Bob Hutchins — January 9, 2017 Follow @Bobhutchins
There are essentially three types of content creators: you (or an agency partner you hire), your fans/audience, and your influencer marketing partners. If you don’t have engaged – or enough engaged – fans, then you can’t count on that pool for much. (If you do have an engaged following, then we have three letters for you: U-G-C. Go check out this post on user-generated content!)
So, let’s assume you’re currently left to the other two content sources: yourself and influencers. While there are all kinds of things you can do to amplify and target your own content, these strategies may not open your brand up to fresh audiences in quite the same way as partnering with an influencer. After all, influencers have already done a lot of the hard work for you by building their own audiences with whom they’ve developed authority and rapport. These influencers (if you’re the right match) can offer huge value to your brand. Long-time BuzzPlant Blog readers may recall how companies made $ 6.50 on the dollar by partnering with influencers.
Today, we’d like to share with you some information about the best platforms for creating partnerships with influencers. We aren’t going to talk too much about how to partner with influencers or the types of content creators you should partner with, as both of those topics have already been discussed on the BuzzPlant Blog. If you need a refresher, go back and read those posts. If you’re ready to find out where you should invest in partnering with content creators, keep reading!
Where to Partner With Content Creators on Social
A recent infographic from AdWeek shows where brand/influencer partnerships are generating the best results, broken down by industry and platform. Here are the highlights:
- DIY micro-influencers perform well on Pinterest and blogs, but don’t do so well on Instagram.
- Fashion influencers find their best results on Instagram. (Twitter is the least popular category for this industry.)
- Food is the strongest industry across the board for micro-bloggers and social stars.
- Lifestyle/home bloggers are almost equal to food bloggers in terms of Likes on Facebook.
- Parenting influencers are the strongest industry on Twitter and the second most active on blogs (right behind food).
- Travel influencers dominate Instagram.
Did you know…
Food bloggers have 4x the number of followers than any industry.
Do you Partner With Influencers?
If so, does this information change where you will invest your partnerships? Have you seen trends in your own personal experience that suggest different platform/industry relationships than the ones described here? If so, we’d love to hear about them. Drop us a comment below and tell us where you see micro-blogging and influencer marketing trends heading!
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