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If you’re a business captivated by the benefits of influencer marketing, chances are, you’re destined to start your own campaign. Nowadays, influencers are everywhere – TikTok, Instagram, YouTube, Twitter, Facebook, Twitch, LinkedIn, and Pinterest. Before you start influencer outreach for your campaign, you need to consider which social media platform is best for influencer marketing.
With the endless amounts of platforms out there, surely one is the best for all campaigns, right? Not necessarily, but keep reading to learn more about which social media platform is best for influencer marketing campaigns tailored toward your brand.
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So, Which Platform is the Best?
Large social media platforms have their own specific niche of content, and this alters the user demographics of each platform. For example, Pinterest’s largest age demographic (38%) is between the ages of 50 and 65, but 57% of American TikTokers are between the ages of 10 to 29. With that in mind, we can’t tell you which social media platform is best for influencer marketing because that depends on your campaign goals. Every platform has its own perks when marketing, so you must write down your goals before deciding what platforms and influencers to work with.
Jotting Down Your Campaign Goals
When deciding which social media platform is best for influencer marketing campaigns for your brand, you need to write down your goals. Here’s a list of campaign goals to get you started. Read each goal carefully and decide which ones are the most important to you:
- Successfully launch your product
- Increase brand awareness
- Increase engagement with your brand
- Generate website traffic
- Establish consumer trust in the market
- Increase the demand for your product
- Increase profits and revenue
- Increase customer lifetime value
- Shorten sales and deal cycles
- Reach new audiences
- Foster a community of engaged consumers
- Generate high-quality leads
- Improve brand reputation
- Obtain positive product reviews
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It’s safe to say that social media attracts younger demographics, but that doesn’t mean platforms ignore communities outside of the presumed majority. What makes major platforms stand out from each other are the various forms of media uploaded by users (ex: photos, videos, podcasts, livestreams, music, writing, etc). If one platform doesn’t vibe with you, you have other venues to choose from, and these other options can help you connect with others and engage in content that you like.
The takeaway here is that everyone, regardless of their age, gender, sexual orientation, race, and nationality, can find a social media platform that fits their needs as a consumer.
TikTok is, without a doubt, the platform brands first consider when planning an influencer marketing campaign, especially in 2022. We all know that TikTok isn’t a fad, and its exponential growth proves that. As of January 2022, TikTok has nearly 121 million monthly active users, many of them from younger age demographics. According to HootSuite, the average TikTok usage per user is about 20 hours a month, and user engagement is high compared to other platforms.
On TikTok, there are several influencer marketing formats for advertising on user feeds, TikTok videos, TopView ads, brand takeovers, partnerships, and more. TikTok’s video format and livestreams attract authentic creators, and this keeps user retention and engagement strong. Lots of influencers from other platforms are also present on TikTok, so if you ever considered advertising your brand on multiple platforms, TikTok is great for that. If your brand revolves around fashion, travel, and lifestyle, TikTok has a surplus of user’s in these niches.
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Instagram has a legacy as one of the largest networks out there and, depending on your goals, often solves the “which social media platform is best for influencer marketing” question that brands think about. Instagram accumulates over 1 billion unique logins each month. Similar to TikTok, Instagram attracts a younger audience – more than half of Instagram’s users are 35 years and below. Last year, users spent an average of 11 hours on the mobile app, significantly lower than TikTok but still high when comparing TikTok’s active users.
Instagram influencer marketing allows for creative freedom when advertising because you can campaign through stories, posts, reels, and videos. Compared to TikTok, Instagram has a large following in all content niches, and that would explain why businesses have been present on the platform for a while. Not only is marketing on Instagram affordable, but the platform also has excellent reach and engagement through a more diverse age demographic. Overall, influencer marketing on Instagram has been successful because of Instagram’s longevity as a platform.
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Not sure whether to use TikTok or Instagram for your influencer marketing campaign? Check out this blog for more insight.
YouTube is the second biggest search engine on the internet, making the platform optimal for your influencer marketing campaigns. In 2022, YouTube has 2.56 users globally with over 1.7 billion monthly visits. The platform attracts a prominently male audience, and, in the United States, 77% of users are between the ages of 15 and 25, according to HootSuite. YouTube visitors spend about 24 hours on YouTube’s mobile app each month – even higher than TikTok’s average viewing time.
YouTube is known for its longer video format, giving influencers more time to discuss your brand, but the platform also allows creators to upload short TikTok-like clips, livestreams, and community posts. Standard YouTube videos have better longevity, so engagement will persist after your campaign ends. YouTube influencer marketing is the catalyst of sales-boosting, and there are plenty of genres within the platform for maximum retention. The Small Business Blog states that influencer marketing on YouTube generates higher conversion rates than actual YouTube advertisements.
Another popular contender for which social media platform is best for influencer marketing is Twitter. As the 9th most visited website worldwide, Twitter has 217 million daily active users and 436 million monthly users. Twitter has a strong international presence in countries like Japan, Brazil, and India, making it a profitable platform for companies outside of the United States. Twitter attracts a larger age demographic with 59.2% between the ages of 25 and 49.
Twitter was always known for its short posts, but Twitter also allows creators to post videos and host audio conversations that function similarly to podcasts. Although engagement on Twitter is lower than on platforms like TikTok and Instagram, Twitter is still great for building brand trust with consumers. Advertisements can be sufficient for reaching different audiences, but direct influencer marketing is the way to go for authentic content and engagement. Overall, brand and business models thrive on Twitter, but if you’re trying to connect with younger audiences, TikTok and Instagram might better suit your campaign.
What are Twitter super follows, and what do they mean for the creator economy? Learn more about super followers here.
Facebook is the hub of all social media networks, often referred to as the mother of all platforms. With around 2.9 billion monthly active users and 1.93 billion unique logins each day, Facebook has the smallest age gap out of all platforms. According to HootSuite, 41% of Facebook users are 45 and older while another 31% are 25 to 34 years old. Facebook appeals to users with varying levels of income, and Facebook is also globally prevalent in social media networking.
Facebook is perfect for marketing to an audience outside of the teen and young adult demographic. Likewise, you can easily advertise your campaign on Facebook stories, videos, livestreams, and posts. Influencer marketing on Facebook allows for extended reach to more generalized audiences through business-to-business and business-to-consumer models, according to The Small Business Blog. If one of your campaign goals is to increase traffic to your website, while also keeping your audience engaged, Facebook is your go-to platform.
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LinkedIn has a stupendous legacy as one of the oldest ongoing platforms with an active, growing community, making it a network that deserves recognition for its impact on influencer marketing. Over 810 million people use LinkedIn worldwide while another 49 million use the platform for job searching each week. Nearly 60% of LinkedIn users are 25 to 34 years old; the next largest group is between the ages of 18 and 24 (20.4%). However, 40% of older Americans ages 45 and 55 also use LinkedIn.
It’s not unusual that over 57 million businesses have a strong presence on LinkedIn considering the platform is mostly for career planning and connection-building. LinkedIn has a combination of advertisements, blog posts, videos, LinkedIn groups, and business services that help enable marketing success with career-seeking influencers. Likewise, LinkedIn has a fantastic reach in countries like Iceland, the Netherlands, and the United States. Almost 90% of American adults who have college degrees visit LinkedIn, and this makes the platform a perfect candidate for connecting with young graduates.