How To Do Influence Marketing On Instagram
With a community of more than 400 million active users, Instagram has become the visual marketing platform that every business should use, from startups to world-famous brands.
The last update of the Instagram algorithm, (the posts are now shown depending on the engagement they have with the user), makes paid advertising and influence marketing become the topic of fashion, and influencers are now the new celebrities Recognized worldwide.
What is Leverage Marketing?
It is not something new, it is based on the word of mouth recommendations to which social networks have given them a new, more technical marketing approach.
Brands can use a leverage marketing strategy to collaborate with relevant influencers and take advantage of the creativity of their content and their thousands or millions of loyal followers. As a new entrepreneur, an alliance with an influencer will boost the visibility of your brand, increasing its recognition in an organic and authentic way.
Let's say it's something similar to when a friend recommends something to you. You appreciate their recommendation because you trust their judgment. Influence marketing works the same way, but that friend is a person with influence on a particular subject, and his followers become your main target audience.
Who are these influencers?
One of the most exciting aspects of influencing marketing on Instagram is the incredible mix of people who make it up, covering almost every possible niche in every part of the world.
For example, personal trainers use Instagram to share their workout routines, fashion bloggers show their outfits and favorite garments, illustrators show their work, photographers document their trips, and cooks use instagram to share their recipes.
Font images: @dulcesentimiento
While it is true that some influencers have more followers than the traditional celebrities, they are viewed differently.You can almost always identify with your life, and if someone decides to collaborate with a brand, their opinion will be perceived as more authentic, something that their followers recognize and take into account.
Influence Marketing in 5 Steps
Finding an influencer and establishing a partnership with him can be difficult to achieve. For best results use this five-step process:
1. Investigate
You can learn a lot from other brands. Discover what works for them, get inspired with the different types of content they publish and analyze which are the ones that generate more social actions by the user: likes, comments, etc.
To do this you can use Whalar Labs , a tool that allows you to see the metrics of your Instagram account and then compare them with three other accounts.
It is also a good idea to investigate other brands, even if they are not your direct competition, which may have an audience with demographic characteristics similar to yours.
If your brand has a history that supports it, use it. The roots of a business can drive someone to trust their products.
Finally, a good point of reference is the Instagram business blog . They regularly publish case studies on brands that have succeeded in this social network, and announce new resources and tools.
2. Determine a work outline or brief
Your campaign will be more successful if you allow the influencers to be free to produce their content according to the knowledge they have of their audience. It is important that you follow a brief to make them go according to your goals, but try to give them that creative freedom, as it will be key to having a successful relationship with them.
The main objective of the brief is to give influencers a generalized aesthetic of the content that you would like to share and for which you want them to recognize your brand.
Font images: @mariapascual
3. Choose only relevant influencers
When you have a clearer idea of what you want to achieve, the next step is to find relevant influencers. Making the best decision regarding this profile is vital to the success of your campaign.
There are influencers for almost every type of market: fashion, lifestyle, fitness, baking, etc. One of the main ways to find people is to search for related hashtags and check if the post that includes them has a high engagement (quite a few comments and likes). You can also find influencers on accounts of other brands. Search for publications that include the true creator of the content and visit your personal profile.
It can be a bit difficult to find relevant influencers without spending enough time researching. To speed up the process you can re-use Whalar. It allows you to find influencers by theme, location, engagement, conversions, etc.
4. Determine a collaborative structure
When you already have the influencers you want to work with, you will need to agree on a collaborative structure. There are five key aspects to negotiate:
- Working period. Go ahead and set a deadline. This is crucial to having a clear relationship from the start.
- Contents. You must be clear about what you want it to produce. For example, two pieces of content, one with a clear mention to your brand and products, and another more discreet in which your products appear with a label.
- Use of content. You must make clear the rights to use the content. The influencer will always retain ownership of the content as creator, but usually with a duration of two years.
- Payment. Almost all influencers require an advance for their services. Occasionally they will be willing to negotiate the amount of money or accept a product as part of the fee. Keep in mind that you will pay for various services: content creation, right of use and access to your audience.
- Sponsored Hashtag. Lately there is much talk about whether or not to notify the published content has been previously paid, and in several countries has been imposed as a mandatory condition. That is why we suggest you be cautious and use the hashtag #Ad. Do not worry, it will not affect content performance or customer response.
5. Maximize content value
Get additional value from content promoted on Instagram when using it in other channels, as long as you have the permission of its creators:
- Publish the content on the product page of your online store
You can publish the content of the influencers directly on the product pages. Not only will it look good but you will also have positive social proof of your products.
- Post it as Facebook Ad
By using the contents of an influencer, you can update your campaigns on a regular basis.
- Publish it in social networks
To have more variety of contents in your social networks also shares those that have been created by the influencers with whom you collaborate.
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