Have you ever purchased something because a well-known person you admire used the product or service? There is a marketing strategy called Instagram Influencer marketing that we will walk through in this completed series. Let’s jump into!
Have you ever bought yourself a new waterski because a professional water skier and micro-influencer, Whitney McClintock, shared a video on Instagram of herself using the ski.
Imagine, you were in the market for a new ski and followed Whitney for quite some time. You figured since she used this particular ski, you should too — if Whitney promotes it, why wouldn’t you love it?
But, did Whitney’s post get you to buy the ski? Oh, yeah. (And you do love your new ski for those of you wondering.)
This is just one example of a tactic used by businesses across virtually every industry called Instagram influencer marketing.
What is Instagram influencer marketing?
Instagram Influencer marketing employs leading, niche content creators to improve your brand awareness, increase traffic, and drive brand’s message to your target audience. These content creators already market to your ideal audience across different platforms like Instagram, Facebook or YouTube. That allows you to expand your reach across your buyer personas.
Examples of these channels include social media, blogs, columns, digital and print ads, and television. Influencer marketing is increasingly more popular among businesses these days because traditional advertising has become less effective in attracting leads and customers.
Instagram Influencer marketing is effective because it uses tactics like word-of-mouth marketing and social proof . That are now critical aspects of any successful marketing strategy. Customers trust their peers, friends, and people they admire more than the companies selling the products and services they buy and use.
First, let’s review the difference between a brand influencer and a brand ambassador.
Brand Influencer vs. Brand Ambassador
A brand influencer is person who has a following within a specific niche on Instagram – for example, that they engage with regularly. Because of this, they have the power to impact their purchase decisions. The major kinds of brand influencers include micro-influencer, celebrity influencer, blog influencer, social media influencer, and key opinion leader.
For instant, social media influencer @leximars has worked with Lulus to share different outfits and fashion styles on her Instagram account featuring their clothing and accessories. Lexi tags Lulus in her posts so her followers can explore more about the brand, follow them on Instagram. Or even click their website link to shop for specific products they see on Lexi’s page.
A brand ambassador is hired by a business to work under contract to help them achieve specific goals: increase brand awareness and boost conversions and sales. A brand ambassador’s contract is typically long-term (several months or even years). During that time, they represent the brand and their lifestyle associated with it. They also have deep knowledge about the business’s products or services. They don’t necessarily need to be an influencer before becoming an ambassador.
For example, Quest Nutrition’s brand ambassador program requires all interested individuals to apply to their program. Quest looks for people who embody their brand, are positive spokespeople for their products. These individuals will create social media posts to promote their products, and live the Quest lifestyle.
Anyone who fits their criteria can apply and has the potential of being accepted. Applicants aren’t required you to have a massive successful YouTube account, thousands of followers on Instagram, or a popular blog to become their brand ambassador.
Now, let’s take a look at some important statistics. They prove working with an influencer is effective in helping you reach your marketing goals.
Statistics That Show the Value of Influencer Marketing
Influencer marketing is an investment. You have to devote time to ensure you find the right influencer. They will help to promote content that appeals to your target audience. You also have to invest money and/ or resources to reward the influencer. Then run various campaigns with the influencer, and more depending on your specific marketing goals.
Fortunately, there are many statistics that show influencer marketing is a worthwhile time and monetary investment. And show you how Instagram influencers impact on these metrics.
- 80% of marketers say influencer marketing is effective, and 89% say it works just as well (if not better) than other marketing strategies.
- 71% of marketers say the quality of customers and traffic from influencer marketing is higher than other sources.
- 49% of consumers today depend on influencer recommendations to decide what they will purchase. 60% say they’ve been impacted by a recommendation when shopping in-store.
- Google searches for “influencer marketing” increased 1500% in the last three years.
- 48% of marketers working with influencers say audience relationship is the most valuable factor when making decision about which influencer to collaborate with.
- Influencer marketing strategies focused more on branding or engagements generate 8x ROI.
- The top three goals of influencer marketing for businesses include increasing brand awareness (85%), reaching new audiences (71%), and generating sales and conversions (64%).