Right, so you know the pros and cons of the most common social media channels used for influencer marketing.
If not, check out our article: Which social media channels are best for my influencer marketing campaign?
As we discussed some channels lend themselves well to sales campaigns, others are more suited to increasing your brand awareness.
But many influencers are active on more than one channel – for instance, a beauty YouTuber will probably also have an Instagram account.
Working with influencers across channels has several advantages.
Firstly, as recommended in our tips for writing your influencer brief, it’s great to get your sponsored content previewed or teased before it goes live.
This creates a buzz about the content and boosts viewing figures.
But also, it’s good to be in front of your target audience as much as possible.
Customers usually need around three to five touch points before they buy – think of how TV advertising works.
In this sense having your influencer reuse the content on his or her other channels keeps your brand or product in the mind of you target market.
In addition to a sales boost on your sponsored YouTube content, for example, when the content goes live, you are continuing to convert viewers into actual customers in the days and weeks after.
Your customers use multiple social media channels
75% of your customers buy after 3 to 5 touch points
Influencers tend to have the same content, or at least the same voice across all their channels, so brand’s shouldn’t worry about it suddenly not fitting because it is being shown on Snapchat instead of YouTube.
If you sponsor a multi-channel influencer your campaign can be sales driven, but also incorporate branding – for example if you worked with a content creator on YouTube and Snapchat or Instagram.
This could be a bit more effort to organise, but might result in a more cost effective campaign in the end.
- Can be great for engagement, sales and branding
- Multiple touch points keeps you in front of your target market until they are convinced to buy
- Might be more expensive, but still cost effective
- Can be more work to organise – but not that much more
Multi-channel influencers deliver very cost effective influencer marketing campaigns and are a great way to hit sales targets and incorporate branding, but it’s important to pick a focus and plan your campaign accordingly.