It’s also important to note that Facebook’s algorithm Cost of Influencer has changed frequently in the past few years. Recently, it has been prioritizing content from friends and family, which makes it a bit harder for brands to reach their target audience organically. This can make influencer marketing on Facebook more effective for B2Bs than traditional organic social media marketing, as influencers have built a large and engaged following on the platform, and can increase the reach and visibility of the brand’s content.
Facebook User Demographics
It may have begun as a platform for college students, but Facebook wins with the older crowd these days. It’s no secret that you’re more likely to see someone’s grandma actively scrolling on Facebook in the waiting room of their doctor’s office than you are to see someone’s teenage son scrolling the platform on his bus ride home.
As of December 2022, users aged 25 to 34 years comprise Facebook’s largest audience in the U.S., accounting for 24.4% of the social network’s user base.
We didn’t lie! The platform is also really popular with older adults, with 58% of people aged 65 or older having used the platform. Compare that to their usage rates of Instagram and LinkedIn—15% and 12%, respectively.
Education and income also play a role in Facebook’s user demographics. The platform is most popular among those with higher levels of education and income, with 73% of college graduates and 70% of those earning $75,000 or more per year.
Right up there with YouTube Facebook can
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be costly for influencer marketing campaigns when talking about large influencers with huge followings. But in the nano- to mid-tier levels of influencers, marketers can expect a reasonable price tag. LinkedIn influencers are unique in that they are typically thought leaders and industry experts. Unlike other influencers on platforms like Instagram or TikTok, they are not primarily focused on monetizing their posts. Many of them are founders and executives at leading companies, and they use their platform to share valuable insights, best practices, and thought leadership articles on topics related to their industry. They don’t seek to earn a quick buck by promoting products or services. Instead, they are more focused on building and maintaining their credibility and influence among their peers and followers.
When working with LinkedIn influencers, it’s important for B2Bs to understand that these individuals have built a strong online presence by being credible and knowledgeable sources in their field. They seek partnerships that align with their own values and interests and can provide value to their network. They often represent companies they have founded or are leaders in the companies they work for. For them, it’s important to maintain that credibility and to be able to influence the opinions of other decision-makers in their industry.
Facebook: The Original “Social Network
Almost 3 billion monthly active users utilize Facebook, making it one of the most widely used social media platforms in the world. According to a survey by Pew Research Center, 68% of American adults use Facebook, making it a valuable platform for B2Bs to reach a large and diverse audience. Additionally, Facebook offers a variety of targeting options, allowing B2Bs to reach specific demographics, interests, behaviors, and locations.
X: For the Influencer of Few Words
Sure, X (formerly Twitter) may not be the belle of the influencer ball, but don’t let that fool you—this platform still packs a punch with over 330 million monthly active users. And where there’s a crowd, there’s bound to be influencers.
X User Demographics
X is most popular among adults aged 25 to 34 (29.6%), followed by 18 to 24-year-olds (28.4%). People over 35 account for 42% of the platform’s total users. X may not have the same number of users as other social media giants, but with 23% of American adults using the platform, it can still have an impact, especially when working with niche influencers.
61% of X users say they use the platform for news and current events.
In the United States, 53% of Americans reported they regularly get news from X.
Male audiences account for 36% of global X users.
Cost of Influencer Marketing on X
X influencer rate chart
Soon after Twitter rebranded to X, the platform introduced options that enabled certain users to monetize. As a result, influencers may still be figuring out their rates, so reaching out to them for information is the best approach here. In general, WebFX reports that X offers the lowest-cost influencer marketing options, ranging from $2 a post for an influencer with 1,000 followers to $2,000 for an influencer with 1 million. However, keep in mind that these numbers may be much higher depending on the creator, the content, and the campaign.
Creating a Winning B2B Influencer Marketing Strategy
To create a successful B2B influencer marketing strategy, it’s important to research and carefully select influencers who align with your brand’s values and message. Look for influencers who are experts in your industry and have a strong following on your target platform (or platforms).
Be creative and think outside the box
These platforms offer a wide range of creative tools that can be used, so be sure to take advantage of trending filters, templates, sounds, and editing techniques to increase your rank and engagement. The influencer you choose to work with should be well versed in the trends on their platform, but your marketing team should feel empowered to ask them to follow a trend or create content around a specific concept. But there are a lot of steps before you get to that point, so here’s a step-by-step breakdown of how to develop your own B2B influencer marketing strategy:
Define the target audience: Before working with any influencer, it’s important to clearly define the target audience for the B2B brand. This will help to identify influencers whose audience aligns with the target market.
Research influencers: Research potential influencers on YouTube by looking at their audience demographics, reach, engagement, and the types of content they produce. Look for influencers who are active in your industry, have a high engagement rate, and have an audience that intersects with yours.
Set clear objectives: Set clear and measurable
objectives for the influencer campaign, such as increasing brand awareness, driving website traffic, or boosting conversions.
Develop a content plan: Work with the influencer to develop a B2B content marketing plan that aligns with the brand’s objectives. This could include creating product demos, tutorials, or interviews with industry experts.
Leverage the influencer’s audience: Leverage the influencer’s audience by encouraging them to engage with the brand’s content, buy your products, or visit your website. Use your CTA to send them there!
Measure and analyze the results: Measure and analyze the results of the campaign to track its effectiveness. Use metrics such as views, likes, comments, and website traffic to evaluate the success of the campaign and make any necessary adjustments.
Continual optimization: Continuously
optimize the strategy by experimenting with different formats, types of content, and influencers to find what works best for the brand and amazon database its target audience.
Maintain a lasting relationship: Maintain a lasting relationship with the influencer, as they can be valuable brand ambassadors in the long run—even after the end of the campaign.
Leveraging Influencer Content Across Platforms
While you may strike up a partnership on
a single platform, we recommend reserving the right to share any content created during an influencer partnership across any and all of your platforms. From a content creation standpoint, this can help you save time and money. It also enables you to stay in front of alb directory your audience’s eyes with a credible third-party’s perspective.
Brands can leverage influencer content across platforms in several ways:
