A comparison of social media influencers’ KPI patterns across platforms: Exploring differences in followers and engagement on Facebook, Instagram, YouTube, TikTok, and Twitter

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.
Pourazad et al

Management Slant

  • 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)....
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