Which Social Media Platform is Finest for Influencer Advertising? I Traackr

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Manufacturers need to make troublesome choices on the subject of the place they make investments time, cash, and assets for his or her influencer advertising packages. 

But the social media platform panorama is commonly laborious to foretell. Traackr’s 2024 Influencer Advertising Impression Report surveyed 1,000 Millennial and Gen Z customers within the US, with the intention to decide which social platforms are essentially the most impactful for influencer advertising.

The Finest Social Platforms for Influencer Advertising

Influencer advertising has the ability 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 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 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 knowledge revealed that preferences modified relying on age. Millennial and Gen Z customers confirmed barely completely different preferences of their social platform decisions for client influencer content material. 

Most Used Platforms for Consuming Influencer Content material, Based on All Customers:

  1. YouTube
  2. TikTok
  3. Instagram
  4. Fb
  5. X

Most Used Platforms for Consuming Influencer Content material, Based on Millennial Customers:

  1. Fb
  2. YouTube
  3. TikTok
  4. Instagram
  5. X

Most Used Platforms for Consuming Influencer Content material, Based on Gen Z Customers:

  1. YouTube
  2. TikTok
  3. Instagram
  4. X
  5. Snapchat

Tip: Curious to learn up on some profitable consciousness campaigns that had been platform particular? Take a look at 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 client product discovery, analysis, and buying. In actual fact, the US Influencer Advertising Impression Report revealed that 53% of customers look to influencers for product suggestions

Much more fascinating? 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:

  1. YouTube
  2. TikTok
  3. Instagram
  4. Fb
  5. Reddit

Finest Social Platforms for Influencer Advertising: Gross sales

Based on Traackr’s influencer advertising report, 61% of the surveyed customers 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:

  1. Fb
  2. Instagram
  3. YouTube
  4. TikTok
  5. Pinterest

Easy methods to Discover the Proper Social Platform for Your Influencer Advertising Program

Though the rankings above can provide you a normal sense of which social platforms may be good to put money into to your influencer advertising program, it’s vital to do not forget that one of the best methods are tailor-made to your particular model. 

If you’re nonetheless undecided find out how to decide which social platform is finest to your model’s influencer advertising program, listed here are some suggestions:

  1. Suppose by way of and set up your influencer advertising targets. What do you wish to obtain? Who do you wish to attain? What’s a sensible timeline for reaching these targets? How a lot funds and assets can be found to you? All of those can be vital in serving to you identify which social platform will work finest for you. 
  2. Analysis your audience. Every social platform has a distinct energy, so it’s vital to know what traits your audience 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 audience a mixture of genders? What do they care about? Do they need instructional, or aspirational, or entertaining content material?
  3. 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 id. Ensure that the social media platform you decide may 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 attempting to leap on the whole lot, we’ll lose our distinctive tone of voice and model id that we now have labored so laborious 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 assume 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: Take a look at the steps e.l.f. Magnificence took to broadening the scope of their influencer advertising by experimenting with the metaverse.

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