Instagram continues to be one of the fastest-growing social media platforms, with an overwhelming number of daily active users. It’s no surprise that brands have turned to this gold mine of content dissemination to get their products on the front-line. For this, influencers have been their closest link to authentic interactions with people.
The market for influencers is vast, ranging from the type of content to personalities, it might seem like just about anyone is an influencer, with opinions being shared in the dozens.
What sets you apart is the niche segment that you claim, your passion in the area, your ability to share that passion with your followers, and the instinct to join or set a trend. As an influencer, you share with people experiences, stories, and access to what they desire to have.
Wielding this power of persuasion is best carried out when you understand the elements of marketing on Instagram.
The Consumer’s Perspective
Your followers are your people, and they have chosen to ‘subscribe’ to your content cause what you put resonates with them or inspires them. Trust, authenticity, and approachability are what people look for. They want to hear your opinion, know what you find trendy, listen to your suggestions and even give you some of their own.
Whether you’re a stylist or a dog owner, audiences are looking to take-away something when viewing your posts— be it informational or simple entertainment, those 3 seconds of viewing must count. So, the more you interact, the more likely they are to trust what you promote.
People turn to Instagram to not only find new products but also to make decisions regarding purchases. Don’t be afraid to share how you feel about a product, as this is exactly what people are looking for. Just make sure your content is a mix of informational, inspirational, and relatable.
The Brand’s Perspective
It’s the organic relationship with followers that get brands to notice influencers. Remember, brands are watching you. They’re taking note of your previous collaborations, how you communicate with your audience, your engagement levels, and even if you’ve been advocating their products out of sheer love for it.
They could either be looking for an endorser or an ambassador. Endorsers are usually contacted via influencer agencies for campaigns, whereas ambassadors are taken on longer terms with customized communication.
Whatever the approach, try and take as much creative liberty as possible when creating content, this reduces the chance of your posts being lost in a clutter of branded hashtags.
Ensure to follow brand guidelines while also adding your personal touch. While brands will be tracking the campaign, make a habit of sharing your insights with them, creating a more professional front to your image.
Making The Most Of It
In the digital world, consumer reactions are instantaneous. It’s hard to measure the exact ROI, but one relied on approach in real-time marketing is engagement.
Delivering high engagement rates matter, and for this, you can even take on professional help from an Instagram marketing service. Given below are a few pointers for improving your marketing as an influencer.
Before you go heavy on promotions, do a basic check on your profile. Make sure that you have a proper display picture, captivating bio, relevant hashtags, and URL (if any).
You can use Instagram Ads to promote your profile, selecting a cost per impression, click or more, and selecting the right target audience. Another great way of promoting is by having giveaways and collaborations with other influencers. Also, follow accounts within your domain and with business potential.
Take the time to understand how Instagram Insights work and what each metric can give you. This is where a brand’s ROI comes in, as you can note how effective your posts have been by comparing the data to the brand’s target.
Note your demographics, the most engaging content, impressions if you’ve promoted any posts and posting times —all this can give you insight into what works for your audience and what does not.
Buying followers is against Instagram’s guidelines and will ruin your hard-earned growth of authentic interactions. Plus, Instagram removes inauthentic ‘engagement’ generated by them, rendering it a waste of money.
It is ideal to follow FTC guidelines and, most importantly, ensure that your content is culturally sensitive.
Instagram is constantly introducing new features or tweaking existing ones. Use interactive stickers, create highlights, so your new followers/visitors are all caught up and try to hold Live sessions if applicable. Reels are a great way for informational content. You can play around with different formats and themes.
For setting up an account that gives a professional Instagram agency standard, you can use third-party tools. From content creation to monitoring, there are plenty of free and paid tools to assist you.
Know Your Influence
See where you stand and play to your advantages. Nano-influencers have about 10,000 followers, post content that is ‘daily life,’ and tend to have great engagement as consumers find it easy to trust them.
Brands turn to Micro-influencers to ‘hype’ their products in an authentic way. They are known to have a more niche segment, creating a more voice of reason effect with a follower base less than 100,000.
Macro-influencers usually have a celebrity-like feel, many with a verified account and big-brand partnerships that take on a more collaborative effort.
More To Come
The post-pandemic look of digital experiences has gotten even better, with Instagram bringing in features that benefit both brands and influencers. It is slated to bring Badges for Lives, where viewers who purchase them get to stand out in the comments along with additional features.
Besides that, it has been rolling out an improved Brand Collabs Manager that helps brands find the right influencers and share insights with them on partnered content.
Other features that make could make the experience of content consumption richer are; Live Shopping, where you can link products in the Live and the Shoppable button, which will be made available for influencers to tag in posts. These features will make it easy for viewers to access products, removing barriers to purchase.
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