Competition for the social media top spot is stiff. There’s so much to choose from. Just think of YouTube’s engaging videos, Facebook’s scroll-worthy posts, TikTok’s bite-sized content, Clubhouse’s on-the-go audio chats… The list really goes on and on.
So, what makes Instagram so unique?
Ease.
Instagram’s mobile-app first strategy positioned it as the first platform to take the hassle out of creating and distributing content.
Instagrammers in all corners of the globe could take, edit and share photos in just a few short steps.
In the early days of social media you wouldn’t have found this simplicity in Instagram’s counterparts like YouTube, as you needed to have a variety of technical skills to be able to produce quality video content.
Instagram’s simple process democratized content creation and opened the door for regular people to become influencers, allowing them to amass huge followings in short time spans.
With open access given to anyone wishing to build a following came an influx of a new kind of influencer. These online creators aspired to make their mark on Instagram with visually appealing content that captivated audiences of all ages.
Before them, bloggers and YouTubers dominated the influencer space. There were fewer of them as their content was harder to create due to the need for sharp writing, editing, and videography skills.
A Look Back: Instagram’s Undeniable Success
How Instagram Became the Platform of Choice for Influencer Marketing
Spotting an opportunity to join the authentic conversation between content creators and their audiences, brands began sponsoring posts to gain access to the influencers followers and win attention market share.
Brands are always looking for ways to connect with customers at scale. That’s precisely the reason why Instagram quickly became a business goldmine. Its audience growth potential made it attractive to businesses of all sizes. Research by TrackMaven found the average brand on Instagram increased its following by 6-8% each month, triple the increase on other platforms like Facebook, Pinterest, and Twitter.
Instagram also won the social media game by building a strong community into its fabric through a creative blend of engagement driving features like tags and hashtags. Instagram has made collaborating and connecting a seamless experience. Users are very engaged and like to interact within their communities. A study found that Instagram generates an average engagement rate of 1.22%. This figure is 13.5x better than Facebook posts and 27x higher than a Tweet.
The evolving commercial relationships between brands and creators have become part and parcel of Instagram’s ecosystem and is why users actively follow brands to this day. In fact, 90% of Instagram users follow a business.
The high-level of interactivity and the commercial nature of the exchange of information brought about a variety of platform iterations that helped better serve the Instagram community. The level of sophistication quickly positioned Instagram as the ultimate commercial playground where buyers, sellers, and influencers could forge long-lasting, profitable relationships. The platform's introduction of the Reels feature further helped grow the influencer visibility.
Let’s take a closer look at some of the game-changing features that helped Instagram pave the way of what we now know as social commerce.
Discoverability
Hashtags
They provide an easy way for Instagram to arrange posted content by categories.
Since you can make hashtags as niche as you wish, it allows users to find specific types of content on items or topics i.e. travel gear, newborn clothing, and face serums with a simple hashtag search.
When you use specific hashtags on a post this attracts attention from users who want to view it and go out of their way to seek it out. So, hashtags are a free, organic, and scalable way to drive qualified traffic to an Instagram page.
Hashtags also provide creators and businesses with a handy research tool to assess trends and create relevant content to reach new audiences.
Tags and mentions
Tags and mentions are special because they connect people to a specific content asset on your Instagram page.
This provides businesses with the unique opportunity to tag influencers and customers.
This increases content visibility and encourages engagement.
For example, all tags appear under the ‘Tagged’ section on an user’s profile, which all visitors can view.
Plus, the tagged person could even decide to re-share your content, which can push even more traffic in your direction.
Location
Turning on the location on a post, also known as Geotagging, groups content into one section according to the place or area.
It offers an opportunity for an influencer to subtly promote a brand or venue they are visiting and sets the mood and tone of a post i.e. high-end luxury.
Geotagging can pique the interest of audiences, and those who wish to learn more about the location can click on it to view additional content from other users.
Content Creation
In-app camera and filters
Instagram takes the fuss out of creating eye-catching images.
You no longer have to waste time in external apps for basic editing like cropping and lighting adjustments. You can do it all easily in the app and even save drafts for later.
Captions
These are essential for providing additional context to an image or video.
When used correctly they can inspire interaction such as likes, comments, shares, and tags from other Instagram users.
This is crucial since high engagement improves the growth and health of your account and can even lead to your page being featured on the Explore Page.
The evolution of content and what it means for your brand
Since starting out as a photo-sharing platform, Instagram’s offering has expanded to include other media types like short and long-form videos and guides.
Creativity on the platform is at an all time high. Users have the possibility of exploring different storytelling styles using a variety of tools to create content that suits the varying wants of their audiences.
Each update has added more power to Instagram’s marketing arsenal and gives you the opportunity to make your influencer marketing campaigns a cut above the rest:
Video
Drives more engagement than photos alone. Use video in your influencer campaigns to get noticed and improve your brands memorability. Hubspot found that social media posts with video get 48% more engagement.
Stories
Thanks to the relatively short shelf life of Stories, you can post more often to improve your brand awareness while maintaining your existing feed posting schedule. Instagram keeps your Stories at the top of your follower’s feed for 24 hours.
Use this to your advantage by getting influencers to participate in giveaways, promotions, and updates on your Stories. You can also use stickers, GIFS, and other creative elements to create eye-catching Stories. (We’ll dive deeper into this content type a little later).
Long form video (IG TV)
Set yourself apart from the competition by becoming the ‘go to’ resource for your target customer’s queries and concerns on specific topics related to your products or niche.
Invite influencers to feature in videos or create their own for your channel.
These videos will educate your audience, moving them further along your customer journey.
IG Live
This feature presents you with a chance to connect with your followers on a more personal level by feeding live videos to them.
It’s an awesome way to spark conversations and hold discussions with your audience to build loyalty and trust.
IG Live improves your odds of being discovered because when you go live your content gets the top spot in the Stories section of users’ feeds. The added bonus is that Instagram will notify your followers when you go live which can spike your views.
Reels
Add an element of play to your Instagram having instagrammers post snappy 15-second videos using, discussing, and reviewing your product.
For example, a sped up beauty routine could work well if you have a skincare line.
The average person loves to scroll. Feed into this by creating guides fronted by popular influencers to offer tips and tricks on a particular subject matter.
You can also create educational guides on your product with influencers and customers sharing their success stories on the product throughout it.
For example, if you run an athleisure brand you could create a guide on the hottest exercises to keep fit and feature instagrammers wearing your products and raving reviews.
Instagram’s Role Across the Customer Journey
Thanks to Instagram's expansive user base and the countless ways there are to connect with audiences, brands have infinite opportunities to get noticed and connect with their customers.
Influencers can help you reach new audiences and guide them through the four stages of the customer journey.
Get inspired by these great examples!
Awareness
Influencers can help brands spread awareness of new products or promotions on social media.
After consumers are aware of a product, they form opinions about it and start deciding if they trust it or not. Influencers can step in at this stage to provide reviews, tutorials, and opinions that help build trust for the brand.
Influencers drive purchase decisions by giving the consumer promotion codes and other incentives that drive sales. They can also utilize a platform’s native features such as swipe up links to automatically direct their audience to the place of purchase.
Being able to shop on the Instagram app removes friction from the buying process which encourages purchasing.
The game changing feature of this enhanced shopping experience is that it ties in seamlessly with influencer marketing.
You can enlist the help of influencers to drive traffic to the Instagram Shop and inform the prospect about your offerings to encourage them to visit and buy.
In short, no matter what your goals are, you can look to Instagram influencer marketing to help you achieve them.
Top Tips to Win at Instagram Influencer Marketing
Pick the right influencer
Vanity metrics, such as follower count, are not always accurate indicators of influencer effectiveness. Values, tone, type of content posted, and audience sentiment are more important factors to be considered to ensure a perfect fit between a brand and an influencer.
It is also helpful to think of influencers as brand ambassadors - when partnering with them they immediately become a reflection of your brand.
Give creative direction, but let their creativity shine
Influencers know their audience best, this includes what works and what doesn't. While having clear points and suggested copy works, giving them the room to decide on tone and delivery produces posts that are perceived to be more authentic.
Tell Creative "stories"
To make your Instagram influencer marketing strategy a hit, it's essential to partner with influencers to tell your brand’s story on… Stories. Why?
50% of people surveyed say they have bought a product/service after seeing it in Stories.
58% of respondents to an IG survey said their interest in a brand/product increased after seeing it in Stories
Stories allow for interactive experiences that brands can use to keep audiences engaged. You can use stickers, create polls and quizzes, and even ask your audience for questions. Instagram stories also have a variety of pre-made gifs and stickers that spice up any image with a simple click.
Combine paid social with influencer marketing
With the growing competition for paid social ads, and organic reach for brand accounts throttled heavily, more and more brands are taking a hybrid approach to their social media marketing mix.
Including influencers in your paid Instagram ads is the icing on the cake as it can encourage their followers to click on your ad.
The influencers endorsement acts as social proof which can make your target audience more open to learning about your product and brand.
There are countless ways you can add paid social into your Instagram Influencer marketing mix, so test out a few variations to find the right blend for you. To get you started, here are a few examples:
Explore ad with influencers giving tutorials on how to use your product
Video ad of content creators unboxing and reviewing your product
Carousel ad with various of Instagrammers using or posing with your products
Still on the fence? Check out these
60% of users say they've found new products on Instagram
Are you a small brand feeling intimidated by Instagram? Don't be! IG is small business-friendly. When the IG stories' Support Small Businesses' sticker was released, 61% of Instagramers used it in its first month[ according to @instagramforbusiness poll, which Instagram released on its stories.
Instagram and Influencer Marketing
Today, incorporating Instagram into an influencer marketing strategy is a no-brainer. Given that consumers are often on their devices for extended periods of time throughout the day, and seek information on the platform, brands have the opportunity to be top-of-mind to potential customers at all times. Targeting on Instagram is extremely efficient when you combine paid media with the power of influencers.
— Jenifer Golden Account Director, Account Management
The Key to Slicing out Your own Piece of the Instagram Success Pie
Instagram is a force to be reckoned with. Its army of raving, eagle-eyed fans and vast pool of creative talent are hard to beat. But with a social media platform this large comes a lot of noise.
That's why creating a solid Instagram influencer marketing strategy is crucial to stand out, attract customers, and win sales. Invest time in finding the right influencers for you, whether they're big or small.
Instagram Influencer marketing is one of the hottest opportunities for companies like yours to make a lasting impression on potential customers and skyrocket your sales. Don't miss out! We're a global influencer agency that specializes in bringing brands and creators together to create memorable campaigns. Get in touch to find out how you can access our Instagram influencer network.