Influencer marketing is one of the most efficient ways to promote a brand, bringing in a fresh perspective for your products or services, while at the same time widening your reach as they expose your offers to their thousands of followers. If you are considering this strategy and would like to know where and how to start, it would be on Instagram.
With over 1 billion users, business owners and marketers would benefit most by investing in a collaboration with an influencer on this social media platform which has more than 500 million daily active users. Given that 88% of consumers say that they trust recommendations made online, working with the right influencer can be very rewarding for your brand. Read on to learn which ones you should be working with to increase your brand’s Instagram followers and actual buying customers.
Create a List of Potential Instagram Influencers to Promote Your Brand
You can choose influencers based on the size of their reach or their type, depending on what you want to focus on. Creating a list of potential Instagram influencers can be quite easy if you’re active on social media, as you’ll probably know some of the influencers in your niche. However, if you’re not familiar with influencers in your industry, you can do an online search of top blogs in your niche and take note of the names of the people who published those blogs or use influencer marketing tools and check which ones in your niche have high engagement rates.
Evaluate Your List of Potential Instagram Influencers
Once you have a list of potential influencers to promote your brand on Instagram, the next thing you will need to do is to research about their online presence – their audience, content, and level of influence to your target niche. You want to make sure that you are choosing influencers who are relevant to your target audience and are able to influence them into wanting to learn more about your brand and actually buying it so they can try it out.
Check their Instagram account and take note of how frequent they post content, how they engage with their followers, and if they are able to make genuine connections with them. Also, be wary of fake followers. If one has thousands and followers, yet their posts do not show as many likes, then it would be best to take them off your list.
Connect with the Right Influencers and Pitch a Partnership
After you have assessed your list of prospective influencers and are now left with a shortlist, it’s time for you to reach out to them and offer a partnership with your brand. But before anything else, be sure to follow them on Instagram and like their recent posts. It would also be nice if you can comment on these posts and engage with the influencers. This way, you would be able to create a positive connection with them and this would likely increase your chances of being considered for a collaboration.
After you have done these, you can now initiate a conversation with them through a direct message on Instagram or by sending them an email. In your message, let them know that you’re interested in collaborating with them, why you chose them to promote your brand, and what they would be getting out of their collaboration with you. Personalize your message to ensure that they would respond back. If they haven’t replied back after a few days, send them another message and follow up on your offer.
Discuss the Objectives of Your Influencer Marketing Campaign with Your Influencer
Unlike most marketing campaigns, where you have full control over the planning and execution, an influencer marketing campaign would require you to allow your influencer to do things their way as long as these are aligned with the goals and objectives of your campaign.
It is important that you let them know exactly what you want to achieve from this collaboration, such as building brand awareness or promoting a new product. Influencers have gained tons of followers because of their unique content and way of engaging with Instagram users. So, when brands choose these influencers, it is best to keep their promotion true to their specific style. Because they interact directly with their followers, influencers would know best how to make their followers respond favorably to your brand.
Choose the Type of Campaign You Want Your Influencer to Implement
While your Instagram influencer would be given flexibility and freedom in terms of how they would be promoting your brand to their followers, they will have to follow certain terms that have been agreed upon with you, such as which type of campaign to implement – product reviews, sponsored posts, and contests and giveaways.
If your goal is to generate leads and increase sales, product reviews would help your brand achieve that objective. With this type of campaign, your influencer would be sharing their insights and recommendations about your product to their followers. Given the trust and confidence of followers to this influencer, posting their reviews on their feeds and stories would likely result to an increase in sales. You can also have your Instagram influencer mention your brand or specific product on a post.
Another type of campaign would be contests and giveaways. This is effective for increasing your followers and generating more sign-ups. If your campaign objective is to spread awareness about your brand, this would be the best campaign to do that job.
Instagram influencers have such a powerful effect on their followers, which is why they would be highly effective in helping you achieve your marketing goals. Given how most consumers rely on social media for their purchasing decisions, it makes a lot of sense to invest in a marketing strategy in Instagram, which has a daily active user count of 500 million.
Whatever your marketing goals are, give influencer marketing campaigns a try. You’ll be surprised at the results that one influencer can give your brand!