Every day we come across new marketing tactics. Instagram influencer marketing is one strategy that is worth it. Instagram has nearly 1 billion active users a month. The strength of Instagram influencer marketing has aided businesses by ascending their sales overnight. Instagram users would have seen influential users promoting brands and products. They have the power to influence the masses, which can convert into clients. By executing Instagram influencer marketing, you can promote your latest products, convert leads into customers, and enhance better communication with the existing ones.
According to KISSmetrics, 70% of Instagram users have already looked up various brands on the platform and want to consume their content. Thus, giving you an extreme reason to market on Instagram for your eCommerce brands.
Table of Contents
1. Why does Instagram Influencer Marketing Service works so well?
2. Benefits of using Instagram as an Influencer Marketing Platform
3. How to find an efficient Influencer for your niche
4. Checklist for choosing the right Influencer for your Instagram Influencer Marketing Campaign
6. How small businesses can leverage Instagram Influencer Marketing with Micro and Nano-influencers
You must be confused about this entire tactic as in how does Instagram influencer marketing works? In this blog, we will discuss the benefits of using the Instagram influencer marketing platform, checklist for choosing the right influencers, the pricing and about how small businesses can leverage Instagram Influencer Marketing with Micro and Nano-influencers to Instagram influencer marketing.
Why does Instagram Influencer Marketing Service work so well?
Influencer marketing services are on pace to become an 8 billion dollar industry in 2020, and Instagram is topping up the charts when we talk about influencer marketing. Instagram has a 3.21% engagement rate compared to 1.5% across all social platforms. Instagram influencer marketing service is an example of a modern marketing tactic and demolishes traditional marketing barriers. Leads get to know about your brand from an influencer, a source of trust for them on a casual platform like Instagram.
When an influencer suggests a product or service on their channels, it comes across as a trusted, authentic recommendation to their followers. They believe them with closed eyes, which is a significant advantage for the brand. They don’t have to spend extra and usual traditional advertising methods without knowing their target audience. Instead, they are only shooting towards their target audience in a fraction of minutes.
By collaborating with relevant influencers, your brand comes under the eyes of people who are already interested in your niche, so it’s easier to make a real impression! Authenticity, realism, genuinely is the master key. When an influencer is consistent with a niche market, such as cruelty-free cosmetics, their followers will hold that influencer as a command on that topic and eventually trust their recommendations. As a result, Instagram influencer marketing can be spectacular for promoting your products and brands.
Benefits of Using Instagram as an Influencer Marketing Platform
1. Quickly Builds Trust
Influencers have slowly built trustworthy relationships and credibility with their followers. Their fans follow their content and recommendations. For them, everything the influencer says seems to work. Once you share an influencer’s content and vice-versa, you’ll get the needed exposure as the influencers will promote your brand to an actively engaged audience.
2. Wider reach
Instagram is considered one of the most popular social media networks in the world. The Pew Research Center, it’s the second most popular social media platform after Facebook. Its popularity is one of the biggest reasons for its massive reach, so Instagram is considered an excellent platform for influencer marketing.
3. Improves Brand Awareness
Influencer social media marketing can widely expand your reach and positioning online, improving your brand awareness. Social users will begin to know more about your brand at an ascending speed. The key to maximizing influencer strategy is ensuring that you’re providing valuable content that adds value on both sides.
4. High engagement
Instagram is the most engaging social media platform. According to a study by TrackMaven, Instagram sees the most average interactions per post per 1,000 followers. The average engagement ratio is 29.67 on the platform: the higher the engagement, the more chances to generate leads.
5. Efficiently Reaches Your Target Audience and Drives Purchasing Decisions
Relevant influencers promote your content in front of social media users who are already engaged in your niche. You don’t have to pay any extra money for testing and finding your target audience. Users look up on influencers more and more for recommendations of products and services to buy. In a study conducted in 2016, roughly 40% of respondents said they purchased after seeing a social media influencer use the product or service. Four years later, those numbers have indeed escalated as the importance of social media has grown.
6. Choice of Influencer
Since it’s the influencer oriented game, you have to keep in mind their choice and preferred platform. Bloglovin talked to 2,500 micro-influencers and found that Instagram is their most preferred platform. 59% of influencers find Instagram the most effective platform to engage their target audience.
7. Builds Winning Partnerships
Connecting and engaging with an influencer can be the start of a healthy relationship. When you’re in it for the long-game, you never know where these connections could lead you.
8. Lead Generation
Lead generation is one of the most important benefits of the Instagram social media marketing business. Most social platforms now offer an advertising template specially designed to collect leads and help brands generate traffic. Influencer Instagram social media marketing is a simple way for prospective users to share their interest in your product and services. Lead generation has significantly evolved. Influencer marketing has played a more significant role in connecting brands with clients. Leveraging this medium to drive lead generation is essential in the modern marketplace.
How to find an efficient influencer for your niche?
Now comes the challenge of finding the right influencers. As per a study by Econsultancy found it to be the biggest challenge of working with influencers. To overcome this challenge, there are two ways either you can directly approach an influencer marketing agency or find an influencer all by yourself.
An influencer marketing agency is an agency that provides a variety of services, but its primary function is to identify the right influencer for your brands. They are the ones who will negotiate the rates with influencers on behalf of a brand and plan and strategize your brand’s campaign that will maximize engagement and audience reach. To know about influencer marketing agencies in detail, check our blog, “Top 20 Influencer Marketing Agencies in the UK“.
If you wish to choose the influencer all by yourself, want to plan and execute the strategies yourself, you need to be sure about what you are looking for in an influencer. Make sure they suit your niche and are a perfect choice for your brand campaign. If you fail there, then everything will go in vain as you will target the wrong audience. Ensure the influencer you decide has an engaging and massive audience. Once you can shortlist the list of influencers you want to collaborate with, it will be easy to narrow down the best one. Go through several pointers that will help you find potential influencers.
1. Search for right Hashtags
If you are already an established brand, start by conducting a search using your brand hashtag. Try searching for influencers who are already following your brand and love posting about your products. You can check out the users who have created these posts.
For example, the cosmetics brand Charlotte Tilbury might conduct searches using hashtags like #Charlottetilbury or #Charlottetilburycosmetics.
Take a closer look at some of the posts in the search results.
We’ll examine the account of the original content creator. For instance, let’s examine the account of @GlamByGilly. Judging from her bio, she is an original content creator with an expertise in beauty and makeup and a content creator. Not only is she relevant, but she also has 98.5K followers. She can be the influencer for Charlotte Tilbury, depending on my campaign objective and because she’s already a fan of the brand and has massive reach.
But what in case you are not an established brand? You can also search for relevant niche hashtags. Just like with the first tactic, you’ll need to examine the results and the accounts of users who have created the content that appeals to you in that particular niche and has massive followers.
Let’s say you’re a brand that wants to promote a new line of cosmetics. In this case, you’d ideally be working with a beauty blogger or makeup blogger or makeup influencers who can also use your cosmetic and influence people to use it.
2. Usage of right tools
You can also make use of influencer marketing tools. Using these tools, you’ll find a list of influencers based on a relevant keyword or category. Some of the best tools you can use are BuzzWeb, BuzzSumo, Ninja Outreach, and Influence.co.
Influence.co is free to use. You can adjust some filters and conduct your searches based on your requirements.BuzzWeb also allows you to conduct searches on over 100,000 influencers completely free. You can then scan their audience and see which influencers fit your requirements.
But as per my opinion, an influencer marketing agency is the best choice. You will not have to spend your time researching all this; instead, the agency will cautiously understand your needs and expectations to connect you with the most relevant influencers in their network.
Checklist for choosing the right influencer for Your Instagram Influencer Marketing Campaigns
1. Engagement Rate
Please understand engagement rate differs from the number of followers. You ought to check whether that influencer has a highly active engaging audience. Often, you want to see an engagement rate of 2-3% on influencers’ posts.
Now you can either use this mathematical formula to calculate the engagement rate or use tools like Influencer.co.
Engagement rate = no. of likes and comments ÷ no. of followers*100
2. Follower’s Quality
Just having followers in huge numbers is not enough. It would help if you were sure about the quality of the followers. The followers should align with your business. For instance, if you’re a fashion brand, it makes sense to partner with influencers who share a similar audience to your ideal customers, such as resellers or fashion retailers. To evaluate whether an Instagram influencer’s audience aligns your own, you need to look at attributes like geographic distribution, age group, gender, language, approximate income, etc. You have to find that intersection where yours and influencers’ audiences overlap.
If you see this picture, this is one of the best ways to get in front of the “right” people and display your products or services to a target customer most likely to convert. You also have to take into consideration that the followers are real. It is imperative to learn how to differentiate fake influencers and find authentic ones.
3. Evaluate the content they post
Evaluating the content that an influencer publishes across all their social networking channels will help you to understand their niche in depth. And the fact is, great creativity doesn’t always lead to higher performance. Generally, it is the actual content of a post that will drive the best results.
4. Check their reach
On Instagram, “reach” is calculated as the number of unique users who saw your content. It is slowly becoming one of the essential metrics for, and it’s becoming an incredibly important metric for concluding an influencer’s value. But the only issue is that you cannot calculate it yourself. The only way is to ask the influencer about their social status or use a tool like SocialBlade.
Always keep your budget in mind. You need to know how much instagram influencers charge and don’t exceed your budget to hire them. When you allocate your funds, you must have thought about something before allocating this budget, so stick to it. If you are new and the budget is less, try figuring out the right microbloggers and approaching a barter system.
6. Caption length
Caption length also plays an important role. Check what is the caption length that the influencer uses by analyzing a few posts on Instagram. Higher the caption length, the higher the engagement rate on average!
This is one of the trickiest questions in this industry! First, you need to understand who you want to collaborate with and your campaign’s size?
Every influencer has different charges depending on their fan bases and other factors like engagement rate, industry, etc. Many micro and nano influencers deal in barter systems. Ther willingly exchange free products for promotion space on their profile.
But, influencers with following massive charges majorly for a post on their accounts as their account has become the primary source of their income. Some influencers report charging as much as $5,000 to $10,000 per sponsored post!
Instagram influencers have become a vital asset for brand campaigns. But there is no fair play for prices that you can come up with since you have to consider various factors: the scale and scope of the partnership or the number of sponsored posts and stories you require? How active the followers are, i.e., the engagement rate, his position in the industry, etc.
Engagement rate = no. of likes and comments ÷ no. of followers*100
If you want to work with influencers in the 100k+ range, you may have to pay a pretty penny for your posts. In fact, for several large influencers, a rate of $1,000 seemed to be the average price per single Instagram post, while prices for additional services varied. Some influencers report charging as much as $5,000 to $10,000 per sponsored post!
On the other hand, micro-influencers either believe in a barter system or charge merely closer to $300 per Instagram post and nano-influencers charge even less.
In 2019, Collectively reported that “54% of influencers say they would be more likely to post in-kind, or in exchange for free product, if they’re a true fan of the product or brand.”
Unfortunately, there’s no one-size-fits-all when it comes to how much Instagram influencer marketing costs because you have to look down upon various factors other than an Instagram influencer’s number of followers.
How Small Businesses Can Leverage Instagram Influencer Marketing with Micro- and Nano-Influencers
Instagram influencer marketing has rapidly grown, but it is not a compulsion that you need a lot of money to cash in its perks. Due to the growing trend, more and more businesses engage with micro and nano influencers and gain excellent results. These influencers may have a small but highly engaging Instagram following.
As per the HubSpot report in 2018, almost one-third of all Instagram channels are micro-influencers with fewer than 100k followers. Mega-influencers, with over 5 million followers, make up less than 1% of all influencers.
Most of you must be thinking, who are micro and nano influencers? How do they benefit the brands?
To begin with micro-influencers, these are the people who have a notable engaging following but not a positively massive social media following. Their followers range from 10,000 and 100,000. On the other hand, nano influencers have highly engaging followers who range only in a few thousand.
Instagram influencers with a humongous following treat them not less than a celebrity. Then comes these influencers with hundreds or thousands of followers who are more like everyday consumers, so they tend to be very relatable, reliable, dependable, and trustworthy.
Imagine someone who has 4000-13000 actively engaged Instagram followers. For them being a full-time influencer is not the aim; that is not the only source of their income. Instead, it’s just their passion. Every day, users would find it more relatable!
When a micro-influencer features a product recommendation on their channels, people who relate to them may take it like a trusted suggestion from a friend, rather than a celebrity endorsement. Trust me! This can make a difference for a small brand that can’t afford those biggie influencers. This will help those startups to reach out to a new active audience. After that, if your product or service is right enough, mouth to mouth, or instead post to post recommendations will follow.
There has been a time when influencer marketing has faced denunciation. Consumers had felt cheated as they had no clue about somebody they follow. They were getting paid to recommend specific products that have led to a hard push for transparency among influencers. Hashtags such as #ad and #sponsors have become typical in a paid post caption, to differentiate between sponsorship posts and genuine recommendations. Instagram also created its official ‘Paid partnership’ tag to inform users that a brand collaborates with that influencer. This develops a sense of loyalty among influencers that they allow the followers to know that they’ve earned money from a post.
At Logicsofts, we work with so many influencers and always uplift them to only accept collaborations with brands and products they genuinely like and use themselves. The false promotion will eventually become evident, which will diminish the influence the person has. Instagram influence marketing consumers are becoming more and more savvy when we talk about marketing and advertising. As the industry gets more and more centralized, brands and influencers will have to keep coming up with something outside of the box to keep creating highly engaging content.
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Abhay is a Digital Marketing Guru and an accomplished entrepreneur with an experience of a decade working with various businesses varying from startups to established brands. He co-founded many companies like Logicsofts, PrintYo, CrazyRise and more. He is passionate about SEO and Online Data Analytics, which plays a vital role in any business to grow and mutate as per the data results.
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