Manufacturers must make troublesome choices in the case of the place they make investments time, cash, and assets for his or her influencer advertising and marketing packages.
But the social media platform panorama is usually laborious to foretell. Traackr’s 2024 Influencer Advertising Influence Report surveyed 1,000 Millennial and Gen Z shoppers within the US, in an effort to decide which social platforms are probably the most impactful for influencer advertising and marketing.
The Greatest Social Platforms for Influencer Advertising
Influencer advertising and marketing has the facility to affect 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 perfect for every a part of the funnel
Greatest 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 have 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 at the moment doing that on? Traackr’s information revealed that preferences modified relying on age. Millennial and Gen Z shoppers confirmed barely totally different preferences of their social platform selections for client influencer content material.
Most Used Platforms for Consuming Influencer Content material, In line with All Customers:
- YouTube
- TikTok
- Fb
- X
Most Used Platforms for Consuming Influencer Content material, In line with Millennial Customers:
- Fb
- YouTube
- TikTok
- X
Most Used Platforms for Consuming Influencer Content material, In line with Gen Z Customers:
- YouTube
- TikTok
- X
- Snapchat
Tip: Curious to learn up on some profitable consciousness campaigns that have been platform particular? Try Ole Henriksen’s product seeding marketing campaign that it carried out on YouTube, or Craghopper’s inventive influencer advertising and marketing marketing campaign that it carried out on Instagram (and out within the wild!).
Greatest Social Platforms for Influencer Advertising: Consideration
Google is now not the one-stop store for client product discovery, analysis, and buying. Actually, the US Influencer Advertising Influence Report revealed that 53% of shoppers look to influencers for product suggestions.
Much more attention-grabbing? Customers are using totally different social platforms for product analysis vs common content material consumption vs product buying.
High Platforms for Product Opinions and Data:
- YouTube
- TikTok
- Fb
Greatest Social Platforms for Influencer Advertising: Gross sales
In line with Traackr’s influencer advertising and marketing 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 buyers say they use most when shopping for merchandise.
High Platforms for Social Commerce:
- Fb
- YouTube
- TikTok
Find out how to Discover the Proper Social Platform for Your Influencer Advertising Program
Though the rankings above may give you a common sense of which social platforms may be good to spend money on in your influencer advertising and marketing program, it’s necessary to do not forget that the perfect methods are tailor-made in your particular model.
In case you are nonetheless undecided easy methods to decide which social platform is greatest in your model’s influencer advertising and marketing program, listed here are some suggestions:
- Suppose by way of and set up your influencer advertising and marketing targets. What do you need to obtain? Who do you need to attain? What’s a practical timeline for attaining these targets? How a lot funds and assets can be found to you? All of those will likely be necessary in serving to you identify which social platform will work greatest for you.
- Analysis your target market. Every social platform has a unique energy, so it’s necessary to know what traits your target market has, and what they care about. Are you attempting to achieve Millennials? Gen Zers? Gen Xers? Or a mix of all of them? Is your target market a mixture of genders? What do they care about? Do they need instructional, 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 best influencer advertising and marketing campaigns and packages are those that protect the model’s voice and identification. Be certain that the social media platform you choose may also help talk and nurture the core tenets of your model.
“A pattern must be one thing that aligns with our model pillars as a result of if we’re attempting to leap on every part, we’ll lose our distinctive tone of voice and model identification that now we have labored so laborious to create and shield.” – Samantha Hofherr, Influencer and Partnerships Supervisor at ILIA Magnificence
Final, if there’s a platform that you simply haven’t damaged floor in and also you assume it has the best potential that will help you attain your influencer advertising and marketing targets, it could be time to experiment! 57% of shoppers 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.
