Music and influencer marketing #5 : What about social networks?
When you talk about influence and music you must talk about the landscape. And there are a lot of questions that naturally pop up in your mind:
Where should I put my efforts to connect with fans? Which social networks are the most efficient? Where do influencers get the most engagement?
Let’s take it from the beginning.
So you already know which influencers you want to work with.
You’ve approached them and have thought about the campaign you want to run with them.
There’s one very important question left: Where should you run it?
Of course, the answer depends on the influencer and his/her assets. But let’s try to compare networks regardless of him/her.
YouTube is criticized by labels but they know it’s a safe bet when it comes to marketing (and thus they spend a lot of money on it).
It is the 2nd most visited website in the world (1,57Billion MAU).
It has a more balanced audience than you might think (User Percentage by Age 18–24–11%, 25–34–23%, 35–44–26%, 45–54–16%, 50–64–8%, 65+ — 3%, unknown age — 14%)
It offers a wide range of efficient CTA features (clickable links inside the video or the description, end cards etc…).
YouTube has made it relatively easy to redirect users from their platform to third parties’ websites.
On the other hand, YouTube receives a lot of criticism from the music industry about how little their payments are, how “unfair” the fair use policy is and how they should improve their copyright protection.
Influencers also have their share of conflicts with YouTube also arguing that payments are too small compared to the value of the content they create. They don’t get any warning nor explanation, when YouTube’s algorithm is modified, on how it would impact them.
To sum it up: everybody complains about YouTube but has no other choice than using it and it might be the most efficient platform when it comes to CTR.
What about Facebook?
I will not speculate on the deals they’ve closed with major labels because it’s still very blurry and I would not have more accurate things to say than the very good piece Mark Mulligan released today.
To my mind the major issues we’re confronted with is reach. It’s no news that organic reach is dead on Facebook (It has dropped from an average 16% in 2012 to a frightening 2% in 2016).
Since the beginning of the year, they’ve claimed that the reason they changed the news feed was to highlight content from family, friends or from pages you’re really interested in. In order to make your feed relevant to you they wanted to limit the amount of content that can access your feed for free. The result might be exactly the opposite.
Check out this Facebook post by French video producer and influencer Remi Gaillard.
This means that if you plan on launching your campaign on the influencer’s Facebook page you will have no other choice than promoting the produced content. It will increase cost and thus decrease ROI.
2018 will be a milestone in Instagram’s history. They might reach a billion MAU wich is twice twitter’s MAU. Businesses are all over the place (71% of US businesses are on Instagram). So when it comes to marketing you might think it’s the right place.
That’s very true if you’re planning on spending money on sponsored content.
Indeed, on Instagram if you want to have a CTA redirecting to third parties’ websites you’ll have to pay or you have two organic options: the famous link in bio and the stories’ swipe up (at least if you have enough followers).
Is it worth using for your influencers campaigns?
My experience is that link in bio doesn’t work. The call to action is not at all user friendly and your CTR will be a disaster.
Swipe up is another story, it’s easier for the influencer to get you to do it. The journey is simple and it reduces the amount of clicks between the audience and your music.
To finish on Instagram, there’s one feature that looks very interesting but is still too fresh: pined stories. We’ll talk about it again when we’ll have more insights to share.
That’s a very good question, and maybe I’m too old to answer it 🙂
I’m not even sure that it is accurate to consider it as a social network. It’s more half camera company half messaging platform (which is, up to some point, true for Instagram as well).
I don’t know what it will become but I’m quite sure that it will try to differentiate itself as much as possible from Instagram.
The only organic feature here is the stories’ swipe up (let’s point out the fact that they created it and were copied by Instagram).
It proved itself to be efficient specially since you can duplicate your Snapchat story on Instagram.
If you target a young audience, using Snapchat makes total sense.
And last but not least they’ve opened their stats a little bit more so you can really analyze you campaigns now.
There would many many other things to say about all this.
First I wanted to give you a quick tour.
Those networks change so often that we’ll have to talk about those changes regularly. And we also need to talk about Musical.ly !
Let’s step back a little for the moment and look at the big picture.
You’ve got insights to decide which networks you should use to gather the audience and redirect it to your music.
So next week we’ll talk about streaming services then!