Author: George Beall / Source: Business 2 Community
Influencer marketing is an increasingly significant part of any modern companies’ social media strategy. Brands partner with individuals, or influencers, who boast large and engaged audiences for their social media content. While some influencers are celebrities, many are simply everyday people who are admired for their humor, expertise, fashion sense, etc. — people, in short, who set trends just like cool kids in high school did. When trusted influencers use or advocate products, people tend to listen. A healthy influencer/brand arrangement can increase revenue for both the influencer and the brand.
If this is all old hat to you and you’re already familiar with the influencer world, you might associate influencers with Instagram more than any other platform. Statistics back that connection up. eMarketer reports that a whopping 78 percent of surveyed influencers in January 2018 identified Instagram as their top social media platform for collaborating with brands, while 16 percent chose personal blogs and the combined totals choosing Youtube, Facebook, or Pinterest was lower than 10 percent.
You might note a glaring omission from this list of platforms: Snapchat. Snapchat’s user base is not insignificant–it’s the preferred platform of 13-to-18-year olds, a digital generation whose purchasing power is only going to increase. Why aren’t more influencers enthusiastic about this platform?
In many respects, analytics are simply easier to carry out on Instagram. Owners of Instagram business pages, for example, can view data on how many impressions their organic posts received, viewer age, location, and gender, and hour-by-hour performance metrics. Access to comprehensive audience data, in turn, helps them fine-tune their content.
For influencers who prefer to keep non-business profiles, a huge suite of platforms and tools are available to help them gain analytic information. And when Instagram launched its popular Stories feature, essentially copying Snapchat, many influencers consolidated their efforts into Instagram’s higher-audience, higher-capability, and…
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