Instagram influencers are all the rage these days. As the realm of marketing continues to evolve, so do the strategies around executing successful campaigns. Even though influencer marketing is not new, the boom of social media has given rise to a plethora of influencers helping brands up their marketing game.
Instagram, which started off as a picture-sharing app, now boasts the highest interaction rate as compared to other social media platforms. Given that statistic, Instagram is one of the best platforms to showcase your brand to get more credibility, engagement, and leads.
In this article, we’ll dive deep into the types of influencers found on Instagram, and the best ways to attract them.
The Different Types Of Instagram Influencers
An influencer is a social media content creator with a dedicated following. Let’s discuss the types of influencers you will find on Instagram.
Mega/A-List
These are typically celebrities and A-listed individuals, such as Cristiano Ronaldo. Even though these celebrities have a huge following that your brand could potentially tap into, they come with a high price tag. We’re talking upwards of half a million dollars a post, which is well outside the marketing budget of most companies.
Macro-Influencers
These individuals boast a following of 100,000 to 1 million. They’re typically not celebrities, actors, or musicians; they have achieved a great following due to their work on the Internet, such as vlogging, blogging, etc.
Macro-influencers are a brand of their own. Moreover, they have a global audience interested in a wide range of topics. They may share information on social media, or wellness, or yoga, etc.
Advantages of macro-influencer
- A professional influencer with a unique voice
- Larger audience than a micro-influencer
Disadvantages of Macro-influencer
- Their audience is less specialized
- Their audience may find it difficult to believe that they use the product they’re endorsing
- They’re expensive, charging thousands of dollars per post.
Micro-influencers
These individuals boast a following of 10,000 to 100,000 people. Micro-influencers have a niche-specific audience and are considered to be thought-leaders or experts in the niche by their followers.
These individuals may not be celebrities, but their audience is loyal and dedicated.
Advantages of Micro-influencers
- They are niche experts
- They have a loyal following
- They do not hard sell but rather influence people with their experience and stories
Disadvantages of micro-influencers
- They have less reach
Even though micro-influencers have less reach than macro-influencers, they come with an affordable price tag. A brand may involve multiple micro influencers in their marketing campaign for less than they would pay for a single macro influencer.
Nano-influencers
A nano-influencer is an individual who has between 1000 and 10,000 followers. Even though these people have less of a following than micro influencers, they have excellent engagement rates and are able to connect with their target audience on a personal level.
According to Digiday survey, nano-influencers have an engagement rate of 8.7% as compared to celebrities who may have a huge following but an engagement rate of 1.7%.
Advantages of nano-influencers
- They are thought leaders in niche markets
- They have loyal followers
- They speak with authority to their audience
- They are less expensive than macro and micro-influencers
Ways To Attract Instagram Influencers
Let’s say you want to attract macro, micro, or nano-influencers for your next marketing campaign. Here are ways you can do so:
Figure Out What Type Of Influencer You Want
The first thing you need to take care of is to evaluate the goals of your marketing campaign. What is your target audience? How much reach are you planning to get? What are you planning to receive from your marketing campaign—credibility, more website views, more sales, etc.?
When you identify your goals, the kind of influencer that would work for the campaign becomes easy to identify.
Interact With Them On Their Social Media
As you identify what kind of influencer would work for your campaign, either macro, micro, or nano, you can now head over to Google to find such influencers in your niche. You may also find these influencers on Instagram itself by looking up hashtags related to your brand. Moreover, you may also keep an eye out for your brand’s super fans—yes, they can become your brand ambassadors too!
When you find these influencers, take a look at their feed. Analyze their engagement. Identify their voice, their goals, and their values from their posts. Take a look at the videos they post. See their previous sponsored posts. By analyzing their feed, you’ll have a much better idea about their style and values, and whether they would be a fit for your marketing campaign.
When you find an influencer who shares values and goals similar to your brand, interact with them on their social media. Comment and like their posts that most stand out to you. By interacting with these influencers, you’ll let them know that you genuinely like and admire them. This lays the groundwork for further communication.
Send Them Personalized Emails
Your next step involves sending a personalized email to the influencer telling them how much you appreciate their work and making them an offer. Explain to them your goals and why you believe they are the perfect fit for the job.
Sending personalized emails lets the influencer know that you took the time to evaluate their Instagram feed and want to collaborate with them. If you send the same email template to every influencer, they can usually spot that and probably won’t give you the time of day.
Discuss Your Strategy With Them And Take Their Input
If the influencer agrees to be a part of your campaign, you may want to discuss strategies with them and solicit their input. Some will want to do there own thing while others will ask for your input as to the type of content they should post.
Make Use Of An Influencer Platform
If you believe all of this is too much work for you, and you’d rather focus on your core business processes, consider utilizing an influencer management platform such as PopTribe. An influencer management platform connects your brand with an appropriate influencer and makes sure your campaign goes smoothly without requiring too much work on your end.
PopTribe actually allows influencers to find you and request products to evaluate. We do things this way because there’s no greater ambassador than an influencer with a passion for your brand and products. These days, consumers can tell when an influencer is simply going through the motions to promote a product. This kind of genuine excitement will come through clearly and make your prospective customers take notice. Once you send your product to an influencer, we take care of ensuring that they make a quality post that highlights your product and brand.
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