Social Media

Which Social Media Platform Is Right For Your Influencer Campaign?

If you’re new to influencer marketing, then you’re probably a bit overwhelmed with the number of social media channels that exist today. In a digitalized world, with a generation spending more time behind a screen than ever before, it’s no wonder that there are new apps emerging all the time. But don’t worry, because we are going to take a look at the most popular platforms for influencer marketing, and how these can be used most effectively.


With 81% of users researching products and services on Instagram, we can understand why brands have taken to the platform for their influencer marketing campaigns. Instagram is by far the most popular social media channel for influencers, primarily due to its highly visual nature. Of course, with the added feature of Instagram Shopping, the app has really taken off for e-commerce.

You will find Instagram influencers from varying categories such as fashion, beauty, lifestyle, and fitness, to name a few. The great thing about Instagram is that there are several different media channels for your brand or for influencers to make use of. Let’s take a look at a different type of influencer for some of the popular media channels on the app.

Above, we have an influencer from the fashion category, using Instagram’s original post format to promote her outfit from Boohoo Australia.

Here, we see how the dating app Tinder has worked with popular lifestyle influencers on Instagram, posting a story as a ‘#tinderambassador’ to redirect the audience to a post from Tinder’s page.

Reels are the most recent feature to be added to Instagram. This is the short video-posting format, similar to TikTok. This has become very popular with influencers in the fitness industry as we can see here, creating gym tutorial videos. This particular influencer promotes the brand Gymshark in her fitness content too.

Finding Instagram influencers with Heepsy

So, when it’s time to start a campaign with Instagram influencers, the first thing you need to do is find influencers that clearly align with your brand values and campaign objectives. Heepsy ensures that you can search through dedicated filters to make the process much more efficient. Below is an example of how you would search, selecting ‘Instagram’ from the top dropdown menu.


When we think about YouTube as a platform for influencer marketing, it’s of course all about video content. This takes a little more time, so you’ll want to check out ways to create video content that stands out, to ensure that you’re getting it right. But don’t worry if it requires that extra bit of effort, because the results really pay off!

You’ll find that YouTube influencers also come from a wide range of categories, some similar to that of Instagram, and some slightly different. YouTube is very popular for influencer marketing due to the detailed type of content that can be posted. Often, influencers will create videos to demonstrate using a product through a tutorial, an unboxing, a full review, and many other types of content.

Some of the most popular influencers on YouTube are within the gaming category, unlike other channels like Instagram. Here, gamers become a community, where influencers are well respected and users will regularly take opinions and recommendations from them. The top influencer on YouTube is PewDiePie, creating many sponsored videos, for example using technology products for his gaming.

There was a lot of controversy with this specific influencer due to his content sometimes touching on politically incorrect subjects and non-family-friendly language. However, he still remains the top YouTube influencer with a huge base of loyal followers. So, despite an influencer not being suited to certain brands, if you do your research, you might find that they are perfectly suited to yours!

Finding YouTube influencers on Heepsy

In terms of your search for YouTube influencers, Heepsy makes this equally as efficient as with Instagram. From the same dropdown menu, you instead would select “YouTube’, as shown below.


This emerging platform over recent years quickly became the most downloaded app by the end of 2021, and we can see why! TikTok allows users to create short 15-second videos, adding effects and music too. This platform feels a lot more natural and authentic and encourages users to become creative. This is why it seems to have taken well to influencer marketing.

Influencers here are coming from all sorts of backgrounds as there is something on the platform for everyone. The TikTok algorithm alters the for you page to ensure that users are exposed to videos that clearly identify with their interests. A community that has been taking full advantage of this app is the foodies, posting many different styles of content. For example, we are most commonly seeing a step-by-step cooking or baking tutorial.

As TikTok is such a recently booming app, influencer marketing platforms are currently undergoing the addition to their search platforms. So stay tuned, and soon enough you’ll be able to search for TikTok influencers with Heepsy!


You may not hear as much talk about Twitter influencers, but that doesn’t mean that you should totally disregard them from your influencer marketing campaign. As we have mentioned previously, an influencer’s followers tend to become loyal across different social media platforms. So, if you have worked with influencers on Instagram before, their followers might likely follow them on Twitter too.

This platform is often more popular with a different type of crowd, predominantly with millennials over Gen Z. Influencers can use Twitter to post their own tweets, including photos or videos, or to reshare tweets from your brand. Depending on your brand’s target audience and your campaign objectives, Twitter could be perfect for you.

Finding Twitter influencers has been made simple with Heepsy. You would first search for an influencer through the methods used for Instagram and YouTube, and then select the Contact filter, and choose ‘Twitter’.


To sum up, although we would suggest influencer marketing as the best way to boost your marketing strategy this year, you do need to do your research to establish which social media channel is best for you. Your goals can be met in 2021 with an influencer marketing campaign, but we would recommend using a platform like Heepsy to help you find influencers that match perfectly with your brand.

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