A massive 4.76 billion people — or 60% of the global population — use social media, spending an average 2.31 hrs on social platforms each day. That’s a massive potential audience for your brand messaging and influencer campaigns, and key to success is knowing who that audience is, where they are, and what kind of messaging they are open to.
It’s also worth noting that your audience is likely present on multiple platforms; Facebook is the world’s most used social media platform with some 3bn MAUs, but did you know that just 0.6% of its users are unique to the platform? Over at Meta stablemate Instagram, that figure is reduced to 0.2%, while at ByteDance’s TikTok, just 0.1% of its 1bn+ users are unique to the platform.
What does this mean for your influencer campaigns? Simply put, it means understanding the specificities of each platform, why people visit them, and what they each offer in terms of message customization.
To this end, Kolsquare’s catalog includes all KOLs with 5K+ followers on Instagram, Facebook, YouTube, TikTok, and X (formerly Twitter), and offers comprehensive audience data for KOLs on each of the platforms where they have accounts, including follower gains and declines, engagement rates, and content.
Access to, and analysis of, this data is invaluable when negotiating and co-creating content plans with your KOLs, ensuring that each piece of content has the right message for the target audience targeted.
But wait, there’s more! Kolsquare also now offers the ability to analyze the audience overlap amongst a pool of KOLs on Instagram. This information can help you when deciding whether or not to prioritize reach over frequency in messaging. Greater visibility over audience demographics and interests goes a long way to delivering better results and higher campaign ROI.