Influencer Advertising and marketing, Half 4: Selecting Social Networks


Social networks are the main channels of influencer marketing campaigns. Knowing who you want to influence is the first step in choosing the network.

This is the fourth part of my influencer marketing series. “Part 1” explains what it is. “Part 2” dealt with the reasons for its use. “Part 3” examined the importance of goal setting.

This “Part 4” post will clarify channels – the best social media networks for your campaigns. Creating buyer personas can be helpful.

Buyers people

Look at these behavioral components.

  • The cultural composition includes the living environment of the buyer, geographical location, history, linguistic preferences and religion.
  • Mental health is the buyer’s motivational factors, including beliefs, attitudes, fears and perceptions.
  • Personal experience includes demographics such as age, gender, lifestyle and, to a lesser extent, personality.
  • The social background consists of family history, marital status and economic situation.

While it’s not necessary to create a full profile using the ingredients above, the more complete the better. Once set up, it is easier to determine the right social network using a table.


Do not think about which social networks are listed in the table below, as it is certainly not complete. As of the writing of this article, dozens of networks have likely started and closed! You can add any ecommerce suitable network (like TikTok) in the same way.

I took a yes-no approach to quickly determining if a network is right for you. The network closest to your buyer persona is probably the best place to start your first influencer campaign.

Let’s examine the table terms.

Open range. Is the network closed or open and ready for virality? When evaluating these variables, consider whether the standard content is easily identifiable. LinkedIn receives an “N” mainly because it is difficult to find content if you are not at least tangentially connected to the author. Likewise, many Facebook users are picky about who can see and interact with their content, while YouTube is mostly open. Snapchat would be an instant “N” with its walled system.

Visually. This is a key variable. Sometimes you have to see a product to believe it. Cosmetics, fashion, fitness and many other industries benefit from rich images. How natural is it to experience such images in a network? Most networks recognize the importance of this fact and have pushed for images to be presented natively. Only LinkedIn would get an “N” because pictures don’t feel natural yet.

Casual. Does the network inherently use informal language and expression? Of the networks in the table above, only casual and informal content would feel inappropriate on LinkedIn. This makes sense because of its purpose.

Professional. On the surface, “professional” is the opposite of “casual”. Again, the term describes how normal it feels to come across such content. Professional videos on YouTube feel natural, as do somber editorial tweets, blog posts, and LinkedIn content. For example, if your buyer persona requires a professional touch, Instagram may not be the right choice. But that could change as the first few users age.

Detailed. How deeply can a topic be treated in the network? For example, it is difficult to express a detailed view of a product on Twitter because of its character restrictions. Likewise, Instagram and Pinterest’s focus on static images makes such efforts difficult. But blogs, Facebook, and YouTube allow for detailed reviews and complex concepts in a single post. This is especially important for products that require expert-level analysis.

Next influencer

After you have matched buyer personas with the appropriate social networks, you can select influencers for your campaign. I’ll go into that in the next part.

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