Which social networks for marketing influence?

The influencers the most reputable - and wise - ones - develop as much as possible their presence on multiple social networks for two reasons:

  • Reaching the maximum number of people by extending their sphere of influence
  • Enrich their methods of communication and interaction with their followers

There are many platforms and each has specific advantages to exploit in a influencer marketing campaign. Let's take a look at their differences, their audience and their effectiveness!

Instagram, the star of influence marketing

We will not dethrone InstagramThe reference when it comes to influence marketing. Extremely effective in the fashion, beauty and retail sectors. The platform also touches all other sectors and allows to reach audiences of various tastes and ages. If the most famous influencers can convey messages to sometimes more than a million followers, the micro-influencers get a better commitment rate.
In 2017, the platform had 800 million users and this summer it announced that it had passed the one billion mark. A figure that has been growing steadily since the creation of this social network. And that implicitly makes it a giant of influence marketing. The proof: 80% of users follow at least one brand on Instagram.

Facebook, the timeless social network

Despite the arrival of new platforms and the evolution of old ones, Facebook remains the social network the most popular in the world. With over 2 billion monthly users. Generation Y (born between the 1980s and 2000s) is particularly attached to this social network. In the United States, according to a study carried out by Qualtrics and Accel, 42% of this population admits that they cannot do without Facebook for more than 5 hours at a time. This is an audience to be particularly targeted on Facebook.
The platform aims to be innovative and dynamic in the world ofinfluence marketing. This will boost influence marketing within the king of social networks.

YouTube, the video giant

TV ads are now out of fashion. 6 out of 10 users say they are more likely to buy a product sponsored by their favourite influencer on YouTube than a product presented in an advertisement or by a film star. Why is this? Because influencers are connected with their followers. It is a real relationship that is created, a relationship of sharing and trust, made even stronger by the use of video.
And on YouTube, video is king. Influencers use Instagram, Facebook or Snapchat to animate their community and then refer their subscribers to their YouTube content, where their videos are posted, the fruit of their whole life. creativity. It is on this platform that the most developed messages are conveyed, since video is undoubtedly the most expressive format available to influencers.

Snapchat, the new kid on the block

Snapchat is the social network with the greatest impact on teenagers. A simple, fast and impulsive tool, it attracts many young people under 20. In January 2017, the Génération Numérique association carried out a studyThe survey was conducted among more than 8,000 teenagers aged between 11 and 18 and focused on their relationship with social networks. It shows that the platform most used by young people is Snapchat.
If its use by influencers can sometimes be complicated, due to the ephemeral content and the fact that you can't insert a link, the application remains an excellente-reputation brands.
An increasingly common and effective practice, the takeoverThis consists of leaving a brand's Snapchat account to an influencer for a weekend or a few days, so that the latter can publish his or her stories there. This will increase and build follower loyalty of the brand!

Twitter, the professional

If Twitter is not the social network of choice for influencers, it is still a very good tool fore-reputation for brands. A study conducted by Twitter reveals that brand tweets can increase purchase intentions by almost 2.7 times. Coupled with tweets from influencers, this amounts to 5.2 times more purchase intent. Approximately 40% of users follow a brand on the platform, and the majority do so to learn more about that company's products and services.
The study also shows that a third of users follow the profiles of celebrities and influencers. Influencers often use Twitter in conjunction with other social networks to promote themselves, especially through hashtags which allow their specialities to be better defined.

Other social networks

There are other platforms that allow communication with more specific audiences and on which influencers have developed niches. These include:

  • Pinteresta huge image database that promotes sharing among users and has a strong impact on B2C marketing
  • Twitcha streaming and live service that is extremely popular with gamers. Video game brands often use influencers on this platform to reach the huge community of gamers on the platform.
  • Musica.lyan innovative social network that allows short videos to be shared in lip-sync and which has almost 40 million daily users, mainly teenagers and pre-teens

What influencers say

In conclusion, influencers all have their preferences, but the vast majority agree that it is important to evolve on several social networks. In order to interact with a wider community and expand their communication methods.
In addition to all these platforms, let us not forget the blogsThese are often great showcases for influencers. If they are considered more traditional, they also have the great advantage of appearing in Google searches, which allows a constant flow of new internet users and a better retention rate.
In short, to successfully run an influencer marketing campaign, you need to know how to target your audience and play on all fronts! However, be careful to choose an influencer marketing agency that takes care of its relationships with its influencers as much as with its clients, which is the case of PinkhyEvents.

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