Influencer Marketing on TikTok, YouTube and Snapchat: Going Beyond Instagram

May 23, 2024

What's Popping?

BACKGROUND

Instagram is now a platform synonymous with influencer marketing. It is the primary and preferred platform for most content creators, and their audiences. With the addition of reels, Instagram was also able to evolve as a popular platform for short form content, which is highly preferred in today’s age. Despite this, it is important to understand the role and history of platforms beyond Instagram and leverage them in the best possible way to truly find success in Influencer Marketing in 2024.TikTok pioneered the rise of short form content since their origin, and many platforms followed suit. Additionally, in the past YouTube was considered as they key platform for ay aspiring content creator, due to the nature of its long form content, and the ability to build a community for an audience.

KEY ALTERNATIVE PLATFORMS

Here is a look into some alternative social media platforms that can be utilized for influencer marketing:

YOUTUBE

YouTube is considered a pioneering platform in terms of influencer marketing. The platform first popularized the rise of content creators, as well as long form content. Recently, they have also introduced short form videos, in the form of ‘shorts’. YouTube is a popular platform in the influencer space in Dubai, featuring engaging, long form content, along with brand partnerships. The options for monetization and ad revenue are also more reasons as to why YouTube has been a popular platform amongst not only established but also up and coming content creators. The primarily long form nature of videos allows for more in depth reviews, testimonials, which are something many potential customers seek before making most purchase decisions today. Moreover, content on YouTube can be frequently revisited and remembered, possibly leading to better brand and product awareness, as opposed to short form content. Therefore, influencer marketing on YouTube can potentially lead to a long-term partnership, that is highly beneficial to the brand, content creator, and their audience/ the brand’s target market.

TIKTOK

TikTok is a popular short form content platform in the Dubai influencer space. From trending videos, vlog style content, reviews, it is a highly favoured platform for content creators. In many ways, TikTok is considered to have pioneered the rise of short form content, inspiring other social media platforms to also join the trend. A unique factor about TikTok is how seemingly anyone can become a viral sensation overnight, making virality more accessible. Moreover, the short form content on the platform leads to high engagement, and the rise of viral trends and challenges are all strong reasons as to why engaging with TikTok can lead to a successful influencer marketing campaign, TikTok is currently one of the top platforms that dictates trends in social media, many of which are rapidly moving. Additionally, the platform has made niches much more accessible and noticeable (ex – CleanTok for cleaning enthusiasts, BeautyTok for beauty enthusiasts, etc.) Utilising TikTok can be a way to establish a brand as trendsetting or being ahead of the trends. In the Middle East, especially Dubai, TikTok has been a successful platform for many influencer marketing campaigns. Additionally, TikTok also offers monetization opportunities for content creators, similar to YouTube, which can make it the preferred platform for brand collaborations for many content creators.

SNAPCHAT

Snapchat is yet another platform that has evolved in recent years to include innovative additions to make the platform more content creator friendly. With many interesting features such as AR lenses, filters, and more, the platform is a great tool for influencer marketing campaigns. Similar to TikTok and Instagram, short form content on Snapchat can be strategically leveraged to do product reviews, recommendations and more. Additionally, the option to add swipe up links can foster brand awareness and ensure that the product and brand information is something that the customer retains. The nature of the platform enables community building, and thus makes for a highly engaged audience. Snaps can also be repurposed as User Generated Content as well as Ads, which are also useful from an influencer marketing standpoint. The platform is quite popular in the Middle East, especially Saudi Arabia.

CONCLUDING POINTS

In conclusion, while Instagram remains a popular platform for influencer marketing, other platforms like TikTok, YouTube and Snapchat have their own set of benefits and can help

many ways, TikTok is considered to have pioneered the rise of short form content, inspiring other social media platforms to also join the trend. A unique factor about TikTok is how seemingly anyone can become a viral sensation overnight, making virality more accessible. Moreover, the short form content on the platform leads to high engagement, and the rise of viral trends and challenges are all strong reasons as to why engaging with TikTok can lead to a successful influencer marketing campaign, TikTok is currently one of the top platforms that dictates trends in social media, many of which are rapidly moving. Additionally, the platform has made niches much more accessible and noticeable (ex – CleanTok for cleaning enthusiasts, BeautyTok for beauty enthusiasts, etc.) Utilising TikTok can be a way to establish a brand as trendsetting or being ahead of the trends. In the Middle East, especially Dubai, TikTok has been a successful platform for many influencer marketing campaigns. Additionally, TikTok also offers monetization opportunities for content creators, similar to YouTube, which can make it the preferred platform for brand collaborations for many content creators.

SNAPCHAT

CONCLUDING POINTS

In conclusion, while Instagram remains a popular platform for influencer marketing, other platforms like TikTok, YouTube and Snapchat have their own set of benefits and can help elevate any influencer marketing strategy. As a Dubai-based agency, Pop Communications regularly collaborates with brands to create multi-channel influencer marketing strategies that are highly effective. A 360-degree approach that integrates multiple platforms can lead more lasting and effective results.