With 600 million active users, Instagram is a leading social media platform for influencer marketing. Brands from various sectors are successfully running promotional campaigns on it. However, in order to achieve a satisfactory ROI that lives up to expectations, there are a few best practices to follow. Here they are.
Rule 1: In influencer marketing, everything starts with a brief!
An influencer marketing campaign on Instagram cannot produce good results if work is not done upstream. It is a question of laying the foundations of the operation through a clear brief. The support of a agency specialised in influencer marketing is essential at this stage to benefit from expert advice and expertise.
The brief should address all aspects of the campaign:
- What is the product or service to be promoted?
- Who should the campaign be aimed at?
- What are the quantitative and qualitative targets to be achieved?
- Who are the main competitors? How do they communicate?
- What are the KPIs?
The more detailed the brief, the more the campaign is prepared in advance and the greater the impact of the campaign.
Rule 2: Choose the right influencer
Each influencer has his or her own personality, community and even product specialty.
The number of followers an influencer has on Instagram is one of the criteria to be taken into account but it is not the only one. The rate of engagement is just as important. The engagement an influencer has with their community is unique, valuable and impactful for a brand.
The challenge is to match the product or service to be promoted with the personality of an influencer. With their style, with their community, with their way of communicating. The more the brand resonates with the values, the community and the personality of an influencer, the higher the ROI.
Rule 3: Define influencer marketing strategy and content
Now it's time to take action! To do this, it is essential to define a strategy for creating and publishing content.
- What content will engage the audience?
- What kinds of publications should be created and disseminated?
- At what times of the week and day is it strategic to publish? What time of day?
It is about designing and orchestrating the influencer marketing campaign on Instagram in the most detailed way possible. This is achieved by means of a strategy that gives shape and life to the objectives set out in the initial brief. Here too, the advice, experience and support of an agency are essential to achieve maximum impact.
Rule 4: Analyse the impact and adjust if necessary
An influencer marketing campaign on Instagram can take some time to generate the expected returns. However, it is important to monitor the first effects, to analyse the reach of the publications.
What is the engagement of the first publications? By analysing the first effects of the campaign, it is then possible to correct the course if necessary. Or, on the contrary, to accentuate what works. The principle is to be reactive.
Regular meetings to review the effectiveness of the campaign in detail will maximise the ROI. It is then possible to adapt and modify the message, create new content, delete others... This is one of the strong points of influencer marketing on social networks: it is possible to act in real time.
As you can see, running an influencer marketing campaign on Instagram is not something you can improvise! It's all about the method. So, to maximise the impact of your next campaign with top influencers, contact us !