An influencer’s choice of social media platform should weigh significantly in the shortlisting process as it can greatly impact the effectiveness of a campaign. Here’s why:

1. Audience Demographics: Each platform caters to a different demographic. Brands must ensure their target demographics align with those of the potential influencer’s platform. For instance, Snapchat and TikTok skew younger, while Facebook attracts a diverse age demographic.

2. Content format preference: The platform determines the type of content that can be produced. YouTube might be preferable for in-depth product tutorials, Instagram for high-quality images or short videos, and Twitter for text-based contents and updates.

3. Engagement Rates: Platforms differ in their engagement potential. While Instagram generally has higher engagement rates, some brands may find more success on less saturated platforms like LinkedIn, Pinterest, or TikTok.

4. Brand Presence: Brands should also consider their current platform presence. Partnering with influencers on platforms where the brand is already established could lead to more campaign synergies.

5. Industry Relevance: Certain industries are better suited for certain social media platforms. For example, fashion and food industries might have better success with Instagram influencers, while tech or esports brands might prefer YouTube or Twitch influencers.

6. Platform Metrics and Analytics: Each platform measures audience engagement & conversion differently. A platform like Flinque offers in-depth audience analytics, performance tracking, and campaign workflows.

In conclusion, an influencer’s choice of platform should align with a brand’s goals and target audience. Tools like Flinque can help brands navigate the influencer discovery process, providing data-driven insights to make informed decisions. However, the right platform will ultimately depend on your brand’s specific needs and desired outcomes.