You’ve almost certainly heard the word “influencer” in today’s marketing opportunities and for very good reason.
Adweek estimates Influencer Marketing will be a $10 billion industry by 2020.
Instagram (IG – 1 billion monthly active users) will comprise a huge portion of this growth, and finding those to help promote your brand is easier on this platform than any other.
Here are 6 simple steps (including infographic) we’ve created to help you use Instagram in your company’s campaigns.
1. Identify your target market
Make sure that you’re using the search function on IG. To do this, go to the platform and click the magnifying glass on the bottom. Click inside the search bar (important step many people miss) and you’ll have the option to select Top, People, Tags, and Places. To search by interest, click Tags and enter your search terms. To search by geographic location, click places and enter the name or physical address.
2. Find influencers
Search for people influential in your target market by both number of followers and engagement percentage. The higher the engagement as a percentage of their followers, the better! A good way to figure out their engagement percentage is to take a handful of recent posts and take the number of likes and comments and divide that by the number of followers. This gives you a good idea of how engaged their following is.
3. Participate in their communities
Don’t just reach out to people without knowing more about them. They may have tons of followers and engagement but that alone doesn’t mean they’re the perfect fit. Before reaching out to potential influencers with an offer to work together, engage in their communities. Comment on their posts and like what they share. Be meaningful and deliberate with your contributions. This may create a thoughtful conversation and the opportunity to get to know your brand.
4. Reach out to them with an offer
Contact the influencer through DM (Direct Message) on IG. Since you’ve been engaging in the community you should be at least someone they’re familiar with. Ask them to help promote your brand or product.
5. Negotiate compensation
Be prepared for any reply. Or none at all. Some influencers will request money, product, or both. In our opinion, make sure you’re definitely willing to give them product. If you want them to speak on behalf of your company, they should at least have the opportunity to use what you’re selling. And when it comes to money, figure out what you’re willing to offer ahead of time. If you have a budget in mind, it’s acceptable to work with someone for a certain amount of time and then revisit the partnership. Just make sure you have determined what success looks like and that both parties are in the loop.
6. Review metrics and update
After hiring an influencer to promote what you’re selling, use metrics to track the success. Use unique identifies or coupon codes to track and gauge which campaigns are working and which are not.
Have you tried using influencer marketing in your campaigns? What success (or horror) stories can you share?