Influencer marketing has become an integral part of digital marketing strategies, leveraging the power of social media influencers to promote products and services to their engaged audiences. As the landscape of social media evolves, certain platforms and content types have risen to prominence in 2023, offering exciting opportunities for both brands, agencies and influencers.
In this article, we will explore the most popular social media platforms and content types for influencer marketing, providing valuable insights to help influencers and brands make informed decisions.
The Rise of Influencer Marketing Platforms and Content Types for 2023
First, let’s aim to explore different marketing platforms available to influencers as of 2023:
- TikTok: TikTok has experienced explosive growth, with its short-form video content captivating audiences worldwide. The platform's algorithm ensures content is exposed to relevant users, making it highly effective for influencer marketing campaigns.
- Instagram: A long-standing favourite, Instagram continues to be a dominant force for influencer marketing. Features like Instagram Stories, IGTV, and Reels offer diverse content options for influencers to engage with their followers.
- Podcasts: Although not an app, podcasts have surged in popularity, offering influencers a unique way to connect with audiences through audio content. Brands are increasingly recognising the potential of podcast sponsorships and collaborations.
- Twitter (now called “X”): Despite character limitations, Twitter remains a powerful platform for influencers to share opinions and insights, and engage in real-time conversations with their followers.
- Threads: Although still brand new, Threads have gained popularity amongst influencers and celebrities. With its continuous rise, it could be an interesting channel to explore amongst brands and agencies when it comes to introducing open conversations with consumers.
- Twitch: Streaming platforms like Twitch have found a dedicated community of viewers, and influencers can leverage live interactions and gaming content to build strong relationships with their audience.
- Facebook: While competition from newer platforms exists, Facebook remains relevant for influencer marketing, especially for long-form content and engaging with diverse audiences.
The Best Influencer Marketing Platforms
As we’ve uncovered the many platforms available to influencers, let’s deep dive into each platform and explore the different values of each:
The platform's unique algorithm and ease of virality make it an attractive option for influencer marketing. Its “For You” page is highly personalised for each user and gets extremely specific by narrowing down recommendations to niche interests. Brands looking to target a younger demographic or create engaging short-form content should prioritise TikTok collaborations. A study conducted by TikTok found that businesses that use TikTok ads see an average of 300% increase in brand awareness and a 200% increase in website traffic.
With its massive user base and various content formats, Instagram offers influencers versatility and a chance to showcase their creativity. Influencers who excel at visual storytelling and interactive content will find success on this platform. According to a study by HubSpot, 72% of marketers use Instagram specifically to work with creators and influencers and 32% claimed that the platform is the easiest to use in doing so.
Influencers with a knack for spoken communication and storytelling should explore podcast collaborations, as it allows for an intimate connection with listeners and fosters a sense of trust and loyalty. At REISE, we’ve also observed a number of the influencers whom we work with starting their own podcasts, covering topics within their interests and current trends/news. With over 3 million podcasts already available worldwide with more than 460 million listeners, it’s apparent that podcasts are going and the public is gravitating towards it as an entertainment medium.
This is ideal for influencers who can concisely convey their message and engage in real-time conversations with followers. Brands seeking to leverage influencers for instant promotions or trending topics will find value on Twitter. A study by Hootsuite found that Twitter usage is growing 30% faster than Instagram and is made up of Gen Zs in the higher age range as well as a mixture of millennials.
Threads acts as a platform for sharing similar creative interests and invites people to indulge in open conversations and contribute to a creative space. While still in the midst of rising, IZEA Research has already seen growth on the platform. It is found that 90% of active Threads users foresee that the app will be a good place for brands and influencers. Along with that, the study discovered that 54% of social media influencers have already posted sponsored content on the platform. This shows that there is a huge potential for Threads to become one of the top marketing platforms for influencers and should definitely be something for brands and agencies to keep in mind.
Influencers who are comfortable with live streaming, gaming content and interacting with an engaged audience will thrive on Twitch, especially when targeting the gaming and esports communities. A channel to highlight is “Just Chatting” as it is still the most popular category on the platform with over 3 billion hours spent on watching this particular channel.
Facebook remains a solid option for influencers looking to reach a wide range of audiences and share longer-form content. Currently, the app has 2.93 billion users and continues to see 1.3% year-over-year growth in 2023. With that, it’s important to note that the platform should be used to target a specific age range. For example, should a brand wish to promote a certain product or service to a higher age range, they could turn to Facebook as a sub-platform for influencers to share their content. At REISE, we tend to encourage brands to incorporate cross-syncing postings on multiple platforms rather than one as we find that brands get to target a wider group of audience instead of a niche one.
In conclusion, the best influencer marketing platform for influencers depends on their unique strengths, content style, and target audience. TikTok and Instagram continue to lead the pack with their massive user bases and diverse content formats, making them essential platforms for any influencer's marketing strategy.
However, niche influencers should not overlook the potential of podcasts, Threads, Twitter, Twitch, or even Facebook, as these platforms can provide access to specific audiences and cater to different content preferences.
Ultimately, the winning platform for an influencer or creator will be one that aligns seamlessly with their personal brand, content strategy, and audience demographics. Brands and agencies should also take note of the specific objective of campaigns and cater to the platforms accordingly.
By strategically choosing the right platforms and understanding their distinct benefits, influencers and brands can maximise their impact and success in the ever-evolving world of influencer marketing.
Curious about maximising the potential of your chosen platform when working with creators? Learn how to elevate your brand or business effectively with a specialised Influence and Advocacy Team here and take the next step today!
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