01 May INSTAGRAM INFLUENCERS – NAVIGATING THIS MARKETING TREND
One of the latest marketing trends taking hold is the use of Instagram influencers to promote a purpose or product. Using popular social personalities was seen as a fad just a few years ago, but this technique is becoming a tactic of established brands.
For the right business, a well-chosen Instagram influencer can be an excellent PR choice to fit a marketing, sales and communication strategy.
A well-liked, well-chosen social media influencer is like word of mouth x 10. They have the power to create a bond between their audience and your brand.
Avoid the pitfalls:
- Mis-match between brand and influencer – ensure their audience is the same one you seek to engage.
- Fake influencers – are a waste of money and effort. They must have an active, engaged audience of real people – likes and comments can be bought, so read the comments to make sure the people are real.
- Cold hard cash may be required – when influencers were first emerging as a marketing tool, it was common to pay in kind with products or services, but influencers are getting canny about monetising themselves, so fee-for-service or a clever contra-deal may be required.
- When it comes to audience size, biggest isn’t always best – millions of followers won’t mean a thing if they’re not the audience you’re after.
WHAT’S MOST IMPORTANT IS THAT YOUR INSTA-INFLUENCER’S TARGET AUDIENCE MATCHES YOURS.
Be amazed: Here are some of the top Instagram influencers, by number of followers.
Influencer: Michelle Lewin @michelle_lewin
12.9 million followers
Potential brand matches – health products, fashion sportswear
Influencer: Gianluca Vacchi @gianlucavacchi
11.5 million followers
Genre: internet personality
Potential brand matches – World Cup, top-shelf alcohol
Influencer: Nikkie De Jager @nikkietutorials
10 million followers
Potential brand matches – cosmetics, fashion
Influencer: Jay Alvarrez @jayalvarrez
5.9 million followers
Genre: adventure travel
Potential brand matches – skateboards, surfwear