Difference Between Social Media Platforms for Influencer Marketing

Jasmine Melikyan

I am the Content Manager at Digital Growth Formula. I contribute articles about the latest technological advances, their effect on our daily lives, innovative digital marketing strategies, and the integration of both with traditional marketing to help business owners to meet their online goals.

Influencer marketing continues booming in the marketing world. More and more brands use it as the main tool to raise their brand awareness and sell products. Though influencer marketing existed for a long time, it became more popular with the rise of social media platforms.

With so many social platforms it could seem confusing which ones to use and what strategies to apply. Social media trends can emerge out of nowhere and the strategies for influencer marketing can be complicated. Some may even ask why use those complicated strategies at all? And why is it important to include influencer marketing in your strategy?

Let’s discover what influencer marketing is and why social platforms are important for influencer marketing. Then we’ll find out the best influencer marketing strategies for different social media platforms.

Why Use Social Platforms for Influencer Marketing?

With social media platforms becoming more popular the influencer marketing has switched its direction towards social media. As social media influencers include not only celebrities with over 1 million followers but also professionals with fewer followers, brands have more opportunities to place their products in the right hands. Besides, there are so many influencers nowadays every brand can definitely find their perfect match.

So why are social platforms so important?

The obvious reason why people use various social platforms for influencer marketing is that social media has a tremendous audience of active users from different age groups. Depending on the target audience, their age, and interests, you can find the right platform for your brand and showcase your products to the right people and build brand trust.

Secondly, social media influencers are more specific in their niche, which means the audience is more likely to be interested in the product or service.

Moreover, social influencer marketing drives results. It is definitely more affordable than celebrity endorsement and can show even better results. And the good thing is even if you have a lower budget influencer marketing is still for you: influencers with 1,000 followers can make a change.

Developing Influencer Marketing Strategy on Instagram

Instagram is one of the most important social platforms for influencer marketing. It has more than 1 billion monthly active users. If you’re an e-commerce brand, or your business is related to fashion, food, and traveling, then you should include Instagram in your strategy. Also, keep in mind that Instagram users are mostly 18-34 years old, and target the audience correctly.

Creating an Instagram strategy: where to start 

Any good strategy should start with defining your goals. For example, increasing brand awareness, getting more followers, or increasing sales are all good examples. It would be better to have measurable goals, e.g. get 1,000 new followers, and set deadlines.

The next step is to find influencers in your niche. It’s better to choose micro- (10,000-100,000 followers) or nano-influencers (usually less than 1,000), as they are usually more directly connected to their audience. There are many tools for finding the best influencers for your brand like HypeAuditor or BuzzStream. It’s best to use these tools, as there is too much fraud and it’s hard to detect fake accounts.

And finally, create your strategy. It’s better to involve influencers in it, as they know their audience better, and with them, you will create more engaging content for your brand.

Best strategies

  1. Create video content partnering with influencers

Create video content with influencers, as it’s still gaining popularity. Fiji Water had a very successful campaign by collaborating with an influencer to create a series of workout videos.

  1. Offer giveaways or discounts

Daniel Wellington partnered with micro-influencers by giving them free watches. The influencers posted photos with the watches and included discount codes in the captions. The company went from $15,000 to $220 million within four years.

  1. Work with brand ambassadors

Another good strategy is to have brand ambassadors. Brand ambassadors are the influencers who have a contract to work with you for a longer period of time. They can share images of the products, create videos and share articles related to your brand.

Pro Tip. Always track the results of each campaign, detect the mistakes so that you get better results with the next campaign.

TikTok Influencers: How to Grow Your Brand

TikTok is a relatively new social platform when it comes to promoting your brand but nobody can mistake its ever-growing popularity. Before getting into TikTok remember that TikTok users are mostly teens of 16-24 years old. Like Instagram, TikTok is also about visual content, but you can’t apply the same strategy for Instagram and TikTok as they have some differences. TikTok is a platform for short videos and as video content is more popular than ever, TikTok is the perfect platform for influencer marketing.

It’s important to know that TikTok is trend-driven and it’s crucial to stay up-to-date with the latest trends to be relevant. However, TikTok’s audience is highly engaging, and working with TikTok influencers will ensure your content will reach the extremely engaged and targeted audience immediately.

Creating a TikTok strategy: where to start 

Again, start your TikTok marketing campaign with setting your goals, and only then look for influencers. Depending on your budget or goals, you can choose influencers with over 1 million followers or with 10,000 followers. When the campaign is running, always track it and analyze the results.

Best strategies

  1. Use paid partnerships 

One of the best strategies is paid partnerships. Users will stop the scroll when they see an ad with an influencer as they recognize the person they know and love.

  1. Utilize product reviews

Product reviews are also a good strategy, as TikTok is about video content, the audience will see how the influencer uses the product and what benefits it has. 

  1. Start a challenge or trend with influencers

Collaborate with influencers to start a new challenge or trend. For example, hashtag challenges are very popular on TikTok and your content can easily become viral with the right influencer.

Hashtag challenges on TikTok

Pro Tip. Note that TikTok users prefer more original and creative content, so with TikTok, it’s better to focus on product usage than product image.

Twitter and Influencer Marketing: Main Business Perspectives

Twitter has a smaller number of users than other platforms, but a more engaged audience, so it’s a perfect platform for influencer marketing for certain brands. With 500 million tweets each day it’s easy for generic social campaigns to stay unnoticed. And by collaborating with influencers your content is more likely to be seen by a large number of people. 

Twitter is more about news and real-time information, so it’s great for promoting events or encouraging app downloads. Twitter users are mostly Millennials.

Creating a Twitter strategy: where to start 

Identify your goals and start looking for influencers in your industry. It’s better to start with the influencers that already use your products. Also, with relevant hashtags, you can find those who talk about your brand or similar brands. After finding some influencers, reach out to them. It’s not a great idea to start talking about promotions right away, try to build a relationship first, talk about their last tweets, follow them, share their posts on Twitter, and send free products for reviews.

After that, start building the strategy, preferably involving the influencers in the process. Clarify the goals and target the audience, come up with a hashtag for the campaign.

Best strategies

  1. Boost Brand Awareness with Branded Challenges

One of the best strategies is asking influencers to send content related to your brand or product, preferably with an eye-catching video, GIF, or photo. As a good example, Oreo launched a campaign with influencers by inviting fans to show their dunking skills by using a hashtag to win a VIP experience with basketball superstar Shaq. Shaq himself participated in the challenge and it increased credibility towards the campaign.

  1. Use Paid Partnerships for Increased Traffic

Another simple strategy is to partner with influencers to share your brand’s blogs, features, products. But be careful, let the influencers personalize the content a little, don’t send strict instructions. If every influencer will post exactly the same tweet, it can have a backfiring effect. The audience will lose its confidence both in the brand and influencers. If done right, this strategy will help you get more leads.

Pro Tip. Become a hashtag master ‘cause hashtags were born on Twitter and they are an invaluable tool to boost engagement. But don’t overdo it either. 

The Specific Use of Linkedin for Brand Influencers

Some may underestimate the power of LinkedIn when it comes to influencer marketing. In fact, LinkedIn influencers’ opinions carry more weight. LinkedIn influencers are true experts in their industry and they have authority and high impact on the decisions of their followers. On LinkedIn, influencers post longer content with a professional opinion which is more likely to stick in the mind of the audience and have a greater influence on them.

LinkedIn has more than 300 million active users, which means you can find influencers in any field. LinkedIn is perfect for the B2B market, as 80% of B2B leads come from LinkedIn. But it’s not only for the B2B market, LinkedIn is also perfect for the businesses that have more of a buttoned-up feel and if the target audience is more influenced by true professionals and experts.

Creating a LinkedIn strategy: where to start 

Define your goals and find the influencers in your industry. There are many ways as to how to find influencers. You can search for them manually by using keywords, or join the groups in your field and identify those who post the most and get the highest engagement and reactions. Also, you can analyze your audience and find people whom most of your target audience follows. 

When it comes to connecting with influencers, try to be more genuine and express your thoughts clearly. Don’t just message them right away, especially to influencers with a very large following. Unlike other platforms, Linkedin influencers are professionals in their field and their opinions and advice go a long way with their business-oriented audience.

Try to find out in which groups they are active, engage with their content, be active, share their posts that truly resonate with you. And then create an engaging and personalized message to contact them for a potential collaboration.

Best strategies

  1. Ask for an honest review

The first strategy you should consider is giving them your products or services and asking for an honest review. Readers value influencers’ genuine reviews, it’s better to let the influencers write a long review about both good and bad product features. Thus you will win new customers and gain more trust in their eyes.

  1. Let influencers offer their audience a discount code 

Another strategy is the influencer offering a discount code. This way you will not only increase your customer base but also track the influencer’s efforts in getting new leads.

Pro Tip. Don’t forget to interact with your audience. Unlike other platforms, Linkedin is targeted towards industry professionals who need a lot of nurturing to convert. After running the influencer campaign make sure your sales funnel and social game is on point. Influencers can bring in fresh leads but it’s up to you to convert them. 

LinkedIn is relatively new in the field of influencer marketing, so this is the best time to start building your campaign on LinkedIn. It’s a whole new area to experiment and create a unique strategy.

Conclusion

Influencer marketing has become an incredibly popular strategy for brands to invest in and for a good reason. 

Still there is a lot that goes into it then some people anticipate. Starting with choosing the right social platforms to run your campaigns. In this guide we tried to cover everything on different social platforms and what each brings to the table to help you get started with building a killer strategy. 

What platforms have you created influencer campaigns on? Let us know in the comments below!

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