In recent years, Instagram has become a dominant platform for influencer marketing. The visually focused, highly engaging nature of the app provides immense opportunities for brands to connect with potential customers through content created by relevant influencers.
But tapping into that market is easier said than done. In this article, I will explain why you should consider Instagram influencers to market your product and how to successfully contact them.
Why Instagram Influencers Matter
With over 1 billion monthly active users, Instagram offers a massive potential reach. The visual nature of the platform lends itself well to influencer-created content.
92% of consumers say they trust an influencer more than an advertisement or celebrity endorsement. Audiences find influencers relatable and are more receptive to their recommendations.
Brands can tap into an influencer’s existing audience for a fraction of the cost of traditional advertising. Partnering with relevant influencers allows you to get your product in front of potential new customers.
“Influencer marketing is not just an option now, but an essential part of most marketing strategies,” says Ryan Noon, social media strategist. “It’s a cost-effective way to increase brand awareness and drive conversions.”
Step 1: Finding Relevant Influencers in Your Niche
The first step is identifying influencers that are a natural fit for your brand or niche.
Take some time to research influencers on Instagram who create content similar to what you would like to promote. Search relevant hashtags like #fashionblogger or #makeuptutorial to find influencers in your industry.
Pay attention to engagement rates on posts – likes and comments divided by their follower count. A high engagement rate signals an influencer with an authentic, active audience. Make a list of 10-20 accounts that seem like a good match.
“Look for influencers who consistently create high-quality, valuable content that aligns with your brand identity,” suggests Sarah Howard, influencer partnership manager. “Amplifying their work can introduce you to new, qualified audiences.”
Step 2: Building Relationships
Once you’ve identified potential influencer partners, take the time to build rapport. Engage with their content by liking and commenting on their posts. Respond to their stories and participate in any conversations.
Slowly getting on an influencer’s radar shows you are a real supporter, not just looking for a quick sponsorship. According to a Mediakix survey, 92% of influencers say authenticity is very important when considering brand deals.
“I’m much more likely to accept a sponsorship from a brand that has organically supported me first,” says @YogaGirl, a health and wellness influencer. “I want to work with brands that I know care about me and my audience.”
Follow any engagement with a personalized email introducing yourself and your company. Be clear about why you’re reaching out and what kind of partnership you have in mind.
Step 3: Create a Mutually Beneficial Deal
Keep your outreach message concise, but provide details about what you’re looking for in an influencer partnership. Give clear expectations about usage rights, deliverables, and your budget or compensation offer.
“We always start by asking what value we can provide to our partner influencers and their audience,” explains Molly Sinclair of TourFinder. “If we can’t offer something genuinely useful, we go back to the drawing board.”
Be prepared to negotiate to find a solution that works for both parties. Don’t rely on a formula to determine influencer rates. Consider factors like audience size, content type, and overall effort required. The goal is a win-win deal.
Step 4: Executing a Successful Campaign
Once you’ve formalized the agreement, collaborate closely during content creation and promotion. Supply the influencer with any products, information, or assets necessary.
Review the content before publication to ensure it meets your expectations and has the proper messaging. Avoid being overly controlling – you want the influencer’s authentic creative voice to shine through.
On your end, develop a promotion plan to maximize the partnership. Share the influencer’s posts on your own accounts. Amplify their work through email, website banners, in-store displays, and more.
Step 5: Tracking Performance and Results
Monitor engagement data on the influencer’s posts like reach, clicks, and conversions. Use unique links and promo codes to quantify sales driven specifically through the partnership.
Review insights after the campaign to determine the next steps. A successful collaboration can lead to an ongoing relationship for future campaigns. Provide positive feedback to the influencer on what resonated best with the audience.
If all these things seem overwhelming to you, or you simply want the best return for your time and money, you can rely on us to take care of all these for you. Contact us today for a quote.
Key Tips and Recap
Here’s what we talked about so far and what you need to keep in mind when contacting Instagram influencers.
- Carefully vet potential partners based on audience, engagement metrics, and brand fit
- Build organic relationships by consistently engaging with influencers
- Offer clear expectations and negotiate mutually beneficial deals
- Amplify influencer content across all brand channels
- Track performance data and optimize based on results
Frequently Asked Questions
- What is the average engagement rate on Instagram?
A good engagement rate is anything over 3-5% currently. To calculate, divide total engagement (likes + comments) by the influencer’s follower count. Anything under 2% is considered low, while over 7% is very high.
- Should I work with nano, micro, or macro influencers?
This depends on your goals and budget. Nano and micro-influencers have smaller audiences but high engagement and affordable pricing. Macro-influencers have extensive reach but are more costly. A mix can be beneficial for a multi-tiered strategy.
- Can I directly outreach influencers via email?
Manual outreach via email is another popular method for contacting Instagram influencers. Remember to be formal and subtle in your outreach email.
Parting Notes
When executed strategically, partnering with relevant Instagram influencers can help brands expand their reach and awareness. It requires finding the right influencers, establishing authentic relationships, collaborating closely, and measuring results.
The key is aligning with influencers whose content and audience already resonates with your brand authenticity. This helps ensure influencer marketing success.
