Influencer marketing is all about the your brand, but equally important is the person communicating your message. Not only is it your job to find the right brand influencers, but you must also craft a strategy to engage them with your audience.
One way to make certain you accomplish this is by choosing the right social media platform that appeals to your audience. Knowing which platforms influencers love most will save you time and energy by not playing the guessing game. This will help you be one step ahead of building a successful social influencer program.
The Most Loved Platform Is…
SheSpeaks, a female-focused engagement network, polled 347 U.S. influencers who have an active blog and are active on social media in July 2016. What their research revealed was that nearly a third of U.S. influencers who currently work with brands cite Facebook as being the best platform for influencer marketing. Instagram was followed closely behind as the runner up. The driving reason? Photos and videos make up most of the content influencers are sharing on behalf of their favorite brands, and these platforms make this process easy and rewarding.
What This Means for Brands
If you know that Facebook is currently the majority of influencers most loved social platform, then it makes sense to spend your time there if your audience is too. Of course, you should take into consideration the campaign you’re launching, the best influencers for the job and where your target audience is spending time.
Use your influencer’s Facebook fan page to reach new audiences and drive traffic back to your site. The platform is also the perfect place to have them share and distribute contests, giveaways and special discounts. This includes producing interactive and engaging content to showcase.
There’s no doubt that influencer marketing is gaining popularity. The tricky part is that a brand has to be figuring out how to implement a program that delivers metrics and desired results. Regardless of the platform you choose to launch your campaign, you should always be sure to collaborate with your influencer rather than hindering their creative freedom. Focus your energy on getting to know them while building a close relationship that has the potential of growing into a long-term partnership.
This data isn’t meant to say that this is how it’s always going to be, or that Facebook is always the answer. What the research should do is help you understand influencers better and give you confidence that launching programs on Facebook is going to give you a good chance of a successful campaign. Choose your influencers wisely because no matter what platform you use, the person needs to the right fit for the brand.