How to Market Your Brand on Instagram with the Help of Influencers (Updated March 2019)
Is there any way to engage your target audience better?
I would say that you should reach out to your potential customers in places where they are already active. And preferably, at times when they are actually looking for your products or services.
The answer lies in leveraging one of the most popular social media platforms today. Yes, I am talking about Instagram!
Instagram is an excellent platform that can help marketers reach their target audiences. Though the user base is not as large as that of Facebook, it is more engaged.
That’s why even influencers, the new rising stars of the marketing world, seem to love the platform.
Instagram influencers can help you increase brand awareness, grow your follower base, generate buzz for new products, and drive more sales. You can also repurpose influencer-created content for your future marketing initiatives.
Ready to get started with Instagram influencer marketing?
Let’s take a look at how you can market your brand on Instagram with the help of influencers.
This post covers everything from how to find the right influencers for your brand to creating an effective strategy and measuring campaign ROI.
Read on to learn more.
1. Set Clear Goals and KPIs
Before you start any campaign, you should be certain of what you expect to achieve from it.
That’s why the first step to market your brand on Instagram is to define your campaign goals and key performance indicators (KPIs).
Do you want to raise brand awareness? Do you want to promote a new product? Do you want to grow your follower base? Or do you want to increase sales?
Setting clear goals will help you get a better idea of how to market on Instagram. It will also help you figure out the KPIs you need to focus on.
For instance, if you want to raise brand awareness, you should focus on metrics such as reach, engagement, growth in follower base, etc.
2. Find the Right Influencers
If you want to leverage the power of influence to market your brand on Instagram, you need to carefully identify the right influencers for your brand. And then, collaborate with them.
Remember, teaming up with the wrong or fake influencers can be a total waste of time, effort, and money.
You need to find influencers who can market your brand to the right audience. They should create content that aligns with your brand’s voice, messaging, and campaign goals.
Let’s look at an example:
The Tourism Board of Hawaii collaborated with local Hawaiian micro-influencer, Lindsey Higa, to promote their campaign “Let Hawaii Happen.” The objective of this campaign was to promote tourism in Hawaii.
This campaign resulted in a phenomenal response, and the Tourism Board of Hawaii was able to generate 100,000 posts in a year. Plus the campaign reached over 54% of U.S. travelers. And that’s not all. 65% of travelers who saw the posts by Lindsey Higa planned to visit Hawaii in the next two years.
I’m sure this can help you understand how finding and collaborating with the right influencers can spell the difference between success and failure for your brand’s campaign.
But this is only the tip of the iceberg. It’s time to dive deep into the nuances of influencer marketing on Instagram.
Given that there are hundreds of thousands of influencers on Instagram, finding the right influencers can be a daunting task. Fortunately, there are several tools and influencer marketing software solutions to help you identify and hire the right influencers for your Instagram marketing campaigns.
You can use the search filters available on Grin, for example, to narrow down your search based on the location, category, and social platforms of influencers. The tool doesn’t just help you discover and hire influencers. It even helps you manage your relationships and payments, all through their do-it-all influencer management software.
3. Think About Your Brand’s Message
The next step is to think about your brand’s message. In order to maximize your Instagram influencer marketing efforts, you’ll need to identify your campaign goals and objectives.
Figure out what exactly you want your audiences to know about your brand. What kind of brand voice are you looking to maintain? What type of content do you want for your campaign?
Remember, doing so will help you identify the right influencers for your Instagram marketing campaigns. This will also ensure that your influencers speak stay consistent to your brand’s voice without sounding fake.
The better your influencers feel about your brand, the more impact they will create for your Instagram marketing campaign.
Let’s look at an example:
Popular micro-influencer and street athlete, Robin Arzon, was hired by Adidas to promote their brand to female customers.
Robin has 98,800 followers on Instagram. And she genuinely believed in the brand. The result was that she was able to make a huge impact on the sale of the brand’s shoes with her content.
Here’s how Robin promoted Adidas on Instagram
Image via Instagram
4. Create Share-Worthy Content
If you want to make your buyers love your brand, you need to create share-worthy content.
Here, influencer-generated content can effectively fit the bill. Remember, more than 57% of brands report that influencer content performs better than their brand content.
Here’s what you should do:
Create engaging and interesting content that your audiences will share with their friends and family. Don’t just rely on your influencers for content. Create some great, shareable content in-house too.
Invest time into researching, compiling, and creating content that can convey you brand’s message easily and creatively.
But here’s something you need to keep in mind:
Your influencers know their followers better than you. So allow them to create content for your campaign. Discuss your campaign goals and objectives with your influencers and also let them know your expectations.
But allow them to exercise their creativity into creating the content. Be flexible with their approach of diversifying content formats and style. But also make sure your brand’s message is intact, whatever form their content takes.
5. Remember the FTC Guidelines
If you wish to market your brand on Instagram without getting yourself into hot water, you’ll need to disclose your influencer partnerships.
The Federal Trade Commission Endorsement Guidelines explain why it is extremely important to reveal influencer connections. The FTC demands brands to disclose connections between advertisers and endorsers.
The FTC explains that you can do it by adding “ad” or “sponsored” to your influencer posts on Instagram.
Another option for staying FTC compliant is to have influencers use the native tool on the platform for disclosing that the post has been sponsored. When they use the tool, the post will show with a mention that it is a “Paid partnership with XX Brand.”
Remember, social media users are smarter these days. They want and essentially demand brands to disclose influencer partnerships.
6. Stop, Measure, Repeat
Last, but certainly not the least, measure the effectiveness of your efforts to see whether influencer marketing on Instagram is able to meet your campaign goals and objectives.
To measure your efforts, closely scrutinize the increase in the number of followers, impressions, and traffic to your website. Don’t forget to see how effective your content was in terms of engagement. You can do this by tracking the clicks, likes, reactions, and shares generated by your campaign posts.
You can use social analytics tools to measure and understand the benefits of influencer marketing on Instagram. You can add UTM to track the performance of your posts from Google Analytics. Use Google Analytics Campaign URL Builder to assign different parameters for different campaign goals.
Image Source:Google Analytics Campaign URL Builder
Google Analytics helps you understand the impact of your Instagram influencer marketing campaigns on your target audience. Check out the audience growth report to gauge whether your campaign reached the right set of people.
Image Source:Google Analytics
Don’t forget to check out Analytics’ Acquisition Overview Report to see the number of leads you were able to generate with your Instagram influencer marketing campaign.
Now that you know how to market on Instagram through influencers, it’s actually time to start using these tips. Always remember to disclose your influencer connections and be creative with your content.
How do you plan to market your brand on Instagram? Do you have any additional tips or insights to add? Let us know by leaving a comment below.