While businesses are eager to experiment with influencer marketing, the choice of platform is crucial to get the maximum return on investment (ROI). YouTube,,,, and the new sensation Musical.ly, have witnessed a proliferation of users who have quickly amassed a following, in other words, a targeted audience readily available for your business.
There are millions of social users who prefer YouTube because it gives them a bigger format to experiment and create content. However, bigger does not always mean better. The choice of the platform to use hinges on many subjective factors but each social platform has its own specific characteristics.
Read on to find out why YouTube may work for your business or may not.
Shell out more
‘It would cost you more to reach a million people on YouTube than reaching the same number on Instagram,’ informs, founder and CEO, Apaksh Gupta.
The cost of creating content on YouTube is higher than other platforms simply because it is a large-format content platform. Proportionally, the cost of employing an influencer on YouTube goes higher for businesses.
So, while you may have to shell out more on YouTube, the intrinsic advantages of the channel may well make up for that extra cost.
Access to the bottom of the funnel
It may be costlier but YouTube also gives you direct access to the bottom of the funnel which can be easily translated into better conversion rates through a relevant and intelligent marketing campaign.
For instance, if a gaming company employs an influencer on YouTube, they can be sure of getting direct and unimpeded access to gamers. So, while YouTube may be heavier on your wallet, it also ensures that mostly serious audience is attracted to the content and therefore, serious conversions.
Better platform for
If you are operating in the B2B space, then it may be more beneficial to look at YouTube for your influencer marketing campaign. ‘YouTube is more relevant if you want to produce wider content, that is, if you have more to guide than just display,’ suggests Gupta.
For instance, a software company may find it more of a natural fit to create content on YouTube than on Instagram as it is more conducive to detailed content. Inversely, a fashion business which has more to display than talk may prefer other platforms or shorter videos.
Higher barriers to content creation
The barrier to create content on a social platform like Instagram is very low as compared to YouTube. ‘It takes time and thought to create and edit content on YouTube and then, more time to gain its full reach,’ says Gupta.
Additionally, Gupta informs that YouTube has not created a culture of encouraging viewers to subscribe to content of their liking. While it allows viewers to subscribe, unlike Instagram, users do not have to ‘follow’ an influencer to lose access to their content.
‘The general behaviour of viewers on YouTube is to search and watch. On Instagram if you do not instantly follow people whose content you like, you may end up losing their feed. However, YouTube understands the viewers very well and keep suggesting similar content created by others or of the same person, even if you do not subscribe,’ says Gupta.
A business can always use different platforms for different kind of campaigns.