Influencer marketing and its incredible potential has definitely sparked its popularity with marketers.
While influencer marketing is in no way a new concept, social media has managed to revolutionise and revitalise the age-old concept of word-of-mouth recommendations.
Whether your business is a start-up or a well-developed, popular brand, Instagram has become one of the top visual marketing platforms for all businesses.
Instagram has a community of over 600 million active users, making it a very appealing platform for all marketers.
However, with the latest updates on the platform, posts are now shown based on engagement rather than in chronological order, so different forms of paid advertising and influencer marketing have become even more important for businesses if they want to be seen.
The idea behind influencer marketing
Influencer marketing is all about building brand awareness in an organic and authentic way.
Customers are more likely to listen to other people that they can relate to, rather than businesses and their marketing messages.
With that in mind, businesses are now reaching out to influencers to communicate their marketing messages on their behalf to their followers.
Influencers are those that have a large following on social media platforms and have the ability to influence the decisions of these followers because they trust the influencers’ opinions, can relate to them, and appreciate their recommendations.
Instagram offers an impressive range of influencers in a variety of different niches, from all over the world. Influencers offer what is perceived as a genuine opinion, which is why more and more businesses are reaching out to these influencers.
Finding the best influencer to represent your brand can be a time-consuming exercise which is why I have put together a short, five-step overview to get you on the right track.
Step 1: Research your competitors
The best place to start your research is to have a look at your competitors to see what they are doing and what’s working for them.
There is so much you can learn from other businesses and the kind of content they are getting out there that is getting the most engagement.
There are tools available that you can use to see metrics on your Instagram account and then compare them to your competitors’ accounts – one such tool worth looking into is Whalar Labs.
This tool allows you to compare your account with up to three others.
It’s also worth researching other brands that aren’t your direct competition but share similar demographics, this will give you an even broader view of what other businesses are doing.
You should also have a look at the Instagram for Business blog because it offers you interesting content on how businesses can get the most out of Instagram.
Step 2: Find the right influencer for your brand
Finding the right influencer to communicate a message on behalf of your brand requires a bit of research on your part in order to make the right decision.
If you are unsure how to find relevant influencers, then a good place to start is by searching hashtags and finding posts that have received a lot of engagement.
You can even look at the accounts of other brands to see which influencers they are using and the kind of engagement their posts are receiving.
If you don’t have the time to sit for hours searching through thousands of posts or accounts, tools such as Whalar will come in handy.
You can use this tool to search a database of influencers by different topics and demographics.
Step 3: Reach an agreement
Once you find the influencer that will work for you, you will need to contact them and reach an agreement that suits both of you.
You will need to discuss a deadline; the kind of content you expect from the influencer; the content usage rights as well as payment.
Step 4: Be clear about what you want
While it’s really important to allow an influencer the freedom to be creative and produce content that they know their followers will respond to, it’s just as important that you brief them correctly so that they know what you expect from them and what goals you want to achieve with the message.
Communication is key, but so is trust if you want to build a good relationship with the influencer.
If you want to be clear about the kind of ‘look and feel’ that you have in mind, then you can always include a mood board with your brief so that the influencer understands what you want.
Step 5: Make the most out of your content
Get more value out of your content by repurposing it for other channels. Consider publishing the content produced by the influencer on your product pages, or as a Facebook ad, you can even share it on your other social media accounts.
Just make sure first that you have the necessary permission to use other people’s images.
Influencer marketing offers you another cost-effective means of getting your brand name out there in creative ways by reaching other people’s engaged audiences. It is definitely worth investing in.