If you’ve ever thought of integrating influencers into your Instagram communication strategy, this is the time or never!
Collaborating with these opinion leaders can allow you to develop brand awareness, gain subscribers and generate more sales of your products & services.
Throughout this article, I will explain in a concrete way how to detect the right influencers for your business, properly format sponsored publications and measure the impact of your influence actions.
What is influencer marketing and why is it important to your business?If you regularly spend time on Instagram, chances are you’ve already seen a sponsored post.
The influence market is currently booming and should reach 8 billion dollars in 2020 against 7 billion in 2019 (source Hubspot).
And when it comes to identifying the best social network to collaborate with influencers, Instagram is by far the best platform to quickly reach new audiences.
So what makes influencer marketing so powerful? Much of its impact is linked to an essential aspect of trade: trust.
When an influencer recommends a product or service on their social networks, their subscribers may perceive the publication as advice from a friend.
This opportunity is therefore extremely interesting for brands because it gives them access to an audience of potential consumers in an advantageous context.
Authenticity is key. When an influencer specializes in a specific sector or niche, subscribers can consider this person as a reference guiding them to consume better according to their needs.
Influencer Marketing: How much does it cost?This is undoubtedly the most common question when looking closely at influencer marketing.
There is no doubt that Instagram influencers are becoming more and more essential for the development of brand awareness, but how to determine the right price when it comes to collaborating with popular Instagrammers?
To give you concrete leads, I wrote an article on the subject where you will have amounts quantified according to the size of the community of the person as well as actions to make him do (sponsored publications, sponsored stories, etc.): How much does an Instagram influencer have to pay?
How can small businesses collaborate with micro & nano-influencers?Influencer marketing is becoming more and more popular over time, but spending thousands of dollars is not necessarily the way to start playing!
More and more companies perceive the benefit of forming partnerships with influencers with small but very committed communities.
A micro-influencer will have 10,000 to 100,000 subscribers while the nano-influencer will have fewer than 10,000.
While some influencers have reached the level of “celebrity”, micro-influencers and nano-influencers will be perceived more as everyday consumers, with whom it is easier to identify.
Influencers with hundreds of thousands of subscribers often lead lives that cannot be described as “normal,” and their news feeds often resemble inspirational lifestyle catalogs.
Instagrammers with 5,000 to 15,000 subscribers animate their Instagram accounts as a tool to communicate their passions, rather than a full-time job. So it can make a big difference in the minds of subscribers when they receive a recommendation from their favorite influencers.
One of the great advantages of collaborating with influencers with smaller communities is, you will understand, the cost of the partnership because they will ask less than an Instagram celebrity.
Some brands are taking the gamble to identify talents with small communities to establish long-term partnerships, to benefit from better prices when these people “explode” on Instagram.
How do you find the right influencers for your business?Identifying the right partners for your influencer marketing on Instagram can sometimes prove to be a real challenge, that’s why it is necessary to define clear objectives for your campaign.
For example, if your goal is to generate a lot of engagement, it may make more sense to collaborate with micro-influencers with small audiences with high engagement rates. On the other hand, if you are looking to develop brand awareness, metrics like the reach of influencers will be more useful and more important.
A) Observe the average engagement rate
When an influencer has a high engagement rate, it means that their subscribers are very careful and take action on their content. It is for this reason that many companies and agencies use the engagement rate to determine the ideal influencer.
Typically, you will want to see a minimum engagement rate of between 2% and 3%. To easily calculate this, I invite you to read my article on the subject: How to calculate the engagement rate on Instagram?
B) Check the quality of subscribers
You must collaborate with influencers who have communities that correspond to your core target. However, it often happens that “influencers” resort to unsavory practices like buying Instagram followers, and that is why it is important not to fall into the trap.
I explain in one of my articles how to identify partners to avoid: 5 methods to detect false influencers.
C) Analyze the content posted
In the same way that you seek to authenticate the quality of subscribers, you will have to analyze the content strategy of the influencer on his different social networks.
Indeed, if you observe that the “influence” is only effective on Instagram and not on Facebook, Youtube or Pinterest, there is a risk of being tricked.
D) Learn about the financial requirements
For many influencers with a community size of a few thousand subscribers, offering one of your products/services is sometimes enough for them to agree to talk about your brand.
However, for the most influential, it will be necessary to go “at the checkout” to see your notoriety develop, and it will, therefore, be key for you to know the amount to be spent to know to what extent you will integrate or not the Instagrammer to your communication plan.
How to comply with the law during a sponsored publication?French legislation has evolved over the past few years, to impose a form of transparency in the communication of influencers paid by brands, intended for their audiences.
It is now compulsory to mention in the legend of the publication terms indicating that the content is disseminated on the initiative of a paid collaboration with keywords such as:
How to measure the impact of an influence campaign on Instagram?
It is not surprising that one of the most important issues for companies starting to collaborate with influencers is how they will measure the return on investment of the actions taken.
For this, it is important to have defined precise objectives and metrics upstream.
You could measure the success of an influence operation by the engagement rate of the sponsored publication, but also in the ability of the influencer to allow you to generate new sales, in particular by communicating unique promotional codes and customized.
Here are the most common performance metrics when talking about influencer marketing:
- engagement rate: likes, comments, private shares, etc.
- brand sentiment: how people talk about your products & services
- website traffic: potential customers visiting your site
- sales: conversions and income generated