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Influencer marketing has increasingly become popular for brands to infuse in. With the rise of word-of-mouth marketing and social proof, it’s a great way to connect with audience, inflate brand awareness, and boost conversions.
Social media has quite simply become an integral part of everyone’s lives. From those who use it for entertainment or use it for business improvement; social media is no longer a place of escape, it’s an area to boost popularity, brand awareness and flash about a life everyone wishes they had.
From Facebook, Instagram, YouTube and Twitter, as users we are addicted to logging in, swiping through feeds, and calculating the number of likes, comments and shares collated over the past few days.
Because of this, the interaction levels on social media sites has skyrocketed, with the daily active users hitting 3.5 billion, equating to 45% of the entire global population.
‘Daily active users hitting 3.5 billion, equating to 45% of the entire global population’
Because of this, businesses everywhere have been quick to jump onto the use of social media to promote new products, increase the audience base and create partnerships with other business users. Most specifically through the use of Instagram.
1. What Is Instagram Influencer Marketing?
Instagram influencer marketing is a type of marketing done through the use of endorsements. A business will select one, or a handful of high-quality Instagram accounts that have a substantial amount of followers and an influence on their fans, to promote either products, services or discounts too.
This only works well if the chosen influencer has a collection of trusting followers who take their opinion very seriously, enough to act upon it. It comes from years of social media used to build up a dedicated base.
But, with hard work, the account can quickly be picked up from the business and turned into an influencing profile to aid in the companies' growth both online and in real life too.
Followers can quickly become potential customers if the correct influencer has been chosen. For example, 73% of marketers believe that social media marketing is very beneficial for businesses.
But, if anything, the process of social media influencer marketing is rather extensive. A lot has to be taken into consideration to ensure that in doing this, the business does increase in traffic, audience and potential revenue, otherwise it would have all been done for nothing.
Because of this, below we will be discussing the top 10 Instagram influencer marketing strategies. This way, any business can be confident that they are making the right choice using this method and gain the benefits of doing so.
2. Know Your Audience Base
Before anything is composed, the business needs to start by knowing the audience base they want to target or increase their reach too. Once this is clearly defined, it will be much easier finding the right Instagram influencer to fit the needs of the audience.
It mainly works depending on what the business provides, in correlation to the chosen audience's interests. There would be no reason to target a group of gamers if the brand sells children’s clothing. All of the details need to be taken into consideration.
As well as interests, it would be important to account for age, possibly gender, lifestyle, work, and behaviours of the desired target audience, to be able to begin preparing campaign ideas that will suit everything about them. This way, it will be much easier to boost business popularity, as the audience will feel completely catered for.
3. Finding Social Media Influencers
Like most strategies, the first steps into social media marketing are dedicated to research. In this case, the chosen platform is Instagram, so the approach is going to be focused on finding the right demographic to begin expanding the business profile.
In the first phase of conducting research, look into the style of influencers the business is interested in.
The Types of Influencers:
- High rated celebrities: Will have a very large Instagram following, influence on the fans opinions and ability to produce quality content.
- Micro-influencers: Sticking to under 2000 followers, but a fan base that is dedicated to the account and enjoy the content being produced, the potential to grow is also there, tend to work independently.
- Macro Influencer: Their sole job is dedicated to being a brand ambassador for businesses, implementing content into their account that has between 10K-100K followers, usually represented by an agency.
Along with this, the business must take into account how easily accessible they would like their influencer to be. That of a micro-influencer will likely only have a few businesses in partnership, and willing to accept a handful of free items to promote throughout their page.
Yet that of a Blogger or Celebrity, are likely to do any promotion agreements through a management agency. While they may seem a little less flexible, if the business can compensate for the needs of this influencer, a larger fan base is much better for wanting to grow.
4. How Much Should a Brand Pay an Influencer?
When knowing how much to pay the chosen type of influencer, the business first needs to decide on how large they are expecting the return on investment to be; will the chosen influencer hit the overall marketing goals?
Depending on the size of the account, will dictate how much the influencer will ask to be paid per piece of content created. The business then needs to take this into account and comply accordingly depending on what can be afforded.
A step into tackling this may be to compare different prices received from various influencer managers, and then judge the value of each influencer.
While it may be hard to predict the value of an influencer before the content is being produced and engagements made, it's a starting point for evaluating comparisons.
According to a study conducted by Web FX, the Instagram Influencers are asking for different prices in 2020 compared to that in the past. Those with worthy accounts are asking for $10 per 1000 followers for a piece of content posted. However, it is still decided based on a series of factors that are different for all accounts.
- The number of followers that account has
- Their level of engagement from the audience
- How well their account fits with the business
- How many posts are being asked from the influencer
- What style of post is being asked
Based upon these factors, sometimes the price can be negotiable if the reasons why a price has not been agreed are worthy enough. This way, a business may get a perfect influencer for a much cheaper price, or find that too many are demanding of high costs.
Once this has been revealed, the strategy can then be implemented, based on what budget is available, to make the most out of what is available.
5. Track The Outreach
When the process of finding an influencer starts, the contacts and emails can quickly pile up, and with no real organisation, it can become confusing who has been contacted, when and by whom. It’s much easier to lose opportunities through lack of organisation and being unprofessional.
Because of this, it would be beneficial to develop a system to go through when outreaching to potential influencers. Start by forming a document that addresses who on the team contacted them, the date, who was contacted, and any notes on following up or the current status of the conversation.
This way, an influencer will not be spoken to twice by different members of the team, which can ultimately turn them away from working with the brand.
6. Compose A Campaign Brief
For the strategy to work, the business needs to be clear with the Instagram influencer on the campaign and goal expectations. In doing this, the influencer will know how much dedication needs to go into the content they are implementing.
Whether the brand wants to sell a particular product, raise brand awareness, boost downloads of their app or share a new discount, the influencer needs to know, so they can act accordingly, and produce the right style pieces that will allow their audience to act in these ways.
As well as this, while scripting can quite quickly become untrusting to an audience base, it is important for the influencer to know exactly what needs to be stated and when ensuring no important information is left out of the campaign.
Particularly for Instagram, it has been suggested to stick to 2 messaging points at a maximum. This way, the content won’t feel forced, but it will also be informative enough to get a reaction from the audience.
7. Choose The Style Of Marketing
Once the chosen goals are clear for both parties, it is important to next decide what style of marketing campaign will be performed that will work to accomplish the final goals.
While the influencer is going to be paid for their time and content production, there are a handful of other methods available that can be added to the mix, or used as a different approach for each influencer involved in the campaign.
These options include:
- Gifting: giving the influencer free products to test and talk about their social channels.
- Social media mentions: using a business or influencer to mention the company and repost content.
- Influencer takeovers: giving an influencer the business social accounts for a period of time to post on.
- Brand ambassadors: creating relationships with those who are fans of the brand to promote the products, content or services, in return of offers, free gifts or being a brand feature.
- Affiliates: giving the influencer a unique code for their followers to use that allows them to build up a commission
By adding these into the campaign strategy allows the influencer to have some flexibility in the content they are producing, to cater it specifically for their audience base. The customisation features will allow a strategy to be devised that works well for all parties involved.
8. Offer Discounts To Those Who Follow
One thing shoppers love the most is to save money. So, why not throw this as an incentive to the followers who have been dedicated to the account, are taking part in engagements and are overall loyal audience members.
Simply offer those who follow a personalised discount only for them, and this way those who find out may result in following the account too, to save money and also keep up with any future news of this kind.
It has been suggested by Media Post, that a returning customer is likely to spend 67% more on their next transaction, due to the marketing efforts boosting loyalty and business trust.
‘Suggested by Media Post, that a returning customer is likely to spend 67% more on their next transaction’
Use the influencers account to spread awareness, and convert their followers into businesses with a simple saving code that can easily persuade them to stick around.
9. Maintain Transparency
A very quick way to lose any potential build on the audience, and in some cases an audience base already maintained is by a business coming across as misleading.
Surprisingly, there are a handful of laws that need to be abided by when proposing different marketing campaigns on social media, with several influencers having to disclose the nature of their brand partnerships to ensure everyone is kept happy and that there is complete business transparency.
As well as this, most Instagram users are smart enough to realise the moments when they are being misled, by understanding the difference of a personal recommendation from an influencer to the audience or a paid advertisement.
Many do not agree with the ads and will refuse to follow this sort of content, knowing that it doesn't have the audience the best interest at heart. This being said, it would be important to bear in mind these feelings when developing campaign content, to ensure that it performs with those watching it in mind.
The simplest way to remain transparent is to address all accompanying features of a piece of content. If a post is sponsored and the influencer is getting paid, address this in the tags with an 'a simple ‘paid sponsorship’ comment where all the audience can see.
If a product is free, say that the post is based on a gifted product. With these features, the audience themselves can decide the way in which they react to the content given. This will also ensure that the business stays trusted and relied on.
10. Set Up Conversion Tracking
Just before the campaign goes live, it would be beneficial for the business to set up a method of analysis to see how well the content is performing. The focus should be on how to track the KPIs. For example, the change in traffic levels, brand mentions, purchases and signups.
Some of the most popular methods of tracking company analytics are as follows.
This platform allows the user to record the performance of a piece of content through levels of traffic sent to it, or how people have reacted outside of the content through the use of this software on a high-quality workstation. For example, clicking through to the business site, or a potential partnering link attached inside the content.
By having a campaign assigned hashtag, the business can track just how well it is performing by the impact the hashtag has had on the social media accounts. For example, if there have been any interactions with the phrase, retweets or comments with the mention of the hashtag, all working to increase the awareness of the campaign.
11. The Future of Instagram Influencer Marketing
A lot can be suggested about Instagram influencer marketing, and whether or not we will be seeing it in the future through the screens on our phones. That being said, it is clear that with a compatible strategy, a business can boost their popularity tenfold; quickly reaping the benefits from traffic, revenue and sales increases.
While on some levels the use of an Instagram influencer can make business authenticity questionable in some users' eyes, there is no reason why it should not be done and done well.
The potential Instagram influencer marketing holds is certainly the best in the business, with online users growing every day this is the easiest way to get a large number of people seeing 1 piece of content.
By following, the suggested strategies above will work to provide the business with a quality marketing strategy through the use of an Instagram Influencer.
It will ensure the company stays well lit against the millions of other pages, well reacted too and optimised, and finally ensure that the brand name remains positive against all the possible reasons why influencer marketing can hinder its popularity.
Follow our steps and there is no reason why an influencer marketing strategy cannot work for your business.
Author: Jasmine Nash
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