Manufacturers must make troublesome choices in relation to the place they make investments time, cash, and sources for his or her influencer advertising and marketing applications.
The social media platform panorama is usually exhausting to foretell, making it difficult to know what’s going to earn probably the most return on funding (ROI).
Traackr’s 2025 Influencer Advertising and marketing Impression Report surveyed 1,000 Millennial and Gen Z shoppers within the US, with a purpose to decide which social platforms are probably the most impactful for influencer advertising and marketing.
This text was up to date on October 30, 2024 with new shopper social media and influencer advertising and marketing information.
The Finest Social Platforms for Influencer Advertising and marketing
Influencer advertising and marketing has the facility to affect a number of areas of the funnel — from model consciousness, to consideration, to gross sales, to buyer loyalty. Under, we share which social platforms are the most effective for every a part of the funnel.
Finest Social Platforms for Influencer Advertising and marketing: Model Consciousness
It’s no secret that creators are nice companions for constructing model consciousness. That’s primarily the place the apply of influencer advertising and marketing began — audiences had been spending a majority of time on social media, and a big portion of that was (and nonetheless is) dedicated to consuming creator content material.
So what actual social platforms are they presently doing that on? Information from Traackr’s 2025 Influencer Advertising and marketing Impression Report revealed that preferences modified relying on age. Millennial and Gen Z shoppers confirmed barely completely different preferences of their social platform decisions for shopper influencer content material.
Much more fascinating — this prime 5 listing modified fully when evaluating 2024 and 2025 survey information. Instagram moved up one place (from #3 to #2), Fb moved up one place (from #4 to #3), and TikTok moved down two positions (from #2 to #4). Most notably, X (previously Twitter) dropped off the listing fully, changed by Snapchat. Obtain the 2025 Influencer Advertising and marketing Impression Report back to see the complete insights.
Most Used Platforms for Consuming Creator Content material, Based on All Shoppers:
- YouTube
- Fb
- TikTok
- Snapchat
Most Used Platforms for Consuming Creator Content material, Based on Millennial Shoppers:
- YouTube
- Fb
- TikTok
- X
Most Used Platforms for Consuming Creator Content material, Based on Gen Z Shoppers:
- YouTube
- TikTok
- Fb
- Snapchat
Tip: Curious to learn up on some profitable consciousness campaigns that had been platform particular? Try Ole Henriksen’s product seeding marketing campaign that it carried out on YouTube, or Craghopper’s artistic influencer advertising and marketing marketing campaign that it carried out on Instagram (and out within the wild!).
Finest Social Platforms for Influencer Advertising and marketing: Consideration
Google is not the one-stop store for shopper product discovery, analysis, and buying. The truth is, the 2025 Influencer Advertising and marketing Impression Report revealed that 58% of shoppers look to influencers for product suggestions (that is 2% larger than final yr).
Shopper preferences differed barely, when requested which social platform they use probably the most for locating product overview and data.
High Platforms for Product Opinions and Info, Based on All Shoppers:
- YouTube
- Fb
- TikTok
High Platforms for Product Opinions and Info, Based on Millennial Shoppers:
- YouTube
- Fb
- TikTok
High Platforms for Product Opinions and Info, Based on Gen Z Shoppers:
- YouTube
- TikTok
- Fb
Finest Social Platforms for Influencer Advertising and marketing: Gross sales
Much more fascinating? The 2025 Influencer Advertising and marketing Impression Report discovered that customers are using completely different social platforms for product analysis vs common content material consumption vs product buying.
Listed below are the highest platforms that Traackr discovered that customers say they use most when shopping for merchandise.
High Platforms for Social Commerce, Based on All Shoppers:
- Fb
- YouTube
- TikTok
High Platforms for Social Commerce, Based on Millennial Shoppers:
- Fb
- TikTok
- YouTube
High Platforms for Social Commerce, Based on Gen Z Shoppers:
- TikTok
- YouTube
- Fb
Discover the Proper Social Platform for Your Influencer Advertising and marketing Program
Though the rankings above may give you a basic sense of which social platforms may be good to put money into to your influencer advertising and marketing program, it’s vital to keep in mind that the most effective influencer methods are tailor-made to your particular model.
In case you are nonetheless undecided the best way to decide which social platform is greatest to your model’s influencer advertising and marketing program, listed below are some ideas:
- Suppose via and set up your influencer advertising and marketing objectives and KPIs. What do you wish to obtain? Who do you wish to attain? What’s a sensible timeline for reaching these objectives? How a lot finances and sources can be found to you? All of those will likely be vital in serving to you identify which social platform will work greatest for you.
- Analysis your audience. Every social platform has a unique energy, so it’s vital to know what traits your audience has, and what they care about. Are you making an attempt to achieve Millennials? Gen Zers? Gen Xers? Or a mix of all of them? Is your audience a mixture of genders? What do they care about? Do they need academic, or aspirational, or entertaining content material?
- Consider your model values, voice, and ethos. It may be tempting to leap on each new social platform and development. However, the reality is that the simplest influencer advertising and marketing campaigns and applications are those that protect the model’s voice and identification. Ensure that the social media platform you choose may help talk and nurture the core tenets of your model.
“A development must be one thing that aligns with our model pillars as a result of if we’re making an attempt to leap on all the pieces, we’ll lose our distinctive tone of voice and model identification that we’ve got labored so exhausting to create and shield.” – Samantha Hofherr, Influencer and Partnerships Supervisor at ILIA Magnificence
Final, if there’s a platform that you just haven’t damaged floor in and also you assume it has the best potential that can assist you attain your influencer advertising and marketing objectives, it could be time to experiment! 61% of shoppers are considerably prone to check out a brand new social platform if an influencer that they know and belief posts there.
Tip: Try the steps e.l.f. Magnificence took to broadening the scope of their influencer advertising and marketing by experimenting with the metaverse.
