A Comparison of Social Media Influencers’ KPI Patterns across Platforms: Exploring Differences in Followers and Engagement On Facebook, Instagram, YouTube, TikTok, and Twitter

Naser Pourazad, Lara Stocchi, Shreya Narsey

Research output: Contribution to journalArticlepeer-review

2 Citations (Scopus)

Abstract

Brand managers increasingly incorporate influencer marketing in their marketing strategies, but methods for evaluating the effectiveness of influencers and choosing the best personalities to collaborate with are unreliable. This study addresses this shortfall by examining classic key performance indicators (i.e., the number of followers and engagement rate) of 180 influencers on Facebook, Instagram, YouTube, TikTok, and Twitter. The analysis is based on a sample of more than 35,000 posts and considers the influencers’ areas of expertise. Among the key findings, the authors detected differences in double jeopardy effects (reverse, classic, and no double jeopardy) among mature, growing, and changing social media platforms. The findings carry practical implications for establishing partnerships between brands and influencers.
Original languageEnglish
Pages (from-to)139-159
Number of pages21
JournalJOURNAL OF ADVERTISING RESEARCH
Volume63
Issue number2
Early online date5 May 2023
DOIs
Publication statusPublished - 1 Jun 2023

Keywords

  • social media influencers
  • influencer marketing
  • engagement
  • followers
  • endorsement
  • double jeopardy

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