Photograph of a female influencer videoing herself

Influencer marketing: The underrated platforms

After we have already introduced you to the options of paid social on the various social media platforms, we now want to focus on influencers. Influencer marketing has established itself as an integral part of the marketing mix within a few years. But before you start choosing the right influencers, advertisers must first consider which platform they want to work with influencers on. The starting point for choosing the right channel is always the desired goal (for example sales or branding), the desired target group and the product to be advertised. In addition to well-known platforms such as Instagram and YouTube, there are a few more that perhaps not every marketing manager has on their list yet. The most important rule and absolutely platform-independent: Give the influencers or content creators with whom you work the freedom to express their creativity and use the potential of the respective platform. They know their followers. They know their app. Use this knowledge and don't restrict it unnecessarily.

TikTok Target group: Over 60 percent of users are between 18 and 34, 21 percent are in the age range of 13-17 years. In comparison, the app's user group is very young and particularly active. Special features: Everyone is still talking about the TikTok hype and continues to break download records. For example, 50 million downloads were measured in the Google Play Store in March last year. The app also currently has around 20 million downloads per month. While the app had the reputation of just dancing and dubbing at the beginning, there is now a full range of content. From street art artists to chefs to doctors or designers — they all use TikTok. In particular, the sophisticated algorithm, thanks to which even good videos from users with few followers can go viral, and the natural type of content characterize the app. The majority of content is dedicated to entry and edutainment. Particularly suitable for: Second Movers, companies with young target groups, brands that want to reach new target groups

Snapchat Target group: 280 million daily users, mainly spread across 18-34 Years.Special features: Snapchat has no easy game in the shadow of the big TikTok hype and alongside the “veteran” Instagram. However, Snapchat should never be dropped under the table. Constant developments and a still huge and active community make Snapchat attractive. As well as the various uses that Snapchat offers: from stories to lenses to the spotlight function for exploring content. Particularly suitable for: almost all companies that want to address a younger target group. The community has grown large and organically, so that the right creator can be found for almost every product to showcase it.

Twitch Target group: Twitch reaches around 7 million users every day. Die half Of them in the 18-34 age range, 21% are even lower and are between 13-18 years old. Special features: Created as a live platform for gaming, Twitch has recently opened up to other formats as well. However, gaming and eSports still make up the majority of content on Twitch. The live aspect, on the other hand, has remained; in contrast to YouTube, VoD plays no role on Twitch. It is precisely this live character that makes Twitch influencers with large communities particularly interesting. Particularly suitable for: Advertisers who want to place their brand with influencers in the rapidly growing gaming cosmos. But also bold companies that want to hijack this cosmos with new live concepts.

pinterest Target group: 478 Millions of people use Pinterest every month — more than 60% of them are female. The age range, on the other hand, is wide, so that older target groups can also be easily reached. Special features: Pinterest is somewhere between a social network, a visual search engine and a source of inspiration. Users use the app primarily to browse and get inspired on specific topics. An ideal starting point for influencer collaborations. These are still relatively rare at present, but can definitely be worthwhile for brands from certain industries. For example, DIY stores can cooperate with DIY influencers and thus present their products skillfully yet unobtrusively. Particularly suitable for: advertisers related to the DIY movement - from hardware stores to craft supplies to interior design. But also companies whose products are visually appealing and evoke emotions, such as FMCG, travel or automobiles.


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