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Influencer Marketing isn’t Limited to the Most Popular Platforms.
Influencer marketing is a hot marketing trend and only gaining in popularity. The rapidly changing environment has many marketers questioning strategy and looking for ways to keep up, such as which social platforms they should be using and how to choose the best influencers for their brand marketing strategy.
If you’re one of these marketers, we’re here for you. Influencer marketing can be incredibly effective, but a lot of it comes down to choosing the right influencer on the right channel. Most marketers are focused on popular social platforms like Instagram and YouTube, but what if they’re not the best choice to promote your brand with your target audiences?
For some brands, less popular social media sources of influencer marketing can be just as valuable. In fact, you may gain more traction and better return on investment with influencer marketing on the “forgotten” influencer channels with your target audiences, since they have less competition.
What Are the Least Popular Social Media Channels for Influencer Marketing?
In general, the least popular social media channels for influencer marketing are:
The reasons for these channels being less popular vary, from Snapchat struggling to overcome early feature limitations to LinkedIn being a primarily B2B professional channel. Some of these issues are getting resolved, however, so we can expect some of these channels to growth with influencer marketing in the future.
How to Choose an Influencer Marketing Channel
While it’s helpful to know what channels most brands are using as an influencer marketing platform, your needs may differ based on your brand and marketing goals. It’s vital to consider every aspect of your influencer marketing campaign and how they work with the chosen channel, as well as the channel that’s preferred by your audience.
Snapchat experienced limitations early on, but they’ve since been resolved and Snapchat is now a preferred platform for the Gen Z audience. This is largely because of its disappearing content and the brief engagement periods that cater to short attention spans.
The channel has a massive audience. According to Statista, over 293 million people use Snapchat globally, 95 million of whom are in North America. It also has a young demographic with over 48 percent of active users between the ages of 15 and 25. Influencer marketing campaigns are growing on the platform as well, and many brands are getting in early to harness the power of influencer marketing.
Created for professionals and B2B brands, LinkedIn has largely been used as a recruitment tool or platform for young professionals to network. Now, it’s a major professional social media platform with thought leaders and experts across multiple industries.
With that comes influencers. LinkedIn may be a niche platform for influencer marketing, but they have huge followings and a ton of consumer trust, and they often share authentic, engaging content to promote themselves or their partners’ businesses. If you have a B2B brand and a large portion of your audience on LinkedIn, influencer marketing is a viable option for your digital marketing strategy.
Twitch began as a live streaming platform for gamers, but it’s now expanded to different groups and interests. With over 15 million monthly active users spending above-average time on the platform (over an hour each day), it offers tons of potential as a platform for influencer marketing.
At this time, sponsorships are driven by gaming companies, but plenty of nongaming influencers are gaining traction and making Twitch a highly valuable platform. Twitch streamers use various promotional tactics to great success, such as brand shout-outs, sponsored content, unboxing or demo videos, and giveaways.
Pinterest differs from other social channels in many ways, and that includes its influencer marketing. Pinterest is largely visual, much like Snapchat or Instagram, but it doesn’t have a social feed – it works more like a search engine. Everything works on “pinning” inspiring images or video, then waiting for others to come across pins, like them, and repin them to their own boards.
One of the major benefits of Pinterest as an influencer platform is that it’s largely aspirational. People pin images based on things they have or want to have, so retailers have incredible opportunities to make their products discoverable. Pinterest also has an influencer tool – Pin Collective – that brings creators and businesses together for brand partnerships.
Twitter has been a bit slow on the influencer marketing trend, but it’s a huge tool for social media marketing in general. Influencer content on Twitter often have higher engagement percentages than influencers on other media, and their recommendations are trusted more by their social media followers.
Like Instagram, Twitter also uses hashtags for trending content and topics and social listening. It’s easy to see who’s talking about your brand or your competitors and find the ideal influencer for your campaign.
Use Less Popular Influencer Marketing Platforms to Grow Your Business
Just because platforms aren’t popular doesn’t mean they’re not valuable for influencer marketing campaigns and brand partnerships. If you have large audiences on these social media channels, consider using influencer marketing campaigns to boost awareness and get more reach for your brand.