Note from Geno Prussakov: Ladies and gentlemen, I am excited to welcome our newest guest blogger, Shane Barker. Below you may find his first AM Navigator post. The views and opinions expressed herein are those of the author.
Are you leveraging your influencer marketing efforts using the right social media platforms? Your choice of social network may depend largely on the type of audience you’re trying to reach. But it’s important to note that each platform has unique advantages. For instance, an influencer may use Instagram to show off a new product. But to provide fans with tutorials on how to use the product, YouTube may be a better option.The following analysis of the top social media platforms can help ensure your next influencer marketing campaign is successful.
#1: Facebook for Overall Success
#2: Pinterest to Create Desire
Pinterest may not be among the top three most effective social media platforms according to the two studies from Tomoson and SheSpeaks. But the Mavrck study found that people spend about 638 minutes every month on the platform. Additionally, it generates the second highest web referral traffic at 5.72%, which is still far below that of Facebook but way above all other social media channels.If you look at the chart below, you’ll see that other platforms aren’t generating nearly half as much site referral traffic as Pinterest. Considering these two metrics, this platform is among the top social media channels for influencer marketing.The study also pointed out that Pinterest helps influencers to show their followers what they want. The fact that an influential individual desires a product can stimulate the same desire in an audience, which can turn into potential conversions.You can collaborate with Pinterest influencers to co-create content or products, which they can promote to their followers. Take for example how The Land of Nod collaborated with Oh Joy to create an exclusive collection of kids’ bedroom and home décor products. The influencer’s Pinterest board for this collection has more than 800,000 followers, with many of the posts getting 1,000-7,000 pins.
#3: Instagram to Raise Brand Awareness
Despite the fact that Instagram doesn’t allow users to add links to their posts, it is still one of the best influencer marketing channels. Users spend an average of about 760 minutes per month on the platform. And with 400 million active users, it can be a great tool for boosting your brand’s visibility.Instagram is a platform fueled by visuals. High-quality images of your products shared by Instagram influencers can help you raise awareness about your brand. An influencer posts an image of a product and their followers are intrigued, even if they have never heard about the brand before.Target wanted to promote a new clothing line for kids called, “Cat & Jack.” They decided to work with Instagram influencers to reach their target audience, mainly comprised of parents. For the campaign, they partnered with high-reach parents, including Judy Travis (@itsjudytime), and Luisa Fernanda Espinosa (@luisafere). The influencers created sponsored posts with stunning images of their kids wearing items from the new collection.Within the first two weeks of the campaign, they managed to reach more than 2.63 million people. They also generated significant engagement, with more than 180,000 likes and 1,200 comments on just 14 sponsored posts. This campaign is just one example of how effective Instagram can be for raising brand awareness. If you’re looking to boost conversions, you can have influencers mention a special coupon code in their image captions.
#4: YouTube to Engage a Huge Audience
Although these are the four most effective social channels for influencer marketing, other platforms may be more effective for specific goals. For instance, Twitter and Snapchat are great for providing live updates. The key is to customize your campaign for each social media platform, based on what you wish to achieve. Need some help putting together a social media influencer marketing campaign? Let’s work together to develop a campaign that works!
And, of course, don’t miss the upcoming Influencer Marketing Days conference where this and many other influencer marketing topics will be discussed.]]>