Manufacturers need to make troublesome choices relating to the place they make investments time, cash, and sources for his or her influencer advertising applications.
But the social media platform panorama is commonly arduous to foretell. Traackr’s 2024 Influencer Advertising and marketing Impression Report surveyed 1,000 Millennial and Gen Z shoppers within the US, with a view to decide which social platforms are probably the most impactful for influencer advertising.
The Finest Social Platforms for Influencer Advertising and marketing
Influencer advertising has the facility to affect a number of areas of the funnel — from consciousness, to consideration, to gross sales, to buyer loyalty. Beneath, we share which social platforms are the perfect for every a part of the funnel
Finest Social Platforms for Influencer Advertising and marketing: Consciousness
It’s no secret that influencers are nice companions for constructing model consciousness. That’s primarily the place the observe of influencer advertising 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 information revealed that preferences modified relying on age. Millennial and Gen Z shoppers confirmed barely completely different preferences of their social platform selections for client influencer content material.
Most Used Platforms for Consuming Influencer Content material, Based on All Shoppers:
- YouTube
- TikTok
- Fb
- X
Most Used Platforms for Consuming Influencer Content material, Based on Millennial Shoppers:
- Fb
- YouTube
- TikTok
- X
Most Used Platforms for Consuming Influencer Content material, Based on 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 performed on YouTube, or Craghopper’s inventive influencer advertising marketing campaign that it performed on Instagram (and out within the wild!).
Finest Social Platforms for Influencer Advertising and marketing: Consideration
Google is now not the one-stop store for client product discovery, analysis, and buying. The truth is, the US Influencer Advertising and marketing Impression Report revealed that 53% of shoppers look to influencers for product suggestions.
Much more attention-grabbing? Shoppers are using completely different social platforms for product analysis vs common content material consumption vs product buying.
High Platforms for Product Opinions and Data:
- YouTube
- TikTok
- Fb
Finest Social Platforms for Influencer Advertising and marketing: Gross sales
Based on Traackr’s influencer advertising report, 61% of the surveyed shoppers really feel that influencers’ posts have some sway on their buy choices. Listed here 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
The right way to Discover the Proper Social Platform for Your Influencer Advertising and marketing Program
Though the rankings above may give you a common sense of which social platforms is perhaps good to put money into on your influencer advertising program, it’s essential to do not forget that the perfect methods are tailor-made on your particular model.
In case you are nonetheless undecided how one can decide which social platform is greatest on your model’s influencer advertising program, listed here are some ideas:
- Assume via and set up your influencer advertising targets. What do you wish to obtain? Who do you wish to attain? What’s a practical timeline for attaining these targets? How a lot finances and sources can be found to you? All of those will probably be essential in serving to you establish which social platform will work greatest for you.
- Analysis your target market. Every social platform has a distinct energy, so it’s essential to know what traits your target market has, and what they care about. Are you making an attempt to succeed in Millennials? Gen Zers? Gen Xers? Or a mixture of all of them? Is your target market 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 pattern. However, the reality is that the simplest influencer advertising campaigns and applications are those that protect the model’s voice and id. Make sure that the social media platform you decide may also help talk and nurture the core tenets of your model.
“A pattern needs to be one thing that aligns with our model pillars as a result of if we’re making an attempt to leap on the whole lot, we’ll lose our distinctive tone of voice and model id that now we have 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 targets, it could be time to experiment! 57% of shoppers are considerably more likely 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 by experimenting with the metaverse.
