Quels réseaux sociaux pour les partenariats avec les influenceurs ?

Today each social network has its own set of codes, its own audience and its own way of working. You have to learn their characteristics before you venture into them, otherwise you risk completely missing your targeting!

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But then how do you choose from this flock of media platforms? In this article, we will see the main social networks that are hosting marketing partnerships with influencers. Choose the one that best suits your target audience and your pocket! 🤗

Influencer partnerships on Instagram

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Oh Instagram, a network we don't present anymore! Second most used network in the world and with a commitment of 5 times more important than Facebook, no wonder Instagram is THE platform for partnerships.

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• Functionalities dedicated to marketing influencers: stories, swipe up, Instagram shop, filters... The platform offers many solutions to help you promote your product more easily 
• A network that encourages creativity: story features are updated regularly to help influencers unleash their artistic side! 🎨
• High engagement rate: Instagram influencers have a higher engagement rate than on any platform, with more active communities!
• Hashtag effectiveness: the potential reach of the posts is impressive and can allow a nano influencer to get a large number of impressions from a sponsored post.

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Giveways on Instagram

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The technique of choice to win subscribers and likes, it remains giveways. You win a lot of gifts through the influencer's account with a contest where participation is free. In terms of visibility you can't do better!

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Influencer partnerships on YouTube

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The video content platform is devilishly effective when it comes to partnerships! People watch more than 1 billion hours of video on YouTube every day. A study conducted by Google even proved that Youtube's ROI was even higher than that of TV ads! With many video game Youtubers, the platform has a very strong community.

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• Qualitative content and engaged audience : Youtube videos are generally more processed than any post on other platforms since the long video format offers more creative possibilities. The audience is engaged and there is a relationship of trust between youtubers and their subscribers: 70% of viewers have already bought a brand after seeing it on YouTube.
• Long-term profitability : your content will be viewed over time because a video can sometimes be seen years later (which is not the case on other platforms which are more instantaneous).
• Native advertising : Youtube makes it possible to harmoniously integrate the ads it hosts through creative sponsored videos.
• Effective SEO: Since Youtube videos are often referenced at the top of the page on Google, a well-executed partnership (with the right Adwords) will help you get known easily.

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However, video referencing is currently less efficient than text referencing.

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The sponsored video on YouTube

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Sponsoring a video means allowing the youtuber to access more resources for the quality of his video. Some will be able to put you forward in a very original way. This so-called unbreakable phone shell brand has allowed many French youtubeurs to create original concepts for their videos. The video below: "If you break this Iphone 11, you get one free": the goal is to show the resistance of these shells.

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Influencer partnerships on Facebook

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With more than 2.5 billion active users per month, Facebook is the 2nd most visited site after Google. 

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• Very effective marketing database: Facebook has a large community of users of all ages. Very present amongst the youth, Facebook even reaches the adult segment (which is rarely seen on social networks) who for the most part connect to Facebook every day. It is also the most popular social network among seniors!
• Long-term engagement : users consult the app a lot: up to 8 times a day on average

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Sponsored posts on Facebook

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Influencer partnerships on Snapchat

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In general, companies don't invest in Snapchat because they think it's a platform just for teens. However, teens make up a large part of the audience (45%), and it is important to keep in mind that these users are getting older: there are now many adults on the platform.

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• Very precise target: the social network for the youngest, but therefore a restricted user segment
• Unique proximity to its members: Snapchat's instant and ephemeral nature makes it the only social network that allows such closeness and engagement between the influencer and his or her community.
• Features dedicated to influencer marketing: Filters, lenses, the Discover function... all these features will allow you to promote your brand in an original way.

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Product testing on Snapchat

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Offering an influencer to test a product on snapchat is a very common practice that works! The snapshot nature of the platform shows a honest and therefore less "scripted" aspect: great for your credibility! (with a little promo code, it's always a pleasure!)

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Influencer partnerships on TikTok

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While the application was already popular, Tiktok really exploded its number of users in 2020 and became one of the most downloaded applications. The platform can thank Covid for bringing more and more people to look for new ways to stay connected to the rest of the world on their phones. 

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• Emerging platform: there are many TikTok brand partnerships opportunities to explore
• Numerous creative partnership opportunities: challenges, product discovery and special offer promotions are 3 types of partnerships that work well on this platform‍
• Fewer restrictions : Due to the fact that the platform is recent and especially more recently monetizable, there are currently fewer restrictions than on other networks.‍
• Très efficace pour le référencement : Grâce à la page « Pour Toi » (ou « Pour toi »), il est très facile d'avoir un bon référencement sur l'application. Vous pouvez également payer pour être sur la page d'accueil de TikTok (dès que vous ouvrez l'application)‍
• Prix bas : Actuellement, les influenceurs TikTok possédant de grandes communautés facturent beaucoup moins cher que les influenceurs d'autres plateformes comme Instagram.

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L'application est assez récente, il y a encore quelques inconvénients tels que l'impossibilité d'afficher des liens.

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Défi sur TikTok

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Lancez un défi sur un morceau de musique

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Comme la plateforme est très axée sur la musique, les tendances tiktok sont beaucoup reprises et fonctionnent très bien. Un défi créatif sera alors le bienvenu sur TikTok !

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Partenariats avec des influenceurs sur Twitch

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Avec 15 millions de membres par jour, la plateforme Twitch est en plein essor !

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• Cible très précise: Twitch étant dédié au streaming, les passionnés d'e-sport sont principalement présents sur la plateforme. Cela permettra aux entreprises proches de ce média de viser juste avec un placement de produit lors d'un événement en direct.
• Retour sur investissement plus rapide et coût raisonnable: il est possible d'atteindre instantanément des milliers de personnes grâce à la fonctionnalité de streaming du site
• Plateforme émergente : il existe de nombreuses opportunités de partenariat à explorer

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Des cadeaux sur Twitch

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Mentionner un cadeau et faire gagner l'un des spectateurs est une technique qui fonctionne bien sur Twitch en direct. S'il est bien orchestré, le partenariat peut avoir de très bonnes retombées. On pourrait citer le partenariat UbeReat X Ninja : le streamer Ninja devait bénéficier d'une réduction à offrir à ses abonnés en faisant un maximum de kill sur son jeu avant l'arrivée de sa commande UbeReat.

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