Orji-Oko Uzor- Introduction
- Instagram influencer networks explained
- Influencer marketing platform
- Benefits of using Instagram as your influencer marketing platform
- What to look for in an influencer
- How do I become an Instagram influencer?
Introduction
Nowadays, businesses cannot afford to ignore the growing popularity and importance of Instagram to promote their products and services. Instagram is no longer a niche social media platform, to have reached the milestone of 1 billion monthly users in June 2018. Instagram is specifically relevant for products or services targeting a younger demographic. Statista found out that 64% of 18-29 year old internet users in USA used Instagram frequently during January 2018. Well, there is a slight female bias, 38% of female internet users of all ages are Instagram users. Compared it to 26% of male internet users.
With such an explosion of interest in Instagram two years ago. Is it any surprise to find why there are many influencers using it daily. It is extremely visual and an ideal platform for product or service promotion. Businesses are learning rapidly the advantage to partner with social media influencers to advertise their brands.
From all indications, Influencer marketing is highly lucrative for Instagram influencers. According to an agency, Socialite, top influencers with 50 million plus followers can command $100,000 for a single post. Even a middle-tier Instagram-influencer with a following of 400,000 to 1.5 million can charge $5,000 per post. Research still carried out by Later using lower-tier influencers, suggests that influencers with a following of 100,000 could expect to receive $1,000 per Instagram post.
Instagram influencer network explained
An Instagram influencer network is a professional body that seeks to manage Instagram influencers. With the duty to facilitate influencer marketing partnership between the platform’s social media celebrities and brands seeking to leverage an Instagrammer’s large followers and influential status. Like YouTube MCNs, Instagram influencer networks evaluate each company’s particular needs. Then help to select the right influencer or group of influencers from their network. Who they believe has the capacity to produce positive returns and create the most relevant, far-reaching photos and/or videos. Instagram influencer network operate within particular niche categories, too, signing only Instagrammers that fit within a specific advertising vertica. Thus establishing the network as the go-to influencer marketplace for a particular niche.
What does an Instagram influencer network do?
An Instagram influencer network provides access to enlisted Instagrammers with varying amount of followers and with a possible record of engagement. Many other networks display an Instagrammer’s “vanity metrics” to assist brands perform cursory assessments of each influencer. On the side of an Instagrammer, the network aim to provide talent management and help content creators to find sponsorship opportunities. The most hands-on networks might even assist brands organize their influencer marketing campaigns. Examples of network dedicated solely to give brands access to intagram influencers. Include Kitten, Instafluence, Cycle, and The Mobile Media Lab.
Pros and cons of Instagram influencer network
Just because Instagram influencer networks have a roster of Instagrammers, these brands may elide the process to find, vet, and recruite social media stars. Formalized legal contracts, pricing tables, and established communication platforms can equally make working with top Instagrammers through Instagram influencer networks very easy for brands. Though the limitations that might be posed by a network’s roster (Instagram influencer networks are likely only to recommend Instagrammers from their pool of stars). And this only can hinder the success of most campaigns.
Other shortcomings of networks include the following:
- Instagram influencer networks may sometimes promote particular influencers over others. Even when a particular Instagrammer is not the best fit for a company’s campaign.
- Networks are basically unable to control and shape brand messaging or develop deeper partnership.
- Instagram influencer networks prioritize to expand their reach and value through their roster of Instagrammers. As such, to create, strategize, execute and optimize successful influencer marketing campaign across other social platforms and networks might be challenging.
This takes us to other alternatives of Instagram influencer network, which is Influencer marketing platforms.
Influencer marketing platform
An influencer marketing platform is a technology service that assist in connecting brands with content creators. They equally help in connecting brands looking for influencers and influencers looking for brands.
Depending on the the particular platform, they do have a database from thousands up to hundreds of thousands of pre-vetted influencers. Who have agreed to receive content collaboration briefs from brands. Any brand looking to work with influencers for their upcoming or current campaigns can use an influencer marketing platform. To find the most appropriate influencers and work with them at any scale. From nano to micro to macro influencers. An influencer marketing platform gives brands the opportunity to quickly and easily identify and work with tens or even hundreds of influencers seamlessly.
Well, they are more than just a connector. However, the premium influencer marketing platforms give brands the opportunity to get a holistic view of an influencer. Using the quantitative such as an influencer’s social data and influence score. To the qualitative such as the kind of content they create and the brands they’ve previously worked with in the past. After a campaign has being completed. Is the work of an influencer marketing platform to provide all the success metrics necessary based on reach and so on. They equally take care of the legal contractual sides of things. This is to make sure that every influencer knows what’s really expected of them and the content they will produce.
Sometimes they are called an influencer network or influencer marketplace. But influencer marketing platform is a term that’s becoming more widely accepted as the industry matures.
The benefits of working with an influencer marketing platform
For both brands and influencers, there are some benefits of working with an influencer marketing platform.
The benefits of an influencer working with an influencer marketing platform is it frees up their time to focus more on creating content and promotion. By having their briefs submitted to them and to allow them to choose which ones they want to go for. They will use the time saved to work on their business and to build their personal brand.
The benefits of a brand working with an influencer marketing platform are in two fold.
First, it’s a huge time saver. When a brand is looking for influencers and intend to work with, say, 50 micro-influencers. Then the time spent to find, vet, contact and to come to an agreement with all 50 will take much time. Not all of them will respond either and not all the ones who responded will be able to get involved. The influencer might have other commitments with competing brands most times they’re too busy.
Secondly, influencer marketing platforms gives brands the opportunity to monitor the effectiveness of their campaigns. The premium services will provide social data analytics on the impact. As well as the reach each of the influencers they are working with are having on the objectives of their campaigns.
Difference between influencer marketing platform and influencer marketing agency.
Most times influencer marketing platforms and influencer marketing agencies are considered the same thing. But there are different important distinctions between the two.
An influencer marketing platform is a technology service that help to matche brands with the appropriate influencers on its database. Where an influencer marketing agency is a group of people who provide consultancy in helping a brand to identify the right influencers regardless of platform.
Usually an influencer marketing platform doesn’t provide any creative support whereas an influencer marketing agency will duely work with the brand on creative development.
However, some influencer marketing platforms have started to build their own creative teams to support brands with the creative process too.
Benefits of using Instagram as your influencer marketing platform
Influencer marketing through Google searches have grown by 1500% over 3 years and you will bet it’s with good reason. Here, we will tell you why Instagram is the best social media platform for influencer marketing campaigns.
It’s niche
Instagram provides various means for customers to find and engage with niches that interest them.
First – say hello to hashtags
Hashtags are easy means to relate content to a particular niche. When you search a hashtag, customers have instant access to any post that has used it. Many brands often create their own hashtags for campaigns or brand awareness. And do encourage their followers to use them as well.
Second – the coveted Instagram explore page.
While it’s still a mystery on how one can move into the Explore page, it’s a big win if you do. The Instagram Explore page is designed for each user – based on the specific content they engage with. Most times, this page is filled up with posts from the niche the user is interested in.
Third – the algorithm
The Instagram algorithm is designed in such a way to show users content they are likely to engage with. What does this actually mean? Instagram no longer follows a orderly feed, rather, it boosts post from accounts a user follows.
It’s personal
One of the biggest reasons why influencer marketing is thriving on Instagram is because the link between influencers and their target audience is personal. The key to success with influencer marketing is to leverage a genuine, authentic, and engaged relationship. By having brand ambassadors on Instagram, their followers will often see your brand as a trusted and successful one.
Let truth be told, brands don’t really realize how many conversations occur between influencers, themselves and their followers. You might be working with them on a particular post, but the influencer is answering questions and encouraging their followers to use your brand.
It’s more organic
Instagram ads are still very relevant across influencer marketing strategies today. Influencer content on Instagram is an efficient driver for organic traffic. Instead of engaging with one ad, instagrammers love to engage with content they resonate with. This means influencers, your brand ambassadors, might use their creative freedom to integrate your product into their daily lives. Showcasing it in a medium they deem fit.
Through the use of influencer marketing on Instagram, referral traffic to ecommerce websites has skyrocketed. It’s become such a dominant source of traffic that even tweets are no longer convincing instagrammers to convert like they did before.
What to look for in an influencer
To find a relevant influencer for your brand or product campaign needs a strategic tactic. There’s more to finding the right people for your marketing campaign than measuring an influencer’s follower count. Or what influencer marketing agency or influencer marketing hub they are working with.
Here are some qualities and metrics you need to consider when looking for the right influencer for your brand.
Love for your brand
It still comes back to authenticity. Has this influencer been promoting your brand even without a sponsorship? Do you trust them to provide a genuine promotion of your product. Or do they see your campaign as another means of income? Search and find an influencer that will advocate for your brand with so much excitement, authenticity, and creativity.
Brand fit
Every successful Instagram influencer marketing campaign starts with this very step. Let’s just say your company sells vegan food products. You want to collaborate with an influencer that is vegan themselves or discuss about the benefits of a vegan diet or use of vegan products.
Let’s look some ways you can scope out brand fit with a potential influencer
- Determine the niche they fall into through taking a look at influencers’ posts and stories.
- Explore frequently discussed topics on their own Instagram feed.
- Discover the conversations spark from the influencer’s content by taking a look at the comments section.
Past sponsors
Who has an influencer collaboratee with in the past? Are they your competitors? Or brands that compliment your product Through studying past sponsors, you will see how similar campaigns performed. You will get a sneak peak of what a collaboration with your brand could look like.
Engagement rate
Nowadays, follower count is no longer the yardstick to scope out influencers. More recently, the importance of measuring engagement rate has become the main issue and increasingly important to brands. Last year, the story of the influencer marketing industry was how to fight against influencers’ use of fake followers. And how the disingenuous marketing method effect brands total marketing spend. Cheq, a cybersecurity firm focused on the digital media space and recently released a report that found this kind of fraudulent activity costing advertisers $1.3 billion in 2019 alone.
How do you plan to protect your brand from lost ROI when you work with influencers? Maximize influencers as a marketing tool for your brand by paying closer attention to engagement rate.Measure engagement rates of influencers, you will identify a genuine following. Which is more likely to increase traffic and conversion for your brand. Engagement rate is measured by the number of likes, comments and shares combined per post. Then divided by the influencer’s following.
However, nano and micro influencers still have the best engagement rates in the industry. That’s correct, while celebrities and public figures like macro and mega influencers still hold influence. But it’s nano or micro influencers’ audiences that will maximize ROI for your brand.
Clear communication
When you’re ready to pitch an influencer program, take into consideration how the influencer handles communication. Are they always quick to respond or do they take days to get back to you and still provide very little information? Between timelines and content requirements, clear communication is important to the success of an influencer marketing campaign. Make sure you rely on clear communication from a potential influencer.
How do I become an Instagram influencer?
Pick a niche
The first step to learn how to become an Instagram influencer is to choose a niche. You can’t be very popular in everything, so its best to pick one thing you’re very good at and knowledgeable in. Once you pick a niche, you must stick to it. So pick something that will reflect your true interest and not a niche you don’t know anything. Once pick your niche and decid to focus full time on Instagram. It would be helpful if you start your own blog to be able to further engage your audience and therefore create a stronger brand.
Get an Instagram business account
Step two in learning how to become an Instagram influencer involves you to get serious about your analytics.
What’s really an Instagram business account? And, why do you need it? An Instagram account has many useful tools for influencers such as Instagram Insights. Insights allows you to know the demographic data of your followers. It equy allows you to identify a follower fluctuations, top locations, audience activity times. As well as profile views and website clicks, based on a set time period. You can also view Insights data for your overall account, as well as for particular posts.
Write an effective Instagram bio
An Instagram bio do consist of 150 characters. It can be short, but it’s the elevator pitch of your entire account. It will introduce your brand to followers who don’t really know who you are and what you do. When you don’t have a clear and concise bio, customers probably won’t be able to follow your brand.
Write captions that reflect your brand’s voice and personality
How will you engage with your followers? You don’t just start creating posts with great photos. You should equally add a little of personality to your Instagram captions to make your brand look more interesting. After all, there’s nothing more annoying than a brand with no personality.
So, how will you determine your brand’s voice? Find two to four adjectives that will best describe your brand.
Choose the right hashtags
Hashtags are very important if you want to increase your following. You should know that posts with hashtags gain 12.6% more engagement. Reason being that hashtags make your posts searchable for a term.
Hashtags can be:
- Community-specific
- Location-specific
- Lifestyle specific
- Brand specific
- Challenge-or contest-specific
- Campaign-specific
- Event-specific
- Subject-specific
- Product specific
Ideally, a post should have 5 to 30 hashtags. Some experts found out that 11 hashtags per post is a good number to target. Once you include more than 30 hashtags in a post, Instagram won’t allow you comment in it. So, you need to avoid putting too many hashtags.
Post new content often
To find your optimal posting frequency is an important factor to learn how to become an Instagram influencer. It has being proven that top brands and influencers post an average of 1.5 times per day.
Interact with followers
You should know that Instagram is obviously a social platform. So, you need to interact with users to amass a good number of followers.
Get in touch With brands
Probably you already know, you may be become an Instagram influencer by working with brands you love. Once you have gained thousands of followers under your belt, you may start to reach out to brands. You may decide to participate in their campaigns or use their brand-related hashtags in your posts. This will put your account under their radar.