If you are looking for an innovative way to reach hundreds and thousands of prospective buyers on Instagram, influencer marketing is the way forward for your brand!
What is influencer marketing?
Influencer marketing is when a social media account (known as an ‘influencer’) works with a brand to help promote its products or services. On Instagram, you can do this through photos and videos on the influencer’s feed, as well as Instagram Stories and Reels.
Although some larger brands choose to partner up with celebrities, there are a variety of influencers you can work alongside. The critical criteria for selecting the right influencer is they are trusted and respected in their specific niche.
What are the benefits of influencer marketing?
If you aren’t using influencer marketing as part of your brand promotion strategy, you are missing out. 93% of marketers use it, and this number is increasing year on year!
The benefits of influencer marketing include:
- People trust influencers: 74% of people trust social media in guiding their purchasing decision, and a genuine testimonial from an influencer will go a long way in advising users who to buy from
- In fact, social media users trust influencers more than they do celebrities, who they often see as inauthentic and ‘only in it for the money’. Teenagers are 70% more likely to follow the advice of an influencer than they are a celebrity
- Influencers are innovative: Influencers will spend time working on creative and innovative ideas to promote your brand, not only on Instagram but on other social media networks too. They may provide marketing ideas you never even thought of!
- Influencers provide value for money: Businesses earn $6.50 for every $1 they spent on influencer marketing, providing an excellent return on investment. Brands advise the customers they acquire are also more loyal and spend more money with them
- They will help you attract attention from niche industries: Influencer generally tend to focus on specific niches like food, home improvements and fitness. An influencer campaign with the right niche will target several hyper-focused prospective customers!
How to use influencer marketing to launch your brand on Instagram
So, you’ve decided you want to use influencers to help promote your brand. That’s fantastic!
Here is what you need to consider to ensure your launch runs as without a hitch.
1. Know who you want to target
There are millions of influencers on Instagram, so you need to know which are the right fit for you.
If you haven’t already, take the time to work out who your ideal customer is. This will help you determine your target audience. Once you know this, you will know which influencers will help you attract your target customer.
2. Know your budget
You need to know how much money you have to spend on your campaign. Depending on the influencers you want to use, this budget may pay for one influencer or multiple influencers.
Some influencers have set rates and may have a media pack they will send when you reach out to them. Others will determine their fees on a case-by-case basis.
Smaller influencers, especially if they are new and want to build up their portfolio, might be happy to work for gifted products or services.
3. Know what you want from your influencer of choice
We’d recommend putting together a brief together for your influencers, detailing what you expect from the campaign.
- What are you promoting?
- What are your goals?
- How many posts do you need, and what must they include?
- Will you share their posts on your profile?
This will lay down your expectations from the offset and help the influencer understand what you are looking for.
Do be willing to be flexible. Some influencers may come up with great ideas your marketing team might not have thought about!
4. Reach out to your influencer
Once you know what you want and who you want to work with, it’s time to reach out to your influencers of choice.
Send an email where you can. Most influencers will have an email address attached to their account. This will allow you to attach documents and make it easier to keep all of your communication in one place. Avoid sending a direct message through Instagram as it may get marked as spam.
Make sure the emails you send are personalized to the influencer. Mention what you like about their account and how you think you could work well together. This will increase the likelihood of them getting back in touch.
Finally, don’t be disheartened if an influencer doesn’t respond or says they are not interested. It might just be your product isn’t a good match for them. You want to work with people who have a genuine interest in your product, not those who just want your money!
5. Review your metrics during and after your launch
It is vital you measure the success of your influencer campaign.
This will help you determine what worked, what needs improving and most importantly, if it’s worth working with the influencer again in the future.
Ways you can measure success include:
- Engagement rate. This is the likes and comments on the influencer’s posts as a percentage of their follower count. Tribe has a table of average influencer engagement you can use as a benchmark
- Revenue generated. You can give your influencer an exclusive discount code and see how many people used it on your website
- Cost per engagement. This is how much are you paying per like or comment
- Clicks and conversions to your website. You can give your influencer a bespoke campaign URL to use in their Instagram profile. You can then see how many people clicked on it using Google Analytics
- Measuring the performance of hashtags. If your influencer is holding a competition where their followers can win a prize by sharing a post using a particular hashtag, this can be an excellent way to see how many people your campaign has reached. You can measure hashtags manually, or there are paid-for tools that can do this for you
Following these guidelines will ensure your brand launch is a success and will allow you to make connections with a wide range of influencers who you can call upon in the future!
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