Manufacturers need to make tough choices in relation to the place they make investments time, cash, and assets for his or her influencer advertising and marketing applications.
But the social media platform panorama is commonly arduous to foretell. Traackr’s 2024 Influencer Advertising Affect Report surveyed 1,000 Millennial and Gen Z customers within the US, with a view to decide which social platforms are probably the most impactful for influencer advertising and marketing.
The Finest Social Platforms for Influencer Advertising
Influencer advertising and marketing has the ability to influence a number of areas of the funnel — from consciousness, to consideration, to gross sales, to buyer loyalty. Under, we share which social platforms are the most effective for every a part of the funnel
Finest Social Platforms for Influencer Advertising: Consciousness
It’s no secret that influencers are nice companions for constructing model consciousness. That’s primarily the place the observe of influencer advertising and marketing began — audiences had been spending a majority of time on social media, and a big portion of that was (and nonetheless is) dedicated to consuming influencer content material.
So what precise social platforms are they presently doing that on? Traackr’s knowledge revealed that preferences modified relying on age. Millennial and Gen Z customers confirmed barely totally different preferences of their social platform decisions for shopper influencer content material.
Most Used Platforms for Consuming Influencer Content material, In response to All Shoppers:
- YouTube
- TikTok
- Fb
- X
Most Used Platforms for Consuming Influencer Content material, In response to Millennial Shoppers:
- Fb
- YouTube
- TikTok
- X
Most Used Platforms for Consuming Influencer Content material, In response to Gen Z Shoppers:
- YouTube
- TikTok
- X
- Snapchat
Tip: Curious to learn up on some profitable consciousness campaigns that had been platform particular? Try Ole Henriksen’s product seeding marketing campaign that it carried out on YouTube, or Craghopper’s artistic influencer advertising and marketing marketing campaign that it carried out on Instagram (and out within the wild!).
Finest Social Platforms for Influencer Advertising: Consideration
Google is not the one-stop store for shopper product discovery, analysis, and buying. In actual fact, the US Influencer Advertising Affect Report revealed that 53% of customers look to influencers for product suggestions.
Much more attention-grabbing? Shoppers are using totally different social platforms for product analysis vs common content material consumption vs product buying.
High Platforms for Product Evaluations and Data:
- YouTube
- TikTok
- Fb
Finest Social Platforms for Influencer Advertising: Gross sales
In response to Traackr’s influencer advertising and marketing report, 61% of the surveyed customers really feel that influencers’ posts have some sway on their buy choices. Listed below are the highest platforms that Traackr discovered that customers say they use most when shopping for merchandise.
High Platforms for Social Commerce:
- Fb
- YouTube
- TikTok
Discover the Proper Social Platform for Your Influencer Advertising Program
Though the rankings above may give you a normal sense of which social platforms may be good to spend money on on your influencer advertising and marketing program, it’s necessary to do not forget that the most effective methods are tailor-made on your particular model.
If you’re nonetheless undecided decide which social platform is greatest on your model’s influencer advertising and marketing program, listed below are some ideas:
- Suppose by and set up your influencer advertising and marketing objectives. What do you wish to obtain? Who do you wish to attain? What’s a practical timeline for attaining these objectives? How a lot finances and assets can be found to you? All of those can be necessary in serving to you establish which social platform will work greatest for you.
- Analysis your audience. Every social platform has a distinct power, so it’s necessary to grasp what traits your audience has, and what they care about. Are you attempting to achieve Millennials? Gen Zers? Gen Xers? Or a mixture of all of them? Is your audience a mixture of genders? What do they care about? Do they need academic, or aspirational, or entertaining content material?
- Consider your model voice/ethos. It may be tempting to leap on each new social platform and development. However, the reality is that the best influencer advertising and marketing campaigns and applications are those that protect the model’s voice and identification. Be certain that the social media platform you choose will help talk and nurture the core tenets of your model.
“A development must be one thing that aligns with our model pillars as a result of if we’re attempting to leap on all the pieces, we’ll lose our distinctive tone of voice and model identification that we’ve labored so arduous to create and shield.” – Samantha Hofherr, Influencer and Partnerships Supervisor at ILIA Magnificence
Final, if there’s a platform that you just haven’t damaged floor in and also you assume it has the best potential that can assist you attain your influencer advertising and marketing objectives, it could be time to experiment! 57% of customers are considerably prone to check out a brand new social platform if an influencer that they know and belief posts there.
Tip: Try the steps e.l.f. Magnificence took to broadening the scope of their influencer advertising and marketing by experimenting with the metaverse.
