Top 8 Social Media Channels for Influencer Marketing in 2025

The top social media channels for influencer marketing in 2025 are Instagram, YouTube, TikTok, Facebook, X (Twitter), LinkedIn, Pinterest, and Snapchat, and each provides unique audience demographics, content formats, and ad features that brands can match with their influencer marketing campaigns.

A social media channel is an online platform where people view and share content like videos, photos, posts, reels, and stories. These platforms are important for influencer marketing because they act as the meeting point between brands and audiences which allows influencers to promote products in ways that feel authentic and relatable.

To choose the right social media channel for influencer campaigns, you should start by setting campaign goals, analyzing platform demographics, choosing content formats, considering the advertising features, and balancing cost and ROI.

8 best social media channels for influencer marketing in 2025 are described below.

1. Instagram
2. YouTube
3. TikTok
4. Facebook
5. X (Twitter)
6. LinkedIn
7. Pinterest
8. Snapchat

1. Instagram

Instagram is a social media platform that provides content in the form of photos, reels, stories, lives, and shoppable posts. This influencer marketing platform is ideal for lifestyle, fashion, fitness, and beauty brands because influencers on Instagram specialize in creating authentic and aspirational content to promote products in a relatable way.

Latest reports from Statista show that Instagram has over 2.5 billion users monthly, and 50% of users interact with brands on Instagram, so you have a large audience to promote your brand to. Instagram influencer marketing works best when you promote using micro influencers, as they have the most engaged and loyal following. Nano-influencers accounted for 75.9% of Instagram’s influencer base in 2024, according to Influencer Marketing Hub.

2. YouTube

YouTube is a popular social media platform for long-form video content where influencers create in-depth reviews, tutorials, and storytelling videos to engage the audience. YouTube has more reach than other social media platforms because it is SEO-friendly and its videos appear in Google search results. Brands collaborate with YouTube influencers because they provide detailed product demonstrations and build lasting relationships with audiences.

YouTube also has 2.5 billion monthly active users, according to Influencer Marketing Hub which makes it a vast social media market. YouTube influencers have loyal and active audiences, as they receive the highest engagement rate (49%) calculated by the number of likes, comments, and shares of a video, according to research titled “Influencer marketing statistics to know in 2025” by Amy Burchill.

3. TikTok

TikTok is a video focused social media platform that is known for short and entertaining clips with background music that appeal to a wider audience. TikTok is perfect for creating viral trends, taking challenges, and providing authentic and fun influencer promotions. Moreover, TikTok influencer marketing is highly effective because it reaches younger audiences like Gen Z and Millennials.

TikTok leads other social platforms in engagement, with rates reaching 15.04% for smaller accounts and 10.53% for million-plus followers, far outperforming Instagram’s 2.05% average and YouTube’s highest of 3.47%, according to research titled “30 Influencer Marketing Statistics for 2025” by Lindsay Tigar.

4. Facebook

Facebook is a highly popular social media platform that offers massive reach with various content forms like posts, reels, videos, and stories to engage a wider audience. It is popular in influencer marketing because of its reach for older demographics and community-based influencer marketing campaigns.

Facebook remains the dominant social media platform in 2024, with over 3 billion monthly active users, according to Influencer Marketing Hub. Facebook is the most popular social media platform that marketers used in 2023, and they reported that it had better ROI than every other platform, according to HubSpot.

5. X (Twitter)

X is a famous social networking platform that allows users to have meaningful interactions by sharing real-time text, images, and video posts. It is great for influencer marketing as it allows users to have real conversations and increase brand awareness. X is the best social platform for brands to promote themselves and receive immediate reach because the trending topics, news, or new products are first discussed on X and then on other social media platforms.

X is estimated to have 650 million monthly active users as of 2025, according to SEO.AI. It also has 237.8 million monetizable daily active users and an average engagement rate of 0.015%, according to a statistical report by SproutSocial.

6. LinkedIn

LinkedIn is the leading professional influencer networking platform that is widely used for B2B influencer marketing, thought leadership, and executive branding. It has more than 1.1 billion monthly active users, with a user base dominated by professionals, decision-makers, and industry leaders. LinkedIn is designed for distributing long form articles, professional updates, company news, and knowledge sharing content unlike consumer focused platforms which makes it effective for reaching niche business audiences.

Research from StatsUp shows that 64 percent of global marketers use LinkedIn, including 84 percent of B2B and 54 percent of B2C marketers. The platform is particularly strong for influencer campaigns aimed at lead generation, recruitment marketing, and building authority within industries such as technology, finance, and professional services. However, marketers must account for higher ad costs and a slower pace of content virality compared to platforms like TikTok or Instagram, which means LinkedIn is best suited for strategies focused on trust, credibility, and long-term relationship building rather than rapid mass reach.

7. Pinterest

Pinterest is a visual discovery platform where users actively search for inspiration and ideas, with purchase intent in mind. Popular categories include home décor, fashion, food, travel, and DIY projects, and users save or pin images and videos to plan future purchases or projects.

Pinterest continues to grow steadily, with around 522 million monthly active users globally in 2024, reflecting a year-over-year increase of 12.2 percent, according to BusinessOfApps statistics. Pinterest content has a long shelf life, and pins can continue to drive traffic and engagement months or even years after they are posted, unlike short-form social platforms where content fades quickly. This makes it especially effective for influencer partnerships that focus on sustained discovery rather than short bursts of attention.

8. Snapchat

Snapchat is a social media app where users share short photos and videos that disappear after they are seen. It is very popular among teenagers and young adults who share quick photos and personal messages. Influencers on Snapchat share real and behind-the-scenes moments and use fun filters or effects to keep followers interested.

Snapchat reported over 850 million monthly active users globally in 2024, with approximately 75 percent of users engaging daily with the platform’s augmented reality features, according to Measure.Studio. It is also stated that Snapchat’s advertising revenue is projected to reach $8.34 billion by 2027, up from $4.6 billion in 2022, in research by Amra and Elma.

What Is an Influencer Marketing Channel?

An influencer marketing channel is a platform where creators with social media followings create and share content to promote brands, products, or services. These platforms, which include Instagram, TikTok, YouTube, LinkedIn, and Facebook, have become central to modern marketing because they allow brands to connect with their target audiences more directly, build trust and credibility, and achieve higher engagement rates than traditional advertising.

Influencers use these channels not just to expand their reach but to deliver content in formats that feel authentic and relevant to their followers. They position brand promotions as natural extensions of their daily lives by publishing reviews, tutorials, lifestyle updates, or behind-the-scenes moments. This relatability helps brands achieve measurable outcomes such as increased website traffic, app downloads, sign-ups, or direct purchases, while also building longer-term trust and loyalty.

How to Choose the Right Social Media Channel for Influencer Campaigns?

5 steps to choose the right social media channel for influencer campaigns are described below.

• Set Campaign Goals: Decide whether you want to build brand awareness, increase engagement, generate leads, drive traffic, or boost sales with your influencer marketing campaign. Campaign goals determine which platform will deliver the best results.

• Analyze Platform Demographics: Study each social media platform’s user base and compare age, gender, interests, and location to match your target audience, so your influencer campaign connects with the most relevant people.

• Choose the Content Formats: Select the content types that align with your influencer campaign message. Consider whether you need short videos, photos, live streams, or stories and choose channels that support and amplify those formats.

• Consider the Advertising Features: Evaluate the paid promotion tools each social media channel offers by looking at targeting, retargeting, analytics, and unique ad formats. These features amplify influencer reach and optimize the performance of influencer marketing campaigns.

• Balance Cost and ROI: Compare influencer costs per social media platform with expected returns and assess both short-term visibility and long-term value.

Can choosing the right marketing channel impact overall brand credibility?

Yes, choosing the right marketing channel impacts overall brand credibility because it helps your brand’s message reach the right people, like your target audience. Using the right platform builds trust and authenticity by connecting with people where they already spend their time. It also improves how audiences view your brand by aligning your tone, content style, and values with the platform’s culture.

What is the most common social media channel used by influencers?

The most common social media channel used by influencers isInstagram because of its strong visuals, wide range of content formats like stories, reels, and posts, and its ability to connect brands with highly engaged audiences. Instagram allows influencers to share authentic content that brings better audience interaction compared to many other platforms. 93% of the brands use Instagram for influencer marketing, according to research titled “29 Instagram Statistics For Marketing in 2025” by Kate Bojkov.

Which social media channel is best for marketing?

Facebook, Instagram, and YouTube are the best social media channels for marketing, but it depends on your brand, target audience, and campaign goals. Different platforms have different purposes, as Instagram and YouTube work best for B2C businesses because they help in visual storytelling and influencer partnerships. Facebook and LinkedIn are more suitable for B2B businesses because they offer precise ad targeting, lead generation, and access to professional decision makers.