Social media platforms have become an integral part of the marketer’s strategic plan. In today’s digital world, brands must meet customers where they most frequently are – online. Everything has gone mobile including customer buying patterns and behaviors. Businesses now dedicate most of their time and marketing budget on building content that resonates with people, in all of its shapes and forms. After all, today’s consumer is proactive and conducts online research of multiple products before buying. Additionally, these shoppers tend to engage more with high quality content that educates. Only once they have acquired the insights they seek, will they feel compelled to make a purchase.
A large piece of the content marketing puzzle comes from highly influential people speaking positively about one’s brand. Businesses have quickly discovered the benefits of having a trusted resource speak on their behalf to niche audiences worldwide. Firstly, it helps elevate brand visibility and awareness, and secondly provides exceptional value to your audience. Together, these ingredients build trust and as a result, increase sales.
Through social media, the potential for businesses to reach millions of people in an instant is unmatched, especially when the message is coming from an influencer. These days, people really are glued to their mobile phones waiting for the next best text, comment or notification. Many look at their phones first thing in the morning and take their phones to bed with them at night. Shocking (or perhaps, not so shocking) smartphone usage statistics reveal that 75.4% of Americans have an addictive, love affair with their phones. Interestingly enough, the biggest culprit for social media’s rise in popularity has been the arrival of the smartphone, and vice versa. Most of the time we consume on our mobile phones is spent browsing social media platforms. Thus proving how closely social media applications and smartphone technology are intertwined.
A rule of thumb for brands who want more exposure is to target the channels that influencers they would like to engage with, are highly active on. We’ve narrowed it down to 4 popular platforms to start engaging with potential influencers in order to help your brand succeed.
Over the past few years, Instagram’s growth has virtually exploded. There are currently over 1 billion monthly active members using this free social networking service to engage with others. It’s an entirely visual social channel based primarily on image and video sharing. People are able to interact with the content they see through likes, tags, shares and comments, using its easy to understand mobile app.
These days, improving brand awareness can’t possibly be achieved through a better channel. It has a shoppable component that attracts many of today’s consumers. According to Facebook (who now owns Instagram), 70% of shopping enthusiasts turn to their platform in search for products and a whopping 87% say that influencers on the app inspired them to buy!
The surge in online video only continues to grow, and YouTube is the video platform beast. This video sharing service subsidiary of Google, allows users to upload video content and watch posts by others. Fans feel ultra-connected to their favorite YouTubers and trust what they have to say. Video as a medium has become extremely powerful due to its ability to bring out emotions in viewers. This explains why so many brands are optimizing YouTube to run their ads or collaborate with influential people with millions of subscribers watching them daily.
This social networking website’s popularity has grown consistently since its inception back in 2004. It allows users to share images, videos, opinions, articles and news they find interesting, with others online. People create profiles and connect with one another through “friend requests” that unlock the ability to view what the other one posts or shares once the connection is made.
Facebook currently sets the record for the highest monthly active users of all social networks worldwide, at roughly over 2.7 billion. Based on reach alone, there is no superior platform to utilize for influencer marketing campaigns.
This newly launched application has been taking the world by storm, allowing you to create your own short videos, add music or sound bites and share them with the world. Access to a large music library and original features and functionalities, has attracted many Gen Z’s to use TikTok (individuals under the age of 24).
Young people are currently spending loads of time scrolling through entertaining videos in their feeds. Brands are taking advantage by partnering with niche TikTok influencers to gain more visibility for that very reason.
So, from these 4 social media platforms, which one best fits with your influencer marketing campaign?