The Difference Between IG and YT Influencers - How to Maximize Reach

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Knowing the difference between IG and YouTube Influencers can maximize the reach of your social media marketing strategy. Of course the discernible difference lies in the numbers, which in social media demographics are a moving target. Audience, size, age, and engagement time are changing rapidly.

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User demographics is a driving force in the popularity of a social media platform. When deciding which platform will achieve the maximum reach for a brand or message, it is important to know the demographics of the audience.

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Before examining the difference between IG and YouTube Influencers, knowing the audiences of each is essential. Demographics are always in flux as Social Media Platforms gain and lose popularity among the generations. Even knowing the total number of users does not offer an answer to which one can provide a maximum reach for a brand or message.

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Social media marketers are fully aware of the revelations of “fake” users that proliferated in the early days. No one can tell you that the problem has been solved or that it ever will be, that’s why users alone cannot foretell the effectiveness of reach.

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Before a deeper dive into the difference between IG and YouTube Influencers let’s begin with where each stands in the hierarchy of Social Media Platforms. To look into the abyss of social media platform users, looking at independent data is the best approach. Statista.com, gathers insights and facts across 170 industries and 150+ countries.

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In a Statista published report on January 7, 2022, based on the latest data gathered, Facebook is still the dominant Social Media Platform. It is important to note here that IG is owned by and a member of the family of Meta (formerly Facebook) Social Media Platforms.

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The Facebook platform is by far at this point in time dominant, however, YouTube is in the number 2 spot. According to the latest data presented in the Statista report, active social media users by Platform are:

Although there is a wide disparity in the number of users between IG and YouTube when determining the difference between Influencers in each, the minutia of the total number of users is critical when looking to maximize reach.

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Based on total users, it’s an easy decision that an Influencer on YouTube will achieve a greater reach, right? That might be a misconception when deciding if an Influencer on YouTube or IG will create a bigger reach for your brand or message.

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A deeper dive into user data courtesy of Pew Research shows that as of February 2021, 81% of Adult Social Media Users say they use YouTube while in the same survey only 40% say IG. This alone tells the tale of which Influencer, IG or YouTube will be more effective, right? That would be a NO again. It comes down to targeting the correct audience and engagement time.

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With over double the total users, Influencers on YouTube command a higher rate than those on IG. That’s a plus until the engagement rate is considered. The general engagement rate for YouTube Influencers has been tracked as high as 18%, while the average on IG is 3%.

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If the demographics for each, IG and YouTube, meet the target audience, the difference between their Influencers and reach can be substantial. A quirk in these numbers is that as a percentage of marketing budget, IG expenditures are growing faster.

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This IG bias by marketing decision makers is a perception not backed by the facts. Instagram can be a fleeting exposure. Once the initial engagement is over, not many, if any, Instagram posts will capture search engine placement spots. While YouTube videos are long lasting. Unless removed by the channel, that is either controlled by the Influencer or the Brand, the YouTube video will be available and findable through search engines.

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Not only does this fact of durability affect the reach of the YouTube Influencer it also affects the sticking power of the Brand or Message. The IG Influencer must have a power that will capture the audience, targeted or not, instantly as the name implies, while the YouTube influencer will expand their reach throughout the months and years.

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When deciding to use social media influencers on YouTube and IG, the maximum reach starts with parsing the data. Professional Influencer ad executives and agencieswill be able to break down the data needed to choose between or combine a YouTube and IG Influencer.

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