With most influencer marketing campaigns happening on Instagram, it has become imperative to have some out-of-the-box ideas up your sleeves that can make your or your client’s brand stand out from the crowd.
Influencer marketing has become the modern word-of-mouth marketing where influencers give their followers honest product recommendations and directions to buy it. With over 1 billion monthly active users and half a million influencers, it is no surprise that Instagram is the most vibrant social media platform buzzing with influencer marketing campaigns.
Instagram offers many shoppable features like shopping within the app by simply tapping on the products on an image or swiping up on stories to land on an e-commerce website. If you can comprehend the complexity of Instagram influencer marketing, you know that it is challenging to manage it manually. To make this easier, tech enablers have built end-to-end influencer marketing platforms to automate all the processes.
Now that you know how important influencer marketing on Instagram is, here are 6 tips for creating the best campaign or refining the one that you are already running:
Assess your current program and identify the gaps to help you reach your goal. Is your current program at the beginner stage where you have just started with a handful of content creators on Instagram? Or is it at an advanced stage where you can afford to exploit new prospects to boost returns? Based on this realization, you can decide the next steps for your brand. In many cases, marketers periodically revisit their business goals and KPIs depending on the changing market scenario and competition. This helps optimize the influencer marketing campaign to ensure alluring numbers at every stage of the marketing funnel.
Which Instagram influencers are contributing to a significant part of your business revenue? These influencers should be identified as your top performers – influencers that are garnering the highest trust from the target audience in the form of likes, comments, and shares. The next step is to use the insights from your top performers too –
Instagram has various ways to publish content like posts, stories, and reels. Check which content format works best for your brand’s marketing goals using a trusted subset of influencers. You can also find ways to repurpose your influencer marketing content and promote it across different media channels like websites, emails, Facebook, or YouTube.
It is easy to fall into the trap of collaborating with influencers with a massive number of followers on Instagram. The biggest influencer marketing tip that anyone could give is to value the quality of the followers more than the quantity. A small number of followers with a 100% engagement rate with the influencer’s posts have a greater potential to convert into buyers for the brand. You will be surprised to discover how this also helps reduce the price per ticket, making your influencer marketing campaign more cost-effective.
“Marketing without data is like driving with your eyes closed,” said Dan Zarrella, the award-winning social media scientist and author. Measuring your marketing campaigns’ performance helps you decide what changes you need to make and why. You can check the effectiveness of your campaign with influencer marketing software that will help you with easy-to-understand data dashboards with quantifiable metrics like engagement rate, brand sentiment, referral traffic, and sales.
If you’re the one planning the influencer marketing strategy, your influencers are the ones executing it. So, it may prove beneficial to give up some control over the campaign and let influencers choose the form of creative content that works better for their audience. Every influencer may not agree with the same approach of promoting a brand, so it is okay to give them the decision-making space at times.
Though these are some tried and tested tips for influencer marketing, no one-size-fits-all approach guarantees success. So, be open to newer ways to market your product, optimize with data and be resilient to any challenges that you may face on the way.