Comparison of Instagram and Youtube influencers in terms of increasing brand awareness

Brand have started to use social media actively in their marketing and advertising strategies with the increasing importance of digitalization. In order to increase awareness and to lead potential consumers to purchasing behavior, brands create brand-influencing collaborations with people whom they can create a natural relation with their followers and subscribers and whose ideas can influence a community. In this connext, one of the most popular social media platforms Instagram and Youtube were compared. All studies on the subject will be beneficial for brands and businesses providing services in this field. The aim of the study is to compare the collaborations made on two different social media platforms and to determine which one is more successful in making the brand known. One of the qualitative research methods Netnography was used in the research and the data were collected from social media platforms Youtube and Instagram. While the sample of the research consisted of 10 brand-influential collaborations, including 5 Instagram and 5 Youtube, a total of 1622 comments left on the shared content were evaluated. The data collected were transferred to the Maxqda 2020 program; analyzes were completed by single-case model (code hierarchy), code matrix scanner and finally document portraits were visualized. According to the findings, when influencer-brand collaborations on Instagram and Youtube are compared in terms of increasing brand awareness, Instagram social media platform has been found more successful in this area. It has been concluded that the collaborations on this social platform make the brand more known, as the audience tends to the brand more.