For another year, Instagram remains the best social media platform for influencer marketing.
in the latest The case for influencer marketing by Linqia, 93% Many marketers agree that Instagram is the best social channel for influencer marketing.
In addition to using Instagram’s main newsfeed to reach their target audience via influencers, 73% use Instagram Stories and 37% use Instagram Reels.
Choosing between Instagram and other social networks is just one step in the process. Without the right influencers, you will not get the desired results on any platform or social network.
In this article, you will find four essential tips to follow when choosing the right influencers for your influencer marketing campaigns.
1. Keep your business goals in mind
Before you start researching influencer biometrics like engagement rate and follower count, think about your business goals.
Step back and define why and how you intend to use Instagram influencer marketing campaigns.
Why do you need influencers?
What specific goals do you have in mind for influencer marketing?
The three primary goals should be:
- increasing Brand awareness.
- generate leads or sales.
- your increase Instagram followers.
Your choice of influencer will depend on these goals.
For example, increasing your Instagram followers will require you to create contests or quizzes with a specific hashtag.
Tightening the influencer who can participate in the contest and encouraging their followers to participate as well would be the right way to go.
On the other hand, sales and lead generation will need to use affiliate marketing and discount codes.
Therefore, you will need to partner with influencers whose audience is likely to buy your product.
Does it fit your brand personality?
An influencer needs to align with your brand identity or at least the products you want to sell.
If there is no brand alignment, your campaigns will produce a low ROI.
Having a clear idea of your influencer campaign goals is essential to finding an influencer who closely reflects your brand.
For example, an influencer known to travel on a budget would be the right choice to promote low-cost travel gear.
Hiring a model who gives beauty tips would be a waste of time.
Sperry, a boat shoe brand, has worked with over 100 micro-influencers who were already posting high-quality images of Sperry products on social media.
Most of the photos feature partial influencers in scenic locations at high altitudes.
Until recently, Canon focused on using professional photographers to push their latest innovations on Instagram.
However, by thinking outside the box, the brand has begun to embrace the new generation of Instagrammers like filmmakers Elise Bauman to promote their products on Instagram.
Although these influencers have less followers, they provide better engagement due to their expertise in the field.
On the other hand, American Express uses a mix of mega celebrities as well as micro influencers to promote their brand on Instagram.
Jim Meehan (mixography), an award-winning mixologist, is a niche influencer actively involved in their #AmexAm Ambassador campaign. He promotes the brand on Instagram, along with celebrities like Paul George (@ygtrece), the basketball pro from the LA Clippers, and Leo Chan (levitatestyle), a fashion and travel influencer.
All of these influencers benefit from the services of American Express during their frequent travels.
2. Find the real engagement
Engagement is an important metric for influencer marketing on Instagram.
The average engagement rate for an Instagram influencer was out there 3% In 2021, influencers with less than 1,000 followers had the highest engagement rate at 8%.
The engagement rate decreases as the number of followers increases. However, sometimes this metric can be misleading because popularity does not always lead to conversions.
You must first determine the validity of the post.
In 2021, the HBO documentary “Fake Famous”. Making three non-celebrities with no more than 2,500 followers into tens of thousandsnamely Dominique Druckman (@dominiquedruckman), Chris Bailey (@chrisvsmyself), and Wylie Heiner (@wylezzz) to make people aware of this fake engagement problem.
They used tactics such as buying bots and setting up fake “paid-for-all” photo shoots to get franchises from brands later on. It is also possible that you may come across fake influencers.
One of the easiest ways to determine if an influencer is fake or real is to analyze the comments on their posts.
Vague comments like “nice picture,” “nice dress,” or “looks good,” and comments with emojis often mean a fake link.
On the other hand, relevant comments and conversation are a sign of true engagement, which brings us to our next point.
Look for verbal feedback
Real followers ask questions, provide personal data, and also mention their friends in the comments. These are word of mouth feedback from real followers.
Check out Lisa Linh (@bylisalinh), an Instagram influencer. All of her posts get real responses, like this one, from her real followers, not bots.
Only this kind of engagement can lead to new leads and sales.
3. Find out hashtags related to your brand
It is best to engage with Instagrammers who are already talking about your brand or products. They can be your next influencer to promote your brand.
Some hashtag research can be helpful in this regard.
Avoid high-density ticks
Hashtags are just like SEO keywords. You will come across several high density keywords. These are the most used hashtags on Instagram.
While important, using these keywords to search for influencers would be a waste of time.
For example, if you start your search with #organic, you will have to browse over 54 million posts.
But, as you get deeper into long-tail (or low-density) hashtags, the number of posts goes down as well.
In this case, #organicfoods has 338,491 shares, #organicfoodstore has 14,054 shares, and #organicfoodchicago has only 66 shares.
#organicfoods and #organicfoodstore will give you more accurate search results. #organicfoodchicago has too few posts to count as influencer research.
Use keywords that describe your brand or target audience
You can also start your search with keywords that describe your brand or target audience. Focus on tags with a high number of shares to find influencers.
If you sell running or jogging accessories, start your search with something like #running, and Instagram will suggest the most popular and relevant hashtags.
Here you can use hashtags like #runningmama, #runninggirl, and #runningcoach to search for influencers who fit a certain niche.
Use the hashtag #sponsored or #ad
Instagram also requires influencers to use hashtags #support or #ad to highlight promotional content. Could you Follow these tags To find out potential influencers in your field.
You can search for your followers or your competitors’ followers to see who is using the hashtags #support or #ad.
If they are using it, they already know what influencer marketing is. You can ask them to promote your product.
4. Use the influencer platform
All of these methods, though useful, are manual and time consuming.
Fortunately, you can use our influencer marketing platform to find the right influencers with just a few clicks.
Some of the most popular are HYPR, Tap Influence, Upfluence, Famebit, NeoReach, Revfluence, and Influencer.
Find the right influencers
You can search for the most suitable influencers in your niche using various combinations of parameters such as number of followers, type of followers (demographics), and work experience.
Full campaign management
You can also manage one or more of your own influencer marketing campaigns using these platforms.
You can control campaign features such as ad text, graphics, hashtags, social media signals, giveaway details, influencer payments, and the entire campaign schedule through a single platform.
Real time analytics
You can calculate various campaign metrics including views, reach, engagement, ROI calculations, and URL tracking. Many platforms allow you to create daily, weekly, and monthly reports that you can share with your marketing team.
Perhaps the only downside is that all of these platforms usually charge you a recurring monthly or yearly fee. If you can budget for it, you will save a lot of time and resources.
Keep the following in mind when choosing a platform:
- Choose a platform with a large number Influencers from your niche. But, make sure that the quality of the influencers is also good.
- Learn about available content creation, distribution, and tracking tools on the platform. You should be able to control every aspect of your campaign through the platform.
- The platform should also provide a good selection Real-time analysis and reporting tools.
- You should also get payment facilities and transactions built in to pay influencers.
- Don’t forget to check what others are saying About the platform. Check user reviews along with how long the platform has been around before signing up.
Here are some examples of influencer marketing platforms to get you started:
- TapInfluence: It is a cloud-based influencer marketing platform. According to TapInfluence, their platform can lead to an 11x increase in ROI for your influencer marketing campaigns. It also comes with an ROI calculator that lets you see if your sales goals are worth investing in a marketing campaign.
- Vimpet: It initially focused on YouTubers, but now Famebit supports almost all social networking sites. You can find social media influencers starting from 5,000 followers from diverse fields.
- HYPR: HYPR claims that more than 30 percent of the world’s largest brands, agencies, and influencer marketing platforms trust their data. This feature-rich platform comes with several tools based on advanced algorithms to help analyze registered influencers.
Influencer marketing is catching up, especially on Instagram.
However, only the right influencer can help you succeed. Therefore, you need to focus your efforts on finding the perfect match for your business.
We hope these four tips help you find the one that works best for your brand.
Have you used influencer marketing on Instagram before? Tell us more about it in the comment box below.
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