Benefits of Diversifying Social Media Platforms for Influencers

As an influencer, which social channels do you use? Research shows Instagram is the most used platform for influencer marketing. Brands were expected to spend $2.23 million on Instagram influencer marketing in 2022, which is more than double its nearest rival, YouTube, according to Insider Intelligence. It’s easy to see why creators flock to Instagram, but with changing algorithms, evolving content strategies, and platforms like TikTok bursting onto the scene, influencers can’t rely solely on any one platform. Influencers must start diversifying social media platforms and work to create a community in multiple arenas.

The benefits of diversifying your social portfolio

By using a handful of different social media platforms, you’ll see these advantages:

You won’t rely too heavily on one platform

What if your main social media channel disappeared? Or, what if it changes how you can connect with your followers in a way that hurts your personal brand? It could happen. If you rely solely on one platform, it will take time to build a community on another, but it’s still a safer bet to build communities in multiple places.

You can reach your audience in different ways

Each channel reaches users differently. Instagram is a visual platform that builds brand awareness, whereas Twitter is ideal for giving users real-time updates. By spreading your social use around, you can tailor your content to a channel’s most-utilized purpose.

You remain flexible

If algorithms change or monetization strategies evolve on one channel, you can divert some of your time and energy to another. Flexibility in a quickly-changing digital world is important, especially for influencers whose main income is generated through audience engagement and brand collaborations.

You’ll get more data

By investing in several different social platforms, you’ll have access to more data. Each platform typically has its own analytics, which influencers can use to optimize their efforts. Creators might change their messaging, use a different kind of post (video instead of images), or alter their post frequency based on data. More platforms mean more decision-making information.

Tips to diversify your social media platforms

Interested in stretching your social wings? Adding to your social presence must be thought through. Any additions or changes must be sustainable. To help, here are a few tips to consider if you want to diversify your lineup:

Add another channel, if you can

Is there another social media channel that makes sense for you to add to the mix? If so, give it a try. It will take time to grow a following, but you can encourage your current followers to join you and provide engaging activities like contests to bolster your audience size.

Adding another channel will increase your diversity, but you shouldn’t add a channel if you can’t keep up with it. Consider your time and resources before committing to another channel.

Consider adding a video-based platform

Video is a priority. Ninety-three percent of marketers use video to reach their audience, with 94% using video to educate and 86% using it as a lead generation tool.

Influencers can use video in similar ways.

If you’re not using a video-based channel like TikTok or YouTube and you want to add another channel to your collection, a strong video presence could be a good investment for the future.

Diversify your content too

Diversification applies to your content strategy too. Don’t let your posts grow stale. Try a new form of content. If you’re prone to post Instagram pics, try an Instagram Reel. If you’re asked to write a product review, consider writing a full review for your blog and promoting it on social as opposed to a short snippet of a review on social only.

Stay up-to-date on new platforms

It’s a good idea to stay informed about new social channels. Notice the advice here is “stay informed” not “go experiment with” freshly-minted platforms. Not every platform is a keeper. Do you remember Vine or Google Plus? They were social media channels, but not anymore. You don’t want to invest your efforts into every new thing that comes along, but you should know what the latest buzz is so you can hop aboard if and when it makes sense for you.

While Instagram is the reigning champion for influencers right now, that could change. Rather than investing in one (or two) social channels, it’s wise to rely on a small handful. The benefits of diversification are many, but content creators must decide how best to move forward.