Instagram influencers are all the rage these days. As the realm of marketing continues to evolve, so do the strategies involved in it. 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 the 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
Let’s discuss the types of influencers you will find on Instagram.
These may be celebrities and A-listed individuals, such as Cristiano Ronaldo. Even though these celebrities have a huge following that your brand can tap into, however, they come with a great price tag.
These individuals boast a following of 100,000 to 1 million. These individuals are not celebrities, actors, or singers; 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, their audience is interested in a wide range of topics, and belong to a wide variety of locations. 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 niche
- Their audience may find it difficult to believe that they use the product they’re endorsing
These individuals boast a following of 1000 to 100,000 people. Micro-influencers have a niche-specific audience and are considered as thought-leaders or experts in the niche by their following.
These individuals may not be celebrities, but their audience is loyal and dedicated to them.
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 for their marketing campaign and reduce the marketing spend.
A nano-influencer is an individual who has about 1000 followers. Even though these people do not have that many following, they have excellent engagement rates and 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 few but 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 put up. 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 that is similar in values and goals as you, interact with them on their social media. Comment and like their post that most stands out to you. By interacting with these influencers, you’ll let them know that you genuinely like and admire them. This sets the ground for further communication.
Send Them Personalized Emails
Your next step involves sending a personalized email to the influencer admiring their work and introducing a work opportunity for them. You may let them know about your campaign and 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 out for evaluating their Instagram handle, and want to collaborate with them. If you send the same email template to every influencer, that may come across as uninterested.
Discuss Your Strategy With Them And Take Their Input
If the influencer agrees to be a part of your campaign, you may discuss strategies with them and take their input on the content they will put up. Discussing strategies and the type of content the influencer is comfortable putting up beforehand is vital for excellent communication.
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, you may take the help of an influencer platform. An influencer platform connects your brand with an appropriate influencer and makes sure your campaign goes smoothly and well without needing too much work from your side.
Instagram influencers can help you reach a huge and established audience that listens to the influencer and follows their opinions and recommendations. This article discussed the kinds of influencers there are on Instagram, and the ways you can attract them.