Manufacturers need to make tough choices with regards to the place they make investments time, cash, and assets for his or her influencer advertising packages.
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, as a way to decide which social platforms are essentially the most impactful for influencer advertising.
The Finest Social Platforms for Influencer Advertising
Influencer advertising has the facility to impression 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 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 follow 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 actual social platforms are they at the moment doing that on? Traackr’s information 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 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 had been platform particular? Try Ole Henriksen’s product seeding marketing campaign that it carried out on YouTube, or Craghopper’s artistic influencer advertising marketing campaign that it carried out on Instagram (and out within the wild!).
Finest Social Platforms for Influencer Advertising: Consideration
Google is now 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 fascinating? Customers are using totally different social platforms for product analysis vs common content material consumption vs product buying.
Prime Platforms for Product Evaluations and Data:
- YouTube
- TikTok
- Fb
Finest Social Platforms for Influencer Advertising: Gross sales
In line with Traackr’s influencer advertising 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.
Prime Platforms for Social Commerce:
- Fb
- YouTube
- TikTok
How you can Discover the Proper Social Platform for Your Influencer Advertising Program
Though the rankings above may give you a normal sense of which social platforms is perhaps good to spend money on on your influencer advertising program, it’s essential to keep in mind that the most effective methods are tailor-made on your particular model.
If you’re nonetheless undecided easy methods to decide which social platform is greatest on your model’s influencer advertising program, listed here are some suggestions:
- Assume by means of 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 assets 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 special power, so it’s essential to grasp 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 mix 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 development. However, the reality is that the best influencer advertising campaigns and packages are those that protect the model’s voice and identification. Be certain the social media platform you decide may also help talk and nurture the core tenets of your model.
“A development needs to be one thing that aligns with our model pillars as a result of if we’re making an attempt to leap on all the pieces, we’ll lose our distinctive tone of voice and model identification that we’ve got labored so arduous to create and defend.” – 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 suppose it has the best potential that will help you attain your influencer advertising targets, it might be time to experiment! 57% of customers 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.
