The most influencers develop their presence on multiple social media as much as possible for two reasons:
– Reach maximum of people by extending their influence’s sphere
– Enrich their communication methods and interaction with their followers
Platforms are numerous and each has specific advantages to exploit in influence marketing campaign. Let’s take stock of their differences, their audience and their effectiveness!
We will not dethrone Instagram, this is the reference when it comes to influence marketing. Extremely effective in the fields of fashion, beauty and retail, the platform also covers all other sectors and allows audiences to reach different tastes and ages. If the most famous influencers can carry messages to sometimes more than one million followers, the micro-influencers get a better engagement rate. As the infographic carried out by the influence.co website shows with more than 16000 influencers.
In 2017, the platform had 800 million users and this summer, it announced to have exceeded one billion. A figure that continues to grow since the creation of this social media. And that makes it implicitly a giant of marketing influence. The proof: 80% of users follow at least one brand on Instagram.
Despite the arrival of new platforms and the evolution of old ones, Facebook remains the most popular social media in the world, with more than 2 billion monthly users. Generation Y (born between the 1980s and the 2000s) is particularly attached to this social media. In the United States, according to a study by Qualtrics and Accel, 42% of this population admits they can not do without Facebook for more than 5 hours in a row. An audience to target especially on Facebook, so.
The platform is innovative and dynamic in the world of influence marketing. In June 2018, she launched her Brand Collabs Manager tool, which links brands with network influencers. What boost the influence marketing within the king of social media.
Ads on TV, it’s now out of date. 6 out of 10 users admit to being more likely to buy a sponsored product by their favorite YouTube influencers than a product featured in an advertisement or by a movie star. Why ? Because influencers are connected with their followers. It is a real relationship that is created, a relationship of sharing and trust, made even stronger through the use of video. And on YouTube, the Queen is the video. Influencers use Instagram, Facebook or Snapchat to animate their community and then send their subscribers to their YouTube content, where their videos are posted, the results of their creativity. It is on this platform that the most developed messages are transmitted, since video is undoubtedly the most expressive format available for influencers.
Snapchat is the social media that impacts teenagers the most. Simple, fast and impulsive tool, it attracts many young people under 20 years. In January 2017, L’association Génération Numérique conducted a study with more than 8000 adolescents aged 11 to 18 and focused on their relationship to social media. It turns out that the platform is the most used by young people is Snapchat.
If its use by influencers can sometimes be complicated, due to ephemeral content and the fact that we can not insert a link, the application remains an excellent booster e-reputation brands.
An increasingly common and effective practice, takeover, is to leave the Snapchat account of a brand to an influencer for a weekend or a few days, so that the latter can publish his stories. The way to increase and to win loyalty followers brand!
If Twitter is not the influencers favorite social media, it is nonetheless a very good e-reputation tool for brands. A study conducted by Twitter reveals that brand tweets can increase buying intentions by nearly 2.7 times. Coupled with influencer tweets, this amounts to 5.2 times more buying intentions. About 40% of users follow a brand on Twitter, and the majority do so to better understand the products and services of this company.
This study also shows that one-third of users follow celebrity and influencer profiles. They often use Twitter in parallel with other social media to make themselves known, especially through hashtags that can better define their specialties.
There are other platforms that make it possible to communicate with more specific audiences and on which influencers have developed niches. These include :
Pinterest, a huge images database that promotes sharing between users and has a strong impact on B2C marketing
Twitch, a streaming service and live extremely famous with gamers. Video games brands often use the influencers of this platform to reach the huge community of gamers there.
Musica.ly, an innovative social media that makes it possible to share short lip-sync videos and federates nearly 40 million daily users, mainly teenagers and pre-teens
All Influencers have their preferences, but the vast majority agree that it is important to evolve on multiple social media in order to interact with a larger community and expand their communication methods.
In addition to all these platforms, let’s not forget blogs, often beautiful showcases for influencers. If they are considered more traditional, they also have the great advantage of emerging in Google searches, which allows a constant flow of new users and a.
In conclusion, to successfully carry out an influence marketing campaign, you have to know how to target your audience and play on all fronts!