Choosing the Right Social Channels for an Influencer Marketing Campaign

Aug 16, 2016
Tina Courtney
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Influencer marketing and social mediaInfluencer marketing’s power cannot be denied. Articles crop up left and right conveying just how popular and effective the practice is. Yet, just like how Twitter has been “dying” for years, some will contest just how alive and well influencer marketing really is.

Each and every month, dozens of influencer campaigns are launched, and many fail. This has led to a variety of unqualified individuals to criticize influencer marketing. What these journalists fail to mention, however, is that there are some very distinct factors as to why an influencer campaign will bomb. Two of the main reasons for a campaign to fail are:

  • Leveraging the wrong influencers
  • Marketing on the wrong platforms

Finding the right influencers for you campaign can be achieved through a variety of tactics and tools. Selecting the best social platforms to promote through, however, takes a bit more understanding of the channels themselves, and the audiences who populate them.

Let’s take a peek at how you can establish the most effective social platforms to utilize for your influencer marketing efforts.

Where Does Your Audience Live?

These are the people are that will ultimately determine if your campaign is a triumph or a dud. By now, you should have an intimate understanding of who your audience is, their interests, and other in-depth insights. If you don’t already have this information, then you need to begin with this as the foundation.

Granted you are in possession of these details and understand who you are marketing to, it should be relatively easy to find where these folks hang their hats in the social landscape; that is, if you already know each platform’s demographics.

Facebook is a must-have account for anyone in online marketing. When it comes to demographics, Facebook can reach nearly any audience due to its sheer size. If you are looking to market to a teenage crowd, however, you are likely not going to find or engage them here. When it comes to younger generations, you should be turning towards platforms like Snapchat and Instagram.

45% of Snapchat’s user base is comprised of individuals who are 18 – 24 years old. But marketing on Snapchat still present a slew of difficulties that make this platform less than ideal for many. Instagram, however, still boasts a younger audience, predominantly in their 20s, and provides a healthy blend of male and female users.

If your product is aimed directly at females, you best bet might be to utilize Pinterest. About 85% of the network’s users are female, with the age demographic leaning more towards 25 – 34.

Twitter users tend to fall into the same age range, but Twitter provides an excellent space for B2B and B2C brands to reach their target audiences. LinkedIn is also a clear winner for anyone in the B2B space to promote.

But no matter if your ideal demographic resides on Twitter, Facebook, YouTube, or a totally different channel, there is one golden rule to keep at the front of your mind:

Engagement is Everything

When deciding on the right social network to leverage influencers and promote through, you have to remember that engagement is key. It doesn’t matter how much of your target demographic is on a certain platform if they aren’t taking any action.

For your campaign to be a bona fide success, you have to find an audience that is engaging with influencers in your niche on a regular basis. Take notice of influencers who created a following by sharing materials, commenting on social posts, and sparking conversations that their fans take into their own hands; this is where magic happens.

In order for your campaign to rise above the digital noise and really make a stir within your market, you have to have a solid combination of the right influencers who tout engaged followings on the platforms that are best suited to your needs.

If you could still use a hand in determining which platform is right for you, let us know and we can help you pick the right portals and inspire the proper influencers.

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