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Influencer and Marketing Campaigns on Social Media: Which Platforms to Use and When

Social media and influencer marketing make a perfect combination. With over two billion daily active users, social platforms give just about anyone the opportunity to step up and start attracting followers with high-quality content.

According to one report, influencer marketing is projected to become a $10 billion industry by 2020. What does this tell you? Well, it obviously means that by grabbing only a small piece of this cake can earn you a small fortune.

But how do you become a social media power influencer? Do you know the best social platforms for influencer marketing campaigns? Keep reading if you are curious to find answers to these questions.

Whether you or your brand have been running campaigns on social media since the days of MySpace’s Top 8, or whether you’re new to the game, there’s some important self-inventory you need to take before you put a single marketing dollar toward social media.

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As important as the quality of campaign content is, choosing the right social channel to run your influencer or other marketing campaign is even more critical. Posting the “right” content on the wrong social network is just as frustrating for the users who’ll see it as it is for the brand or company that posts it. Great content from influencers isn’t all that “great” if it seems out of place and leads to a negative reaction from a social network’s users.

Being smart about choosing a social network (or a few) for a campaign comes down to knowing your company or brand (and goals) and understanding the network (and what makes it unique).

Setting some measurable goals for your influencer marketing campaign is up to you, but here’s what we’ve learned in the 250+ campaigns we’ve run with brands and influencers on social networks.

1. Instagram

Instagram is a popular image and video-sharing platform with over a billion users. The network is perfect for product-oriented companies trying to raise brand awareness, which is why they often hire Instagram influencers to promote their offers.

Reports reveal that over 80% of users follow a business on Instagram. At the same time, a lot of users discover a new product on Instagram and end up buying it. All this makes Instagram a powerful influencer marketing tool, especially if you are targeting younger audiences aged 16 to 34.

2. YouTube

YouTube is not only the second largest search engine in the world but also a quintessential influencer marketing network. Studies show that 18% of consumers are influenced by YouTube regarding their purchases. It’s not a surprise given the fact that YouTube helps influencers to show instead of telling.

Using this platform, you can produce product reviews and how-to guides for relevant products. And since we all know that humans are visual beings, it’s easy to understand why YouTube influencers perform so well.

3. Facebook

The largest social media platform globally has almost 2.4 billion users, which is more than enough to explain what makes it so important for influencer marketing campaigns. But the real secret of Facebook lies in its versatility because the platform is suitable for all types of content.

Facebook users expect to see everything from text posts and charts to images and videos. In other words, creative influencers can diversify content and build a fan base using a wide range of tricks and features. Needless to say, the audience loves this kind of diversity.

4. Twitter

Twitter is the fourth most important influencer marketing platform, but it’s fair to say that it can hardly compare with the three networks mentioned above. However, it does represent an excellent supplement to your influencer marketing campaigns, particularly if you are interested in reaching out to well-off audiences.

Namely, a study shows that 56% of Twitter users earn $50 thousand or more per year. It’s an important detail for influencers who are cooperating with premium brands on a regular basis because you know where to look for wealthier consumers.

5. LinkedIn

In case you are trying to establish yourself as a business-oriented influencer, then LinkedIn may well be the best choice for you. The platform gathers almost 600 million users, while 45% of them are in upper management.

This makes the network interesting to B2B companies targeting high-level decision-makers, so this should be one of the main strategic goals of your influencer marketing efforts. Try to act as a key opinion leader in your niche and it will give you the authority to analyze and promote clients on LinkedIn through influencer posts.


Kudosware is a tech consulting firm. After 5 years in the industry, we decided to alter direction and now we share our passion by helping others.