Influencer marketing as a branded content strategy is growing in Singapore and the greater Asia-Pacific (APAC) region. According to Hashmeta, 7-in-10 Singaporeans are active social media users and 41% make purchases online. And YouTube and Instagram appear to be rising as two of the most effective social channels for consumer engagement, depending on your campaign goals.

So which platform will be the best fit for your brand? This infographic shared by Industry Dive’s Social Media Today compares influencer marketing on YouTube and Instagram to help marketers prioritize investment – and below are some key pointers for choosing a platform.    

Instagram vs. YouTube: Our Thoughts

For starters, as recently reported by Tech in Asia, in 2019 the majority of the social media platforms in Singapore are currently monopolized by millennials or individuals between the ages of 23 and 38.

It’s no secret that millennials distrust online ads which are too “in-the-face” and sales-driven, making it more important than ever to have reviews from influencers and online publishers, as well as how-to’s and educational information about your products available online.

But at the end of the day, it comes down to your goals. Are you looking to increase awareness? Build credibility with consumers? Drive users towards direct action?

Instagram: Generating hype and awareness among Singaporeans on social media may be achieved through Instagram. Influencers are often especially great for creating  quick buzz around real-time events like product launches, and/or if you have a particularly visual product the channel may be highly effective when paired with social ads. Generally speaking, Instagram is likely better than YouTube for building awareness.

YouTube: if your product or offering is complex – for example, something that might require an influencer’s step-by-step tutorial, or a detailed explanation of product USPs – YouTube will probably be your go-to platform for long-form content to help drive your audience down the sales funnel. Compared to Instagram, YouTube generally allows for better in-depth sharing of educational content and the user experience, as well as highlighting product features and benefits.

Do you have questions about influencer marketing, or are you thinking about incorporating an influencer marketing element into your next campaign geared towards audiences in Asia-Pacific? Reach out to our team at apac@rhythmone.com.

Forward-Looking Statements

This article contains forward-looking statements. In some cases, you can identify forward-looking statements by the words “may,” “will,” “expect,” “intend,” “plan,” “objective,” “anticipate,” “believe,” “estimate,” “predict,” “project,” “potential,” “continue” and “ongoing,” or the negative of these terms, or other comparable terminology intended to identify statements about the future. All statements other than statements of historical fact are statements that could be forward-looking statements, including, but not limited to, statements about the potential and effectiveness of influencer marketing. These forward-looking statements are subject to risks and uncertainties, assumptions and other factors that could cause actual results and the timing of events to differ materially from future results that are expressed or implied in the forward-looking statements. Factors that could cause or contribute to such differences include the dynamic and rapidly evolving sector, as well as the highly competitive industry that RhythmOne operates in, which make it difficult to evaluate prospects. These and other risk factors are discussed in RhythmOne’s Annual Report for the period ended March 31, 2018. The forward-looking statements in this press release are based on information available to RhythmOne as of the date hereof, and we assume no obligation to update any forward-looking statements.