Instagram may not be the biggest social media network but for many online entrepreneurs, it is one of the best when it comes to connecting with new audiences. Instagram influencer marketing has become an integral part of the online marketing strategy of many small online merchants.
However, one question is often posed by online merchants who have never tried influencer marketing before: ‘how can I determine which influencer is the ideal fit for my business?’
Here are some key factors to consider in selecting an influence for an Instagram marketing campaign:
Instagram influencer marketing factor 1: Appropriateness with a brand’s image
Before looking at quantitative factors such as number of followers, it is important for any business owner or marketing manager to determine if the influence is a good fit for the brand. This can take a lot of time particularly in examining the qualities of the influencer and whether he or she can be a good representative of the brand.
Some questions that the brand manager or business owner may ask are: “does the influencer look like the person who would actually use our product?” or ”is he/she representative of our customers?”
Instagram influencer marketing factor 2: Engagement rates
After finding the influencer who’s a good fit for the brand, the next focus would be to determine if he/she has the online following that can help boost the company’s marketing efforts.
Engagement rate is what it all boils down to. The easiest, simplest way to get an influencer’s engagement rate is to add up all the likes of his/her last 10 posts, then divide this by the number of posts, and then divide it again by the total number of followers. A good engagement rate is anywhere from 2 to 3 percent.
Instagram influencer marketing factor 3: Consider the goals
Finally, always keep in mind the goals of the marketing campaign. Is it to simply introduce the product to new audiences? Or is to get feedback from customers? Whatever the goal is, it should be considered when going through the process of vetting Instagram influencers.