74% of people trust social media enough to let it guide them on their purchasing decisions.
Because of this, influencer marketing has exploded in popularity in recent years and continues to grow year over year.
Do you own a small business? Are you looking for ways to practice smart marketing and see a boost in sales without a high price tag?
Instagram influencer marketing might be the answer for you.
Read on to learn everything you need to know about the influencer marketing industry.
What Exactly Is Instagram Influencer Marketing?
If you frequent Instagram, you’ve likely seen a sponsored post and not even noticed it. This is because these posts are supposed to look and feel as authentic as possible.
What It Is:
Influencer marketing is when someone posts about a specific service or product and recommends it to their followers. Depending on the arrangement, it could be one post on their feed, multiple posts over time, an Instagram story showing them talking about or using the product, or many spread-out stories.
Above all, the goal is for this person to influence their followers or convince them to try out the product.
Why It Works:
When an individual talks about a product on social media, it has the potential to come across as a recommendation from a trusted friend, rather than a clear promotion from a company that you might not have heard of before.
If you partner with influencers that pair well with your specific brand niche, chances are their followers are interested in products like yours, whether they realize it or not.
For example, a beauty influencer would be the perfect candidate to promote a fun new face wash. Their followers are interested in beauty and makeup, so a product that takes off makeup and helps keep their skin clear is appealing.
This same product mentioned by a fashion influencer might not have the same results, because people don’t see this person as an authority figure when it comes to makeup and skincare.
89% of people that invest in Instagram influencer marketing say their ROI is the same or greater than other marketing avenues, so clearly, it works for many.
Different Types of Instagram Influencers
One important thing to keep in mind is that while all influencers work to produce engaging content, different types of influencers come with drastically different price tags.
Choosing the best influencer for your brand, in particular, is essential, and how many followers they have should impact your decision.
A nano-influencer has 1-10k followers. They’re typically content creators or bloggers that sometimes promote products, but don’t consider it a full-time job.
Because of their following, they can build a lot of trust with the people who follow them, and these influencers can see the highest engagement rates.
These influencers will naturally cost the least because of their small following.
A micro-influencer has between 10 and 100,000 followers.
This is the biggest category of influencers that invest in Instagram influencer marketing. However, because they have more followers than nano-influencers, and there’s potential for them to reach many more people, they charge more.
They still have a more personalized feel than influencers with more followers, and as a result, their engagement rates are still solid.
The second largest group is made up of people with 100-500k followers.
They don’t provide as personalized a feel as the previously mentioned groups, but they have a wider reach and higher engagement than influencers with more followers.
These influencers are categorized by having between 500k and 1,000,000 followers.
They’re typically not celebrities, but have come into their kind of fame through vlogging or producing entertainment through social media apps.
If you’re looking to reach a broad category like “young women,” these influencers are a good match because their followers are usually of a similar age group given their content.
This is the group with the most extensive following. They have one million+ followers and are almost always celebrities.
They’re more famous than they are influential, and likely only post sponsored posts as a means to bring in extra money versus it being their career.
They provide a massive reach but charge the most per post because of their experience and access to quality photographers, videographers, etc.
The exact cost of hiring an influencer for Instagram influencer marketing depends on a variety of factors:
- Their following
- Content style
- Experience with brands
Pricing per post can range from a few hundred dollars to millions of dollars. If you have a specific budget in mind, reach out to influencers in a tier that you believe fits the price and go from there.
Negotiating is possible, and they will typically send their rates sheet as soon as you reach out to them, so you know what to expect.
Create a Strategy
To move forward when it comes to Instagram marketing, you need to have a strategy in place to help you decide the best influencers to consider.
Before you hire an influencer for Instagram influencer marketing to promote your brand, it’s a good idea to have your own social media pages and websites filled with killer content so that people are more drawn to them.
Try using Instagram marketing tools to get your page where it needs to be to take the next steps.
Consider what your goals are before making any decisions. Are you trying to:
- Get visitors to your site
- Get people to purchase a specific product
- Get people to buy any product
- Build your email list
- Gain new social media followers
- Increase brand awareness
Knowing what you’re aiming for will impact who you reach out to, what you ask for, and how much they will likely charge.
Whose attention are you trying to get? It’s important to know this so that the influencer can tailor their content towards this group.
Will your target audience be broad or specific? For example, if you want to target a particular group, is it based on gender, age, interests, income, or something else?
Learn the Rules
Any Instagram influencer you contact should be aware of the rules and regulations placed on sponsored posts and ads.
Just in case, though, it’s good for you to familiarize yourself with what’s allowed and what’s prohibited. Above all, the person posting about the products is required to make it clear that the post is sponsored or an ad so that people know they’re getting paid to talk about it.
Start the Process
Now that you know what an influencer is that invest in Instagram influencer marketing and why they’re helpful, the different types of influencers, and you’ve created a basic strategy, it’s time to begin the process. There are five distinct steps that you should follow.
Step 1: Create a List
Instead of getting your heart dead set on one particular influencer, it’s a good idea to create a list of several options. Then, study their Instagram feeds, followings, and how many likes/comments they get.
Make a list of everyone that you think could be a good fit. Try to include at least five people.
Step 2: Research
Now that you have a list, dive deeper into their social media channels and see how active they are, their engagement, and the quality of their posts.
Consider searching them on Google to see what type of information comes up about them. You want to choose an influencer that has a good reputation.
Step 3: Reach Out
At this point, you should have a pretty solid list of people that you feel confident in. It’s time to reach out to them!
If they have a business email (typically, these will be listed in their bio), it’s better to reach out through here versus direct messaging them on Instagram. This way, they will take you seriously and be more likely to see your message right away.
Step 4: Collaborate
Once you have officially hired them for Instagram influencer marketing, it’s now time to collaborate on what their content for you should look like.
Depending on their following count and experience level, they might want a lot of input from you, or they might like complete creative freedom over how they market your product.
Let them know your goals and work together to create something you’re happy with.
Step 5: Measure Results
Now that the posts are up on their feed, you need to measure how successful the campaign was.
Did you see the results you were hoping for? What was your ROI? The answers to these questions will help you decide if you would like to work with this influencer again in the future.
Achieve Incredible Instagram Influencer Marketing Results
This guide walked you through everything you need to know about Instagram influencer marketing, from what it is to the steps to hiring an influencer.
If you would like to take your business to the next level in a way that’s authentic and will have a great return on your investment, consider starting the process of collaborating with an Instagram influencer that creates engaging content today.
Did you find this article helpful? Then, please look at some of the other excellent articles that we have available to read on our site.