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.
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.
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.
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.
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.
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