The Influencer Marketing Industry is expected to reach $16.4B this 2022. Almost 72.5% of U.S. marketers use some form of influencer marketing. According to eMarketer’s estimates, 76.6% of U.S. marketers will use Instagram for their influencer campaigns in 2023. These statistics imply that Instagram influencer marketing in 2023 is essential for brands. This blog will teach you how to create an Instagram Influencer marketing strategy that works.
1. Define your goals
The first step is to define your goals. There are a variety of goals a brand can achieve from influencer marketing. The often first goal of brands is to reach new target customers. The second most popular goal is increasing product consideration. Driving sales is the third most common goal of influencer marketing campaigns.
Since an influencer campaign extends your reach to its followers, you can achieve your goal if you devise your campaign carefully. Make sure you create reasonable and measurable goals which you can report on and track.
2. Know your target audience
This is actually the first step. You need to know your target audience; otherwise, you will end up siphoning your funds on advertising to the audience who are not interested in your product or service. It is essential to speak to the right people using the right tools for an effective influencer marketing strategy.
Once you have a clear idea of who your audience will be for this specific campaign, you can choose the right influencers. You can do that by developing audience personas which will help you understand who you’re trying to reach. For example, you can try to target more of your current audience or an entirely new market. Choose your target audience carefully, as it is essential to ensure your campaign’s success.
3. Understand the basics of influence
There is a concept called the three Rs of influence:
- Relevance
- Reach
- Resonance
Relevance
Relevance focuses on creating content relevant to your business and industry. Not just that, an influencer needs to have an audience that aligns with your target. For example, if you are a men’s grooming brand, but your influencer has a target audience of tech enthusiasts because your influencer creates content on technology. This association is not going to reap many benefits.
At the same time, if you partner with an influencer in the healthcare niche, you can get some actual conversions for your brand. Content should be relevant to the brand, target audience, and influencer.
Reach
Reach tells about the number of people you could potentially promote through the influencer’s follower base. It is a vital aspect as the primary goal of most brands is to reach new customers. There is a popular concept of engagement rate going on out there. An influencer with a small audience but a higher engagement rate is more effective than an influencer with a higher following but a low engagement rate. Your influencer should indeed have a good engagement rate, but your influencer should also have a considerable following to get recognizable results.
Resonance
Resonance is a crucial factor of influence measured in terms of engagement. It is defined as the potential level of engagement the influencer can create with an audience relevant to your brand. Based on that, a huge follower count is meaningless if those followers aren’t interested in your offer. Thus, make sure your influencer has a good engagement rate so that you can create content that resonates with your target audience.
4. Choose your influencer
It is crucial to choose the right influencer. The best influencer is one whose followers trust the influencer. You will not achieve significant results if their followers do not trust them. Make sure your influencer has a target audience that trusts and respects them. You can ensure that by checking the engagement. Do you see plenty of views, likes, comments, and shares? If yes, it means your influencer has a loyal following. Apart from that, you can do your own research, such as looking at what your potential influencers are posting, how often they share sponsored content, and so on, to find out whether or not an influencer is right for your brand.
5. Create content and keep the analytics in mind
This is one of the trickiest parts. You want your influencer to do one thing, and your influencer may want to do another. Keep in mind that influencers are content creation experts. That’s why they are called creators. They have worked hard to build a following over the years. They will not accept a deal if they feel that their personal brand will be affected negatively. The best way to create compelling content is to provide them with guidelines about what you’re looking for and allow them to showcase their skills. Do not try to take over their content creation, but do keep track of analytics. Measure the effectiveness of your campaign using analytics tools. Use vanity metrics, UTM parameters, and ROI measures to measure the success of your Instagram influence marketing campaign.
These top five tips will help you create the perfect Instagram influencer marketing strategy. If you need a team of Instagram influencer marketing experts, you can get in touch with Social Sensei so you can start your journey the right way.
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