With the news this week that Kylie Jenner can make $1 million for each sponsored post on Instagram, we thought now was a good time to take a look at the world of influencer marketing and see the impact it can have, even if your budget is significantly less than the numbers commanded by Ms Jenner.
So, if you’re new to influencer marketing, what are the key factors you should consider before embarking on a campaign that can involve a significant initial outlay.
- Don’t be distracted by large follower numbers. Yes, being able to reach a million people at the click of a button is appealing but it’s more important to consider who that audience is and if they are relevant to your brand. Look at previous posts to see the issues that are close to them and to their followers and consider factors such as geographic location if the product or service you want to highlight is location specific.
- Don’t overshare. If you’re considering a lengthy campaign, be aware that engagement can drop significantly if you ask someone to repeatedly post about the same subject. Most Instagrammers of note won’t compromise their personal brand in this way so be prepared to come up with some inventive ways to keep the conversation relevant.
- #hastags matter. Again, knowing who you want to reach is central to hashtagging correctly. Users can follow hashtags in Insta so this is a great way of making sure your content ends up in front of the right people, however they are also able to mark your hastagged content as something they don’t want to see, so choose your tags wisely. Varying your hashtags in each post also means it’s less likely to be viewed as spam by Instagram’s algorithms. Tags should focus on what your business does, your target market and your product values.
- Know your budget. You may not require the services of a Kardashian but even a single endorsed post from an Instagrammer with 100,000+ followers could set you back a four-figure sum. With this in mind be clear about the deliverables and what you aim to achieve from the campaign. Also be aware that many social media gurus have blogs and websites where you can host longer-form content so consider building that into the deal for added impact.
- Consider micro influencers. Just as posting about the same topic too frequently can affect engagement, recent research has also shown that having too many followers can actually be detrimental, with engagement starting to flatten out when followers exceed 100,000. The ratio of likes and comments to followers peaks at around 1,000, creating a huge opportunity for micro influencers. The idea is that these guys are seen as more approachable, closer to their audience and easier to relate to. Pick your influencer well and this could be a great way to start your campaign.
Consider these five points and you could be well on the way to developing a campaign that enables you to interact with your chosen demographic in an interesting and informative way. In order to get the most out of your campaign it is important to ensure you also have a way to measure and monitor its impact, and be flexible – if one post isn’t having the desired traction, don’t be afraid to switch it up.
To find out more about how Awe Creative can help you develop unique and effective marketing strategies, contact jo@beaconcreativeservices.com.
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