A new local study has redefined exactly how social and influencer marketing should be done. Though Facebook might offer the greatest reach, Instagram offers better engagement. However, if you’re wanting to promote an event, Twitter is your best bet. Surprisingly, those with the biggest budgets don’t always get the best return on investment and brands with the most social followers aren’t necessarily getting bang for their buck. Facebook, by far the largest social network, may dominate the consumer goods market, but the fact that Instagram has so many more influencers relative to its size means that brands get a better return on investment from the latter. The research revealed that fans and followers aren’t everything and that engagement doesn’t equate to influence. In fact, some of the most effective influencers are ordinary people with relatively small followings. The study, #OnlyConnect2018 – The Power of Brand Influencers – was conducted on the social audiences of 50 SA brand...
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