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A guide to Instagram influencers

November 13, 2020

In recent years, Instagram influencers have become a key component in social media, and there’s no doubt why! These people have a huge following or fans and people who love them.

According to Tomoson, “Marketers rate influencer marketing as their fastest-growing online customer-acquisition channel, outpacing organic search and email marketing.”

So how can you use these influencers in your marketing strategy? 

Influencer marketing can be really effective in increasing brand awareness and driving sales for your products. This is because they expose you to a large follower base that trusts and respect the influencer they follow. 

To begin this interaction, you should write a clear brief about the expectations of what they will provide you and what you will provide them. Just be aware that under the new guidelines, every post (on both the influencer and advertiser’s Instagram feed/stories) will need to be clearly identified as an ad (read on for more information). 

If you are not sure where to start with putting together a brief, here at Shoot and Swoon we also have great relationships with influencers and would be happy to help your brand. Check out our website to see our packages.

Ideas how to partner with influencers:

-Run a Giveaway of your product via your influencer’s feed. Make sure part of the requirements to win is for them to start following your page.

-Feedback on your products to use as captions when the influencer uses your product 

-Influencer Instagram stories on the product.

-The influencer posts an image of them using your product to their main feed

-Influencer takeover on your social media channels

-An influencer promo code that they share with their followers so their followers can get your product at discounted prices

-Run a paid ad boosting their post on their page. You will need to connect as brand partners for this.

Micro Vs. Macro influencers

When using influencers you may either be using micro-influencers (500- 10 000 followers) or macro-influencers (10 000- 1 million followers). Some micro-influencers may be happy to help out small businesses in exchange for product. But most influencers will expect a payment which will range depending on their brand and reach. A 2016 study by Markerly, found that “as an influencer’s follower total rises, the rate of engagement (likes and comments) with followers decreases.” So it is important to choose your influencers wisely because the amount of followers is not the only factor to consider when you are approaching an influencer.

The new ASA guidelines

However, before using influencers to market your product, you should read the ASA influencer advertising rules. These rules demand that every post using an influencer must easily be identified as an ad from the moment of first interaction. This means that both advertisers and influencers must clearly divulge the relationship with the brand in their posts. You can use terms such as ad, free gift, gifted, or productReview, etc, to divulge this relationship. To read all the terms and conditions for NZ Instagram influencers, click here.

In conclusion, Instagram influencers can be a great way to market your project and when used correctly. But make sure you adhere to the new ASA guidelines when involving influencers in your marketing strategy.

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