The Best Social Channels For Influencer Marketing
Influencer marketing reached $13.8 billion and is continuing to grow at an accelerated rate. More than ⅔ of all adults originate shopping from creator recommendations, so it’s no wonder why 60 percent of marketers agree that influencer marketing has a higher ROI than traditional advertising.
Experienced Influencer marketers know that finding the right social media channels for their brand is less about the channels themselves and more about the creators they use and their followers on the channel.
But what are the best channels for maximum engagement and ROI? Let’s take a look.
Best Channels For Influencer Marketing In 2022
Every social media platform has its own type of content and audiences. Each platform’s features, audiences and users continuously evolve and change. So depending on what story you are trying to share, you may want different options for social media channels.
Instagram
Instagram is a top influencer hub for Millennials and Gen Z, who make up almost 60 percent of Instagram’s audience.
Highly visual and scrollable, it has nearly 130 million users tapping on shoppable posts each month. This gives influencers the chance to leverage aesthetic content to drive their followers to purchase – often directly from their post or bio.
Brands will gain more brand visibility when utilizing Instagram stories, which stay up for 24 hours, can be added to a brand or influencer’s highlights long-term, and often engage audiences through polls, swiping, sharing, tags, etc.
Youtube
The go-to video platform, YouTube has approximately 1.86 billion users worldwide, up from 1.47 billion in 2017. Influencers who live on YouTube are skilled at editing and creating video content and have a dedicated following of subscribers.
YouTube videos are highly engaging, and allow influencers to showcase a product or experience in depth. What’s more, YouTube videos live on an influencer’s channel indefinitely, for evergreen content that builds brand awareness, SEO, conversions, and shareable content for owned channels and digital marketing campaigns.
TikTok
TikTok has taken social media by storm, with short videos often paired with viral audio. TikTok influencers are skilled at creating video content and know how to convey an eye- and ear-catching message within 15 to 60 seconds. They know how to represent your products in action. TikTok users have now passed 100 million – nearly 38 percent of America’s 267.6 million mobile internet users.
If you’re looking to reach Gen Z, prioritize TikTok in your campaign strategy. 47.4 percent of active TikTok users are between the ages of 10 and 29. That being said, older audiences are growing too, with 5.5 times more American adult users in the last 18 months.
Facebook
Facebook is still successful in the influencer space and for brands looking to find, build, and test new audiences. This highly engaged, community-oriented platform brings all aspects of life into one space, where conversation, shares, and video content thrive.
As older age groups adopt this platform, they bring higher income to the table, with 74 percent of high-income earners using Facebook. Facebook is also a popular place for businesses to create profiles that house valuable product information, hours of operation, and shared content (from users and influencers).
Twitter
Twitter research reports that almost 40 percent of users on Twitter made a purchase based on an influencer’s tweet – and influencers created a 5.2x increase in purchase intent when users were exposed to brand and influencer tweets. Of the 187 million monetizable daily active users on Twitter, 54 percent are male vs. 43 percent female, with the largest age demographic being 18 to 29 years old.
Influencer tweets are short and engaging, so they’re more effective in promoting company events, industry news, or short-form posts with hashtags.
The social channels that Gen Z shares shopping tips on the most are:
Instagram
Facebook
TikTok
Pinterest and Snapchat tied
YouTube
Twitter
The social channels that all adults share tips on the most are:
Facebook
Instagram
Pinterest
TikTok and YouTube tied
Snapchat
Twitter
If you are unsure of where to focus your efforts for Influencer Marketing, we can help. Reach out and let’s discuss how we can take your brand message to the next level.