Consumers Splitting Time Between Multiple Social Media Platforms

However, having a strong brand presence on more than one social media platform goes beyond the need to have a backup plan in case one of your main channels runs into trouble. Today, not only are people spending more time than ever on social media, but more and more consumers are choosing to split their ‘social media time’ between different platforms. Thus engaging in a broader spectrum of entertainment, rather than staying confined to one form of social media.

Influencers have taken note of this trend, and are expanding their presence on multiple channels. One of the advantages is that it increases their earning potential, as many brands have seen the possibility of reaching a wider audience by collaborating with these influencers.

Choosing The Right Platform for your Cross Channel Social Media Strategy

If so far you’ve mostly stuck to one platform, it’s time to consider expanding the number of channels you use. However, before you jump in, it’s important to make sure that the new platforms you’re considering are the right fit for your brand.

Luckily, there is plenty of different social media platforms available to choose from. Even though some seem similar, each platform has a different style and a variety of opportunities to offer creators. The main thing to consider when choosing a new channel isn’t necessarily what the most popular platform is at the moment. Rather, do some research into the platforms your audience already uses. Chances are that’s where you will find the most success.

Facebook and Instagram are the current social media giants. It’s likely that you already have a presence if not on both, then on at least one of these platforms. After all, Instagram influencers are an entire world in their own right. It’s not uncommon to hear about Instafamous influencers who have achieved their immense following solely through Instagram.

Facebook seemed as though it was on its way out. However, its live-streaming features contributed to its boost in popularity in 2020. This type of live and unfiltered content quickly became one of the most popular content formats. Especially during the lockdown months.

Your Target Audience Matters

YouTube is another platform that you must not overlook when implementing a cross-channel social strategy. Especially if you’re target audience skews younger. TikTok proved itself as a worthy adversary in a very short time. However, its uncertain future means that the video streaming giant is still one of the best choices for content creators looking to connect with a new audience.

How about that new audio-only platform, Clubhouse? If your target audience leans more towards audio content rather than video, then Clubhouse may very well be your go-to platform.

Is your personal brand less about the ‘influencer’ and more about the ideas they bring forward? Then Pinterest could be the ideal platform to add to your list for your cross-channel social media strategy. In addition to being idea-focused, Pinterest is a fantastic place to drive sales. Improving your chances of sealing the deal with brands looking to reach an audience interested in purchasing their products.

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Exploring New Influencer Marketing Avenues

Instagram has been the top platform for influencer marketing. Nearly 90% of marketers invest more into Instagram than other platforms. However, it is fast becoming a very crowded place (as well as more and more expensive!). This has prompted innovative marketers to look beyond Instagram in their search for the perfect place to connect with their audience, attract new customers and improve their results.

One influencer marketing strategy that’s adopted is to engage with creators on private forums such as Facebook Groups. These types of forums are a great way for brands to discover and approach influencers who fit their niche and target audience.

Another option that has gained a lot of interest this year is TikTok. This platform has stolen the show ever since its debut and it is hugely popular, notably among Gen Z. It has a playful vibe and offers a personalized feed which presents a great opportunity for brands to reach their desired demographic.

In addition to these, podcasts are an often overlooked strategy but still a very interesting avenue for influencer marketing. Podcasting mirrors influencer marketing in many ways as it’s a medium that has been built around personalities and niche audiences. Many hosts also take part in product endorsements so it’s an avenue worth exploring.

Going Beyond Sponsored Posts

While it’s very important to have brand-produced content on your channels, research has shown that influencer content performs better on average. Focusing on content creation will be one of the main influencer marketing strategies of 2020.

However, influencer content doesn’t have to be limited to social media. In fact, a good influencer marketing idea is to use influencers and their content outside of these platforms. Producing video or print campaigns that feature influencers, integrating their content in email marketing, catalogs, point of purchase or even radio is a great way to spread out the reach of the influencer content you have commissioned.

It’s also a good idea to take your influencer partnerships a step further. Collaborating with an influencer at the design or production stage of your product will give your customers a new and exciting offer. Plus it further motivates the influencers you’re working with to utilize their creativity and help drive results.

Finally, just because you’re working with an influencer it doesn’t mean that the content created for the campaign needs to be posted on their social media accounts. If you’ve started working with an influencer who creates content that aligns with your brand’s mission and goals, then you can utilize that content on your own website and channels or even reshape it into a TV or radio campaign. Consider different ways you can use influencer content before resorting to the standard sponsored posts.

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Now let’s go through what we covered in the infographic.

Social Media Influencers: 3 Best Platforms to Post on

1. Facebook

Facebook is the most widely used social network, with over 2.2 billion active users. Thus, it offers the widest potential audience out there.

Many influencers find it difficult to promote themselves on the same platform used by big brands to promote their businesses.

Go for quality, not quantity.

2. Instagram

Instagram has an active user count of over 800 million. Some sources say that number has managed to hit 1 billion users. You can thrive as an influencer on the Instagram platform with a solid hashtag strategy. Jumping on trending hashtags can get your content out to a wide audience in no time.

Instagram has promised to tweak the non-chronological feed, making it easier for influencers to have their content rise to the top.

3. Twitter

Twitter has around 330 million active users. It is still, without a doubt, one of the most popular ways to get the latest information on the internet. However, the opportunities for influencers seem to falter.

Twitter’s trending hashtags are among the easiest ways to get your content noticed timely. Jumping on trending hashtags, engaging in conversations with influencers, and opting for sponsored tweets will help the content on your platform rise to the top.

Want to Monetize Your Social Media Following?

So now you know the best social media platform to use to influence your audience. But what happens when your follower numbers begin to rise? How would you go about monetizing your social media following?

Well, you’re in luck! We provide plenty of guidance here at Afluencer. Check out our blog where we release weekly articles on influencer marketing. And make sure you keep up-to-date with the latest influencer programs.

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