Manufacturers need to make troublesome selections in relation to the place they make investments time, cash, and sources for his or her influencer advertising and marketing packages.
But the social media platform panorama is commonly arduous to foretell. Traackr’s 2024 Influencer Marketing Impact Report surveyed 1,000 Millennial and Gen Z shoppers within the US, so as 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 facility to influence a number of areas of the funnel — from consciousness, to consideration, to gross sales, to buyer loyalty. Beneath, we share which social platforms are one of the best 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 follow 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 at the moment 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, In accordance with All Customers:
- YouTube
- TikTok
- Fb
- X
Most Used Platforms for Consuming Influencer Content material, In accordance with Millennial Customers:
- Fb
- YouTube
- TikTok
- X
Most Used Platforms for Consuming Influencer Content material, In accordance with Gen Z Customers:
- 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 campaign that it performed on YouTube, or Craghopper’s creative influencer marketing campaign that it performed on Instagram (and out within the wild!).
Finest Social Platforms for Influencer Advertising: Consideration
Google is now not the one-stop store for client product discovery, analysis, and buying. In reality, the US Influencer Marketing Impact Report revealed that 53% of shoppers look to influencers for product suggestions.
Much more attention-grabbing? Customers are using completely 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 accordance with Traackr’s influencer marketing report, 61% of the surveyed shoppers really feel that influencers’ posts have some sway on their buy selections. Listed below 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
Learn 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 could be good to spend money on to your influencer advertising and marketing program, it’s vital to keep in mind that one of the best methods are tailor-made to your particular model.
If you’re nonetheless undecided tips on how to decide which social platform is greatest to your model’s influencer advertising and marketing program, listed below are some ideas:
- Assume by way of and set up your influencer marketing goals. What do you need to obtain? Who do you need to attain? What’s a practical timeline for reaching these targets? How a lot funds and sources can be found to you? All of those shall be vital in serving to you identify which social platform will work greatest for you.
- Analysis your target market. Every social platform has a distinct power, so it’s vital to know what traits your target market has, and what they care about. Are you attempting 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 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 will 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 the whole lot, 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 simply haven’t damaged floor in and also you assume it has the best potential that can assist you attain your influencer advertising and marketing targets, it might 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 marketing by experimenting with the metaverse.
