Influencer marketing is more impactful than you think.
All social media platforms are not created equal, and the same goes for your influencer social media strategy. While you might assume that an influencer’s content will perform fairly equally or average a general number of engagements across all platforms, in reality, the type of content and which platform you pair with it can drastically change the outcome of your campaign performance. So then emerges the problem: How the heck do we know which type of influencer content performs best on certain social channels? There’s no need to guess when you’re planning your strategy—we’ll not only tell you what works for each social channel, but also explain why certain strategies do or don’t work to help reduce risk and uncertainty. We pulled some numbers from our own historical benchmark data proving that there are stronger, better, and more calculated approaches to matching content type and platforms. This cheat sheet will help you devise a disciplined and laser-focused campaign strategy while eliminating any guesswork in planning.
Before we dive in, let’s define the different types of influencer content:
- Shared Content: Existing brand content amplified through influencer channels
- Created content: Newly created influencer content for brand use
On Instagram and Twitter, quality created video wins
Instagram users upload 5.7M pieces of content every day, its user base has skyrocketed to 700 million monthly actives in two years, and is twice the size of Twitter—point blank, Instagram is pumping out astronomical amounts of content, so it’s a no brainer that Instagram is a visual-heavy social platform for beautifully curated travel photos, funny prank videos, and the headquarters of the beloved #selfie. Instagram is a hotbed for original visual content, but originally created videos aggregate the most engagements by far.
We looked at Instagram’s engagement rates for shared content and created content, and found that original videos performed the strongest in comparison to other content types. Created content videos performed the best with 16.19% ER, which beat both created photos and all other types of shared content. If you’re running an Instagram campaign, stick to original videos if you want to drive the strongest performance.
Twitter is a new-age landline between influencers and followers—direct A to B conversation, feedback, and commentary are welcome. However, very few followers will engage in a conversation that is not dynamic—there is nothing more unappealing than seeing a lifeless tweet with a link and no visually engaging content causing followers to fall radio silent. Influencer content that isn’t personal or sincere won’t engage well, and the closest experience to having a one to one conversation with followers is through video because it allows influencers to seemingly speak to the audience as if they were having an in-person conversation.
It’s no wonder that original videos fare very well on Twitter. Original content is the best choice to drive a high engagement rate (ER) as created content videos will help you achieve that goal. Created content videos boast 5.04% ER, beating all other types of content like links, photos, etc. which all fall below 0.69% ER on Twitter. If you’re ever running a Twitter campaign, created content videos are by far the best content type for driving high engagement.
Facebook is a powerhouse when generating engagements for created content.
Facebook is the original social media network, so it’s natural that it’s an incredible outlier for producing highly engaging, original content. Because it’s a great platform for influencers to house a diverse array of content from text to photos, and especially video, it’s a hubspot for uploading a portfolio of original creations to this platform. With 13% average post engagement rate (more than Twitter and Instagram’s ER combined), Facebook engages extremely well with audiences. Shared content engagements drop to a low of 2.77% ER per post because audiences simply don’t care about marketers’ distributed content—audiences seek fresh, original, and creative content on Facebook rather than out-of-place ads amongst the inventive, unique content that lives on this social channel. Your best move is to blend brands or products into the original content viewers want to see.
However, Instagram drives a slightly higher engagement rate per post for shared branded content with 2.96% ER. If you want to drive the strongest overall engagements across social channels, we suggest you look to Facebook for created content campaigns.
Sharing is caring! Facebook edition (the platform for sharing videos and photos)
Facebook is for sharing! As mentioned before, Facebook is the premier platform for influencers who are posting tons of personalized, varied content—like original vlogs, #OOTD photos, or even a repost of their favorite meme or cat video—which results in the extremely high engagement rate for visual content. Because of this, influencers and viewers alike flock to Facebook for content which is engaging, authentic, and entertaining.
Facebook is really good at driving both strong photo and high video content engagement rates (ER) whether it’s shared content or created content. However, videos are also strong performers as well—Facebook’s videos will automatically play when you scroll down your news feed, and Facebook’s algorithmic feed will always show the most popular videos to larger audiences. In addition, Facebook videos also appear easily on Google’s search engine results. Combined, Facebook is able to boast a very high engagement rate for original videos. Original videos garner a 12.44% ER while shared videos produce 3.08% ER. If you’re interested in running a Facebook campaign, videos and photos are the way to go. If you’re looking to mass-distribute a movie trailer or pre-produced content, Facebook is the best choice to attract viewers in comparison to other platforms.
In addition to pairing Facebook with photo or video content, there are other proven methods, or best practices, to boost engagements for your content:
- Posts that are ad-like will be less visible due to Facebook’s algorithm, so make sure sponsored posts look as natural as possible
- Facebook’s algorithm hides posts with disclosure hashtags like #ad, #sp, and #sponsored from users’ timelines; therefore use disclosures like “Partnering with…”
- Always natively upload content. Don’t share links–instead, upload the video file
- When publishing natively, Facebook’s Terms of Services require sponsored posts to use the Handshake Tool, eliminating the need to disclose
Finding the most fitting content type and social channel unions are one way to take the unpredictability out of influencer marketing. By understanding the above data and using it to your advantage, you’ll have the ability to execute flawless influencer marketing programs with precision and accuracy to yield powerful results. Stay ahead of the game and use the data at hand to produce a much-talked about campaign.
Here’s a summary of some high-level best practices when trying to optimize your influencer strategy and drive the best performance for your content:
- On Instagram, original created videos are the strongest performing content type
- On Twitter, original created videos drive the highest engagement rates
- Amongst all platforms, Facebook generates the highest engagements for created content
- On Facebook, photos and videos deliver the highest engagement rates
For your convenience, here’s a visual cheat sheet for choosing the best social media platforms best for your influencer strategy.
Stop guessing and start strategizing!
For more information or for specific in-depth social channel best practices, please email us at firstname.lastname@example.org.