Instagram Influence Marketing Guide: 4 Tips for Part 1 Marketers
The Daniel Wellington watch brand has something to be proud of. A mid-range watch, it has gone from a relatively unknown brand to an object seen on the wrist by celebrities like Kendall Jenner. In total: 3 million followers on social media and $207 million in revenue in 2017 for the brand.
How do you reach that? With influence marketing on Instagram.
If you are a social media marketer for a B2C brand, you have probably already considered using the notoriety of an Instagram influencer. After all, who is in the best position to understand this platform for 800 million users than these content creators? But before you embark on an Instagram influence marketing campaign, it’s important to identify and compare the influencers that seem most relevant and effective for your brand.
As a general rule, establishing a benchmark on Instagram influencers serves 2 objectives:
- Benefit from an audit for each influencer involved in your campaign
- Analyze their impact on the KPIs of your campaign
Here are 4 simple ways to evaluate your social influence marketing campaign:
1. Establish a benchmark on the authenticity and commitment of your Instagram influencer
For starters, don’t be fooled by positive “Wow!” and “OMG” comments and the number of likes an account can have. This can sometimes hide false accounts issuing false likes and false comments. In 2014 and 2017, Instagram purged millions of ghost accounts, which resulted in a significant loss of subscribers to certain influencers or celebrities. Buying ghost followers, automating robot accounts, exchanging likes and comments with other users are common practices that content creators use to inflate their number of subscribers and their engagement rate. It is therefore important for marketers to identify “true” influencers, that is, those who do not use these methods, before starting a partnership with them and committing a substantial budget for their influence marketing campaigns.
To distinguish between influencers using these methods and those with a truly engaged community, you can check:
- The engagement rate: on Instagram it is between 2 and 10%. For example, an influencer with 200,000 followers should have an average of 400 to 2,000 likes per publication. If this figure is lower than the average, it reflects a lack of commitment and authenticity on the part of his community.
- Instagram Stories: An engaged audience is an audience that views all of your content. High viewing and interaction rates are signs of an active community. As with the engagement rate, these should represent between 2% and 10% of the number of subscribers that the influencer has.
- Comments: most of the time, comments from automated accounts or from the exchange of good processes between users, are translated under the posts of influencers, by generic forms of type “OMG” and “Wow!”. However, an attractive publication usually results in comments of all kinds from significantly different Internet users. Social media listening tools can also be used to automatically detect the most commonly used words in influencer post comments and thus detect accounts with an engaged or not engaged community.