Did you know that there are 500 thousand active Instagram influencers?
There has been a total change in the marketing sphere brought about by social media in recent years.
And influencers have become one of the most popular ways of attracting consumers to any brand. Because of this, 69% of US marketers plan to spend more than 50% of their marketing budget on Instagram influencers.
People usually tend to trust them and look up to them for inspiration in different ways and typically any suggestions regarding their day-to-day decisions.
Brands have discovered over the years the need to increase their Instagram outreach. This is to sway the choices of the consumer in their favor.
However, the part where most firms tend to fall behind is finding the right influencers to fit the company’s marketing demands.
Where to start? How to look? What are the criteria to be fulfilled for an influencer to be fit for a brand?
This blog will be helping you find the correct methods to hire an influencer for your brand. We will also provide you with the dos and don’ts for the Instagram influencer network and marketing. Read on to know more!
Before you go on to find Instagram influencers for your brand, define your brand and ideal influencer.
Outline Your Goal and Ideal Instagram Influencer
The first step in any venture is deciding on the objectives one aims to achieve within a certain period, and this does not exclude influencer marketing. Setting clear-cut objectives give your project a direction and help you analyze the work with the results.
Defining your goals requires you to plan out the long-term and short-term objectives, like deploying a particular group of influencers or the number of accounts you would like to reach out to. This also helps you check the availability of resources like the budget for the project, products to be exchanged for promotions, and many more.
When it comes to Instagram, public opinion is the fodder that feeds the promoter and the brand being promoted. Ask yourself these questions:
- Who is your target audience?
- What is the purpose of the project? Is it to create brand awareness, create more engagements, or promote a new product?
- How are you going to deploy your funds in setting up sponsorships, giveaways, and paid promotions?
For Example, your goals can look like this:
- For this campaign, we will work with popular influencers with a certain number of followers and engagement.
- The influencers will create an engaging and creative short video/Instagram Reel to promote this movie.
- We want the content to be resonating, engaging, and something which creates curiosity within their followers to go and watch the movie.
- We aim to increase the sign-ups on the platform by 20% and movie views by 35%
While dealing with these questions, don’t forget to set up a specific time frame within which you want to achieve these goals.
Defining your ideal Instagram influencer
Next, make sure to define your ideal Instagram influencer. The best way to go about this is to make sure you understand your brand voice completely. Look for someone who aligns with your brand voice. Also, ask yourself, Will you go for a particular model for influencing the audience? Or should you go for a team of influencers?
These questions are essential as they will let you know who exactly you are looking for. An ideal Instagram influencer profile will help you speed up your work and narrow down your search.
Now that you know the answer to these questions, here are some of the easiest ways to find Instagram influencers in your niche.
6 Ways to Find Instagram Influencers in Your Niche
Now that the marketing teams have started recognizing and acknowledging the role of influencers in promoting their products, there has been a significant increase in their influencer marketing budget. That said, Instagram is undoubtedly the most popular place for brands to promote themselves with influencer marketing.
In fact, according to research by BigCommerce, Instagram ranks number one for the most critical and impactful channel in influencer marketing.
This makes it even more critical for businesses, irrespective of their scale, to know more about this aspect of marketing to keep up with modern marketing tactics. You can apply these six methods to find the right influencer to promote your brand; let us take a detailed look into them.
1. Analyze Your Competitor’s Influencer Campaigns
This is more of a reverse marketing research report. Sometimes, depending on your industry, there might be too much saturation or an equal divide with room for improvement.
It depends. When analyzing your competitors, you can easily identify the influencers who might be interested in your industry. Here are a few things to check that might assist you:
- Types of influencers your competitors appoint
- Numbers of their followers and fluctuations
- Methods applied by the influencer to attract public attention
- Modes of payment for paid partnerships
- Number of paid Instagram post advertisements and
- The frequency of these actions.
2. Try a Google Search Before Anything
One of the basic things you can do is Google the list of top influencers in your industry.
Many influencers are listed under agencies that curate deals and sponsorships for them, and most have managers working for them to go through the best options.
Look through these lists to find the most appropriate candidate.
This saves you more time than going through numerous Instagram accounts, elevating your brand presentation to make you more viable.
Some of these lists are extremely thorough and provide you with the details of previous promotions your candidate has done in the past. This will also give you further insight into the works of the influencer and help you determine whether they are a good fit or not.
3. Using an Influencer Listing Platform or Influencer Marketplace
There are multiple influencers listing platforms in the market, and each of them come with their advantages & disadvantages. However, unlike Google, you don’t have to do the hard work here. The platform will search and sift through hundreds or thousands of influencers to get you the right fit.
You can also easily get more information about different influencers – like their portfolio, niche, reach, engagement, etc. . This will help you decide when choosing influencers.
Multiple third-party platforms can help you with this. Some of them are:
- HYPR: It is an influencer marketing platform recently partnered with Julius, which was rated number 1 in 2019. They are an influencer agnostic platform. They aim to make sure you have the maximum number of tool options to evaluate the performances easily.
- CreatorIQ: It is an enterprise influencer marketing program aiming to power the industry’s progression with technical innovation. They believe in making influencer marketing easier, safer, transparent, and data-driven for brands.
- Upfluence: Upfluence is built by marketers who have firsthand experience of how hard influencer marketing can be. They believe in the human approach but are still data-driven. They are also one of the only platforms that allow you to connect with your most influential customers and fans.
4. Check Out Industry-Specific Hashtags And Your Following List
Did you know, Instagram has more than 1.3 billion users scattered all over the globe?
With the number of active users increasing every day, the posts receiving more engagement than others are likely to have hashtags that make them relevant to the tagged categories.
Accounts belonging to such people are most likely to have a wider following base and, therefore, a bigger outreach. These influencers also tend to post regularly, which is always beneficial for businesses since they require frequent posts to garner better engagement and sales rates.
The general public follows popular Instagram influencers for updates on trends, news, fast-selling products, and of course, clout. Therefore, it is more likely that you’re probably following some of the top influencers in your industry.
Thus, checking your following list for potential figures is also a wise thing to do.
Suppose the accounts in your following lists are people you do not know but see them post regular stories and updates. In that case, this can also work to your benefit in finding engaging accounts for small partnerships lasting for a short period.
Remember, engagements are created through posts and stories, lives, joint lives, and tagging. Even within the accounts you’re following play a huge role in finding your perfect influencer.
5. Don’t Forget Micro-Influencers
An influencer marketing platform conducted a study that showed that Instagram influencers with higher following show less engagement.
Micro-influencers are the ones with a good following but not very overwhelming. So, this study proves that micro-influencers with a good engagement rate can prove to be more effective for your social media campaign than celebrities or massive audience base influencers.
Micro-influencers are considered to be people who have gained followers who respect their opinions on certain topics. They often create content in their niche which is knowledgeable and cause-worthy. Essentially, you can say that they create more of a community rather than just gaining followers.
In rare cases, influencers in the same field may reach out to you instead of for collaborations. Keep your direct message open for them and take the opportunity to look into their account engagement.
It will always be advantageous if you keep your mind open and see what they can bring to the table while promoting your brand. In other words, take risks if you want to find your perfect Instagram influencer.
6. Analyze The Content They Create And Engagement Rate
Never, ever blindly hire an influencer for their large number of followers. That is the most important rule. You would never hire a new team member without interviewing or going through their work, right? Make sure that the influencer you are choosing to work with is a good fit for your brand.
Analyze their content and ask these questions:
- Is their engagement rate good for you?
- Do they connect with your brand voice?
- Does their content seem authentic and engaging?
A good engagement rate means that their audience notices when they post content online and is interested enough to respond. But there are multiple ways to calculate engagement rate. If you use any influencer platform, they might provide you with this data as well.
With Instagram as the new pioneer of social media marketing, businesses and influencers have seen a conscious growth in their followings. This has proven to be a win-win situation for both parties. Additionally, it also benefits the consumers as it makes them more conscious of their purchases.
Instagram, along with other social media platforms, can be called the ace marketing tactic for the digital era. Therefore, this era of internet celebrities can be called a revolutionary phenomenon that can stir the business world to swipe out their old and obsolete marketing and networking tactics and pave the way for a new digitized networking business world, hopefully, for the better good.