Among the most used social media platforms to date is Instagram. This particular networking application allows users to edit and upload photos, images, and videos on their own feed to share with the rest of the Instagram user base. Instagram has become popular throughout the years because of its appealing aesthetic and because of the presence of numerous celebrities and public personalities on the platform. With millions of users on this social media application, business owners are wondering – how can Instagram be used to market products and services?
Entrepreneurs can use Instagram to market their brand by structuring an Instagram influencer campaign. This strategy entails the collaboration with industry influencers whose opinions and insights are seen as reliable by a large group of followers. Are you wondering how to run an Instagram influencer campaign? Read on to find out.
How to Structure an Instagram Influencer Campaign
Identify Relevant Influencers
Find your Niche: Your brand is bound to fall within a niche – what exactly is it? Understanding what niche you’re in will tell you who your target market is and thus who influences them to make their consumer choices. If you’re a brand that sells make-up and cosmetics, you should choose an influencer who builds their content around the same. If you offer auto repair services, identify an Instagram influencer who mainly leverages on cars.
Check their Engagement: You also need to look at engagement levels. It is very easy for someone to purchase fake followers for Instagram. Don’t go after the largest fish in the pond, go after the tastiest one. This influencer will post content and get tons of likes and comments…but not just any comment (example “nice picture”), but deliciously relevant comments that show this person truly influences what people do. Basically, you want the influencer who is actually touching and influencing the people who could convert into your customers or users. We’ve got a more in depth piece on how to identify influencers here.
Create a List of Your Desired Influencers: Chances are, not all your influencers will get back to you. So it is smart to pitch 10-20 influencers to increase your chances of reaching a collaboration agreement. Make sure that you list these influencers by engagement, then following since you want the most influential influencers.
Use SmartID: If you use the Socialdraft dashboard, you can utilize SmartID to hone in on influencers who are already engaging with your brand. This will make the chances of collaboration higher and your campaign easier.
Reach Out to Your Chosen Personalities
How to Reach Them: Now that you’ve identified the people who can influence your audience, it’s time that you reach out to them and settle on a deal. Most influencers who want to work with brands will have their email on their profile. If they don’t, check out their blog or publication. Many times they will list their contact info there. If it’s not there, DM them. Be honest, humble and direct about your collaboration goals and rewards.
Agree on Payment
What’s nice about Instagram influencer campaigns is that some influencers won’t require monetary compensation and will very happy with a juicy freebie or a discounted service. Discuss the terms of collaboration with your chosen influencer and make sure you compensate them fairly for a trouble-free partnership. That being said…paid sponsorships are best (click here to find out what the going rates are for your basic Instagram sponsorships). Paid people have a buy in, they will give things more love and get you better results.
You may want to reach out to accounts with a smaller following and high engagement. Your chances of getting a good deal here are highest. Make sure you are clear about exactly how the collaboration will run. If they are posting an image (or multiple), how long will they keep it up. Will this be only an Instagram relationship, or will it spill over into their other social media accounts?What exactly is their reward, how and when will they receive it. Due to FTC rules, your collaborator MUST disclose that the posts are paid, make sure this is also discussed.
Support and Monitor
Once your campaign is ready to launch, be ready to monitor not just your social media accounts and website, but also their social media accounts. If people are commenting about your product or service on their Instagram post, this is your chance to engage them and close on the action you desire from the community. You’ve already done so much, don’t sit on your laurels and miss out on the ROI of an Instagram collab.
Confirm (and Confirm Again)
Before the campaing launches, email your collaborator with an outline of everything you have discussed. Confirm the caption that will be attached to the image, make sure the call to action is clear, make sure that your custom links are perfectly structured, and cross any t’s that are left hanging.
Funnel Your New Prospects
Once your influencer starts to post about your brand, products, and services, you should expect there to be an influx of new prospective customers. Where exactly do you plan to lead all of these individuals once they’ve been convinced by your influencer? This is where the need for a URL shortener and a landing page come into play. The URL shortener will help you track the traffic that is coming to you (since you can’t link out on Instagram posts). Then you can either create a super targeted landing page, or you can opt to have them visit your Facebook page for more information or you can redirect them to your website from your influencers Instagram. It depends on what resources you have available. What matters is that you give them the necessary information after they make the decision to learn about you.
Amplify Their Reach
Sure, you are collaborating with an influencer to piggyback off their reach, but you can help to make this larger. Be ready when they post to Instagram. Comment and like their post. Ask your friends and co-workers to do the same. Then repost their image, share it to other social networks. Use your Social powers to help your influencer to help you.
Sites that Work With Influencers
While we recommend that you work with influencers on your own (keeps that nice ROI high), there are companies that specialize on working with influencers. A few are:
How to Manage Your Instagram Accounts
Socialdraft is an all-in-one Social Media Dashboard that helps you manage Instagram. It is the most robust and simple tool for agencies and teams to effectively handle social media. With Socialdraft you can:
Schedule posts to Facebook pages, Twitter, Instagram, LinkedIn Business Pages (and one LinkedIn account) and Pinterest Boards
Schedule posts individually, as recurring posts, or bulk upload them as CSV
Easily re-schedule with a drag & drop action
Schedule GIFs to Facebook and Twitter
Download content calendars as PDF
Keep an eye on your online reputation and easily share the good news to social
Find content on Instagram and easily schedule reposts not just to Instagram but to all other social networks
Engage on Twitter, Facebook, and Linkedin
Download Facebook and Twitter reports
and tons more…
If you are curious about Socialdraft, take it for a risk-free trial. You’ll get to try out all the features and decide if Socialdraft is right for you.