Insta, TikTok or YouTube? Which is the Best Influencer Platform?
There is no denying the importance of influencers in today’s marketing landscape. According to Olgivy’s influencer report, from 2016 to 2022, the size of influencer marketing investments grew from US$ 1.7 billion to US$ 16.4 billion. The reason for this astounding growth is simple: people trust people more than they trust brands.
There are many different approaches to working with digital celebrities and many things to consider when creating a campaign that includes influencer marketing. What platform to use is the first decision companies will have to make. Instagram, YouTube, and, most recently, TikTok are some of the video-sharing platforms that offer a number of possibilities for marketers.
Whether you are seeking to boost brand awareness, drive conversions, or establish an online presence, the decision to work with Instagram influencers, YouTubers or TikTokers can significantly impact the success of your marketing campaigns.
In this article, we will discuss the advantages of working with these platforms and what each can offer to your campaign, helping guide your decisions. By understanding the strengths and nuances of each, you can make an informed decision that aligns with your brand’s goals and maximises the impact of your influencer marketing efforts.
The Advantages of Working With Influencers on YouTube
Every social network has its advantages and disadvantages. Working with influencers on YouTube, also known as YouTubers, can offer a series of opportunities for brands.
Wide reach and audience diversity
Influencers on YouTube can potentially reach a wide and diverse audience. According to Data Reportal, advertisers could reach over 2.5 billion users on YouTube in April 2023, meaning it was the second most “active” social media platform.
YouTube is known for its longer videos compared to other platforms. Influencers can create in-depth and detailed videos such as product reviews, tutorials, vlogs, or more detailed storytelling content.
With longer videos, influencers can offer more information and engage viewers for an extended period. The format is ideal for showcasing products in detail and answering questions users might have in the future.
High engagement and viewer loyalty
Thanks to its longer videos and well-produced content, YouTube fosters a highly engaged and loyal community. Viewers often subscribe to their favourite channels, being notified when YouTubers post a new video.
Working with YouTubers provides an opportunity to tap into this engaged community.
Educational and informative content
YouTube is a hub for educational and informative content. Many influencers on the platform specialise in providing guidance, advice, and sharing their expertise. This makes the platform suitable for brands looking to educate their audience or showcase product features and benefits.
Search engine visibility
YouTube’s affiliation with Google allows for enhanced search engine optimisation opportunities. Videos often appear in Google search results, increasing the chances of brand exposure and organic discovery. This feature is beneficial for brands aiming to improve their online visibility.
Monetisation and revenue potential
Influencers and brands can monetise their content through ads and sponsorships. A successful video can offer extra revenue for brands and creators.
Long-term content value
Videos on YouTube have a longer lifespan compared to other social media platforms. Unline the short-lived nature of Instagram or TikTok, YouTube videos can continue to attract views and generate engagement over an extended period.
It is much easier to find a YouTube video posted months ago than it is to find an Instagram Reels or a TikTok video. This longevity provides a lasting impact and ongoing exposure for influencer marketing campaigns.
The Advantages of Working With Influencers on Instagram
When considering Instagram for influencer marketing, it’s crucial to align your campaign goals, target audience, and desired content format with the platform’s strengths.
Massive user base and active engagement
According to Data Reportal, in April 2023, Instagram had over 1.6 billion active users. This high number makes the platform one of the largest social media networks in the world.
It attracts a diverse audience, including various age groups and demographics.
Influencers on Instagram can tap into this extensive user base and engage with their followers.
Instagram is a visual platform. The type of content that performs best on the social network are aesthetically pleasing photos and videos. This allows influencers to showcase products, experiences, or brand collaborations through captivating visuals.
Brands can leverage this visual nature to create visually appealing campaigns and effectively communicate their message.
Stories and interactive features
Instagram’s stories feature provides a temporary yet highly engaging way to share content.
Influencers can use interactive stickers, ask questions to their followers, and encourage them to click on links. These features can be leveraged to drive traffic, conduct market research, or gather user-generated content.
At Odore, we have worked with influencers on Instagram providing followers with a link to claim a product sample. The immediate nature of Instagram and Instagram’s stories make it a perfect platform for shorter campaigns.
In our campaign to raise awareness of SkinCeutical’s C E Ferulic serum we worked with three influencers on Instagram, creating individual URLs to track their results. They created videos and directed their followers to a link to claim a sample. This approach, made possible by Instagram’s built-in features, generated leads and introduced the brand to new customers.
Niche and specialised communities
Instagram enables the development of niche communities centred around specific interests, hobbies, or industries. Influencers often focus on a particular subject or area of interest, allowing brands to reach a more targeted audience.
Influencer authenticity and relatability
On Instagram, influencers often showcase their personal lives, experiences, and interests, creating a sense of authenticity and relatability.
Since the content posted on the platform is more informal, followers view influencers as trusted individuals, which can enhance the effectiveness of marketing campaigns.
Influencer-driven content creation
Influencers on Instagram are often skilled content creators who understand the platform’s aesthetics and trends. They can create high-quality, visually appealing content that resonates with their audience.
Collaborating with influencers on the platform allows brands to leverage their creativity and expertise in crafting compelling content that showcases their products or services.
The Advantages of Working With Influencers on TikTok
TikTok is quickly becoming one of the most important social media platforms, especially among younger audiences. Therefore, it is worth considering the video-sharing platform when building an influencer marketing campaign.
Rapidly growing user base
According to the Data Reportal, in 2021, TikTok had over 1 billion users, a number other social media platforms took longer to reach.
With over 70% of its users being under the age of 35, the platform appeals to a predominantly younger audience, making it an excellent medium for targeting this demographic.
Highly engaging and viral content
TikTok’s short-form video format encourages creativity and brevity, capturing users’ attention quickly. The platform’s algorithm promotes content that receives high engagement, increasing the potential for campaigns to go viral and reach a wider audience.
With trending sounds, challenges, dances, and memes, brands can create potentially viral content.
Influencers have a knack for creating and participating in these trends, which makes collaborating with them an incredible opportunity to reach a wider and more engaged audience.
Authentic and relatable content
Influencers on TikTok often cultivate a sense of authenticity and relatability with their followers. Through short videos, they can showcase their personality, interests, and everyday moments in a genuine and unfiltered manner.
Similar to Instagram, while working with TikTokers, brands can build an emotional connection with their target audience.
Creative and interactive features
TikTok provides a range of creative tools and features that influencers can use to enhance their content. From filters, effects, and text overlays to duets and reactions, influencers can create engaging and interactive videos that encourage participation.
TikTok’s algorithm is one of the main advantages of working on the platform. The “For You” page – which is the first thing people see when they open the app – showcases content tailored to users’ interests, even if they do not follow the creator. This means that well-executed campaigns have the potential to gain exposure to a wider audience beyond the influencer’s followers.
Creative and interesting content on the platform can also potentially reach a wider audience. Read more about how to market your product on TikTok here.
Influencer-driven product recommendations
Influencers on TikTok have the ability to showcase products, demonstrate their usage, or provide reviews in a concise and engaging format. Through short videos, influencers can show the main features of an item, teach how to use it, recommend similar items, and provide purchase links. If they have an engaged following, people will pay attention.
How to Choose the Best Platform for Marketing Your Product?
We have listed the advantages of all video-sharing platforms and what they can offer when working with influencers. By now, you should be aware that each social network has its own unique features, audience demographics, and content formats.
When deciding between Instagram, YouTube, or TikTok for an influencer marketing campaign, there are several factors to consider.
Define your campaign goals
Clearly identify what you aim to achieve with your influencer marketing campaign. This will help you determine the best platform to advertise your product.
Are you looking to increase brand awareness, drive website traffic, generate leads, or boost sales? Different platforms will provide different opportunities and results. It is important to consider what can be done on each social network and match it up with your business goals.
Understand the audience demographics
Research and analyse the demographics of each platform’s user base. Consider factors such as age, gender, location, and interests, as this will help you identify which platforms align with your target audience.
Instagram attracts a wide range of age groups, but its primary audience tends to be people aged 18 to 24. Content about fashion, beauty, lifestyle, and travelling performs well on the platform.
YouTube appears to engage older audiences, being most effective among people aged 25 to 34 years old. The majority of YouTube users are male, and they are attracted to content on education, entertainment, and tutorial-style videos.
TikTok is more popular among younger audiences, with a majority falling in the 16 to 24 age group. Most of the users are female.
Consider content formats
Evaluate the types of content you wish to produce or promote as part of your campaign. Each platform offers unique content formats that may align differently with your brand or marketing goals.
Instagram offers photos, videos, stories, reels and shopping features. It provides a visual-centric approach, allowing for creative and curated content. It is not ideal for longer videos but perfect for shorter campaigns.
YouTube is the ideal platform for longer videos, tutorials, vlogs, and long product reviews. The site also offers live streaming, allowing for real-time engagement with the audience.
TikTok specialises in short-form videos but has a longer life span than Instagram, thanks to the platform’s algorithm. With its creative tools, it is possible for brands to capture attention and drive engagement.
Evaluate engagement and reach
Look into the engagement rates and reach of influencers on each platform. This information can be obtained by researching influencers’ profiles or by using influencer marketing platforms that provide analytics and performance metrics.
Assess brand alignment and authenticity
Consider the platform’s culture and whether it aligns with your brand’s values and aesthetics. Additionally, assess the authenticity and relatability of influencers on each platform. Look for influencers who have a genuine connection with their audience and align with your brand’s image and expectations.
Analyse your budget and resources
Consider your campaign budget and available resources. Different platforms, influencers and types of content require varying levels of investment. Consider influencer fees, content production costs, and platform-specific advertising options.
Test and iterate
Consider running small-scale campaigns or pilot tests on different platforms to gauge their effectiveness. This will help you understand what social networks work best for your audience and your business goals.
Monitor the campaign performance, track key metrics, analyse the results and then refine your approach to make informed decisions for future campaigns.
Social media offers a variety of opportunities to promote and advertise products. Working with influencers is only one of the possibilities in digital marketing, but they can give your brand a wider reach, provide credibility, and create engaging content about your products. The question is where to focus efforts and what platforms to use.
Instagram, YouTube, and TikTok have different advantages and tools available for brands and influencers. When deciding which one fits your campaign, it is important to consider your business goals as well as the characteristics of each platform. Assess your possibilities carefully so you can make better-informed marketing decisions.
Success lies in finding the right balance between reach, engagement, authenticity, and content format. Be sure to evaluate influencer profiles, analyse their audience demographics, and assess the suitability of their content style and brand alignment.
The choice between platforms will depend on your objectives, target audience and what kind of content resonates with potential customers. There is no right or wrong answer when it comes to marketing, but rather a need to understand your goals and how they can be better served on each platform.