There are already users around the world who make a living from their promotional campaigns on Instagram, and brands want to harness the power of this network. But to launch an influencer marketing campaign on Instagram that works, you have to know its keys. We tell you about it in this guide.
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How does influencer marketing work on Instagram?
The influencer marketing allows brands to connect with their target audience so much more authentic than traditional advertising. Instead of selling directly to consumers, brands build relationships with influencers who can sell for them.
The influencers in Instagram have a relationship close with his followers because they share many aspects of their life with them. We get the impression that we know them in person, so when they recommend something, we listen to them as if they were our friends. Or at least that’s the theory.
Currently, Instagram has almost 1.2 billion active users per month and has become the favorite social network of influencers. The 72% of users say they have purchased related to fashion, beauty or style after seeing them on this network products, so there are plenty of interesting opportunities for brands.
There is no strict criteria to be considered an influencer on Instagram . Any user who has a relatively high number of followers with a good level of involvement will have influence on their audience, and therefore will be interesting for brands.
How much does an influencer marketing campaign cost on Instagram?
Each year, Hopper HQ publishes the ” Instagram Rich List “, revealing how much the biggest Instagram influencers and celebrities earn from a single post. In 2018, Kylie Jenner took the cake, charging no less than a million dollars for a product post on her profile. To get an idea of Kylie’s influence, suffice it to say that that same year she posted a tweet criticizing Snapchat that caused the app’s market value to drop by 1.3 billion .
Luckily for brands, Kylie’s case is an exception. The amount an influencer charges varies based on various factors, including number of followers, engagement rate, and industry. Of these factors, the most important is the engagement rate , to the point that many brands only work with influencers who achieve 10-20% in this metric . In this way, they make sure that the followers of the influencer are really interested in their content.
Another of the discoveries of the study “Instagram Rich List” is that in many cases a price is established for every 100,000 followers . For example, in the beauty sector an average of 162 pounds is charged for each publication and every 100,000 followers. If we take into account that many influencers have an audience of millions and that many campaigns extend to various publications, we see that these types of fees allow them to earn a living from their presence on Instagram.
How to do influencer marketing on Instagram with your brand step by step
1) Decide your budget
If you have decided that influencer marketing on Instagram is the solution for your brand, the first step is to set a budget. As we have just seen, fees can be high, especially if we take into account that influencers charge for both standard posts and Stories .
If you do not have a very high budget, my recommendation is that you opt for campaigns with micro influencers . These users have a relatively small follower base (between 1,000 and 10,000), but their posts have a high engagement rate. It is a much more profitable option for small and medium-sized companies, since micro influencers can have a great influence on a specific audience.
If your budget is higher, you can aspire to influencers with larger audiences, but don’t be fooled by ” vanity metrics ” such as the number of followers and always try to find that they have a high engagement rate and that it is genuine.
2) Research the perfect influencers
Once you are clear about how much you can spend, it will be time to do your research to find the right influencer. There are two major factors to consider:
- The demographics of the followers fits your target audience.
- Your followers and interactions are real .
Unfortunately, today there are many scams in the influencer marketing g, since it is possible to buy both followers, likes and comments created by bots. The result is that some Instagram accounts may come off as influential, but working with them will not improve your brand’s results.
To find out if this is the case, I recommend that you take a good look at the comments. If most of them are generic and do not lead to a real conversation, it is very likely that they come from bots.
Another important issue to consider is what type of campaign this influencer has participated in in the past. The best influencers are very responsible when establishing collaborations, they take into account the interests of their followers and only create posts promoted with brands that can really be interesting for their audience. In addition, they try to create the content they share themselves.
3) Get in touch
Once you have chosen the ideal influencer for your brand, all you have to do is send them your proposal. Micro-influencers are usually easy to contact: you just have to send them a direct message or write to the email that appears in their profile. Big influencers often work with agencies, so check their bio information.
Whatever the case, in your first email you should ask for their rates and explain what your brand does and what your campaign is about. Give as much detail as possible (budget, number of posts, type of content, etc.).
Personalized email (example)
Avoid sending your entire influencers base the same email. Customize each email and ask for their channel specifications. Set your goals and what you expect from the instagrammer . Example of personalized email:
My name is [your name] from [company name]. I’ve been following you on [Instagram channel name] for a long time and I’m a big fan @ of your work and content.
I wanted to get in touch with you to analyze [the topic that the influencer deals the most in their posts] more thoroughly and see if we can work together on something similar.
If you are interested, I would like to schedule a video call for next week so I can give you more information about our brand and what we are trying to achieve. And at the same time, know the forms of collaboration you offer and your table of rates or fees.
I hope to hear from you soon.