This differs from Instagram, which gives brands and users the luxury of utilizing both photo and video content to share on their stories, feeds, and IGTV channels. Firstly, TikTok is a video-only platform. There are a number of differences between how TikTok and Instagram are used that should be considered before creating a TikTok influencer marketing campaign. The ability to share a wider story that seamlessly connects over the feed, stories, and Zalando landing page, Fossil is one of many brands that have utilized Instagram for their influencer marketing campaign to achieve positive results.

By creating an overall connected customer journey across multiple touchpoints, Fossil and Zalando were able to generate maximal awareness and boost sales. Click-throughs on links provided in the 54 stories created by the influencers also lead to 6.4 thousand visits to the Fossil page. The campaign was a success, with 660k unique accounts reached and 109k reactions generated with the feed posts. Creators like Manuel Hasni and Angelo Carlucci created a total of 16 images for their feeds and also appeared in videos that were then featured on the dedicated Fossil Zalando page. To do this, the brand recruited six well-known fashion, technology, and lifestyle influencers in the DACH region to show-off the features of the smartwatches whilst explaining the advantages of the technology. To help build hype for the launch of their new smartwatch lines on Zalando, Fossil recently teamed up with a number of influencers to promote its products on their Instagram feeds. As engagement rates and audience reach can also be tracked, brands are equipped with many tools to keep track of the success of their Instagram campaigns.īelow, we’ve shared two examples of how brands have successfully used Instagram for their influencer marketing campaigns: Influencers sharing links to product shopping pages leads into conversions which are an important and available key performance indicator (KPI) for many campaigns. Instagram also allows for advertisements to include click-throughs to shopping links, which can create a clear path to sales.

Marketers are given plenty of tools to refine their advertising reach, with Instagram giving control to brands in targeting specific demographics based on gender, age, location, interests, and more. It could be argued that the rise of Instagram was intricately tied to the rise of influencer marketing, with the app evolving over time to best suit brands and their ambassadors to deliver more impactful, effective content to their audiences.įor these reasons, we can see why choosing Instagram to launch a marketing campaign would seem the obvious choice for brands. Through the influencer discovery tool on Collabary, we have identified more than half a million influencers in Europe using the platform to reach their audience. Instagram is the undisputed home for influencers. With the average Instagram user expected to spend 28 minutes per day on the platform and one-third of the most viewed stories from businesses, the likelihood of a brand’s message being seen is also far higher.ħ9% of brands are using Instagram to share their influencer marketing campaigns It is currently the preferred social media platform of choice for brands to market on, with 79% predominantly using Instagram to share their influencer marketing campaigns. When it comes to influencer marketing, Instagram is a tried and tested method for brands to reach audiences. While TikTok is already showing some promising potential at engaging its users in creative and effective ways, there are still some important factors that should be considered before you decide to diversify your marketing budget across the two platforms.Īs the following infographic reveals, there are stark differences between how the platforms are being utilized by audiences in Germany, as well as major differences in the current potential for each to generate advertising revenue.Īs you will read below, we have listed how each platform is best-used for influencer marketing campaigns and summarized when it is best to use either Instagram or TikTok to reach your audience. As TikTok continues to surge in popularity, you may be wondering whether it is time to pivot your attention from solely focusing on Instagram to launch your influencer marketing campaigns.

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