I have been working on an influencer marketing strategy for a marketing consulting client and realized that all of the learnings that I have been gathering could be useful to all of you as well! My research has reinforced what many of us have known: Instagram influencer marketing can be an effective, low cost tool to reach a targeted, niche audience and drive awareness about your brand and product.
Notice how I said, can be? The key is to reach out to influencers that charge a fee that is small and that you can afford (if you are a small business) and to focus on getting hyper targeted in your marketing strategy. What does that mean? That means you are probably not going to be working with that influencer that has hundreds of thousands of followers but with that influencer who fits your target audience and has an engage audience of thousands or maybe tens of thousands. I think you are better off finding an influencer who you can test this marketing strategy at a small price point or by bartering services before you invest a ton of money in working with someone with a huge following.
You want to find someone that 1.) fits your specific niche 2.) has a highly engaged audience 3.) has clearly done campaigns for other brands
Here are a few tips for finding Influencers on Instagram to test influencer campaigns with:
1.) Search by very specific, niche hashtags that are relevant for the product you are trying to sell, the consumer you are trying to target, or the type of influencer you are trying to target (go to search, click on tags and type in specific terms) – for instance #toddlerboardbooks, #brandphotograper, #cleanbeautyblogger #cleanbeautyproducts
2.) Check out the profiles of the people that come up – check if you like their images, if you like the voice of their captions, how many followers they have, have they worked with other brands
3.) Check out how engaged their audience is – do they have a lot of genuine comments, do they have legit followers, do people comment on their recommendation posts saying that they tried what they are recommending
4.) Check if other people you know follow them – this was a huge help for me for my recent client! Once you click on the profile of a person, at the bottom of the profile description it will say “Followed by xyz, xyz” and it will list some of the people that you follow that follow this person – this helps to validate the Instagrammer you are researching (knowing that someone you know follows them). I actually reached out to someone I know (via Insta DM) and asked her for recommendations for influencers because her name kept popping up and it was clear she followed influencers in the space I was looking in! She ended up providing me with a ton of recommendations that were exactly what I was looking for!
5.) Go down the Insta rabbit hole – see the people who follow and comment on the profiles that you are researching and check out their profiles. Keep searching by hashtags and profiles of people who use the #s and you will slowly compile a solid list of people that you can research and test campaigns with.
Have you worked with influencers or have any tips on finding the right influencer for marketing campaigns? Head over to the MompreneurTribe Facebook Group and share your tips!