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Consumers are not only spending more time on social media platforms and apps (an average of 12 hours per week, according to We Are Social), they are also spreading their attention across multiple social media platforms. A recent study by Global Web Index found that the average internet user now has seven social media accounts, up from only three in 2012, while the average 16- to-24-year-old internet user now claims nine social media accounts.
To engage consumers in an expanding digital ecosystem, many brands are now collaborating with social media influencers to bolster their cross channel marketing efforts and take advantage of digital stars‘ large audiences.
Cross channel marketing—defined here as establishing a brand presence on multiple social media platforms and promoting content between the different social networks and apps—can help increase brand exposure by boosting a brand’s visibility. Brand ubiquity, too, plays a role in influencing purchasing decisions; if consumers see branded or brand-sponsored content on multiple social media channels, this prevalence creates familiarity and fosters trust in audiences.
Additionally, effective cross channel marketing can help companies maximize each piece of content and enables consumers to interact with the brand on whichever platform they feel comfortable on or loves the most.
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While the benefits of cross channel marketing are numerous, the challenges many businesses face—especially small brands with limited resources—may prevent companies from developing an effective cross channel marketing strategy. Often, brands don’t know what type of content performs best on different social media platforms, and many companies simply don’t have the resources to identify and cultivate new audiences across Instagram, YouTube, Snapchat, Facebook (in addition to the many other platforms, apps, and networks that now capture social media users’ time and attention).
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In light of the challenges marketers now face regarding cross channel marketing, collaborating with top social media influencers to create, promote, and distribute content is becoming one of the most effective ways for brands to reach large, engaged audiences and maximize the effectiveness of every campaign.
Because many digital influencers have already cultivated immense followings across several platforms—most bloggers also have a large following Instagram, for example, and many Vine stars are now developing content for audiences on livestreaming platforms like Facebook Live—partnering with top Instagrammers, YouTubers, Snapchatters, or bloggers can help companies powerfully expand their reach to new platforms and networks at rates oftentimes much faster and involving lesser resources needed than growing their own following on each respective channel.
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