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, and Shreya Narsey
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.
There is a reverse double jeopardy effect for mature social media platforms such
as Facebook, YouTube, and Twitter (influencers with more followers have a lower
engagement rate than influencers with fewer followers)....