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Social media is something most of us use daily, from Instagram to Twitter, TikTok to YouTube, there is no shortage of where we can spend our scrolling time. But when it comes to influencer marketing campaigns, which ones are right for your brand and how should you be using them? At Disrupt, that is something we can advise on and show which should be the forefront of your influencer strategies.
First things first, what your brand or product is will tell us whether video or imagery is key in the content deliverables. If your product/brand isn’t something physical, Instagram stories can play a key part in getting that storytelling across and with 500 million people using stories daily, it can achieve great reach. YouTube integrations are also a great way for an influencer to talk about a brand in a natural way within a wider video.
If your brand is a physical product, this should be shown very clearly and one of the best ways to do this is with Instagram grid posts, reels, TikToks, YouTube videos etc. Considering 70% of Gen Z say product videos and photos are particularly helpful when making purchasing decisions, visually appealing content is high on the agenda.
Livestream service Twitch is worth mentioning here if your brand falls within the gaming or music space. 80% of Twitch users approve of Twitch streamers doing sponsorships. There may be slightly more competition due to the niche nature of the platform but so many other brands don’t make sense here so worth considering if that’s your market.
It’s important to know what your objectives are and what your call to action is. Is your goal to increase brand awareness? Drive more traffic to your website? Is there a specific product that needs some upsell? Once this is established, we can determine where best to place the content.
If you have a link that you are keen for people to click, Instagram stories and YouTube are great for this. On stories, the link is easy for people to click and they don’t need to leave the content to find it. What about grid posts I hear you ask? Sadly Instagram doesn’t have a feature that allows hyperlinking in captions so the user would need to copy and paste that link into their browser to access. This might not seem like a big task but people are a lot less likely to do it.
YouTube does allow hyperlinks in video descriptions and also has the advantage of being longform content, meaning they have time to explain why people should be clicking on that link.
For brand awareness, there is much more flexibility as there are so many ways to do this. Instagram reels can gain a lot of impressions if the ad is engaging enough, the same goes for TikTok. 67% of respondents from a recent survey use Instagram for influencer marketing, but there has been a colossal increase in TikTok influencer marketing.
A key thing for us is knowing who we should be targeting. An age bracket, consumer type, genders and audience interest can help us determine where content should be sitting.
It’s no secret that TikTok is huge with Gen Z so if that’s who you are targeting, TikTok is a platform you should be considering.
Instagram is popular with most ages but more so millennials; with the largest age share being 25-34 year olds (30.9%). The great thing is that there are so many features on the platform now so users don’t really need to leave the app anymore. If your target audience is more general, this is the platform for you.
We haven’t mentioned Facebook yet and that’s because creators will often duplicate content on there outside of fees (or not have the platform at all). Facebook is great at reaching that older demographic, families etc but the reach can be a lot smaller. It’s worth considering as a bonus option if your product is targeted at families or your brand is very niche. This can be seen in our work with collectibles brand Fanhome.
The same goes for Twitter. While Twitter can be hugely beneficial within brand social media strategies, it is less so for influencer marketing. Again, content would usually be duplicated as Twitter is not really image focussed. However one way to utilise this platform is partnering with a high profile creator or celeb and getting them to create a short snappy tweet (hyperlinks are available for tweets too). This can be good if you have an event you want people to attend for example.
Those are our top three points to consider but when working with us, we will also ask questions such as, is your brand e-commerce? Are there any influencers you have on your wishlist? Do you have existing materials for influencers to use (logos etc)? All of this information helps us help you! Head to our contact page to get the process started.
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HANNAH TURNER
