Picking the right influencer, Instagrammer vs Youtuber | Podcast S01E06

Which is a better influencer for your business, an Instagrammer or Youtuber? IGTV is trying to ramp up its usage within the Instagram community by adding the feature where IGTV clips would start appearing in people's feeds. Moreover, as recent in July, IGTV is getting another boost of exposure where anyone can watch IGTV videos on Instagram, in the standalone IGTV app. When someone you follow posts a new video to IGTV, you'll get a notification in the native Instagram app. Along with that in mind, this gives influencers to expand its content strategy towards IGTV and even possibly convert Youtubers that are on Instagram to use this feature. In this episode, we highlight how Instagram and Youtube influencer is different from each other, and how you can use each one to your advantage for your business.

"I can't even say they've got the same audience."

There's an overlap of viewers between Youtube & Instagram. However, if you view the user behavior and audience persona of a person who converts through Youtube vs. Instagram, you will see they are different. For starters, 62% of Youtube users are male, and the content that people are browsing for on Youtube are mainly product reviews, vlogging for travel, or longer form of stories from influencers. Users spend roughly 40 minutes a day on Youtube, Instagrammers use the channel twice as less than 18 minutes.

"How you convey the content on both channels is quite different."

Youtube stands as a domain for more creative, sophisticated, and entertaining content, which takes up more concentration from users. Most of the videos are of higher quality and cinematic format. So for influencers to produce this content its more of a challenge and more costly because they need to find a form or theme to stand out from others.

With Instagram, it's all about lifestyle — what people do and how they spend their money. Videos have to be quickly digestible as you have a couple of seconds before a user switches their attention to the next video, and it's quicker to produce and less costly. With the evolution of IGTV, allowing both horizontal and vertical videos, this works excellent for creators who want to be up-close and personal with their audience, i.e., travel or cooking videos. As well for those creating content such as dance and sports, which are high motion and often feature a handful of people in the frame.

"What is the product you are trying to sell?"

If the product you are trying to sell or showcase is lifestyle-oriented such as clothes or accessories, then Instagram would be the right channel to use. Using influencers to mention for recommendations or referring a specific product is much more likely to look native and be appreciated than imposing direct ads on Instagram. If you are a lifestyle e-commerce brand driving traffic to your website via Instagram is harder. Even if you put links into stories, users may still feel reluctant to check out your brand.

Youtube would be a better channel to use, only if you want to educate your audience about your products in the first contact; which takes a longer form of video. Also, if you are looking for an additional traffic source, getting your videos to the 'suggested' section on Youtube will give you a tangible boost in terms of impressions and deliver potential customers to your website.

S01E06 Guests: Daniel Woodroof & Brandon Lee

Before they were co-founders of Pandan Social, a content marketing agency based in Malaysia. Daniel and Brandon met when they were both go-kart racers with the ultimate goal of joining formula one. In the business side, Brandon is a freelanced content creator and videographer. While Daniel is an accomplished marketing consultant. With their experience in the global markets, they saw that many brands don't have a dedicated team to run or create content for their social media channels. Their agency Pandan Social fills in this need by providing brands with their dedicated team of content producers, account managers, and social media marketers to create content as well as manage their social media channels.

Daniel Woodroof
Brandon Lee



Don't skip this bit.

  • If you want to be an effective content creator, always be yourself and be confident with your brand.
  • Always keep in trend.
  • Timeline is your life, be selective, and tailor your content to the platform you are using.
  • Leverage on collaborations - work with groups of people to create great content.

How to deal with influencer frauds? | Podcast S01E03

How do you know when an influencer is a fraud? In episode 3 of our Influencer Marketing series, we've heard stories from two business that have worked with fraudulent influencers and what they learned from them.

The Practice of Black Hat Social Media Marketing

There are a number of influencers today who practice black hat marketing on social media, especially on Instagram. The techniques include; buying followers (via spam accounts) on websites in exchange for cash. These influencers use these accounts to rapidly grow their following so they can appear to have a large follower base in order to get higher compensation from businesses. Another practice is using bots to fake engagement.

Influencer marketing fraud is a growing problem in an industry valued at $1 billion dollars. According to data findings from an anti-fraud company called Sway Ops, a single day’s worth of posts tagged #sponsored or #ad on Instagram contained over 50 percent fake engagements and out of 118,007 comments, only 20,942 were NOT MADE by bot followers. This goes to show a lot of influencers nowadays think the use of this software and programs is legitimate; and that it's normal to invest in pods to increase growth. As a result, this becomes a problem for brands to trust influencers to promote their business when their social currency or following is not authentic.

"Create benchmarks and rules"

Before reaching out to an influencer, a business should set a benchmark to what type of influencer is best for their brand. This involves defining the type of audience they have, the number of followers they should have, the type of content they produce and the KPI's (key performance indicators) they should have such as engagement rate. This can help determine between the good vs. the bad influencers, wherein a good influencer would be able to share their stats or KPI's. While the bad would share minimum or none of their KPI's.

"Long term strategies equal long term relationships"

If you've collaborated with good influencers in the past, then it would be ideal to create a long-term influencer strategy with those you trust so that you don't have to look for new ones who maybe frauds. It saves time, money and it guarantee's results for your business. This would mean that you would have to test the waters, but if you've established your benchmarks and rules you'll be able to determine the good vs. the bad influencers.

S01 E03 Guest #1: Mia Ponidjan

On this episode, we have Mia Ponidjan the general manager of Prasanna by Arjani Resort Bali - Indonesia. A stunning property tucked away in Uluwatu Bali that features 21 luxury villas. As a resort, Mia receives a lot of collaboration requests from influencers. In this episode, Mia shares her experience of working with travel influencers who've committed fraud and how it changed her businesses approach towards collaborating with future influencers.


S01 E03 Guest #2: Danielle Francis

Our second guest is Danielle Francis the Founder & CEO of Bloom Moda e-commerce retail company that sells, upcycle, and recycles sustainable children's fashion brands throughout the European Union. Danielle has worked with a variety of Instagram influencers known as "Instagram Mom's". In this episode, she shares her experience with working some frauds and what she learned from them.