3 Tips To Help You Choose The Right Instagram Influencers

Instagram influencer marketing is booming, and the financial stakes are higher than ever for brands and marketing agencies. We estimate $1bn will be spent on Instagram influencer marketing this year alone. But despite millions of dollars being poured into influencer marketing campaigns, while some were wildly successful, most flopped miserably. So how can you create a winning campaign and avoid wasting time and money on failed influencer campaigns? The answer is simple and yet also very complex: choose the right influencers.

Easy words to say, of course, but with millions of influencers to choose from, how do you possibly select the right ones? Here are 3 tips to ensure that you choose the right influencers for your campaign.

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如何选择合适的Instagram影响者：

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Relevancy

Let’s say you are promoting a new brand of custom made golf clubs, Which influencer would be better to partner with? Hannah Davies, a pro golfer with 24,000 followers, or Kim Kardashian with over 100 million followers?

答案应该很明显。按销售美元花费，汉娜·戴维斯（Hannah Davies）将是一项更好的投资。为什么？因为她在Instagram观众中可能会更加集中高尔夫球手。

If you want to confirm this scientifically, you coulddownloadeach influencer’s followers and analyse the proportion of times the word “golf” appears in their followers’ Instagram Bios; whichever influencer has the highest ratio wins. However, often human judgement is sufficient.

Relevancy is extremely important. There is no point wasting marketing dollars on pushing your sponsored post to people who will never buy your product.

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订婚

An influencer with more followers, is not necessarily better. What matters is engagement. How much do an influencer’s fans care about their content? How many likes and comments do they get?

为了使一个有影响力的人与下一个影响者进行比较，我建议您计算一个名为“参与率”的标准化指标。This is a percentage score calculated as the average number of likes per post, divided by the number of followers and multiplied by 100. A common follow up question we often receive is: ‘What is a good level of engagement?’ Is 1% engagement good? Is 4% engagement good?

To answer this question scientifically, we analysed the engagement ratio for a random sample of over 100,000 Instagram influencers drawn from theMoju数据库。在下图中，有影响者（蓝色），中位影响者（橙色）和前10％的影响者（白色）显示了10％的影响者（蓝色），显示了参与率。

对于不到20k关注者的影响者而言，超过2％的参与率是好的 - 他们位居前50％的影响者。7.5％的参与率是非凡的 - 他们位于影响者的前10％。

I would aim for above 2% and to be wary of influencers with exceptionally high engagement because it could be a sign it has been faked. This brings me to my next tip: authenticity.

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Authenticity

Influencers have learned that the more followers and likes they have, the more cash they can earn. Unfortunately some influencers have turned to dishonest methods to boost their numbers and an entire industry has emerged to meet this need. Instagram is swarming with tens of millions of fake bots, artificially boosting likes and followers. Every so often Instagram culls these fake bots, but after the cull the bots multiply again.

这个追随者看起来是假的。

That’s why looking at the raw data for followers and engagement can only get you so far. A qualitative examination of an influencer’s Instagram profile is crucial before you decide to work with an influencer. Key things to check are:

• Has their number of followers grown steadily over time, indicating natural growth? Or have there been big spikes, indicating they’ve bought fake followers?
• Do they have a consistent number of likes on each post, or do a few of their posts stand out as having a suspiciously high numbers of likes, indicating they have purchased fake likes to boost selective posts?
• Does the quality of their photos and content justify the high level of likes they are reportedly getting?
• Do their comments look varied and real?
• 他们的追随者很少发布，但遵循大量帐户？

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将3个放在一起

总而言之，制造或破坏您的影响者运动的关键因素是选择合适的影响者。首先，这意味着与有影响力的人合作，其内容和风格与您的品牌相关，并且其追随者可能会进入您的目标市场。其次，这意味着与有忠实粉丝并得分高于2％参与率的影响者合作。最后，这意味着与有真实受众且没有伪造的影响者合作。如果您正确地了解了这三件事，那么您将在创建成功的影响者广告系列中。