Selecting the Right Platform for your Influencer Campaign

Selecting the Right Platform for your Influencer Campaign

November 26, 2019 1:01 pm

Influencer marketing has come a long way from its humble origins. Celebrity endorsements were the original form of influencer marketing, but the times have changed, and the world has shifted into the digital space. Now brands have begun to focus on partnering with content creators who hold sway over massive niche audiences. 

Social media platforms are ripe with influencer partnerships just waiting to be formed, but knowing which platform to choose can be a bit more challenging. Every social media platform has nuances that must be carefully considered before jumping headlong into a partnership. With so many platforms to choose from, we’re going to specifically look at the big four: Facebook, Instagram, Twitter and YouTube.

Facebook 

In 2019 and beyond, Facebook has made clear moves to position themselves as one of the go-to platforms for brands to work with. It was only back in 2012 that Facebook had over 1 billion active users. Fast forward to today, and that number has nearly tripled to 2.8 billion active users, and the trend will only continue.

With their branded content tags, new and improved boost features, and a new “brand collabs manager” search engine, you could say Facebook is attempting to make influencer marketing mainstream. From the business side of influencer marketing, Facebook has incredible power with whitelisting influencer content. Facebook whitelisting allows brands to reach audiences as broad or as granular as they choose. This allows the brand to target in on the exact consumer they want to attract, or spread their image to a much larger audience. If your brand is seeking to connect with a highly-targeted audience using a strategic paid media approach Facebook could be a great resource for your influencer campaign.

Instagram

With Instagram stories overtaking Snapchat in just one year’s time and a reported 1 billion active users as of June 2018,  this platform feels like an unstoppable force of nature. What’s truly interesting, however, is that over 80% of Instagram users are outside of the U.S

That’s a lot of global ad revenue just waiting to be claimed by the savvy marketer. If your brand is branching out on a global scale your reach will go that much further by partnering with an Instagram influencer. 

Twitter

With just over 330 million users, Twitter is perhaps the most complex social media platform, given its short life span and challenging character limit. You may not typically think of Twitter as being a great platform for influencer campaigns, but don’t cross it off the list just yet. 

Twitter is a fantastic platform for breaking news, product releases, and company announcements. To get your campaigns noticed, always use trending hashtags and sponsored tweets. Engage in conversations with other influencers so that your company handle shows up more often in the Twitter feed and helps your content rise to the top.

YouTube 

If you haven’t tried influencer marketing on YouTube yet, you’re behind the times. The stats don’t lie. 6 out of 10 people now prefer online video platforms like YouTube over live television. Furthermore, over 1 billion hours of YouTube videos are watched per day which is more than Facebook video and Netflix combined. 

Simply put, YouTube has become the preferred platform of choice when it comes to long-form online video content and is the perfect choice for brands who wish to expand their reach through video format. 

Choosing the right social media platform to run your influencer campaign simply comes down to understanding the goals and objectives of your brand and aligning that vision with the correct platform. Finding the right influencers for your brand, well, is a subject for another article

Trending Family specializes in working with family-friendly influencers to create impactful social and video influencer campaigns for brands and agencies. Contact Trending Family today to gain more knowledge on influencer strategies and marketing campaigns.

Recent Posts

 

Creative Ways to Make Your Holiday Campaign Stand Out

The holidays are a peak time for marketing with brands from all categories wanting to get their products and services out there. The competition is hot for the highest visibility and it can often be difficult to make your way to the top. Influencer marketing is unique in that it allows brands to reach niche […]

Read More
 

How Brands Can Reach Whole-Family Demographics

Tablets and other portable gadgets have undeniably reshaped the media landscape. Mobile devices have become equally as prevalent as TVs in most U.S. households, according to a report from Common Sense Media. “Second-screen” viewing enables people to consume two kinds of content simultaneously, like watching a movie while playing a game or scrolling through social […]

Read More
 

(Influencer) Content Is King

Nearly a quarter century ago, Bill Gates declared, “Content is King.”  As played-out as his message may sound, it is perhaps truer today than it was in 1996. Though Gates correctly foresaw the rise of Internet advertising, he couldn’t have predicted the landscape we now find ourselves in – a world of ad-blockers, spam filters, […]

Read More
 

3 Quick Tips For Mother’s Day Influencer Marketing Success

Mother’s Day is right around the corner and there is no shortage of fantastic influencer marketing campaigns for us to appreciate, analyze, and learn from! Team2Moms + DSW Major holidays like Mother’s Day are a perfect opportunity to establish positive brand connotations without the need for overt product placement.  Team2Moms shared a touching post with […]

Read More
 

Does my Brand Need an Influencer Agency or Can We Just Do it Ourselves?

According to recent estimates, the influencer marketing industry is expected to hit $10B by 2020 with over 75% of marketers currently utilizing the tactic. Nevertheless, some advertisers are still wary of diving in headlong with questions lingering about ROI and overall effectiveness.  Regardless of the evolving (and sometimes unpredictable) nature of the influencer marketing space, […]

Read More
 

3 Ways to Engage Millennial Parents with Branded Content

1. Create family-friendly YouTube videos. YouTube is quickly becoming America’s most watched media platform. Today’s parents use it as a source of family entertainment. They’re looking for clean, wholesome videos that are entertaining for both themselves and their children. So, as a brand, you can choose to produce your own content that is safe and […]

Read More
 

Lead time for influencer campaigns?

STRATEGY PLANNING FAQ Q: How long, from start to finish, does a video influencer campaign take to execute? A: At a minimum: 1-2 months.  Here’s the breakdown: Find and select ideal influencers + finalize creative brief (1-2 weeks) Negotiate/execute contracts with influencers (1 week) Influencer video production and editing (1-3 weeks) Brand/legal approval on video draft + […]

Read More
 

Here are the videos that influenced families in 2017.

Family-friendly content flourished in 2017, with more millennial families than ever turning to YouTube for tips, community, and entertainment. Watch Trending Family’s 2017 highlight reel to see the branded influencer videos that engaged both parents and kids all year long!

Read More
 

Holiday Case Studies from 2016 Influencer Campaigns

Many of our clients are finalizing their 2017 holiday promotion strategies so we thought it would be a good time to share some of our most effective activations from last year. From tech, to retail, to food, we launched engaging social media collaborations, festive videos, and marketing experiences filled with seasonal magic.

Read More
 

How to Convince Your Clients to Try Influencer Marketing

Influencer Marketing has quickly evolved into a pivotal tool agencies and brands can use to grow their audiences and sell their products and services.

Read More