By: Courtney Moser
Quick, how many influencers are on Instagram?
Trick question! It’s not that simple: it depends on your brand, products, campaign goals, audience and overall mission. So while the answer for one company may be “all the influencers!” for others, it may be very few.
Before choosing which social media platforms you’ll utilize for your influencer marketing campaign, it’s important to understand the demographics and purpose of each one. Who is your target audience and what social networks are they on? Where does it make the most sense to reach them? Examples are shown below from Sprout Social statistics:
Facebook: This social platform has evolved throughout the years from a college friends network to include almost everyone. 87% of adults between the ages of 18-29, 73% of adults 30-49, 63% of adults 50-64 and 63% of adults 65+ use Facebook.
Instagram: More than half of Instagram’s main users are 18-29, and the platform is increasing in popularity as visual elements become more important: The average engagement per Instagram post has grown by 416% over two years (2015).
Twitter: Similar to Instagram, the largest demographic using Twitter is adults ages 18-29. Their users skew female and mostly urban dwellers. On-the-go, localized tweeting can be valuable for marketers: 80% of Twitter active users are on mobile.
Of course there’s also YouTube, Snapchat, Pinterest, Periscope, and many more – but the highly popular networks above illustrate the span of demographics and users. If your brand wants to make an impact with consumers between the ages of 50-64, for example, your best bet for a successful promotion is Facebook. Or, if you want to market a new product to a younger female who lives in an urban area, make Twitter part of your strategy.
There will definitely be network overlaps, but more often than not, it makes sense to focus on a select few for campaigns – even if your brand has a presence on all of them. A video campaign on YouTube and Facebook Live, for instance, will require a different strategy than an image caption content on Instagram. And a trending hashtag may be more meaningful on Twitter or Instagram than other networks.
If you’re working with influencers in your campaign who are bloggers first, then you can ask them to share their blog content on the social platforms that make the most sense for their medium and audience. One influencer may be more photo-focused and have the most followers on Instagram, while another may have the strongest following on Facebook. This is something you’ll have to discuss upfront with your blogging influencers and factor into your campaign goals and analysis.
Now that you’re ready to pick your social platforms, what’s the next step in your influencer marketing campaign? Learn more in our best practices series here.