Since FaceBook transitioned from a social network for college students to an internationally utilized platform, social media marketing strategies have evolved with it. From 2003 to 2011, the rise of other prominent social media platforms, including Linkedin, Twitter, Youtube, Instagram, and Snapchat, disrupted the market. Over time, brands and businesses have adapted to leverage each platform’s distinct purpose. In the world of influencer marketing, the capabilities and advantages of Youtube, Instagram, and now, TikTok are unparalleled.
The Original – Youtube
Since 2006, Youtube’s place among the social media conglomerates is unique. As a social media platform for sharing content and creating communities, Youtube also represents the second most utilized search engine and second most visited website globally, behind only Google. From the world’s most talented e-sports athletes like Tyler ‘Ninja’ Blevins(24.2 Million Subs) to musical artists like Justin Bieber(62.5 Million Subs), individuals in athletics, the arts, education, and every niche market imaginable have garnered communal followings, both big and small.
Ultimately, the nature of Youtube as a storytelling platform through video has allowed for both traditional marketing and advertising strategies on behalf of brands and corporations and influencer marketing to make a significant impact. The perfect example of this is Ryan’s World, a Youtube Channel that chronicles the life of 9-year old Ryan Kaji as he reviews toys and has garnered a following of over 30 million followers. According to Forbes, Ryan is the highest earning Youtube influencer globally, earning nearly $30 million last year with over 5,000 licensing deals and over 12 billion views of his content in 2020 alone. Despite his age, Ryan is the epitome of a macro-influencer. His viewership is a testament to the opportunities associated with niche influencer marketing on Youtube and leveraging the communal and storytelling aspects of Youtube for brand authentication.
The GameChanger – Instagram
Before Mark Zuckerberg bought Instagram and brought it under the Facebook umbrella, Instagram represented a marriage between Facebook, Twitter, and photo-focused platforms like Tumblr. Just nine years removed from the $1 billion acquisition, according to Business Insider, Instagram represents the “gold standard” of influencer marketing platforms as “nearly four in five brands (79%) predominantly tap Instagram for influencer campaigns.” Unlike Youtube, Instagram draws upon the social network aspects associated with Facebook(Friends/Followers, Likes, Comments) while also emerging as a source for news, sports updates, celebrity fandom, and so much more.
As a result, the platform has led to the creation of its own category of Instagram-based influencers and emerged as an essential means of marketing for brands of all sizes. As pictured below taken from the Statista Global Consumer Survey on Instagram branding in 2020, the primary demographic of Instagram is between the ages of 18-34, which encompasses both the Gen Z and Millennial generations. Unlike Facebook, whose daily users continue to grow older, the prominence of Instagram among teenagers and young adults makes the platform disproportionally valuable compared to Twitter, Facebook, and Youtube as a place for brand campaigns and influencer marketing.
At C/C/G, our marketing strategies continue to evolve as our previous Instagram influencer campaigns have featured world-class athletes like Justin Thomas and award-winning country music stars like Zac Brown. In our campaigns for non-profit organizations like the No Kid Hungry charity organization and for-profit companies like La Brea Bakery, our influencer marketing campaigns have led each of our clients to increase engagement and following across all their social media channels.
The Market Disruptor – TikTok
In 2016, an opening emerged in the market for a short-form video hosting social network as Twitter shut down their subsidiary company, Vine. With nearly all the same features of Vine, the Chinese company ByteDance created Vine’s natural successor in TikTok. In 2020 alone, TikTok emerged as the most downloaded app in the world and the most engaged audience of any social media app as the average user spends over 14 hours(850 minutes) per month on the app. Despite these staggering statistics, TikTok’s true revolutionary power is in the virality of TikTok Trends and the emergence of TikTok influencers overnight.
Thanks to its marketing algorithm that utilizes AI, TikTok is internally powered by personalization that is second to none in the world of social media. As a result, TikTok and influencers are a match made in heaven. TikTok’s algorithm collects hundreds of data points on its users through each user’s behavior and personal demographic. In turn, TikTok’s predictive analysis feeds its users the videos they want and understands the niche markets most vertically aligned with their interests. As a marketing platform, there are tremendous opportunities for brand promotion as the engagement with content and personalization of each profiles’ feed is unlike any other social media app. But the most game-changing difference supplied by TikTok is that around 47% of TikTok Users in the United States are between 10-29 years old or just under 35 million users. In turn, marketing campaigns on the platform represent a distinct advantage in tapping this demographic.
The C/C/G Approach
As an agency, we pride ourselves on our ability to adapt to market changes. Over the past few years, the adoption of social media influencer marketing has been one of our most successful tactics. Between Instagram campaigns featuring individuals like world #2 ranked golfer Justin Thomas and award-winning country artist Zac Brown to Youtube Vlogs with New York Times Best Selling Author Tom Coyne, the marketing tactics in 2021 require evolving with new technologies which we pride ourselves on at C/C/G. Through various social channels and understanding market trends, influencer marketing can help take a business to the next level by authenticating one’s brand and developing a more engaged audience than ever before. As found in a Tomoson study, businesses earn $6.50 for every dollar spent on social media influencer marketing, with the top 13% of campaigns earning $20 or even more. So let us help you bring in the same return on your investment.