Comparative analysis of influencer marketing effectiveness across different social media platforms

Abstract

This research paper provides a comparative analysis of influencer marketing effectiveness across three major social media platforms-Instagram, Facebook, and YouTube-within the Indian market. The study aims to identify which platform yields higher user engagement and brand recall, focusing on the impact of platform type and content type. Data were collected from 345 respondents using a structured online questionnaire, assessing key metrics such as likes, comments, shares, and overall satisfaction. The findings reveal that YouTube is the most effective platform for driving both engagement and brand recall, attributed to its ability to support long-form video content. Instagram also demonstrates high levels of engagement, particularly with visual-centric content, making it effective for quick and impactful consumer interactions. Facebook, while showing lower engagement and recall, remains valuable due to its broad reach and diverse user base. The study highlights the importance of platform selection and content type in optimizing influencer marketing strategies. The insights gained from this research provide actionable guidance for brands and marketers to enhance their influencer marketing efforts, particularly in emerging markets like India.