Top Social Media Channels for Influencer Marketing (2021)
In this article we have created the top Social Media channels for Influencer Marketing. Top that includes Instagram, YouTube and Facebook, but also other social networks less known to the general public.
Influencers campaigns are part of the online communication mix for over 93% of American companies. Also, in Romania, all PR and digital agencies run Influencer Marketing campaigns at least once a month.
For more information regarding the Influencer Marketing industry, see our series of articles HERE.
A bit of history. When online influencers began to appear, the existing platforms were not very different from those of today: creators who wanted to post video content created an account on YouTube, while those who wanted to write articles started a blog.
The number of online content creators has steadily increased, as has the total number of users. The platforms have thus seen increases in the number of users who use them.
In 2019, the Influencer Marketing agency Mediakix posted on its blog a top of the most used social media channels dedicated to the Influencer Marketing niche, a top that is also valid for Romania.
Top Social Media channels for Influencer Marketing:
As for the first 3 places…
The third most used social media channel in Influencer Marketing is Facebook.
Facebook was among the first launched social networks: in 2004. Since then it has been constantly improved, with new features for its users, including influencers, by multiple possibilities for creating and posting content, but also for monetizing content.
Unlike Instagram and YouTube, Facebook provides content creators with much more vaieous ways to create content: video content through Facebook Watch and Facebook Live, posts through Facebook Stories, text posts (simple or accompanied by a picture or video), sharing links from external sources such as YouTube or sites / blogs, but also creating events.
Some figures related to Facebook:
• There are currently over 2.85 billion monthly active worldwide users;
• Facebook is the largest social network globally;
• Over 1.88 million users use Facebook daily.
The second most used social media channel in Influencer Marketing is YouTube, where the content posted by influencers is audio-video.
YouTube is the perfect place for users to see how a product tested by an Influencer works. Product testing will help make the purchase decision much easier for each member of the influencer community.
Brands can choose to make video posts on influencers’ channels, whether it’s a video dedicated to launching a product or service that belongs to the brand or an insertion in a video posted by an influencer, where the product or service of the brand appears.
Some figures related to YouTube:
• There are currently over 2 billion monthly active worldwide accounts
• Over 70% of YouTube traffic comes from mobile
• The number of YouTube channels that exceeded 1 million subscribers increased by over 65%.
And the first is… Instagram!
Instagram is the most used channel for influencer campaigns.
Global statistics show that 70% -75% of Influencer Marketing budgets are spent on this platform!
No wonder, considering that Instagram is widely used by influencers, and the platform also provides Influencers with multiple ways to create and share content. These include Instagram Post (where they can post pictures or videos lasting up to 1 minute), Instagram Stories (where they can upload posts that disappear after 24 hours), Instagram Live Video (where influencers can chat live with their followers), IGTV (where influencers can upload videos lasting no more than an hour) and Instagram Reels (videos lasting up to 15 seconds).
Brands have thus chosen from a multitude of types of posts that influencers can make on Instagram. But they all have one thing in common: the visual. The influencer community can see how he tests a product and how he reacts to it.
Images are much stronger for us than words, and this is shown in the top of the platforms chosen for social media campaigns.
Some figures related to Instagram:
• There are currently over 1 billion monthly active worldwide accounts
• 90% of users follow a business
• Over 500 million users use Instagram Stories daily.
Conclusion: Choosing a channel for an Influencer Marketing campaign is important and involves information related to the target audience and the aim of communication.
The choice can make the difference between a mediocre result and a spectacular one.
