Multichannel: The Power Move in Influencer Marketing
The Shelf Influencer Marketing Agency
??3X Inc 5000 honoree! Creative, ??-worthy #influencermarketing campaigns that get attention, engagement, & clicks.????
by Sorilbran Stone, Head of Content Marketing at The Shelf
So…???
Let's talk about a game-changing strategy that's become an absolute staple of the influencer marketing landscape: the multi-channel approach.?
The More Channels the Merrier
Most of us have our personal faves when it comes to social media channels, even though we typically spend a considerable amount of time on other channels as well. Maybe you hop on Facebook to keep up to date on family stuff, IG to keep tabs on what’s happening around town (physical and virtual), LinkedIn for crushing it, TikTok for zoning out (and procrastinating).?
When it comes to your marketing efforts, you have to deploy a similar strategy - IG for relationship-building and mid-funnel efforts, Pinterest for long-term visibility and bottom-of-funnel, TikTok for brand lift and proving your brand’s made up of a team, and not just one super-smart-but-sort-of-weird guy who’s mastered a bunch of AI tools.?
Point is, if you're still sticking to one platform for your influencer campaigns, it's time to broaden your horizons. In this post, we'll dive into why employing a multi-channel approach to influencer marketing is a total power move and why you should get on board ASAP.
The 'Gram Ain't the Whole Story
Sure, Instagram is the golden child of influencer marketing, but here's the deal: relying solely on Instagram can limit your reach and impact. Think about it: your target audience isn't just on one platform; they're surfing the web like pros, popping up on Facebook, TikTok, YouTube, and more.?
According to Data Reportal , the average social media user now has accounts on six to seven social media platforms. Is that just insane? A few years ago, millennial women were leading the charge by being active on threeish platforms. Today, THE AVERAGE is six.
While IG is essential, the numbers tell us it isn’t the whole story.?
Facebook?
YouTube?
TikTok
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The Multi-Channel Advantage Here: Each platform offers a unique audience and engagement style. By diversifying, you're casting a wider net and boosting your chances of making meaningful connections. Flipside? Ignoring these platforms means missing out on a chunk of your potential audience.
A Variety of Channels Means Variety in Your Content
Variety is the spice of influencer marketing life. Going with a multichannel approach will inherently require your influencer selection process to expand and diversify.?
TikTok creators who are beasts at creating viral short-form content on TikTok leverage a different skill set than the tutorial maven whose YouTube audience grows by leaps and bounds every day.?
It’s worth noting that there’s a difference between content creators and influencers. In fact, according to Adobe’s Creators in the Creator Economy Report, only 14% of content creators are even interested in being influencers.?
“Whaaa?? Why would I work with a content creator instead of an influencer?”?
Super simple answer to that - the content.?
If you’re prioritizing a multichannel effort by leveraging influencers to produce tons of great content for you to use on your branded channels and in ads, you need a content creator more than you need an influencer. But if you’re trying to boost brand awareness and get the word out to a wider audience, you need a content creator who's also influential (ie, an influencer)
Different platforms call for different types of content from different types of creators. This diversity in your content mix will help keep your content fresh and interesting. Besides, you always wanna keep your audience wanting more content from you, right??
The Multi-Channel Advantage Here: You can experiment with various content formats – from short TikTok videos to bite-sized posts in Facebook groups. This versatility helps you tailor your content to appeal to specific platform demographics.
Resilience Against Platform Changes
Social media platforms are like fashion trends; they can change in the blink of an eye. What's hot today might not be tomorrow. Relying solely on one platform puts your influencer marketing strategy at risk if that platform suddenly changes its algorithms or loses popularity.?
Remember the uncertainty around TikTok in 2020 when governments started banning the app? Or, heck, the chaos that enveloped X (nee Twitter) last year. The more platforms you’re working with, the better your chances of maintaining consistency across channels with your campaigns.
The Multi-Channel Advantage Here: Diversification acts as a safety net. If one platform takes a hit, your overall strategy remains robust because your eggs aren't all in one basket.
Tracking and Measuring Galore
By running influencer campaigns on different platforms, you gain a wealth of data and insights. And we’re all about that data.?
Each platform provides analytics tools to measure engagement, reach, and ROI. This data goldmine allows you to fine-tune your campaign as needed, in real time so that you can employ and always-on strategy .
The Multi-Channel Advantage Here: Informed decisions are the best decisions. You can see what's working where and allocate resources accordingly.
Conclusion
Is all of this tracking? Embracing a multi-channel approach is your secret weapon. It's like having a Swiss Army knife in your marketing toolkit – versatile, powerful, and ready for any challenge.
So, start exploring new platforms, collaborating with influencers across the digital spectrum, and watch your influencer marketing strategy reach new heights. Remember, it's not about being everywhere; it's about being where your audience is. Time to level up your influencer game! ??