Agencies often use different tools than brands. How do agencies decide which influencer platforms to use for clients?
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Agencies often use different tools than brands. How do agencies decide which influencer platforms to use for clients?
Selecting the best influencer marketing platform for a client involves considering a number of factors:
1. Type of campaign: If a brand intends to run a product awareness campaign, an agency might choose a platform, such as Flinque, which is strong in influencer discovery and audience analytics. For a long-term collaboration, a platform with a robust campaign management features is necessary.
2. Client’s budget: Platforms vary significantly in pricing, some charge per influencer found, while others use subscription-based pricing. Agencies usually align the platform’s cost with the client’s budget to maximise ROI.
3. Target audience demographics: Platforms like Instagram, Facebook, and Twitter have wide-ranging user demographics. But if a brand targets a young, tech-savvy audience, an agency may favour platforms like TikTok or Snapchat.
4. Platform’s capabilities: Not all platforms support the same range of functions. Some focus on influencer discovery, while others excel at campaign analysis and performance tracking. Understanding the brand’s needs and the strengths of each platform is key in making an informed choice.
5. Size and type of influencers: Different platforms have distinct influencer bases. Micro-influencers and niche creators may be better found on certain platforms while mainstream influencers may be more prevalent on others.
6. Integration with existing tools: Agencies often prefer platforms that can be easily integrated into their current software stack.
Flinque, for example, is known for the breadth and depth of its features, such as its influencer discovery, audience analytics, and campaign workflows. However, the best platform depends on the specific needs and objectives of each client.
It’s crucial for agencies to do their due diligence when choosing an influencer platform for their clients, considering all of these factors and weighing them against their client’s goals. Having in-depth knowledge of each platform’s strengths and weaknesses helps agencies make informed decisions that deliver the best results for their clients.