You want to do influencer marketing? Well, you’re not alone. This strategy has been successful for all types of brands. It is possible to increase brand awareness, gain new followers, boost engagement, and drive sales with influencer marketing.
But it’s not always straightforward. As with any marketing campaign, there is a lot to consider when planning an influencer strategy. One of the most important things to do when planning an influencer strategy is to choose which network you will use for your campaign.
Are you looking to work with YouTubers? What about Twitter influencers? TikTok influencers? We can help you choose the best network for your influencer marketing campaign, by laying out 5 things to consider when making your decision.
- Focus on your goal
First, you must focus on what you are trying to accomplish and how your network can assist you in that. Any network is a good choice for goals such as branding or web traffic, it just depends on where you can best connect with your target audience.
If you want to gain new followers, however, it depends on which networks you are trying to grow on. As for sales goals, which platforms will offer the most seamless shopping experience to your customers? Instagram could be a good option, for example, because its Shopping feature lets users shop seamlessly directly from content.
- Identify your target market and their online home
Next, think of your target audience. Who are they? You should consider their ages and genders as well as their locations and their languages. What are they most interested in?
Once you know your target audience, do some research to see where they are online. TikTok, for example, might be the best place to reach teenagers. Or, Instagram is a good place to connect with millenials, as its main user base falls within the 25-34 age range.
Check for any restrictions on social media in your target geographical area, too. In China for example, you’ll have difficulty running a successful Instagram campaign, but there are lots of other Chinese networks that might be the perfect fit.
- Define the category your brand fits into
Your industry will also influence the social network for your campaign. TikTok, Instagram and TikTok may be useful for visual topics such as fashion, beauty, travel or technology. However, Twitter or LinkedIn works better for technology and marketing. And for those in the gaming sector, Twitch or YouTube are the best options.
Likewise, your brand’s industry will affect what type of influencer is best to work with. For B2C brands whose products don’t require specific training to use, pretty much any influencer will do. Even nano influencers with a few thousand followers can make a positive impact on your campaign.
But for B2B brands, or brands whose products or services require more formalized training or experience, things are a bit different. Think of industries like healthcare, technology, or business. You wouldn’t trust recommendations for medical equipment from someone who doesn’t work in that field, right?
For these types of brands, working with a KOL will bring you the most impact. KOLs, or key opinion leaders, are highly-regarded in their field, and their reputation is usually derived from some education or professional experience. They can be difficult to get in touch with, and can be costly, but their recommendation can make a huge impact on your campaign.
- Know which type of content works well on each network
Different networks allow you to share different types of content. You should also consider your industry, target audience, as well as your goal.
Which content will be most effective in connecting with your target market? Video? Photos? Text with graphs and charts?
The type of content that you intend to create will determine which social media platform is the best. The following is a list of top social networks.
- Instagram – photos, videos, stories, livestream
- TikTok – Short-form video, livestream
- YouTube – long-form video, livestream
- Twitter – text and photos, video, and links
- LinkedIn – text, photo and video. Links
- Be familiar with the disclosure guidelines so you know how to comply.
Regulation agencies in many countries require brands and influencers to disclose whether they are involved in social media collaborations. This is regulated, for example, in the United States by the FTC.
Know what regulations will apply to your collaboration. Next, plan how influencers are to disclose their collaborations. You don’t want your campaign to be launched only to find yourself in sticky legal situations!
Different networks offer different ways to reveal collaborations. For instance, Instagram offers a “paid partnerships” option that not all networks have. Be sure to let the network you select allow you to properly disclose the collaboration.
You can also consider writing the contract to prevent any problems later. Download an influencer contract template and customize it to fit the network you use and the details of your collaboration.
Conclusion
There are many social network options available. Which one is best for your brand depends on its goals, needs and objectives. When you are planning your campaign keep these five points in mind, and you will choose the best social network to help you connect with your target audiences in an effective way.
