As of 2023, Instagram has more than 1.3 billion users. Depending on their age, an average Instagram user spends 30-55 minutes every day on this social media platform. On top of that, being one of the most visited platforms in the world, Instagram offers a rich variety of content formats.
This all makes Instagram an attractive channel for influencer marketing and running a brand awareness or performance campaign there. Here’s a short introduction to how to launch a successful marketing campaign on Instagram.
Partner with the right Instagram influencer
Finding the right fit on Instagram for your brand requires thorough research and a good understanding of your target audience. When developing an Instagram influencer marketing campaign from scratch, leading influencer marketing agencies usually start with defining buyer personas.
Only after that do they start looking for the right influencer. For example, HypeFactory, a well-known influencer marketing agency, uses AI algorithms to analyze each influencer on more than 50 different criteria, many of which are aimed at a better understanding of their followership and engagement patterns.
Create relevant content
This might seem like an obvious recommendation but keep in mind that your clients see a lot of content every day, not only on Instagram. To grab their attention, your campaign should really stand out from the rest.
Although Instagram is a visual-first platform, this piece of advice is not just about the quality of your picture or video resolution. Make sure that your Instagram post or story is seamlessly integrated into the influencer’s profile.
Don’t shy away from user-generated content
The good thing about Instagram, as well as other social media platforms, is that you don’t always have to rely on influencers. Motivate your audience to engage with your posts on a deeper level: organize a raffle, give away free vouchers, or start a contest.
There are many ways you and an influencer can encourage the audience to comment and share your posts and interact with your brand.
Strike a balance between influencer tiers
Should your brand work only with micro-influencers or with macro-influencers on an Instagram campaign? Both. HypeFactory has launched thousands of marketing campaigns around the globe and even developed their own self-service platform for managing simultaneous campaigns with hundreds and thousands of influencers. After analyzing performance data, they discovered that partnering with influencers from different tiers is beneficial for your success.
Reach out to a high-profile influencer marketing agency
When creating your marketing campaign on Instagram, you’ll want to check each influencer for their brand fit, audience fit, engagement rates, past sponsors, personal beliefs and values, and many other criteria. By partnering with a top influencer agency, you can ensure the success of your influencer marketing campaign on Instagram.