Marketing of influencers on Instagram for companies
influencer marketing is all the rage on a multitude of platforms, but the main social network is Instagram. About 79% of brands use the application to carry out this type of campaign and 2020 will not be a different year.
In the past three years, the investment of agencies and brands in marketing by influencer has been fired. From the 8 million investments that were in the sector in 2017 to the 100 million that were in 2019 and the forecasts for the year in which we find ourselves exceed these figures.
It is increasingly common to have an influencer or a microinfluencer in a marketing campaign, but we must pay attention to some problems that we may encounter such as fake accounts, publications without authenticity and the lack of transparency that exists between some users.
Why the marketing of influencer on Instagram?
influencers know the platform perfectly, have created an audience for it and are able to become a bridge between brands and interested consumers. This type of campaign allows brands to connect with their target audience in a much more authentic way than conventional advertising.
The influencers have a reference to a close relationship with his followers, sharing their day to day, simulating a friendly relationship through a screen, which is why when they share a product they are listened to as if they were a true friend.
Whether microinfluencer with more specific followers or celebrities on a large scale, Instagram offers great potential for this campaign model.
A study by Klear identified a 48% increase in instagram influencer activity globally, over 3 million sponsored posts have been identified worldwide.
Why Instagram Stories?
Las Instagram Stories are a new way of interacting with followers in a fun and creative way. It is a perfect opportunity for to bring the influencer closer to the public and also the brand they promote.
73% of marketing professionals choose this tool as the most effective in the formats used by influencers.
Brands are currently creating more content than ever in Stories 50% of corporate accounts on instagram globally, create at least one story every month.
The Instagram Stories offer companies greater visibility and brand recognition. A third of the most viewed stories on Instagram come from a corporate account.
Advantages of Instagram Stories
- Visibility: Instagram Stories are a solution to the loss of visibility due to the Instagram algorithm. When an account publishes content in Stories, it appears at the top of that account’s followers story.
- Traffic: Influencers who have more than 10,000 followers have the option to include links in their Stories with the “Swipe up” call which provides quality traffic for brands.
I leave you some articles that may interest you if you are thinking of using Instagram stories in your social media strategy:
I microinfluencers are they gaining popularity?
Until recently, brands were looking for celebrities with very high profiles that have millions of followers. There is currently a new player in the game: the microinfluencer .
Through various studies we can verify that a publication of micro-influencers obtains more recognition than that of an influencer.
While publishing an influencer account has 1.6% likes and 0.04% comments, that of a micro-influencer gets 8% likes and a percentage of comments that exceeds 0.5%.
Celebrities despite millions of followers on their social profiles are lagging behind in terms of conversions and engagement.
A study published by Launchmetrics tells us that brands prefer accounts with less than 100,000 followers in order to better segment the market.
Why are they gaining popularity?
- Micro-influencers are perceived as more authentic and closer despite their publications Being promoted by brands does not seem so prepared nor do they seem so commercial.
- They are more accessible to working with them there is more flexibility when negotiating with them, which allows you to create a more friendly working relationship.
- Specific niches for target s . The more followers an influencer has, the more dispersed the audience is.
- They are low risk investments because of their cost, which allows you to experiment with different actions with them.
with an influencer or a micro-influencer on instagram you have to monitor their activity, make sure everything is fine.
You must also keep in mind that when working with public people, the brand is at the mercy of their behavior, so if you get involved in a scandal that goes against brand values, it can have a negative impact. and reputation.
You will be able to humanize the brand by associating it with this influencer since his followers will associate you with a trusted person with whom they have a certain affinity.
Now that you know more about the strategy to follow with influencers and micro-influencers and the advantages of incorporating them into the strategy, do you have the courage to implement this type of collaboration?