YouTube may have start as a platform for cat videos and makeup tutorials, but it’s now the largest video-shar platform in the world. The platform boasts over 2.7 billion active monthly users. The platform is particularly popular among older generations, with the majority of users be over the age of 30.

YouTube favors long-form, ucational

content that is informative and relevant to the user. The platform’s algorithm favors well-produc, well-research content that provides value to viewers. So, YouTube is a great platform for businesses that want to create in-depth, ucational content that will establish them as thought leaders in their industry.

YouTube User Demographics
YouTube has a diverse user base that includes people of all ages. Genders, and locations.

56% of Gen Z, 54% of millennials, 48% of Gen X, and 26% of boomers say they most often discover new products on YouTube.
The vast majority of adults under the age of 65 say they use YouTube. Males ag 25 to 34 make up the site’s largest audience, draw in 12.2% of users under age 65.
YouTube has a diverse user base in terms of gender, with a slight majority of users be female (51%).
Cost of Influencer Market on YouTube

YouTube influencer market is arguably one

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of the most expensive types of influencer market. Still, in general market terms, it’s a cost-effective way to reach a target audience, especially for B2Bs work with smaller influencers that have niche audiences. Content creators on YouTube can receive income through multiple channels. Includ monetiz their videos, Google Adsense, and paid opportunities. Calculators can help determine the amount an influencer might earn on YouTube.

YouTube influencer rates chart
Instagram: The Picture-Perfect Platform
Puppy pics and latte art abound. Instagram is a visual-bas platform that focuses on high-quality, aesthetically pleas content. The platform has over 2 billion monthly active users. With a diverse user base that includes people of all ages and industries.

Instagram favors visually stunn, high-quality

photos and videos that creative and unique. Its algorithm favors content that is relevant to the user. With Instagram’s emphasis on aesthetics, it’s a great platform for businesses that want to visually showcase their products or services. The platform also offers a variety of sell tools that allow marketers to include shopp links directly in posts.

Interestly enough. The “picture-perfect” platform favors video content, with video posts receiv twice as much engagement as photo posts. Additionally. Instagram’s feature of IGTV (Instagram TV) is also prioritiz in the algorithm. and it allows for longer-form video content.

that receives engagement quickly after be post. A study by BuzzSumo found that posts that receive engagement within the first hour of be post more likely to be shown in users’ fes than posts that receive engagement later.

Instagram User Demographics
Instagram is one of the most popular social mia platforms. With over two billion monthly active users worldwide. The platform is particularly popular among younger demographics, with a significant portion of its user base fall within the age range of 25 to 34.

Instagram also amplifies any content

The platform is split fairly evenly when it comes to gender.
India, the U.S., and Brazil lead the world in countries with the most Instagram users.
Research shows that Instagram has influenc buyers’ purchas decisions, with many users say they’ve made a purchase after see someth in the app.
Users love to engage. With Instagram carousels and video, so B2Bs should prioritize that kind of content when work with influencers on the platform.
Cost of Influencer Market on Instagram
On Instagram, influencer market pric models tend to stick to the basic formula of more followers = higher cost. However. Instagram influencers have also been known to break down costs bas on the kind of content. In do this, influencers can charge a premium for content that performs well and is more complex to make—like video, for example—and short-liv posts, like Instagram Stories. May cost less.
You may also ne to account for travel, wardrobe, or other expenses and resources us to create content. To see what an influencer might charge on Instagram, reference earns calculators like this one from Influencer Market Hub.

Instagram influencer rates chart
LinkIn: The B2B Stronghold
As the original social mia home for B2Bs, it would be remiss not to include LinkIn in this list. In reality, every B2B should have a presence on LinkIn—no matter what—and pieces of content post on other platforms should likely be repurpos for your LinkIn audience. LinkIn influencer market allows brands to reach decision-makers and influencers in specific industries and roles. Plus. LinkIn’s algorithm is tailor to deliver content to users bas on their professional interests, mak it more likely that your content will be seen by the right people.

Influencer market on LinkIn can also help to build trust and cribility, as influencers on the platform typically thought leaders and experts in their respective fields.

LinkIn User Demographics

LinkIn has a diverse user base that includes professionals from various industries, job titles, and locations. Users on LinkIn look to network, develop their cers, and connect with like-mind professionals. LinkIn is a great platform for B2B businesses to connect with customers and partners, find new business opportunities, and build brand awness.

LinkIn has over 1 billion members across 200 counties. With a majority of users be professionals in various industries.
Accord to Statista, LinkIn has the highest penetration among the 25 to 34 age group by far, with nearly 60% of the user base worldwide fall into the category.
LinkIn’s audience has two times the buy power of the average audience—and four out of five members drivers of business decisions.

Cost of Influencer Market on LinkIn

The average cost of influencer market on LinkIn can vary widely, just like the other social platforms. For example, LinkIn Lives can start at $1,000, but it depends on the industry, influencer reach, engagement rate, and the topic. While there isn’t a consensus on influencer rates per post and tier, we’ve found LinkIn influencers generally receive between $X-X. Additionally. Many LinkIn influencers may be open to cross-brand promotions, discount codes, speak opportunities, or access to products and services.

LinkIn influencers unique in that they typically thought leaders and industry experts. Unlike other influencers on platforms like Instagram or TikTok. They not primarily focus on monetiz their posts. Many of them founders and executives at lead companies, and they use their platform to sh valuable insights. Best practices, and thought leadership articles on topics relat to their industry. They don’t seek to earn a quick buck by promot products or services. Instead, they more focus on build and maintain their cribility and influence among their peers and followers.

When work with LinkIn influencers, it’s important for B2Bs to understand that these individuals have built a strong online presence by be crible and knowlgeable sources in their field. They seek partnerships that align with their own values and interests and can provide value to their network. They often represent companies they have found or leaders in the companies they work for. For them, it’s important to maintain that cribility and to be able to influence the opinions of other decision-makers in their industry.

Facebook: The Original “Social Network

Almost 3 billion monthly active users utilize Facebook, mak it one of the most widely us social mia platforms in the world. Accord to a survey by Pew Research Center, 68% of American adults use Facebook, mak it a valuable platform for B2Bs to reach a large and diverse audience. Additionally, Facebook offers a variety of target options, allow B2Bs to reach specific demographics, interests, behaviors, and locations.

It’s also important to note that Facebook’s algorithm has chang frequently in the past few years. Recently, it has been prioritiz content from friends and family, which makes it a bit harder for brands to reach their target audience organically. This can make influencer market on Facebook more effective for B2Bs than traditional organic social mia market, as influencers have built a large and engag follow on the platform, and can increase the reach and visibility of the brand’s content.

Facebook User Demographics
It may have begun as a platform for college students, but Facebook wins with the older crowd these days. It’s no secret that you’re more likely to see someone’s grandma actively scroll on Facebook in the wait room of their doctor’s office than you to see someone’s teenage son scroll the platform on his bus ride home.

As of December 2022, users ag 25 to 34 years comprise Facebook’s largest audience in the U.S., account for 24.4% of the social network’s user base.
We didn’t lie! The platform is also really popular with older adults, with 58% of people ag 65 or older hav us the platform. Comp that to the news and own up to the incident their usage rates of Instagram and LinkIn—15% and 12%, respectively.
ucation and income also play a role in Facebook’s user demographics. The platform is most popular among those with higher levels of ucation and income, with 73% of college graduates and 70% of those earn $75,000 or more per year.
Cost of Influencer Market on Facebook
Right up there with YouTube, Facebook can be costly for influencer market campaigns when talk about large influencers with huge follows. But in the nano- to mid-tier levels of influencers, marketers can expect a reasonable price tag.

Facebook influencer rate chart

X: For the Influencer of Few Words
Sure, X (formerly Twitter) may not be the belle of the influencer ball, but don’t let that fool you—this platform still packs a punch with over 330 million monthly active users. And where there’s a crowd, there’s bound to be influencers.

X User Demographics
X is most popular among adults ag 25 to 34 (29.6%), follow by 18 to 24-year-olds (28.4%). People over 35 account for 42% of the platform’s total users. X may not have the same number of users as other social mia giants, but with 23% of American adults us the platform, it can still have an impact, especially when work with niche influencers.

61% of X users say they use the platform for news and current events.
In the Unit States, 53% of Americans report they regularly get news from X.
Male audiences account for 36% of global X users.
Cost of Influencer Market on X
X influencer rate chart
Soon after Twitter rebrand to X, the platform introduc options that enabl certain users to monetize. As a result, influencers may still be figur out their rates, so reach out to them for information is the best approach here. In general, WebFX reports that X offers the lowest-cost influencer market options, rang from $2 a post for an influencer with 1,000 followers to $2,000 for an influencer with 1 million. However, keep in mind that these numbers may be much higher agb directory depend on the creator, the content, and the campaign.