One of the most effective ways to reach your target audience is through the employment of social media influencers.
Social media influencers are people with a large following on sites like Instagram, YouTube, Twitter, Snapchat and other social platforms.
Influencers partner with brands to promote their products in exchange for money, free goods and even cross promotion.
Why Your Business Should Find Influencers on Instagram
You could spend thousands on a billboard that may reach 700 or 800 people a day. There’s no way to guarantee that these people will be within your target demographic or even notice your billboard.
At best, according to Forbes, you can expect only a quarter of the viewers of your billboard to take note of a website, phone number, or other information that could convert these customer leads into sales.
Alternatively, you could spend much less on a partnership with an influencer who has a large following of consumers in your niche. These are consumers who are likely to see your ad and likely to want your product. They’ll be even more likely to purchase with the endorsement of this person that they look up to.
Even better, the ability to purchase is right there on their phones. This keeps many more customer leads in your sales funnel than the billboard model.
Working with influencers is easy and efficient. Since they create and post the content, all you have to do is find the best influencers for your particular brand. Read on to learn our top 10 tips to find influencers on Instagram.
First and foremost, you must choose influencers who are relevant to your brand, products, and/or services.
Consider questions like: What is the main demographic of their following? Would this person actually use your product or service? Does this person stand for issues similar to your company values?
The number of eyes on your brand is referred to as the influencer’s reach.
Reach is determined by the size of their following, their visibility, and their engagement.
Reach is not more important than relevancy. It’s better to advertise with a more relevant influencer than a more famous influencer.
3. Engagement Rate
When trying to find influencers on Instagram, beware of fake followers.
Fake followers are a huge waste of time for marketers because the audience will not engage with their brand, and most importantly will not convert.
You can do a quick audit of a perspective influencer’s account by crunching some numbers. This is called the engagement rate.
The formula is:
# of likes + # of comments / # of followers x 100
Let’s break down an example for an account that has 10,000 followers. On their last post, add up the likes and comments. (For an even more accurate view, take an average of likes and comments on their last 10 posts).
Let’s say they got 500 likes and 50 comments. Divide 550 by 10,000 and multiply it by 100 The formula would look like this:
550/10000 = 0.055
0.055 x 100 = 5.5% engagement rate.
The average engagement rate for an influencer is between 2% and 6%. This example account has a good, realistic following.
Influencers with smaller followings tend to have a higher engagement rate. As the number of followers goes up, the engagement rate inevitably goes down.
Anyone with an engagement rate of over 11% likely is paying for the likes and comments.
An account with a large following with less than 1% engagement rate probably paid for those followers.
Speaking of spotting fake followers, it’s important that your influencer is authentic.
Having an authentic following is a good start. They also must come across as a real person, rather than an ad pusher.
This balance is tricky to achieve, but it’s important that they have the trust of their following in order for the ad to have an effect.
Unless you have $1 million to spend on each post, you aren’t going to snag an influencer like Beyoncé.
The top tier of influencers will cost you. Make a clear budget and objective for your influencer marketing plan. This will help you determine the amount you can afford per post.
Every influencer has a different price. Like every new marketing technique, it’s wise to start small so that you can iron out the kinks.
An agency like Grin can help you predict and track ROI (not to mention find influencers on Instagram in the first place).
6. Posting Pattern
Posting frequency is important for engagement, visibility, and efficacy of your ad.
An influencer who posts less often will have your ad featured in the top few pics on their Instagram longer, for example.
Posting too often means your ad may get lost in the mix. Posting too rarely makes your ad look less authentic.
While there is no perfect formula, take a look at the influencer’s posting pattern and determine if you believe it will work well for your ad.
7. Ad Blend-ability
In order for the influencer to appear authentic, they must be able to blend the ad into their feed in a way that doesn’t annoy their followers and decrease engagement.
This is a specific skill that requires some marketing know how. Take a look at the engagement on their past ads to see how they did.
Is this influencer already under contract with a competitor brand? It could be a conflict.
Keep in mind that conflicts could exist on their other social media platforms, not just Instagram.
What is the reputation of this influencer? Does working with them benefit your brand?
Reputation plays a big role in buyer decisions. An influencer’s bad reputation could stain your brand. Conversely, their good reputation puts your brand in the spotlight.
Keep in mind that “bad” and “good” are relevant, especially based on the product you sell. A “bad boy” could sell vape pens a lot better than baby diapers, for example.
10. Marketing Smarts
Does this influencer have some know how when it comes to marketing techniques? You can judge this by their use of hashtags, captions, and the “swipe up” feature in Instagram stories.
Influencers with marketing smarts are more valuable than ones without.
To harness the full power of working with Instagram influencers, you’ll want to go through a trusted influencer agency.
Look no further than Grin. Grin can help you find influencers on Instagram and arrange a deal with them. Sign up with us today.