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  • Writer's pictureSarah Duane

Influencer Marketing strategy: why you need it, and now!

Have you ever implemented an Instagram influencer marketing strategy for your business?

In the run-up to the festive season, we recommend you start now!

Adding an Instagram influencer marketing strategy into your overall strategy for Instagram can help to increase your brand awareness, grow your follower base, and drive sales!

In this blog we are going to cover everything from how to find the right influencers for your business, to properly disclosing sponsored posts and determining if your Instagram influencer marketing strategies are actually working for you.

Let’s dive into it:

When scrolling on your Instagram feed, or clicking on the search button, there’s a good chance you’ve come across an influencer post.

Once a small space with just a few names, influencer marketing is on pace to become an $8 billion dollar industry by 2020.

And when it comes to influencer marketing, Instagram is by far the best performing platform for brands to reach new audiences quickly. It’s also the best channel for social action — with an average 3.21% engagement rate compared to 1.5% across all social networks, Instagram users are more likely to comment, like, and share the content they consume.

So what makes influencer marketing strategy so worth it? Well, part of it has to do with trust.

Instagram influencer marketing removes the barriers of traditional advertising because customers are introduced to your brand from a trusted source (the influencer) on an authentic, casual platform (Instagram).

How to find the right influencers for your business:

- 1 Evaluate their engagement rate:

Depending on the number of follower they have, you want to see a 2/3% engagement level on their posts, that means that their audience is paying attention and taking action to their content.

If you want to calculate an influencer’s engagement rate on Instagram, divide the average number of likes and comments they get on their posts by their follower count, and then multiply by 100 to get a percentage.

- 2 Make sure that they have the same audience as yours:

It is natural that when deciding on working with an influencer you should make sure that you have the same. Example: You are a company that sells baby clothing - Your influencers should be: New mums, expecting mums, mums with babies, on Facebook it would be critical to join groups such as your local mum group, local baby and toddler activity/weening group etc...

- 3 Check the content that they post on all their platforms:

Before working with an influencer, check all their content even the ones that are not posted on Instagram, as this will ensure that you are targeting the same audience online and offline.

- 4 Look at the number of followers:

The number of followers an influencer has isn’t as important as it used to be. Because engagement rate tends to decrease as follower count grows, influencers with fewer followers often retain higher engagement rates on their posts, while influencers with a big audience tend to see a decrease in engagement rates and less direct communication with their followers.

All of that being said, it’s definitely not a bad idea to partner with influencers with big followings! Just make sure they’re a good fit for your business.

- 5 Analyse their reach:

On Instagram, “reach” is calculated as the number of unique users who saw your content, and it’s becoming an incredibly important metric for determining an influencer’s value.

Unfortunately, there’s no way to calculate an influencer’s reach yourself. So you’ll either need to ask them for their social stats (many influencers include this kind of information in their media kits) or you can use a third-party tool like Fohr Card and SocialBlade.

With all that being shared, now let's get you started,

And... if you need help with that, please get in touch!

Sarah Duane

Social media specialist

Founder of Social & Co

M: (0044) 7711923903

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