Module 2: Amplifying Authentic Engagement Through Storytelling and Influence Marketing Unit 2: Micro-Influencer Outreach
exchanges of value to inspire and grow their own audience.
The form of compensation varies widely between big and small brands. As shown above, this variation also applies to the scale of collaboration, selection criteria, campaign duration, content guidelines, and the methods used for measuring success. LEADING PLATFORMS FOR INFLUENCER MARKETING To the right is a comparative projection of social media platform intended to be used by brands for influencer marketing. As of January 2024, the most popular social networks used by brands for micro- influencers include Instagram, Facebook, Tiktok, and YouTube. Although TikTok remains a shining star, its fast early start is largely attributed to its commanding lead in short-form video, the preferred media of influencers. “Recent research shows that Instagram currently sits comfortably in first place on the list of the top influencer marketing platforms US brands use. As many as 80.8% of marketers are expected to use it for influencer marketing campaigns, a 4.1 percentage point annual increase. ” – Oberlo Now that Instagram Reels and YouTube Shorts have comparable, if not superior, offerings to compete against TikTok, the latter is no longer gaining ground over the other three platforms. Moreover, despite the superior results of TikTok in attention and engagement, it remains inferior to the other
three in lead generation. i.e., Good laughs and inspiring content could often hamper the the process of escorting prospects through their buyer journey.
SUMMARY
Influencer outreach on social media can be a powerful strategy for brands to increase
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