A Comprehensive Guide to Instagram Influencer Marketing

  • By Shamsher Singh Bhullar

  • 22nd February 2019

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From expanding advertising opportunities to shippable brands, Instagram offers many opportunities to spur business growth. It is one of the common social media platforms where you can share your pictures with an audience of nearly 850 million users across the world and use its powers to market your brand.

Ever since Instagram’s evolution, other than sharing photographs, it has come a long way. In today’s world, just displaying images and collecting likes is not sufficient to divert customers to your business.

The internet savvy social media users opt for blocking traditional ads, so content creation in advertising is going to come up in a big way. The marketers collaborate with opinion leaders to endorse new products on social media without getting involved in promotional campaigns. The influencers add a new twist to product promotion. Let’s take a look at the latest statistics:

•  88% of people – trust online reviews and personal recommendations
•  74% of people-  Influenced by social media views
•  60% of people – Take an opinion from social media and consider their own choice

But the inclination towards the Instagram influencers is noticed which will help in boosting conversion rates, and therefore increase direct sales. While doing so, they will also help you in increasing web traffic on your website. To begin with, Instagram influencers apply the four basic techniques to insert website links by diverting web traffic:

•    Bio section
•    Ad campaigns
•    Shoppable tags
•    Clickable stories links

Increasing followers will increase web traffic—very convincing, right? However, building a massive following on Instagram is not the final decision for any business. It is wiser to get added through an established community to reach potential buyers than to find a new Instagram influencer.

These influencers can encourage visitors to visit your website. But still, to influence the real buyers, you need to generate engaging content. It is the only trick that is going to work in the long run.

Tips to Collaborate with Influencers

Business Objective is Must

An Instagram influencer can help you in boosting your business, but the objective of running the marketing campaigns; the number of followers, engagement rate must be precise in your mind. The collaboration is beneficial only when your website or business is ready to handle the heavy traffic.
The primary objective is not to create Instagram followers but to generate direct sales lead. So, the influencer will need to create the competition and quizzes for your brand and also he must participate himself to encourage more followers.

The influence of marketing is not enough to generate a brand. You need to take help of other types of marketing channels. Affiliate marketing is another way required to maintain a constant increase in the lead generation and to do great online business by influencing target audiences. Therefore to choose an influencer, you must see:

•    An influencer having a high fan following
•    Should be able to do live-stream collaboration
•    An influencer must have a Call to action approach
•    Ability to add more promo codes
•    Must fit your brand personality

Collaborate with Smart Engagement Campaigns

Instagram influencer marketing is all about engagement. The objective of participation is to lead to conversions. Sometimes, with the increasing number of followers, the buying capacity does not increase. It can mislead the situation as you think that every engagement has a lead generation capacity. To figure out the real commitments, note the following three things on Instagram:

•    Followers
•    Likes
•    Comments

Leverage Hash Tags Related to Your Brand

The power of hashtags on Instagram is immensely significant. More importantly, relevant hashtags help you grow and reach the right audiences. Typically, you want your hashtags to be pertinent to your brand, your products, your post, and the message you’re trying to convey.
To find the appropriate hashtags, you need to research your competitors and motivate your influencer to find out:

•    The real business aspects
•    Ask him to promote your online accounts
•    Nurture reliable relationships with clients
•    Build long-term connections to gain influencers’ trust.

But the influencer can’t judge the authenticity from the likes alone. Likes and comments can help your business grow, but you have to work along with the influencers to figure out the real parameters for a profitable business. The use of hash tags can add more value to it. Let’s explore the real value of hash tags.

Let’s say you’re a brand that wants to promote a new line of ingredients. In this case, you’d ideally be working with foodie influencers who can also cook and implement your ingredients into their recipes. Let’s try searching for the hashtag #homechef and analyze the results.

The screenshot below shows content created by @claudialiciouslondon, which shows up in the search results for #homechef. Next, check out the user’s profile and see if they would be relevant to your campaign.

Avoid High-Density Hashtags

Hashtags act as keywords for SEO. You will come across several high-density keywords. Instagram makes use of these keywords to find new products. In a way, the appropriate keywords will narrow your search. When you start a generic search, you will see many search results, and it is impossible to go through them. Therefore, high-density hash tags are not preferred.

Make Use of Most Suitable Keywords for Brand Description

The search with the keywords defining your brand or target audiences will be more useful therefore focus on the tags with a substantial number of posts to find influencers. Find the relevant keywords which are most trending at Instagram. You can describe a specific niche to get closer to an influencer. For example, if you are looking for T-shirts then the keywords such as # T-shirt men, # Tees women, # Kids T-Shirts would be appropriate keywords at Instagram.

Depict the Hashtags #sponsored or #ad

To segregate the promotional and generic content, Instagram should know the difference between influencers to use #sponsored or #ad hash tags. You can follow these hash tags to find out the potential influencers. You can mine followers or competitor’s followers to see who is using #sponsored or #ad hash tags. If followers are using it, they are familiar with influencer marketing. They can promote your brand well.

Tread Carefully Around Influencers

The reason for relying on Instagram influence marketing campaigns is their instant results which can help in making your promotional strategy a great success. To find a suitable influencer, you need to check his profile, fan following and most importantly, the work experience and personal profile suiting to your business.

Some of the favorite Instagram influencers are HYPR, Tap Influence, Upfluence, Fame bit, NeoReach, Revfluence, and many others. You can contact them as per your business needs.

Get Your Brand Introduced to the Right Influencers

By taking note and knowing the behavior of the followers such as finding some followers, type of followers, you can select the influencers to promote your brand.

Inclusive Campaign Execution

To execute a successful influencer marketing campaign, choose various platforms. You can manage and control the campaign features like advertisement details, giveaway details, payments of influencers, and the complete time track of campaign a single platform.

Trail Online Analytics

When you start running a campaign, maintain campaign metrics including views, reach, engagements, ROI calculations, and URL tracking becomes mandatory. The report generation is a must do activity. which you can share with your marketing team. But to do so, you have to keep a fixed budget.

While choosing a platform, consider the following:

  • Choose a platform with a considerable number of influencers from your domain. But select high-quality influencers.
  • Keep track of content creation, distribution, and tracking tools available on the market. It is a must to have complete control of the campaign.
  • A online analytics and reporting tools must be tracked from time to time.
  • Online, built-in payment facilities for transactions with influencers.
  • User reviews should be read along with how long the platform has been around before registering.

Some influencer marketing platforms to get you started are:

TapInfluence: A cloud-based influencer marketing platform, which can result in increasing ROI of your influencer marketing campaigns. An ROI calculator is attached to it so that you can measure the sales goals and find out the worth of investment done in a marketing campaign.

Game bit: It was developed to focus on YouTubers, but now Fame Bit is a social networking website. The social media influencers starting with a small number of followers, are available online.

HYPR: It is a trusted network for influencers. This platform has several tools based on smart algorithms to help analyze the registered influencers.

In a Nutshell:

The secret to marketing success on Instagram promises business benefits by engaging more people using influence marketing tactics. Instagram is launching more strategies to build brand awareness and establish communication with your clients, introducing you to real analytics of your business or products.
If you haven’t tried influencer marketing, it’s time to jump on the bandwagon and get better traffic with Instagram influencers.

Written By
Shamsher Singh Bhullar
calendar 22nd February 2019
Shamsher Singh Bhullar, heading the business and sales department at Deftsoft, has 12+ cross-industry experience that makes him an expert with thorough knowledge of upcoming business concepts. He has successfully led multiple teams in Digital Marketing and AEM and has an art of converting challenges into opportunities. Apart from developing innovative business and marketing strategies, he is committed to inspire and empower everyone around him to portray their very best.

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