2023年在Instagram上的有影响力营销的金博宝188备用网址初学者指南

If you're familiar with digital marketing, there's no doubt that you're familiar with influencer marketing. And if you're planning to start working with influencers this year, Instagram is a great place to start. This post will help you understand how you can leverage your influencer marketing efforts on Instagram and execute your first campaign on the platform.

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Instagram上有影响力营销的初学者指南：金博宝188备用网址

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为什么使用影响者金博宝188备用网址营销？

• 金博宝188备用网址影响者营销是一个$16.4 billion industry in 2022, however, they anticipate the global influencer marketing platform market size will reach $84.89 billion by 2028
• 90% of our survey respondents believe influencer marketing to be an effective form of marketing
• Influencer marketing campaigns increased throughout 2022
• Businesses are making $5.20 for every $1 spent on influencer marketing
• 63％的营销人员打算在明年增加其影响者的营销预算金博宝188备用网址
• 84% of companies plan on working with a social media star in the next year

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Why Choose Instagram for Influencer Marketing?

Now the big question is –why Instagram? Why not Facebook, Twitter, YouTube, or any of the other social media platforms? Aren't they just as effective for influencer marketing? The truth is that, although these other platforms can be useful for influencer marketing campaigns, none of them compares to Instagram.

With 2B million monthly active users, Instagram is an excellent platform for marketers to reach their target audience. Although this user base isn't as large as Facebook's, it is muchmore engaged, making it a more effective way for brands to get their message seen and heard. We analyzed 1,000,000+ influencer profiles across leading Influencer Marketing Platforms and found that Instagram has the highest interaction rate compared to other social media platforms.

Another interesting fact is that 65% of the top-performing Instagram posts feature products. This says a lot about how the platform's user base responds to sponsored posts. The audience doesn't seem to have a problem interacting with posts in which other users (read influencers) are promoting products. This is particularly so in the favored niches of Instagram. For example, fashion accounts for 25% of brand interactions on Instagram.

This is perhaps why even influencers themselves seem to adore the platform. OurThe State of Influencer Marketing 2022: Benchmark Report发现那个Instagramwas used by nearly 80% of the brands that engage in influencer marketing

And in another survey, which was conducted by Bloglovin' on micro-influencers, Instagram seemed to be a favorite yet again. 59% of respondents in the study said that the platform is the most effective among all social channels to engage their target audience.

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Instagram影响者营销开始金博宝188备用网址

So, if Instagram is such an effective platform for working with influencers, it's a great idea to get started using the platform for your influencer marketing campaigns. And here are a few essentials that you should consider before executing your campaign:

Set Clear Goals and KPIs

在开始广告系列之前，您必须确定一件事 - 您期望从广告系列中获得什么？您要回答这个问题至关重要，因为答案将构成竞选活动的其余部分的基础。

What are your campaign goals? Do you wish to raise brand awareness? Do you want to promote a product launch? Do you want to drive more traffic? Or do you want to increase sales?

You undoubtedly know that you have potential customers at different stages of the marketing funnel. Some people are already looking to purchase a product like yours and merely need a nudge in your direction. Others will be near the top of the funnel, possibly even unaware your product exists, and certainly not currently considering making a purchase. Finally, a third group will sit somewhere in between these two extremes.

For those near the bottom of the funnel, you can legitimately set a goal of increasing your sales, working with influencers to help you achieve this. However, your goals should relate more to product and brand awareness for those near the top of the funnel.

Whatever the ultimate goal may be, you need to clearly define it to better understand how to go about your campaign. In addition, having a proper objective in place will help you know what performance metrics will be relevant for the campaign. For example, if your goal is to raise brand awareness, metrics such as reach, impressions, engagement, etc., would be relevant for you.

也就是说，您还应该研究竞争对手如何衡量他们的竞选结果。这将帮助您更好地了解应考虑使用哪种指标。

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Set a Budget for Your Instagram Influencer Marketing

在进行进一步之前，您需要确保预留足够的钱来支付有影响力的营销活动。金博宝188备用网址不要依靠有影响力的人同意为您工作，以免费或打折的产品回报。

Influencer marketing is a legitimate part of marketing, and as such, you need to budget for it in the same way you budget for other marketing types. Your budget will dictate the types of influencers you can approach to participate in your campaign – and whether you can realistically expect to meet your goals.

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Instagram影响者的费用是多少？

The amount you have to pay an Instagram influencer very much depends on their popularity and level of influence. Many of the world's largest and best-known brands have worked with celebrity influencers and been willing to pay considerable sums for the privilege. Hopper puts out an annualInstagram Richlist,试图从celebrit单独的有影响力的人ies. Expect to pay top celebrities, such as Cristiano Ronaldo, Dwayne Johnson, Arian Grande, and Kylie Jenner, upwards of $1.6 million per post.

However, most influencers have made their name on Instagram and other social sites, as distinct from celebrities who have gained their fame offline, and as a result, now have vast social followings. Top Instagram influencers, although still out of the reach of most small and medium-sized businesses, charge more manageable amounts. Eleonora Pons averages $264,000 per post, Charli D’Amelio $264,000 per post, and Addison Rae $219,000.

However, most businesses work withmicro-influencers。这些拥有合理在线社交媒体的人以对某些利基或专业知识的专注激情而闻名。由于没有精确的定义，因此在微型影响者的范围内的大小不同。但是，我们通常可以将微影响者视为任何人都认为利基市场的专家，其中有1,000至50-100,000名关注者。如果我们回到霍珀（Hopper）的20222调查结果，我们可以找到高质量的微型影响者，每个帖子的收费为100-500美元。

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Look for Ideal Influencers

一旦确定了想要从广告系列中获得的收益，就可以开始定义和识别理想影响者的过程。

Who influences your audience? Who creates content related to your brand, industry, or products? Who will be able to help you achieve your campaign goals?

Here are a few handy points you should consider when defining your ideal influencer:

• Niche——考虑他们的利基或他们的专业领域。What topics do they usually cover? This is essential to maintain authenticity and create promotional content that doesn't deviate from their usual topics.
• 抵达- Consider the reach of your ideal influencer based on your goal. For example, a relevant top-tier influencer would be an excellent option to raise brand awareness. However, if you wish to drive engagement and start conversations around your product, look for relevant micro-influencers instead.
• 语音- Have a clear idea about the kind of voice your ideal influencer should have. Do you want them to be more serious and professional? Or would you like them to be casual and friendly? Maybe you'd prefer to work with an influencer with a good sense of humor? Consider all of this based on what your target audience would like.
• Engagement Rate- Even if you choose to work with a top-tier influencer, make sure they can still drive significant levels of engagement. You should clearly define the minimum average engagement rate your influencers should be able to maintain. Use tools like theInstagram货币计算器to find out the average engagement rate of potential influencers.

After defining your ideal influencer using these points, you can start searching for influencers for your campaign. There are now many金博宝188备用网址影响者营销工具available in the market that can help make this job more manageable.

Influence.co, for instance, is an excellent option for finding Instagram influencers. This platform lets you search for influencers based on category. You can also filter the results based on location and Instagram follower count.

Using the advanced search feature of this tool, you can further narrow down your search based on gender, engagement rate, and age of the influencer. Additionally, there's a rate filter that can help you find influencers to suit your budget.

Grinis another option to help you with your influencer discovery. You can start your search using a relevant keyword. You'll then have the opportunity to filter your search based on metrics such as location, Domain Authority, etc. This can be very useful for Instagram influencers who have a blog or website for multichannel campaign execution.

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决定协作结构

在确定要与哪个有影响力的人一起工作之后，您需要讨论如何与他们合作。这将确保广告系列对双方都顺利进行。

Here are some factors you should be negotiating about with your influencers:

• Campaign Timeframe – Make sure you clearly communicate with your influencers about deadlines and campaign timeframe. Otherwise, you may end up having to follow up repeatedly in case they fail to meet these deadlines.
• Content Production – You should also have an agreement on what exactly you expect your influencers to produce for the campaign. What kind of content do you want from them? Do you want Instagram photos featuring your product with a brand mention?
  Do you want them to tell a story instead of just mentioning your brand? Maybe you want them to promote your products through videos and Instagram stories as well. Whatever your expectation is, you should clearly communicate it beforehand. You should also discuss the amount of content required for the content.
• 内容使用权 - 另一个至关重要的考虑是竞选后的内容使用权。例如，假设您计划在社交媒体广告，网站推荐等中重新利用影响者的内容。在这种情况下，您至关重要的是，在影响者保留所有权的同时请求全部内容使用权。
• 薪酬 - 还有一个薪酬问题，许多品牌和营销人员在开始其Instagram影响者营销活动之前就无法彻底考虑。金博宝188备用网址您会给他们每个帖子的固定付款吗？还是您喜欢根据他们的表现付款？
• While some micro-influencers may agree to promote your products in exchange for complimentary products, avoid taking this for granted. Always be prepared to make some monetary payment when working with influencers.

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Types of Influencer Campaigns on Instagram

Once you have your influencers, you can talk to them about the types of posts you'd like them to carry out on your behalf on Instagram. But, again, you should go back to the goals you set when determining the best combination for your campaign. Some typical types of campaigns include:

• Sponsored posts – you pay influencers to create content on behalf of your brand, which they share with their followers on Instagram. They will need to tag these posts as being sponsored to meet legal disclosure requirements.
• Branded content – here, you share posts through your company Instagram account, but you feature influencers in that content.
• Reviews – influencers make posts where they review your products. You should let influencers be as honest as possible in these reviews to keep credibility with their audience.
• Contests – you send free products to influencers that they use in a giveaway contest for their followers.

Instagram has expanded its offerings over the last few years, so you could negotiate with influencers to create any combination of the following:

• Regular posts featuring a single image and a caption
• 带有多个图像和标题的旋转木载柱
• Instagram故事（24小时后将消失）
• Videos, within any of the above, or on IGTV or Reels

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Successful Instagram Influencer Marketing Campaigns

Now that we've got the basics out of the way, you can start looking for campaigns executed by other brands for some inspiration.

Here are a few perfectly executed campaigns that you can model yours after:

Alpro and Kate Spiers

Alpro wanted to promote their yogurt alternative products and partnered with modelKate Spiers。影响者定期创建与时尚，风格，食物和生活方式有关的内容。她以前曾担任其他品牌的赞助帖子，以匹配她新鲜而精致的Instagram美学。

For Alpro, she created a post in which the product is strategically positioned amid a breakfast spread. She added elements such as pink flowers and table linen to maintain consistency with her usual Instagram timeline. She also mentioned a quick recipe for the breakfast she was having,whichincluded the Alpro product.

它的外观：

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光泽和格拉蒙拉姆

Glossier以与微型影响者合作并将日常消费者变成忠实的品牌大使而闻名。他们与Instagram用户合作的微型影响者之一GlamOnGlam，现在重命名了她的帐户eaudeskinand has just over 9,000 followers. She regularly creates posts in which she showcases Glossier products and talks about them.

In the following post, she talked about the latest sunscreen produced by the brand. She gave a brief one-line review of the product and talked about how it's lightweight and serum-like. She also invited her followers to use the link in her bio to get 20% off on the product.

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乌托邦豪华度假屋和丽莎·林恩（Lisa Linh）

Utopian Luxury Vacation Homes wanted to raise awareness about their brand through Instagram influencer marketing. So, they invited four travel bloggers, includingLisa Linh, for a unique experience in Utah. As a travel influencer, Lisa Linh showcased her vacation experience in an authentic and aesthetically pleasing manner.

She created several posts portraying some of the wonderful experiences she had during her vacation with the other three influencers. Some of her posts depicted her snowmobiling, swimming, and walking in the snow. The four bloggers also seemed to enjoy sitting by the fire toasting marshmallows.

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结论

These essential elements and tips can help you successfully execute your first influencer marketing campaign on Instagram. As you can see, there is quite a bit involved in the process, but it will all pay off in the long run.