Influencer marketing is a powerful tactic that targets consumers where they already spend much of their time: social media. Globally speaking, Instagram is the primary platform for many influencer-brand campaigns, but it's hardly the only one.
Take China, for example. Most of the major international social networks, including Facebook, Instagram, Snapchat and YouTube, are banned by the government. That means that the country's influencers hold court on local services, of which Weibo and WeChat are the most popular.
And in the DACH region—which includes Austria, Germany and Switzerland—Instagram and YouTube are neck and neck, at least in terms of influencer marketing spending. According to Goldmedia data, sponsored content on the two platforms accounted for 34% and 31% of total influencer revenues in 2017, respectively.