Does your brand use Instagram influencer marketing? If not, now is the time to jump on this trend. Working with influencers is a great way to expose your brand to a whole new audience. And influencer marketing is only getting more and more popular – the industry is growing by leaps and bounds.
Today we’re talking about what makes influencer marketing such a valuable strategy. Then discover our five tips for quickly and easily setting up an influencer campaign that could transform your brand.
Why influencer marketing is valuable
Influencer marketing is a valuable and important marketing strategy for two main reasons. First, influencer marketing has a very good ROI compared to other marketing strategies. A study found that 89% of marketers say the ROI of influencer marketing is comparable or better than the ROI of other marketing channels. Your return on investment is the results you receive and you want the results of your marketing campaigns to be as good as possible. This is one of the reasons influencer marketing is so valuable.
Influencer marketing works just as well because it’s personal. Think about it: the influencer already has a relationship with their followers. So when an influencer sells a product to their followers, it feels more natural than if the company were directly selling their product. The organic nature of influencer marketing makes it a great option for brands on Instagram.
5 Instagram influencer marketing tips
Ready to get started with Instagram influencer marketing? Use these five simple yet effective tips to make sure you’re doing it right.
1. Choose the right influencer for your brand
The influencer you work with represents your business. That’s why it’s important to choose an influencer who accurately reflects your brand. Pick an influencer who is in your niche and has the same target audience as you. You’ll also want to make sure that you and all potential influencers share the same values and morals.
Researching the different types and sizes of influencers can help you get an idea of what size influencer you would like to work with. In general, here’s how the influencer sizing categories are broken down:
- Nano – 1,000 to 10,000 subscribers
- Micro – 10,000 to 50,000 subscribers
- Intermediate level – 50,000 to 500,000 subscribers
- Macro – 500,000 to one million subscribers
- Mega – One million or more subscribers
Choosing the right influencer size will help you stay within your budget. You will also be able to get a better idea of who the followers of this influencer are. For example, a micro or nano influencer will usually have a very engaged niche audience that could be the same as your target audience.
You can verify influencers using tools like research platforms, agencies, or just doing your own research. A search platform will allow you to search for influencers based on specific parameters (such as their industry or the number of followers they have). Then you can view basic information about each influencer. Agencies provide similar services, helping find influencers that match your needs, then showing you more details before contacting anyone. You can also perform this search yourself using Instagram and Google.
2. Get all the information
If you decide to work with an influencer marketing agency, make sure you understand what you’re getting into from the start. Instagram influencer marketing agencies act as a go-between with brands and influencers to help create campaigns. Agencies cover tasks such as:
- Research and selection of influencers
- Negotiate a contract
- Creating a content strategy and calendar
- Provide campaign analytics
There are pros and cons of working with an influencer marketing agency. Choosing an agency can save you time and effort – you won’t have to find an influencer and create the campaign yourself. Working with an experienced agency can be especially helpful if you are new to the world of influencer marketing. However, agencies generally work with smaller influencers. And some automate certain tasks instead of adding that personal touch.
You’ll also want to be aware of the costs involved before you get started. Influencer agencies are not always economical. And while the services they provide are often worth it, in other cases, companies might do the job better themselves.
3. Decide on the goals of the campaign
Whether you decide to work with an agency or do DIY, eventually you’ll be ready to prepare for your campaign. Before you start creating content, however, it’s important to decide on your campaign’s goals and let them guide the rest of the process.
Now is the time to define the KPIs that you will need to follow to achieve your campaign goals. Important KPIs for influencer marketing include:
- Conversions (based on registrations, purchases, clicks, registrations and downloads)
- Reach and awareness
- Reference traffic
- Engagement (from clicks, likes and shares)
- Audience growth
- User Generated Content
- Cost per click (CPC)
- Revenue generated
Which of these KPIs are most important to you? Pick the ones you want to focus on, then follow them closely throughout your campaign.
4. Create the right campaign
Different types of products often require different types of influencer marketing campaigns. Before you jump into anything, take some time to think about the right campaign for what you’re trying to promote. Would you like to promote this product through Instagram Stories? Posts? Coils? If you need space to explain how the product works, maybe IGTV would be a better fit. Or maybe you have specific captions or hashtags that you would like the influencer to use, like some Instagram captions for selfies. Think about your product and typical influencer content to decide how you can work together to create a campaign that builds on both of your strengths.
5. Know your payment options
An Instagram influencer marketing campaign isn’t complete without some sort of payment or compensation for the influencer. Each influencer works a little differently in this area. Some influencers are happy with a free product: you send them an article, they publish an article about it, and they don’t ask for any further compensation.
Other influencers like to make commissions from affiliate links. In this case, you give them a unique link to share with their followers. Then, the influencer receives a portion of the sales made via this link.
Still other influencers charge a standard price per post. This price will become more expensive depending on the size of the influencer account. You could pay thousands of dollars for a single post or a short video.
If it’s not in your budget, don’t worry! Try to work with a smaller influencer to make the process more affordable for you. Just be sure to communicate with all influencers up front so everyone understands what the pay will be.
Get started with Instagram influencer marketing
With these step-by-step tips, you’re ready to take your brand to the next level with Instagram influencer marketing. Start by finding the perfect influencer for your brand. Then decide whether you want to work with an agency or work with the influencer one-on-one. Define your campaign goals and determine the type of content you want your influencer to create. Finally, pay your influencer for a job well done. One of the best ways to help your business grow is influencer marketing on Instagram!