The last couple of years have been hard for everyone, especially for various industries, but the scenario is the complete opposite for social media platforms.
To escape the global COVID-19 pandemic and survive the work from home days, most of us have spent days glued to our phones and screens.
Social media channels forecasted this long ago and utilized new appealing features and other ways to engage more audiences.
Today, it’s habitual for people to buy various items via social commerce; it’s like trying your hand at the trendy TikTok or Instagram dance.
And even if the social media giants such as Facebook, TikTok, and Instagram go up and down, you’ll hardly see them vanishing entirely.
That’s why marketers need to pay close attention and ensure that social media channels are crucial for their content distribution strategies for the current year.
Influencer marketing is quite popular these days, and it brings in more sales; moreover, the campaigns of influencer marketing also have the potential to gain more audience reach.
Therefore, it is imperative to know the differences between platforms and better for your brand marketing.
At this point, I’m pretty confident that you’re curious to know more about influencer marketing and want to know which is the best social media platform for influencer marketing?
Let’s kick off with some quick statistics.
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Quick Stats
- Companies using influencer marketing in the US increased by 17% in 2022
- 50% of consumers say social media and word of mouth are most effective ways to discover brands
- 52% of buying decisions influenced by Facebook posts
- Fashion is the top industry for social commerce
- 57% of fashion and beauty companies use influencers with their marketing strategy
- 90% of consumers engage with influencers on a weekly basis
- 75% of creators will only work with companies in line with their values
- 80% of influencer marketers consider content quality before anything else
How to Find the Best Social Media Platforms for Influencer Marketing
Bear in mind the increasing popularity of social media channels, this year is becoming an excellent year for influencer marketing.
With that being said, the main question is how you can find the best social media channel for influencer marketing.
Let’s unpack this.
Before starting, you need to bear in mind that there’s no universal approach when it comes right down to influencer marketing.
You have to figure out the social media platform where your targeted audience is most active before anything else. You can do this via market research.
The more market research you do in the very beginning, the more successful you’ll be with your influencer marketing activity.
Put, the social media channel that you finally choose entirely depends upon things such as your specific niche, customer needs, and the consumption behavior of your clients.
Thus, it’s highly essential to do thorough research about these aspects. Considering this fact, I recommend you to operate a content persona together with a persona or influencer research campaign.
That’s because doing all this will give you a detailed understanding of which social media channel will ultimately help you achieve your business goals.
Now, what’s content persona research? If you don’t know, it’s similar to traditionally known “customer persona analysis.” However, these two do have a fundamental difference.
The difference is that the investigation of content persona is primarily focused on the category of content your audiences are consuming, in conjunction with which social media platform they’re consuming it and at what time they’re consuming it.
While doing this kind of analysis, keep in mind to pay close attention to who your clients are already following on the specific social media platform.
Acting this way will help you understand what content they resonate with the most and find the right influencers for the job.
On the other side, influencer persona research implies the creation of the perfect influencer that you might want to associate with.
But, first, you have to know your specific niches to find out your perfect influencer.
At first, think about your average follower base, as well as the mode, tone, and format of the content that you’re searching for.
On top of that, you have to consider the influencer’s values because these must be closely associated with your brand’s values.
Finally, you’ll have to research things such as your clients’ demographics, interests, and professions.
When both client persona and influencer persona research are done, you’ll get a clearer picture of which social media channel will perform the best-concerning influencer marketing for your business brand.
Most Popular Influencer Marketing Platform: Top 5 Social Media Channels
Given below are the top five social media platforms for influencer marketing:
- TikTok
- YouTube
1. Instagram (93%)
Instagram, the image-based social media platform, has become one of the most prominent platforms for digital marketing during the last few years.
These days, you’ll hardly find anyone who’s not on Instagram.
And I’m not talking about the individuals only; virtually all the businesses have an online presence, mainly on Instagram.
That means that you aren’t limited by territory or niche regarding Instagram.
Everyone has a place on Instagram from one has a place on Instagram, from fashion to food, cryptocurrency to traveling,
Talking about influencer marketing, it’s especially advantageous for small-scale businesses as they can team up with micro Instagram influencers who have native individuals as their followers.
Moreover, the Business-to-Consumer brands are ready to benefit from Instagram.
As per the reposts, 69% of the total marketers planned to spend most of their money for influencer marketing on Instagram in 2022.
In fact, as of 2021, the industry of influencer marketing on Instagram is worth over a billion US dollars.
Kinds of Influencer Marketing Content Formats:
- Instagram Story
- Instagram Posts
- IGTV
- Instagram Reels
- Instagram Videos
Advantages of Influencer Marketing on Instagram:
- It helps in building a greater Instagram following.
- Influencer marketing on Instagram is affordable.
- Instagram has a greater audience reach.
- The engagement rate of Instagram is pretty high.
2. TikTok (68%)
TikTok, being one of the most used social media platforms, is an excellent channel for influencer marketing where you can collaborate with TikTok influencers to promote your brand and become famous.
From news companies to fashion brands, travel agencies to restaurants, every industry can find its target audience via a TikTok influencer.
This indicates that TikTok is one of the best-performing platforms connected to employment and marketing.
However, most of the brands are still not available on Instagram, and that’s why influencer marketing is more organic and less promotional on the platform.
Speaking of a paid partnership, TikTok influencers can set their own rules to maintain a reputation in front of their followers.
That’s because they want to implement all kinds of promotion as organically as possible.
Another essential fact about TikTok influencers is that they often remove promotional videos from their profiles after a specific time.
The period varies somewhere between a few weeks to a couple of months.
Although you might want the influencers of TikTok to keep the promotional videos up for a more extended period, in reality, it implies that they can generate a higher level of engagement for your brand in a short period.
Kinds of Influencer Marketing Content Formats:
- In-feed TikTok Ads
- TikTok Videos
- TopView Ads
- Brand Takeover Ads
- Branded Effects
Advantages of Influencer Marketing on Tik Tok:
- TikTok is currently dominating the social media market.
- It’s easier for your brand to get popular on TikTok.
- TikTok helps in creating an authentic connection with consumers.
- You can easily track the ad performance matrices through TikTok advertising.
3. Facebook (68%)
Facebook, one of the largest social media networking platforms globally, is also the third most apparent platform for influencer marketing.
Thanks to the more extensive audience reach of Facebook influencers, it provides more successful influencer marketing campaigns than most advertising algorithms owning social media channels.
Facebook encourages its like, comment, and share posts, creating more visibility than the influencer’s audience.
In addition, Facebook is also the most preferred social networking channel for the influencers themselves.
A survey carried out in 2016 revealed that 32% of the social media influencers favored Facebook over other platforms.
The platform’s popularity has been increasing since then, and now over 68% of the marketers are planning to include Facebook for influencer marketing.
Kinds of Influencer Marketing Content Formats:
- Facebook Story
- Facebook Videos
- Facebook Lives
- Facebook Posts
Advantages of Influencer Marketing on Facebook:
- Facebook influencer marketing gives a wider audience reach than any other social media channels.
- The influencer marketing campaign on Facebook is suitable for both Business-to-Business-Business and Business-to-Consumer business models.
- It helps in deriving traffic directly to your websites.
- Facebook influencer marketing helps in keeping your existing customers engaged.
4. YouTube (48%)
YouTube is the second-biggest search engine after Google.
You might find it difficult to believe, but with approximately 2 billion monthly active users, YouTube is undoubtedly one of the best social media platforms for your label and influencer marketing campaigns.
It’s a perfect marketplace worldwide for brands and influencers across a range of different industries.
Most individuals consider YouTube the best platform for influencer marketing, and there are some valid reasons behind it.
This is since YouTube offers its audiences a longer video format, ultimately allowing you to display your brand or products more pleasantly.
In addition to this, the platform also allows you to deliver more detailed information and more engagement than other forms of social media posts.
Moreover, another positive news about the platform is that, unlike other social media channels that present video as a medium, YouTubers generally keep promotional videos on their tracks, giving more engagement to your brand.
Kinds of Influencer Marketing Content Formats:
- YouTube Video
- Community Post
- YouTube Live
- YouTube Shorts
Advantages of Influencer Marketing on YouTube:
- YouTube influencer marketing generates five times more conversion rate than YouTube Advertisement.
- It leverages the influencers’ niche expertise.
- YouTube influencer marketing helps in boosting sales.
- Videos of YouTube have longer longevity, and thus you can even gain benefits after the completion of your campaign.
5. Twitter (32%)
The last one on the list of the top five social media channels that can back you up with your influencer marketing is Twitter.
With over 200 million daily active users, it gives you a perfect opportunity to resonate with your core audience.
For instance, if your audience is located in Southeast Asia, the United States, or Europe, Twitter will be an excellent choice to consider in your influencer marketing campaign.
However, if your targeted audiences are based in China, or North Korea, considering the platform for influencer marketing will be a wrong move.
Additionally, for technology companies, food chains, an airline, and financial brands, Twitter works to be a great place to market its services or products.
The platform also performs pretty well for Business-to-Business companies who want to collaborate with tech influencers.
Most of the B2B influencers of Twitter are either categorized as industry experts or have been operating on their own companies.
They regularly share their opinions on the platform in tweets about their area of expertise. This makes the platform a great place for brands to collaborate with influencers.
Kinds of Influencer Marketing Content Formats:
- Twitter Posts
- Twitter Videos
Advantages of Influencer Marketing on Twitter:
- Twitter influencer marketing helps in increasing the reach of your brand or business model.
- It provides a great opportunity to build trust with your targeted audience about your brand or business.
- The influencer marketing campaign on Twitter helps in generating leads and sales.
- Twitter influencer marketing also comes in handy if you want to increase your Twitter followers.
In Conclusion
Influencer marketing is a kind of social media marketing that involves approval and product placement from various social media influencers, individuals, and organizations having an expert level of knowledge or public influence in their specific niche.
From the above discussion, it’s pretty clear that the best social media platforms for influencers marketing entirely depends on your targeted audience.
However, the top five social media channels for influencer marketing are YouTube, Instagram, Facebook, TikTok, and Twitter.
That’s all for now; if you’ve any queries, please use the comment section below.
