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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image of Corbett Drummey

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