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HOW TO FIND THE RIGHT INFLUENCERS FOR YOUR BUSINESS Finding the right influencers for your marketing campaign can be a big challenge, but creating clear goals helps. For example, if your goal is to rack up a lot of engagement, it might make sense to partner with micro-influencers with smaller audiences but higher engagement rates. If you’re trying to increase your brand awareness, metrics such as reach and traffic will be more useful. Not sure where to start? Here are four things to keep in mind when deciding whether or not to partner with an Instagram influencer: 1. Check their Instagram engagement When an influencer has a high engagement rate, it means their followers are paying attention and taking action on their content. That’s why most businesses and Instagram agencies use engagement to evaluate who is an ideal influencer. Generally, you want to see an engagement rate of 2-3% on influencers’ posts. A ratio of 4-6% is excellent, while posts in the high tens and twenties are considered “viral.” 2. Check their quality of followers It goes without saying that you should be aligning your business with influencers who have “pull” with your target audience. For example, if you’re a fitness brand, it makes sense to partner with influencers who share a similar audience to your ideal customers, such as yoga instructors or powerlifters. Aligning your business with an influencer who has “pull” with your target customers is one of the best ways to get in front of the right eyes, increase your brand awareness, and showcase your products in a creative way. 3. Check their number of followers As we discussed above, the number of followers an influencer has isn’t quite as important as it used to be -- especially now that the Instagram algorithm seems to be impacting the engagement of larger accounts. As we’ve learned over the past year, engagement rate tends to decrease as follower count grows. So influencers with fewer followers often retain higher engagement rates on their posts, while influencers with large audiences tend to see decreased engagement rates and less direct communication with their followers. All of that being said, it’s definitely not a bad idea to partner with influencers with big followings! Just make sure they’re a good fit for your business. 4. Budget requirements Something else to keep in mind when deciding which influencers to partner with is how much they charge. According to a recent survey, it’s actually very common for businesses to “gift” free products to influencers rather than paying them a flat rate. In fact, 77% of businesses report giving free products and/or services in exchange for sponsored posts. This isn’t always the case, however. Some influencers only accept flat rates, while others charge based on the number of sales or leads they create for the business. 23 Later & HubSpotPDF Image | INSTAGRAM FOR BUSINESS USING INSTAGRAM STORIES, CAROUSELS, ADS, INFLUENCERS
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