Which Social Media Platform is Best for Influencers in 2024?
In the fast-paced world of social media, finding the perfect platform for you and your creative business can be overwhelming.
With options like TikTok, Pinterest, Instagram, and YouTube, it’s tempting to try to put 100% effort into all of them. But with each catering to different strengths and goals, it's crucial to make an informed decision about where you want your true focus to be.
Which Social Media Platform is Best for Influencers in 2024?
Just because someone you know struck gold with Instagram reels and went viral, doesn’t necessarily mean that’s the platform that will be most helpful for you or help you reach your ideal viewers and audience members.
And even if you choose to explore long-form content on YouTube, if people aren’t sticking around past the 30 second mark, it can be hard to build a loyal and engaged audience.
I want to really explore each platform and break down the pros and cons for you, to truly help you identify which platforms are the ones you should consider putting serious work into in a crowded social media landscape.
1. TikTok: The Beginner's Haven
TikTok has soared in popularity since 2020, providing an excellent opportunity for new content creators.
With features like filming on your phone camera, duets, stitches, and trending audios, TikTok makes it easy for beginners to jump into content creation, even if they’ve never created video content before.
The in-app editing tools are so easy to use and the platform’s self-referential nature makes it easy to find content ideas that you can tailor to your niche or audience.
The platform offers instant validation and exposure, but consistency is key due to its algorithm. With each TikTok you create, you have a chance to go viral—so the more you post the more it’s algorithm will surface your content.
Monetization options include the Creator Rewards Program (formerly the Creativity Program Beta) which pays out creators for eligible videos that are 60 seconds or longer. Influencers can also monetize through brand deals, yet the challenge lies in converting viewers into long-term fans.
Not only that, but RPM’s (revenue per thousand views) for short-form content are naturally going to be lower on a short video compared to a long-form piece of content because of total watch time.
If you go viral for a one-off video about something you’re not passionate about, how helpful is that to your overall goals as a creator?
It’s a great place to experiment and with little effort required to get going, you’ll also have little to lose.
2. Pinterest: The Visual Search Engine
For those with a backlog of photo and video content shot in portrait, not landscape, Pinterest is a great choice.
Its longevity, searchability, and suitability for smaller audiences make it appealing because you don’t need to have thousands of followers on Pinterest to get your content seen.
However, creators should be wary of getting caught up in vanity metrics, as engagement may not always translate to tangible outcomes.
Pinterest highlights a metric called “monthly viewers” on each pinner’s profile and while this is great to see your reach and impressions, I don’t think it is the be all, end all metric for measuring success on the platform.
The metrics that I look at and value success by are follower growth, pin clicks and saves to see which pins of mine are converting people to do something—whether that something is to follow me or to click over to my blog, newsletter, etc.
Monetization avenues on Pinterest include brand deals, driving sales and traffic to digital products and affiliate links.
Also as an indirect monetization method, you can share your email freebie on Pinterest to grow your email list which can also increase your overall earnings if you share affiliate links, sell digital products, or market more of your 1:1 services with your newsletter subscribers.
Focus on the platform that works best for you
3. Instagram: The Aesthetic Community Hub
Instagram suits creators with a strong aesthetic and varied topics.
There are still some Instagram accounts that tailor themselves to a very particular niche, but I consider Instagram a lifestyle platform that encompasses many areas of interest.
I also personally feel that Instagram offers the strongest opportunity for community connection because of comments and DM’s that have long been a part of Instagram’s functionality.
While its visual appeal and community engagement stand out, the platform's rapid changes can be challenging to keep up with.
It can be a bit much to keep track of all of the announcements and updates, especially when they can sometimes feel derivative of other platforms.
Despite this, Instagram has made an impact with features like stories and reels and has truly stood the test of time.
It’s the platform I’ve been most consistent on since 2012 and it isn’t going anywhere.
Instagram offers various monetization opportunities for creators, from brand deals to on-app shopping, the ability to share affiliate links and even subscriptions.
4. YouTube: Long-Form Trust Building
YouTube is a creator favorite for fostering deeper connections through long-form content.
Ideal for those with video editing skills and a great personality, YouTube's searchable nature ensures content longevity.
Even though I have posted the fewest overall pieces of content on YouTube over the years compared to other platforms, it really is a place where quality outweighs quantity.
Once you qualify, you can monetize your videos through the YouTube Partner Program which has helped me earn consistent, passive income as a creator.
Monetization options, including ads and affiliate links, become available with 1,000 subscribers and 4,000 hours of watch time.
YouTube also offers the ability to add affiliate links, use supers and subscriptions for creators to monetize.
The only downside is that growth on YouTube takes time. However, for those who aren’t ready to fully commit to long-form content…
Bonus: YouTube Shorts, The Short-Form Opportunity
If you’re already making short-form content on TikTok, Pinterest or Instagram, YouTube Shorts provides an opportunity to expand into long-form content.
Short-form creators can even start a channel dedicated just to Shorts, and many Shorts creators witnessing rapid growth in a short period.
These creators can grow gradually by building an audience first through shorts and attempting to convert them to become long-form content viewers later.
One thing to be aware of is that monetization on shorts is very much NOT the same as monetization for long-form YouTube videos.
You can still monetize but you need to reach a minimum of 500 subscribers and 3 million public shorts views in 90 days and the RPM’s will be much lower than that of long-form content.
Choosing where to focus your energy:
The key challenge for content creators across platforms comes down to finding the balance between creativity and performance.
Staying consistent, especially on platforms like YouTube, requires careful planning and communication with your audience.
As a content creator, consider being on at least one algorithm-focused platform and one platform that prioritizes searchable content.
For example, maybe you’ll choose TikTok (algorithm-focused) and YouTube (searchable) and share short clips of your YouTube videos on TikTok to get started.
Whether it's TikTok and Pinterest or Instagram and YouTube, diversifying your presence helps you tap into different audience bases.
While the landscape may seem vast, understanding the strengths and challenges of each platform empowers you to make informed decisions for your creative business.
Need more help?
For extra assistance in choosing the right platform, take the Social Media Platform Quiz in my free guide, The Influencer Launchpad.
This guide covers essential aspects of getting started as an influencer, from content pillars to niche selection and photography tips.
Please share your favorite social media platform in the comments below. Everyone's perspective is unique, and your insights could inspire fellow creators on their journey.
yours,
Austen
Photos by Karya Schanilec