Author: Franz Malten Buemann

Finding the right influencer for a brand campaign can feel like dating. You want someone who shares your values, aligns with your goals, and will make a great impression on your friends and family — or followers, in your brand’s case.
The same can be said if you’re an influencer looking for a brand that will take your career to the next level.
Whether you’re a brand or an influencer, this article will help you find the perfect match by showing you the top channels for influencer marketing.
Discover the best social media channels for your next influencer marketing campaign and what platforms to use to find a brand or creator to collaborate with.
Best Channels for Influencers
Influencer Platforms for Creators
10 Best Influencer Platforms

Best Channels for Influencers
Below are the channels marketers leverage the most in influencer marketing and where influencers achieve the highest ROI for the companies they work with.
1. Instagram
According to our survey, 72% of marketers listed Instagram among the social media platforms on which they work with influencers and creators.
Most marketers surveyed (30%) also said Instagram is the platform they get the biggest ROI when working with influencers and creators.
Furthermore, most marketers (32%) said Instagram is the easiest platform to work with influencers.
2. YouTube
58% of our survey’s marketers listed YouTube as a platform they leverage when working with creators and influencers. 20% of marketers said YouTube yields the highest ROI when working with influencers.
When asked which social media platform is the easiest to leverage when working with influencers, 20% of marketers pointed to YouTube. And 18% of marketers plan to use YouTube for influencer marketing.
3. TikTok
61% of marketers listed TikTok among the social media platforms on which they work with influencers and creators. However, only 14% said it results in the biggest ROI when leveraging influencer marketing.
14% also said TikTok is the easiest to work with when collaborating with influencers and creators.
4. Facebook
Finally, 57% of marketers listed Facebook as their platform of choice when working with creators and influencers.
It also ties with YouTube regarding ROI, with 20% of marketers saying it yields the highest ROI when leveraging influencer marketing.
18% of marketers said it’s the easiest platform to work with when collaborating with influencers and creators.

Influencer Platforms for Creators
If you’re an influencer or creator looking for a platform to help you connect with brands, expand your reach, and book paid campaigns — consider joining the platforms below.
1. Mavrck
Mavrck is an influencer marketing platform that connects brands with creators (and vice versa) for collaborations and marketing campaigns. Its influencer index is especially helpful for creators.
Through the influencers index, creators can make a profile on the site and make their accounts searchable. Brands can then reach out directly to the creators and influencers they want to work with.
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2. Activate
Influencers who want control over the campaigns and brands they work with get a lot of use out of Active.
The platform allows creators to scroll through partnership opportunities posted on the site, negotiate their rates, and submit partnership proposals.
Influencers can also filter campaigns based on compensation.
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3. #Paid
On #Paid, influencers can set their rates for their content posts and the custom content they create to be posted by brands. To see campaign opportunities, users must sign up.
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4. Clever
Clever is a full-service influencer marketing agency that connects creators with brands and brand campaigns. The agency works with influencers at every level but focuses primarily on micro-influencers.
Clever’s services include:

Campaign designs
Influencer profile definitions
Influencer selection
Influencer program management
Reporting

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10 Best Influencer Platforms
Whether you’re a content creator, influencer, or brand — the platforms below are best if you want to collaborate and get the most out of your influencer marketing campaign.
1. Shopify Collabs
Shopify Collabs is free for anyone with an existing Shopify plan. The all-in-one tool allows brands to partner with influencers on YouTube, Instagram, Facebook, Twitter, and Twitch.
Marketers can create their brand’s custom application page, discover the right influencer for their next campaign, and manage affiliate payouts and special offers.
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2. YouTube BrandConnect
As mentioned earlier, YouTube is one of the best social media platforms to leverage when working with influencers and creators.
If you’re trying to find the right influencer for your next YouTube marketing campaign — YouTube BrandConnect is what you need.
With YouTube BrandConnect, companies can reach out to creators with a strong following to create innovative, authentic, and engaging branded content.
Furthermore, YouTube BrandConnect synchs with your Google Ads account and gives access to a suite of influencer marketing tools exclusive to Google.
With these tools, you can monitor your campaigns, find ways to increase engagement, and offer products in real time.
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3. Grin
If you like having a wide range of tools at your disposal, then you’ll enjoy Grin. The platform boasts a plethora of tools that support:

Relationship management
Discovery and recruitment
Content management
Product seeding
Payments

Grin can also integrate with your marketing stack, including email providers and e-commerce solutions.
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4. Aspire
Aspire is an excellent platform if your goal is to build a unique influencer marketing program. The platform’s fully customizable relationship workflows make it easy for marketers to tailor their influencer marketing process to their needs.
Aspire also allows users to find and connect with influencers, brands, and industry experts. Additionally, Aspire has tools and dashboards to help you measure the ROI from your campaign.
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5. Creator.co
Creator.co offers tools for reporting, insights, and campaign execution. With Creator.co, you can search for creators, build your own creator community, and create a seamless onboarding process for the creators you wish to collaborate with.
Creator.co also offers tools such as:

Creator CRM
Campaign management
Paid social and ad permissions
API Integrations
Reporting and insights
Competitor benchmarking

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6. Open Influence
Open Influence calls itself your “campaign co-pilot” that will assist you from campaign ideation to creator selection to performance tracking.
If you want help with production, you’ll want to check out its studio feature. Open Influence’s studio provides video production, pre-production, and post-production tools.
It also offers services for live streaming, aerial videography, and virtual reality.
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7. Klear
Klear offers tools to connect brands and influencers; however, one of its main focuses is analytics. Its influencer analytics tool provides influencer insights, demographic data, trending data, and brand safety audits.
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8. Traackr
Traackr focuses on data-driven influencer marketing. With Traackr, you can find partners, collect addresses, create reports, monitor posts, and share briefs.
If you’re looking to run affiliate and paid programs, Traackr boasts tools to manage links, define attribution models, track conversions, and pay commissions.
And, of course, it allows users to sort and vet influencers for potential collaborations.
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9. Impact.com
If you’re a brand with multiple partnerships, Impact likely has the service you need. Impact helps users manage and optimize all of their partnerships through every stage.
Whether you’re a brand, affiliate, influencer, publisher, or sponsor — Impact is an excellent tool for building relationships and fostering successful collaborations.
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10. Influence.co
Influence.co is a directory and portfolio site where creators can network and showcase their work.
The platform’s pricing model focuses on helping creators promote their brand, which allows small businesses on a budget to use Influence.co for free to find relevant creators.
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If you’re a creator looking for your next paid brand collaboration or sponsorship, you know the platforms to help you find your perfect match.
The same goes for if you’re a brand looking for an influencer that shares your vision and aligns with your goals.
Now, go out there and find the best collaborator for your next big influencer marketing campaign!

In the last six months, economic trend surveys we’ve conducted revealed that 37% of marketers are reporting budget cuts – likely due to our changing economy.
As a marketer, knowing where your leadership team might need to cut can help you prepare to pivot to strategies with less resourcing. And, if you lead a team, you’re likely wondering how marketing leaders are navigating this time to my the best decisions for your staff and business in uncertain times.
To help you navigate reducing your marketing budget in 2023, we used tools like Glimpse to survey more than 500 marketing leaders on their top strategies for cutting costs. We also asked them which channels they expect to pull back on first, so you can get an idea of what to expect.

How Marketing Leaders Are Already Pivoting
Our full report, the Marketing Leader’s Playbook, revealed 80% of leaders have already taken steps to plan or prepare for a recession – so let’s dive right in and see what we can learn.

How Marketing Leaders Are Cutting Costs in 2023
Marketing leaders say leaning into earned media, leveraging automation or AI, looking for emerging marketing opportunities, using organic marketing channels, and optimizing your media mix are the top strategies for cutting costs, so let’s take a look at each in more detail below.

1. Tapping Into Earned Media over Paid Media
Tapping into earned media is a great (and free) opportunity to expand your reach when budget cuts are on the horizon.
Traditional examples of earned media include getting your brand spotlighted by a news publication or rated by a review site. Not only is it free, but the fact that it comes from an independent source adds credibility to your brand.
Another powerful earned media asset is content from your very own satisfied customers who might share their pleasant experiences on social media, review sites, or other channels.
Also known as user-generated content, assets created by happy customers are a great way to promote your brand in an authentic and credible way. Sharing and interacting with UGC on your official page will also deepen your connection with your customers and incentivize others to share their stories too!
2. Leveraging Affordable AI and Automation
Let’s have AI (courtesy of OpenGPT) write this section on how AI can help marketers:
“Marketers can use AI to cut costs in several ways. For instance, they can use AI to automate repetitive tasks such as data entry and analysis, which can save time and reduce the need for human labor.
Additionally, AI can be used to optimize marketing campaigns, helping to target the right audience and increase the effectiveness of marketing efforts, which can reduce the amount of money spent on marketing activities.
Furthermore, AI can be used to improve the customer experience, leading to increased customer satisfaction and loyalty, which can help to reduce the cost of acquiring new customers.”
Yes. The writing above isn’t perfect. But, it makes the necessary points and just needs a few tweaks to be great.
While AI isn’t ready to write intriguing full-fledged blog posts on its own, and we don’t condone replacing your team with AI, marketers and leaders can leverage automation, like HubSpot’s Content Assistant, to save time and money in a wide range of ways, like:

Using AI for basic web research
Generating post outlines
Creating short meta or social media descriptions

Artificial intelligence could be such a major evolution in today’s economy and workplace, that it’s even the topic of our next research report and series, which will cover The State of AI in business. Bookmark this page to check out our survey’s marketing highlights.
3. Embracing Emerging Marketing Opportunities
From AI to social media, marketing is always evolving, with new apps and features popping up constantly.
These are often free to use and being among the first brands to hop on a new trend presents a massive opportunity.
For example, embracing BeReal, a new social media platform popular among Gen Z, can make a splash with that demographic in a space brands haven’t yet saturated. You can also try out new social media features, like Instagram’s shopping tools, which offer marketers a high ROI as Millennials and Gen Z continue discovering products (and buying them) through social media.
4. Leaning into Organic Social Media Content
Leveraging social media to gain organic, free awareness is a no-brainer in this day and age, especially for the leaders we surveyed. Rather than investing time and money into making paid ads, you can create great content tailored to the interests of your audience and let social algorithms do the targeting for you.
And as we’ll get into later, paid social media content is the first channel marketing leaders plan to cut in a recession, so organic may be more important than ever.
The good news is that you no longer need a professional camera and the perfect setup to win on social media. Nowadays, authenticity and relatability go much further, especially with Gen Z and Millennials.
Brainstorm a few ideas, grab your phone or pop open Canva, and hit the post button. Analyze your results, double down on what works, and watch your audience grow.
5. Optimizing Media Mixes
Optimizing your media mix is all about figuring out what works (and what doesn’t) and shifting your investment accordingly.
Analyze the performance of your marketing channels and amplify the ones giving you the best ROI. At the same time, you can either cut underperforming channels or switch up your strategy.
Speaking of cutting back on underperforming marketing channels, let’s take a look at where marketing leaders expect to see budget cuts if a recession were to happen.
Where Marketing Leaders Could Cut Costs
If our economy worsens, most marketing leaders expect to see budget cuts in their paid social media content, followed by organic social content, print ads, email marketing, and video content.
Since these are among the most popular marketing channels, it’s no surprise that budget cuts will affect them disproportionately, simply due to the fact more marketers use them in the first place.
With all of that said, one thing worth keeping in mind is that the data above doesn’t necessarily mean marketing leaders will get rid of things like social media or email completely: they just might invest in them differently and more conscientiously.

On the other hand, marketing leaders least expect virtual events, podcasts, SMS, and physical ads to see budget cuts in a recession – possibly because these are used least often. Still, around one in five leaders still think these channels would be on the chopping block.
One definitive finding is that blogs are also among the least likely to be cut, despite being the second most popular marketing channel. Based on that, we can assume blogs will see less of a pullback than other equally popular marketing channels like social media, email, and video.
Get Ahead With Key Economic Insights
With one in three marketers saying a recession will have an even bigger impact on their marketing activities than COVID-19, preparation and continuous monitoring will be key to success.
Now that you know how marketing leaders are planning to cut costs, dive into the full survey results by checking out the Marketing Leader’s Playbook.
We’re also regularly surveying marketers on how the recession is impacting them and the strategies they’re using to persevere.
After reading our blog content, learn about the latest trends, innovations, and other ongoing challenges in the marketing space today by downloading our free State of Marketing Report below.  

As customer behavior constantly changes, marketers face an ongoing challenge to keep up with their audiences. Personalization and need fulfillment are essential to the success of any marketing campaign, and failing to understand what your customers want could result in lost revenue for your business.
Marketers must stay in touch with evolving customer behavior and preferences to ensure their campaigns resonate with their customers. In this blog post, we’ll highlight the top challenges marketers face in understanding audiences from HubSpot’s very own 2023 State of Marketing Report to provide data-driven tips for overcoming them.

Challenges Marketers Face in Understanding Audiences
1. Identifying the target audience.
Surveyed marketers reported that their biggest social media challenges are consistently creating engaging content (22%), gaining and keeping followers (22%), and reaching their target audience (21%).
The special thing about these challenges is that the first two are contingent on the third.
Creating engaging content that grows your following is nearly impossible without understanding the target audience. Knowing exactly who you’re making content for is a foundational understanding marketers need.
Marketers can conduct more thorough market research to gather data on their target audience to gain a more concise understanding. They can use this data to create buyer personas and plan content for your ideal customer. These personas should be based on recent data and insights from trustworthy surveys, interviews, and other research methods.
2. Understanding customer behavior.
Another challenge that marketers face is understanding their customers’ behaviors. Understanding where they spend their time online, what they like, and what they don’t like is essential to creating effective marketing campaigns. You want to see how they prefer to view your content, the frequency with which they do it, and what will keep them returning to your business.
To overcome this challenge, marketers can use tools like Google Analytics or heat maps to gather data on customer behavior. They can use this data to analyze their customers’ website actions, track engagement, and identify areas for improvement. Marketers can also use social listening tools like Hootsuite to monitor conversations around their brand on social media.
3. Creating content that resonates with the audience.
Creating content that resonates with the audience is a significant challenge for many marketers. They may struggle to find topics their target audience is interested in or may not know how to write content that speaks to them.
For example, many customers in recent years have been looking for brands that share content that reflects corporate social responsibility on topics like social justice, sustainability, or ethical workplace practices. Current-day consumers, especially Millennials and Gen Z, want to buy from companies that display values and a purpose that resonates with them.
There’s proven potential in sharing values-based content with customers. According to HubSpot’s State of Marketing Report, 16% of marketers plan to get their company talking about values this year for the first time, and 89% of those who already do plan to increase or maintain their investment in this approach.
Marketers can use the data gathered on their target audience to better connect with the customer to create content that speaks to their interests and values. And to make things easier, they can also leverage tools like surveys or customer feedback to see what they want from your marketing content. Once you’ve identified topics your target audience is interested in, create high-quality content such as blog posts, videos, infographics, or ebooks based on the responses.
4. Measuring the success of marketing campaigns.
Measuring the success of marketing campaigns is another challenge faced by marketers. Without tracking the performance of their campaigns, it is impossible to know if they are effectively targeted towards their audience.
Marketers can set specific, measurable, and achievable campaign goals. They can use tools like HubSpot’s Marketing Analytics to track the performance of their campaigns and adjust them as necessary to achieve their goals. By monitoring key performance indicators (KPIs) like website traffic, lead conversions, click-through rates, and social media engagement, marketers can measure the success of their campaigns and optimize their strategies accordingly.
5. Keeping up with the latest marketing trends
Finally, keeping up with the latest marketing trends can be tedious for marketers. Digital marketing innovation and news is constantly changing, and marketers must keep up to ensure their campaigns are relevant and useful to the audience they’re trying to reach.
To keep up with these trends, marketers can follow industry blogs and social media accounts to stay informed of the latest developments in their niche. By keeping up-to-date on the latest marketing trends and implementing best practices, marketers can stay ahead of the competition.
Understanding your audience helps you cater to them.
Understanding the audience is critical to the success of any marketing campaign. By overcoming these roadblocks, marketers can create campaigns that resonate with their target audience and potentially drive engagement and conversions. Remember to conduct market research, monitor customer behavior, and stay up-to-date on the latest marketing trends. Marketers can overcome these challenges by following these best practices and achieving marketing success.

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