A Comparison of Social Media Influencers’ KPI Patterns across Platforms
研究了180位网红在五个社交平台上的粉丝数和互动率等关键绩效指标，发现不同平台存在不同的双重危险效应，为品牌与网红合作提供参考。
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. This study addresses this shortfall by examining classic key performance indicators (<i>i.e.</i>, the number of followers and engagement rate) of 180 influencers on Facebook, Instagram, YouTube, TikTok, and Twitter. The analysis is based on a sample of more than 35,000 posts and considers the influencers’ areas of expertise. Among the key findings, the authors detected differences in double jeopardy effects (reverse, classic, and no double jeopardy) among mature, growing, and changing social media platforms. The findings carry practical implications for establishing partnerships between brands and influencers.