Instagram influencers are getting a lot of attention lately for being successful, win-win brand ambassadors. So how can they do that? And how do they know what to offer? How can you find Instagram influencers? Can you make sure they succeed?
I ask myself the same questions, so I know these are all great and common questions. See which steps we followed to make this new marketing strategy a success in the following article.
Know What You Want
How about awareness, signups, conversions, and/or sales, what are you hoping for? It’s important to determine the structure you’re going to use first so that you can set expectations about what the Influencer may need to succeed.
Among the options are:
- Provide the Influencer with free products in exchange for a reasonable number of Instagram posts, blog posts, or YouTube videos;
- Make a commission available to the influencer from sales;
- Obtaining honest reviews in exchange for monetary compensation by lending a product;
- Remuneration based on the number of posts. The influencer usually determines the rate for themselves;
- Hire them to run an entire campaign;
- Know who you are searching for.
First, let’s clarify what an influencer and ambassador are. Influencers are individuals who post high-quality content consistently on channels like Instagram, YouTube, and blogs. Most importantly, they maintain a relationship with a loyal audience.
They can be easily identified by the way they interact with their followers in the comments section of Instagram or their blogs. In a brand ambassador program, influencers work with a brand for an extended period of time (over a campaign, rather than just for a few posts) and who embody or have a personal connection to the brand.
Influencers are categorized into major, minor, and micro. It normally costs about $5000 to post for major ambassadors who have over 500,000 followers. It costs $50-$300 for minor ambassadors to post and they have fewer than 20,000 followers. The micro ambassadors usually post in exchange for free products, and have a few hundred to a few thousand followers. Each type of influencer has pros and cons. We found the most success with this client by having minor ambassadors, despite the fact that follower numbers may seem to be the most important for success. Despite having fewer than 2500 followers, our top ambassador came first in sales by a considerable margin.
How do you find Instagram Influencers?
You need to find an Instagram Influencer who fits your ideal target profile now that you know who you’re looking for. If you wish to save time, you can pay a service to find Influencers for you and connect you with them based on your search results. If you are having trouble narrowing your search, you can try Instagram’s built-in tools or your trusted friend Google.
If you’re looking for ambassadors for your brand or industry, you can use the search bar on Instagram to find them by location or by hashtags. Also, hashtags can be used to narrow your search.
Once you have found an Influencer that meets your needs, Instagram suggests accounts for you to follow if you like a specific account. You can find similar accounts by clicking on the suggested friend feature (little arrow pointing down next to their handle). In addition, you can see if any Influencers have tagged other Influencers in their tagged photos. Usually they all get invited to the same events and take a photo together to share on social media.
As well as Instagram’s search features, you can search keywords and combinations of words on Google to find influencers. You could, for example, type in “New York Instagram influencer, New York brand ambassador, New York blogger, etc” when searching for local content creators in New York.
Lastly, you should ask someone who likes and follows influential people in the industry you’re interested in (beauty, fashion, fitness, etc.). Check with your co-workers, friends, and family to see if they follow anyone locally.
The Vetting Process
When you find an Instagram influencer that you are interested in working with, you should contact them in the manner they specify in their profile. Your response may include direct messaging (DM), sending an email, or visiting their website.
Make sure you mention something specific about their feed or website that you enjoy or can relate to in your first email. Establishing a good relationship from the beginning is key, as is communicating that you are not sending the same message to everyone. After that, introduce yourself and describe your motivation for reaching out to them. You should leave them with something that will pique their interest if you are sending them a direct message. You are hoping to get into a correspondence with them via email. Influencers receive many emails and DMs such as yours, so you should be professional and personal. Otherwise, your message will not resonate with them (like with most marketing), so you won’t get a response.