Instagram Influencer Marketing

Instagram Influencer marketing is when a brand collaborates with a popular Instagrammer to create, publish, and promote brand-sponsored photos or videos with the goal of expanding brand awareness and/or developing a positive brand identity for the influencer’s large, engaged audience. Because top social media influencers (Instagrammers included) have spent years developing relationships with and cultivating the trust of their followers, recommendations from Instagrammers have the ability to sway the purchasing decisions and drive audiences to take a specific action.

 To illustrate the influential power of Instagrammers, a recent article in Social Media Times found that over half of young Instagram users (aged 13–24) rely on the platform to help define themselves—this includes discovering new interests, products, brands, and services through the app’s discovery feature, social sharing, and of course, via Instagram influencer marketing campaigns.

 Simply, Instagram influencer marketing campaigns involve working with a social media star to creatively integrate a brand’s product, service, event, or brand message into an Instagrammer’s content. Often, Instagram influencer marketing campaigns take the form of product placements (which feature the Instagrammer promoting a product or using a brand’s services), hashtag campaigns (which serve to generate momentum for a specific marketing campaign), event appearances, and creative campaigns, though it’s important that companies allow social media influencers to create content that will be most appealing for their followers.

 There is much evidence that Instagram influencer marketing can be a highly successful method of spreading a brand’s message. When the Influencer Hub undertook a survey on the state of influencer marketing last year, we found that the average earned media value per $1 spent on influencer marketing was a highly respectable $7.65.

 We have also seen a rapid rise in the use of Instagram over the last few years, to the point where it can now claim over 800 million monthly active users. Instagram Stories has also seen rapid growth and is now has more users than Snapchat.

 It makes sense for most brands to work with influencers on Instagram. However, if you are going to do that you need first to find influencers who are willing to work with you. If you rely on building relationships organically, suitable influencers can be challenging to find, and it will be a time-consuming process to develop and nurture relationships.

 That is where the influencer platforms can provide a useful service. Influencer platforms can be the ultimate tool to simplify your influencer marketing. Different platforms specialize in the services they offer, but the most common ones are:

 Influencer discovery

Relationship management

Campaign management

Influencer marketplace

Third-party analytics

Influencer content amplification

Each of the platforms focuses on providing influencer services for particular social networks. With Instagram rapidly becoming the network of choice for influencers, it is no surprise that the vast majority of influencer platforms include Instagram in their offerings.

 While Instagram influencer marketing is a well-known strategy, there are many other networks that are growing for influencers. According to Adweek, the industry is set to reach $10 billion in worth by 2020. Other networks like Snapchat, YouTube and TikTok have their own set of influencers with different demographics.

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