- Number of users: over 1 billion people
- Average engagement rate: 3%
- Average influencer rate: $10 per post/1000 followers
- The average number of likes on influential accounts: 1,542
YouTube
- Number of users: over 2 billion people
- Average engagement rate: 18%
- Average influencer rate: $20 per post/1000 subscribers
- The average number of views for influencer videos: 24,343
What does this indicate?
Well, at first glance, it seems like YouTube is not only a much larger platform but also has much higher engagement rates.
However, that can be attributed to the fact that the platform only supports video posts, which is known to be the most engaging form of content. And, if videos are not your forte, or if you want to experiment with different content types, then YouTube is out of the question for you.
Overall, at least for video marketing, YouTube seems to be a winner.
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Instagram vs. YouTube – How to Choose the Right Platform for Your Campaign
When you are choosing a platform for your campaign, you need to consider the “Rs” of influence. These are:
- Resonance – The potential engagement an influencer can generate from an audience that’s relevant and valuable to your business. This is measured by likes and comments on an influencer’s post.
- Relevance – How many of your target customers can be found on this platform. You can check this by analyzing which platforms the influencers in your niche use more.
- Reach – The number of people/users you can potentially reach using the influencer’s content on the platform. This can be measured by the follower counts of influencers that you plan to work with.
Now, let’s consider each platform on these qualitative parameters and see how they rate.
What Makes YouTube Suitable for Influencer Marketing?
As mentioned above, YouTube can help you reach ~2 billion users.
YouTube videos are great resources for those interested in beauty, fitness, food, travel, and several other areas. These niches continue to gain popularity every day.
YouTube is an amazing platform for high-quality content that’s evergreen, search-friendly, and has a long lifespan. So, a sponsored YouTube video can do wonders for your brand.
Of course, this will cost you more than producing content for mediums such as Snapchat stories or Instagram stories. However, Snapchat and Instagram Stories are transient even though the content creation is much more affordable than YouTube.
What Makes Instagram Suitable for Influencer Marketing?
Sponsored videos on YouTube are great, however, they’re even better on Instagram. Not only can they be consumed quickly but also require you to shell out less money for content creation. Stories on Instagram and live videos are great for consumers who do not have the time to watch long videos.Over 1 billion users are active on Instagram every month. So, Instagram as a platform is beneficial to influencers as well as brands. A brand can gain more leads and customers if the content is relevant and visually attractive. It also helps in boosting the number of followers and engagement of an influencer.
The launches of Instagram Highlights and IGTV have further increased the attractiveness of Instagram as an influencer marketing platform.
Highlights allow influencers and marketers to retain some of their featured stories permanently. This has made posting video content on Instagram more permanent. The IGTV launch has provided a long-form video content creation option for Instagram, allowing it to compete directly with YouTube.
Instagram is a versatile influencer marketing platform. Influencers now have three different ways of posting video content on Instagram, apart from regular posts.
Instagram vs YouTube: How to Find Influencers on Both Platforms
Those days are past when Facebook and Twitter used to be the most popular influencer marketing platforms. Today, influencers are way more active on YouTube and Instagram. Visual content is extremely engaging and way more effective than other forms of content. So, for best results, leverage influencers on both YouTube and Instagram.
These days, anyone can become an influencer and earn money from it. That makes finding and selecting the right influencers a bit difficult.
So, how do you select the right influencers for your business
Keep reading to find out.