ET BrandEquity explores untapped platforms for influencer marketing success

When you think of influencer marketing, the first and only platform that comes to mind is Instagram. For a long time, we mistakenly associated influencer marketing only with the gram.

But if you go back a little bit, you’ll see that influencer marketing has always been around. Remember Twitter, now known as X? The platform is known for its ability to get people talking and spark genuine interaction between brands and their audiences.

From real-time marketing, also known as “moment marketing,” to collaboration, X has revolutionized the way brands view endorsement. We’ve seen countless brands shift to key opinion leaders to promote their products and services rather than paying celebrities big bucks.

But as we move forward, the dynamics of content consumption have been completely revamped as new social media platforms capture people’s hearts and attention spans gradually decrease. Video content is currently dominating all of social media, with Instagram Reels emerging as the next big thing. This increase in video content has also led to the birth of a new type of influencer. Across genres from beauty to technology, we have some names we respect for their content.

As brands and advertisers, as we strive to break free from the clutter, we need to ask ourselves: Isn’t it time to take the path less traveled? It’s time to understand what’s next in the evolution of influencer marketing.

linkedin

Influencer marketing wears a suit and adopts a professional demeanor. Yes, influencer marketing will aggressively take over the world’s largest professional networking platform. This change is the result of several factors.

1. LinkedIn means serious business, not a casual messaging platform. It’s home to decision makers, from CXOs to team leaders to subject matter experts, who have built credibility through years of engagement with our audiences.

2. The scope of B2B marketing and thought leadership promotion is vast. Tactics like live Q&A sessions, webinars, podcasts, and posts can be much more effective at engaging your audience.

3. From nano, micro to mega influencers, LinkedIn connects brands and advertisers with different types of influencers based on number of followers and engagement rates.

4. People use LinkedIn for two basic reasons. Build networks with people and learn from them. Partnering with LinkedIn influencers to write articles on your subject can provide valuable backlinks and significantly increase brand engagement.

5. For organizations, employee advocacy should be at the core of their marketing strategy. Employees can enhance a company’s reputation by demonstrating things like company culture.

tick tock

Although banned in India, TikTok remains the go-to app for several brands to collaborate with content creators. This app has the most users from the US and what is interesting is that 7 of the top 10 countries for this app are in his MENA region.

1. TikTok’s content is mainly about trending songs, hashtags, and challenges, and who doesn’t love challenges? The platform attracts more and more users, ensuring brand relevance and visibility.

2. Live-streaming collaborative campaigns on TikTok is relatively easy with features like Duets and Stitches, allowing brands to leverage existing viral content to enhance their reach.

3. TikTok is more loved than Instagram for micro-influencers, with a higher engagement rate of 18% compared to Instagram’s 3.86%.

4. This app takes a data-driven lens to influencer marketing campaigns. From follower demographics to engagement rates, TikTok allows you to plan your campaigns more clearly and strategically.

Platforms like Snapchat, BeReal, Telegram, Twitch, Discord, and WhatsApp channels are some of the social media networks that have the potential to change the face of influencer marketing.

• Snapchat is an app for Gen Z. Brands and advertisers have continued to build out interactive features in their apps, such as filters and lenses, to generate engagement and brand awareness. Additionally, Snapchat has been successful in creating a sense of urgency in the minds of young viewers and their FOMO through disappearing content. Brands should use a combination of sneak peeks, behind-the-scenes, and interactive content to capture the audience’s attention.

• One of the key aspects of influencer marketing is authenticity, so BeReal can be one of the useful social media networks. The platform encourages simple, authentic content and allows influencers to see what they’re doing in real time to their followers. Brands and advertisers can partner with influencers and leverage the platform’s spontaneity to build authentic brand personalities through authentic content that resonates with audiences.

• Following Telegram, WhatsApp launched WhatsApp Channels, a one-way communication tool to keep followers informed. This gives brands the opportunity to engage with their followers in real time, share updates, and connect directly. Additionally, it will be interesting to see how brands come up with innovative campaigns on this platform, as influencers can deliver personalized messages and content to their followers.

There are many other social media platforms besides Instagram, each with their own audience base. The key is to identify which influencers align with your brand’s ethos and where they can best engage with your audience.