about 2 billion users logged in monthly, 7 out of 10 YouTube subscribers opting for YouTube over traditional television or movie stars, and 40% of millennials believe their favourite YouTuber understands them better than their friends.
Audience
YouTube is frequented by a range of demographics, usually with people aged 18-34.
Features & Benefits
YouTube specialises in the long-form video format, where influencers can enjoy a sponsored experience, sharing in-depth of how a product works, or incorporate a brand creatively into their storyline to raise awareness. Besides that, YouTube is a platform with informative nature where if your product has lots of note-worthy features then YouTube is your winner. This is why it is particularly popular for niches like beauty, gaming, and tech. Creators can also embed links in their video description, making YouTube an effective platform for conversion-based campaigns as well. Furthermore, the content in YouTube doesn’t get lost on an ever-growing feed. Instead, the video can still be visible in years to come if correctly tag the content.
But, in the end, the most important thing is that you create a video that will help build your credibility, boost your engagement level, and increase conversions. But even increasing conversions is not the most important thing when it comes to online marketing. The end result should be that you are developing your brand in such a way that you will have positive returns on your investment and work on acquiring customers that will produce revenue.
Facebook, on the other hand, is a platform intended for networking and connecting with friends. It’s for people connecting with people you know. To make connecting and networking with friends fun and amazing, they allow you to message, post, share, comment, like etc.
Audience
With over 2.2 billion users in the world, Facebook has the widest reach of any channel. Due to its massive audience size, Facebook reaches nearly all age demographics, although younger audiences (such as Gen Z) are moving away from the platform in favor of Instagram, and YouTube.
Features & Benefits
Many large influencers use Facebook as a second channel, rather than their primary platform. That being said, it can be a valuable channel for amplifying an influencer campaign. Facebook Live videos are watched 3x longer than standard videos and can be used by top influencers to reach their fans in a raw, unedited way.