Instagram influencer marketing is not entirely new, it’s success rests on the fundamental basis of peer-to-peer recommendation. A lot of Instagram influencers who have risen to fame online are viewed far differently from the celebrities you typically imagine to be walking the red carpet. An online influencer’s success is perceived to be more obtainable and their life is often more relatable to their followers. Instagram influencers aren’t viewed in the same way of movie stars, their accounts, YouTube channels or blogs grew off the back of engaging content, containing interesting and informative information - always rooted in their own opinions and experiences. If an influencer chooses to collaborate with a brand, the vast majority of the time their opinion is not only genuine but will also be taken more seriously by their followers. Instagram influencer marketing is using the same technique as a brand dressing a film star on the red carpet with the knowledge their new collection will be on the front covers of magazines. The exception being that by undertaking Instagram influencer marketing, a brand is guaranteeing exposure to a targeted audience of dedicated followers on a different, more shareable platform.
While the number of followers that an influencer has is important, there are other stats that are more useful to determine how influential an individual is. In particular, an influencer's average likes per photo and engagement rate are a far better measure of "influence". As these stats are harder to determine, we've built a free tool to help you find this information out. Please feel free to use it to analyse influencers and also to see advanced statistics about your brand (and compare with your competitors!)
In summary, the use of Instagram influencer marketing can have huge impacts on the growth of a brand online when undertaken well. The key to carrying out a successful campaign is to find influencers with high engagement levels and someone who is an appropriate brand ambassador. Using Instagram influencer marketing is one of the most successful mediums for launching marketing campaigns at less expense and more effectively than using traditional advertising.