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Influencer and Marketing Campaigns on Social Media: Which Platforms to Use and When

by Corbett Drummey  |  
February 27, 2017

Whether you or your brand have been running campaigns on social media since the days of MySpace's Top 8, or whether you're new to the game, there's some important self-inventory you need to take before you put a single marketing dollar toward social media.

As important as the quality of campaign content is, choosing the right social channel to run your influencer or other marketing campaign is even more critical. Posting the "right" content on the wrong social network is just as frustrating for the users who'll see it as it is for the brand or company that posts it. Great content from influencers isn't all that "great" if it seems out of place and leads to a negative reaction from a social network's users.

Being smart about choosing a social network (or a few) for a campaign comes down to knowing your company or brand (and goals) and understanding the network (and what makes it unique).

Setting some measurable goals for your influencer marketing campaign is up to you, but here's what we've learned in the 250+ campaigns we've run with brands and influencers on social networks.


The biggest in the biz, Facebook has many native tools to provide you with campaign analytics. If you're looking to track app installs or purchases, Facebook is the best channel. With a sophisticated newsfeed algorithm, Facebook is also a great choice if a brand wants to target its message to a highly specific demographic. Location, age, gender, language, interests, behaviors... if there's a group at that Venn diagram intersection you're trying to reach, Facebook can help.

Because Facebook owns Instagram, it's hard to talk about one without the other. Running a concurrent campaign on Facebook and Instagram is helpful because you can quickly see which campaign posts are performing well organically on Instagram and then use Facebook's previously mentioned targeting capabilities to boost its presence in users' News Feeds.

Content that performs well on Instagram is likely to perform well on Facebook, and even more so if you give it the leg-up of putting a targeted boost (i.e., ad buy) behind it. In short, Instagram can be used as the test for what content to highlight on Facebook.

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Corbett Drummey is a co-founder and the CEO of Popular Pays, a marketplace where brands and creators meet to create content worth sharing.

LinkedIn: Corbett Drummey

Twitter: @corbettdrummey

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  • by Audrey D. Tue Mar 21, 2017 via web

    I think this article is extremely well written and hits at the important message that the platform is just as important as the content. As stated above, the platform in which you deliver marketing material can make or break the effectiveness and the way the message is received to consumers. Something that is meant for snapchat will not be as well-received, or be as successful if it is shared on Facebook, for example. The way to become a marketing wizard is by understanding the various different social media platforms and what kind of content will be most successful in each. I really enjoyed the detailed breakdown of each social media platform and what they can tell you about your marketing and how to get the most out of each one. Facebook is obviously the monopoly of the social medias, with its ability to provide you with sophisticated campaign analytics. Because Facebook is able to track users age, gender, location, interests and likes, as well as many things, it is able to give companies an extremely detailed idea of who is looking and interacting with their marketing campaign. This provides immediate feedback to professionals on who their target customer. Another interesting point they made in this article is how important it is to stick with more visuals and less copy. The way our social media platforms are set up is to have as few words as possible, with the emphasis always being on the visual image. If you have too much copy you run the risk of hoping consumers will click the "Read more" button. Marketing is evolving into a primarily visual game, which we rely on familiar logos, infographics, and captivating images that draw in our consumer.

  • by Sheri Hodges Thu Oct 26, 2017 via web

    For the most of us influencer marketing is relatively new. We tend to learn by making mistakes, but influencer marketing is pricey so there’s no space for mistakes.

    If you’re new to influencer marketing and trying to pull Facebook campaign, take a look at those advice first:

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