The platform you select for your influencer Which Social Media campaign should be determined by where your B2B audience is what is most likely to influence them. LinkedIn is the classic B2B platform since it caters to businesses and the more professional sphere.
We believe that all B2B companies need
a strong LinkedIn presence, and influencer marketing on LinkedIn can reap great results. That said, since video is the king of the content game right now, B2Bs need to think outside the box when determining which platform—or platforms—to target for their B2B influencer marketing campaigns.
Let’s look at the main platforms being used in B2B influencer marketing and the audiences they speak to.
TikTok: The New Kid on the Block
TikTok may seem like just a platform for lip-syncing and viral dance challenges, but it’s quickly becoming a powerful tool for B2B brands to connect with their target audience and drive real business results. Available in over 160 countries, TikTok has more than 1.1 billion users and has been downloaded over 220 million times in the U.S. alone, offering a diverse user base that includes professionals across all industries and age groups.
TikTok is particularly popular among younger
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generations, with the majority of users being under 30. This makes it a great platform for businesses that target a younger demographic (not to mention millennials and Gen Z make up 62% of B2B buyers). Although everyone may have first heard of the app from their younger cousins, nieces, nephews, or even their own children, the platform experienced a significant increase in usage among working adults during the pandemic. At that time, many turned to the app for entertainment and inspiration while working from home. Today, TikTok is a ubiquitous social media platform.
With such a huge audience, TikTok offers a unique opportunity for B2B brands to reach a large and diverse audience in a creative and engaging way. By partnering with the right influencers, B2B brands can increase brand awareness and generate leads.
TikTok User Demographics
TikTok has a diverse user base that includes people of all ages and industries. However, the majority of TikTok users are younger generations, such as Gen Z and millennials.
The majority (80%) of TikTok users are between the ages of 16 and 34
Almost all of TikTok’s users, save 7%, are under 50 years of age.
The platform leans female, with 60% of users identifying as female and 40% identifying as male.
TikTok is particularly popular among urban and suburban users, with about 44% of users living in urban or suburban areas and only 18% in rural areas.
The app is split fairly equally amongst users of different ethnicities. According to Pew Research Center, the American user breakdown included 31% Hispanic American users, 30% African American users, and 31% Caucasian American users.
According to GlobalWebIndex, the most prominent vibe given off by TikTok content is funny (75%), followed by creative (61%), trending (45%), informative (32%), and motivational (32%).
It’s important to note that TikTok’s algorithm and user behavior can change over time, so staying updated and adapting your TikTok B2B strategy accordingly is essential.
tiktok influencer rates chart
Cost of Influencer Marketing on TikTok
Not only is TikTok climbing in popularity, its algorithm and reach is disrupting traditional pricing models and influencer rates. Some nano influencers may reach millions of views each month, while some macro influencers may have larger follower counts with less engagement. Shopify notes macro and mega influencers may even earn more than $10,000 per post.
If you’re not sure how to budget for TikTok, try this formula from InBeat or plug information into an earnings calculator:
CPM (cost per thousand) = (Average number of views, likes, and comments based on the last five TikTok pieces) / cost of content
YouTube: The OG of Video Content
YouTube may have started as a platform for cat videos and makeup tutorials, but it’s now the largest video-sharing platform in the world. The platform boasts over 2.7 billion active monthly users. The platform is particularly popular among older generations, with the majority of users being over the age of 30.
YouTube favors long-form, educational content that is informative and relevant to the user. The platform’s algorithm favors well-produced, well-researched content that provides value to viewers. So, YouTube is a great platform for businesses that want to create in-depth, educational content that will establish them as thought leaders in their industry.
YouTube User Demographics
YouTube has a diverse user base that includes people of all ages, genders, and locations.
56% of Gen Z, 54% of millennials, 48% of Gen X, and 26% of boomers say they most often discover new products on YouTube.
The vast majority of adults under the age of 65 say they use YouTube. Males aged 25 to 34 make up the site’s largest audience, drawing in 12.2% of users under age 65.
YouTube has a diverse user base in terms of gender, with a slight majority of users being female (51%).
Cost of Influencer Marketing on YouTube
YouTube influencer marketing is arguably one of the most expensive types of influencer marketing. Still, in general marketing terms, it’s a cost-effective way to reach a target audience, especially for B2Bs working with smaller influencers that have niche audiences. Content creators on YouTube can receive income through multiple channels, including monetizing their videos, Google Adsense, and paid opportunities. Calculators can help determine the amount an influencer might earn on YouTube.
YouTube influencer rates chart
Instagram: The Picture-Perfect Platform
Puppy pics and latte art abound, Instagram is a visual-based platform that focuses on high-quality, aesthetically pleasing content. The platform has over 2 billion monthly active users, with a diverse user base that includes people of all ages and industries.
Instagram favors visually stunning
high-quality photos and videos that are creative and unique. Its algorithm favors content that is relevant to the user. With Instagram’s emphasis demystifying c alifornia calling a guide to phone number codes on aesthetics, it’s a great platform for businesses that want to visually showcase their products or services. The platform also offers a variety of selling tools that allow marketers to include shopping links directly in posts.
Interestingly enough, the “picture-perfect” platform favors video content, with video posts receiving twice as much engagement as photo posts. Additionally, Instagram’s feature of IGTV (Instagram TV) is also prioritized in the algorithm, and it allows for longer-form video content.
Instagram also amplifies any content
that receives engagement quickly after being posted. A study by BuzzSumo found that posts that receive engagement within the first hour of dy leads being posted are more likely to be shown in users’ feeds than posts that receive engagement later.