EarthWeb Logo


The Best Social Media Channels for Influencer Marketing 2022

Last Updated: January 11, 2022

The first thing you need to think about is that there is no one-size-fits-all when it comes to influencer marketing. You need to figure out if your target audience is most active on a specific platform.
The Best Social Media Channels for Influencer Marketing
EarthWeb is reader-supported. When you buy through links on our site, we may earn an affiliate commission.

Influencer marketing is pretty popular at this point. It has exploded in recent years, but is the power of influencers the real deal?

We think it definitely is. It’s definitely more than real, as well as the sales that can be made, and the audience reach that companies are able to gain during their influencer marketing campaigns.

At this point, you’re probably curious to learn more about influencer marketing, and which social media platforms are the most effective when it comes to the cause. Let’s take a deep dive into this topic.

How to Find the Best Social Media Platform

The first thing you need to think about is that there is no one-size-fits-all when it comes to influencer marketing. You need to figure out if your target audience is most active on a specific platform.

This is done through market research, and the more you do of this in the beginning, the more successful you are going to be with your influencer marketing campaign.

This means that the social media platform that you end up choosing depends on things like customer needs, your specific niche, and consumption habits of your clients.

All of these aspects need to be thoroughly researched. With this in mind, we recommend that you run a content persona as well as an influencer or persona research campaign, so that you can get an in-depth understanding of which social media platform is going to link up to your business goals the best.

Content persona research is similar to what is traditionally known as customer persona analysis. The biggest difference is that the investigation is focused on the kind of content that your customers are consuming, as well as what platforms they are consuming it on, and when they are doing so.

When you perform this type of analysis, you need to pay attention to who your clients are following already on social media. This is going to help you understand what kind of content resonates with them the best, and how to find the right influencers to connect with.

Influencer persona research means the creation of the ideal influencer that you would like to link up with. You need to figure out your niche, so that you can figure out who your ideal influencer is.

The first thing that you need to think about is what your average follower base looks like. Think about the format, mode, and tone of content that you’re looking for.

You also need to think about the values of the influencer, because these need to link up to your brand very closely. Lastly, you’ll need to research things like interests, demographics, and professions of your audience.

When influencer persona and client persona research are completed, you will be able to get a really good picture of which social media platform is going to perform best when it comes to influencer marketing for your brand.



YouTube is the second-largest search engine after Google. This might be hard to believe, but with 1.8 billion active monthly users, it is definitely a place you want to be when it comes to your brand and influencer marketing campaigns.

It is an ideal marketplace for brands and influencers across a number of different industries.

In fact, a lot of people believe that YouTube is considered the best place for influencer marketing, and this is for a good reason.

This is because it offers audiences long video format, which allows you to present your product or brand in a way that is palatable.

It also lets you deliver more information and more engagement than any other kind of social media post. The other good news is that unlike other social platforms that offer video as a medium, YouTubers often leave promotional videos on their channels, which means that your brand can continue to receive engagement over time.



The next huge platform that can help you with your influencer marketing is Twitter. With more than 180 million active daily users, you’ve got a really good chance of resonating with your target audience.

If your audience is based in Europe, the United States, or Southeast Asia, then Twitter is going to be a great option to consider when it comes to your next influencer marketing campaign.

Twitter is a really good place to market a financial brand, an airline, food chains, and technology companies. This platform performs very well for B2B companies that are wanting to collaborate with tech influencers.

B2B influencers are usually seen as industry experts, or they already own their own company. They share their opinion regularly on Twitter about their chosen subject matter, which is why it is such a great place to collaborate with them.


instagram 1

This wouldn’t be an article on influencer marketing in 2021 if we didn’t mention Instagram. Obviously, everybody is on Instagram these days, and we aren’t just talking about people that want to stay connected with their friends and family.

Virtually every brand out there has a presence on Instagram, which means that you aren’t limited by niche, or territory. From cryptocurrency to fashion, food, and travel, there is a place for everybody on Instagram.

When it comes to influencer marketing, it is specifically effective for smaller businesses, because they can collaborate with micro influencers that have local communities as their followers.

B2C brands are set to benefit the most from Instagram. 69% of marketers plan to spend the majority of their money on Instagram for influencer marketing this year. This is six times more than YouTube at 11%.


Tok Tok

One of the biggest advantages to TikTok as a place where you can showcase your influencer marketing campaign and collaborate with an influencer is the fact that it is new.

This makes it one of the most successful platforms when it comes to employment and marketing. This is because the majority of brands haven’t launched a presence on TikTok yet, so influencer marketing looks less promotional and more organic.

Influencers on TikTok are able to set their own rules when it comes to paid partnerships, so that they can maintain a reputation when it comes to their followers and implement any type of promotion as organically as they can.

The other thing to think about is that TikTok influencers tend to get rid of promotional videos after a certain amount of time, which can sit anywhere between a couple of weeks to a month.

While you might wish that TikTok influencers kept their promotional videos up for longer, it actually means that they can drive a really high level of engagement for your brand in a small amount of time.

From fashion brands to news companies, almost everyone can find more of their target audience through a TikTok influencer.



If you are trying to connect with B2B customers, or you are looking to collaborate with a B2B influencer, then you will need to market your brand on LinkedIn.

Influencers on LinkedIn are known for being specific to their industry, and they are also known for being experts in their niche, providing the audience with a level of professionalism that you aren’t going to find anywhere else.

LinkedIn has more than 600 million registered users around the world.

Users of LinkedIn can build connections with each other based on similar business interests. This means that if you collaborate with a LinkedIn influencer, you can obtain direct leads, as well as future partnerships on a different scale.

If you want to implement an influencer marketing campaign on LinkedIn, that is going to be particularly beneficial if you fall into the finance industry, technology, or product design.

Final Thoughts

The thing about the world of influencer marketing is that it is always changing, which means that a few years ago, it looked quite different when it came to the best social media platforms to help you with your next influencer marketing campaign.

These days, you’ve got YouTube, Instagram, and TikTok taking up the top spots and we have a feeling that these platforms are going to become more and more integral as a place where you can find more of your target audience in the future when it comes to your influencer marketing campaigns.

Don’t forget to do the necessary research, so you can work out exactly where your target audience is, and how to reach them. Good luck!



Written by Jason Wise

Hi! I’m Jason. I tend to gravitate towards business and technology topics, with a deep interest in social media, privacy and crypto. I enjoy testing and reviewing products, so you’ll see a lot of that by me here on EarthWeb.