Most people are active on at least one social media platform these days, and increasingly social media influencers are becoming an important part of the customer journey.
But which platforms are your target customers using? You won’t get very far if you are looking for millennials on Snapchat for example.
It’s crucial when commissioning your influencer marketing campaign to be aware where your customers are watching as many influencers have different audiences on the different platforms they make content for.
Here’s a few pointers to get you started.
Facebook used to be the haunt of the young, but increasing its demographic is millennials and older.
While it is the case that most people, including generation z will have an account, they use it more for news and watching short entertaining videos than posting real life updates or keeping up with their social life.
This in turn has led to lack of trust by generation z-ers in the things that they see on Facebook and doesn’t lend itself so well to influencer marketing for this target group.
However, millennials and older still use it more as it was intended and can be reached through this platform.
Here is where you’ll find a lot of generation z, in particular for English speaking countries.
This is really their go-to social media where they document their lives and connect with their friends.
Influencer marketing can work very well on this platform as those who use snapchat often view the people they follower as their ‘friends’ and a closer connection than on Facebook or Instagram so are more likely to take their recommendations seriously.
The aspirational photo sharing app is used mostly by millennials and generation z.
Those using it look to Instagram for inspiration, whether it be a fashion choice, their next holiday, or a lifestyle tip, Instagram is often a good starting point in the millennial or generation z customer journey.
It is also good for brand awareness among this target demographic.
The newest of our featured social media platforms is going down a storm with 13 and up to generation z.
It is the fastest growing in terms of recognition of the platform by influencers, this post has more on that.
Musical.ly influencers are increasingly taking sponsorships and helping brands reach youngsters with shout outs, but the platform is still quite young itself and the huge untapped market it engages is only just at the beginning of its advertising potential.
YouTube, like Facebook, is where most age groups can be reached.
Whether it’s millennials looking for reviews of a new product, or generation z and children watching the latest entertainment video from their favourite creators – you can reach almost everyone here.
However, YouTube unlike Facebook has managed to hold the trust of most of it’s audience.
In particular, generation z-ers are less sceptical about influencer content on this platform and more willing to engage with it, especially if the sponsorship component is packaged in content they love to watch.