There are 1 billion monthly active Instagram users, and more than half of them use the platform every day. US businesses also love the social channel, and about 71% use it to connect with their market.
This is excellent news for startups and small businesses.
While digital marketing has opened the door to businesses of all sizes to connect with their markets in a more affordable way than traditional marketing, the reality is, the playing field isn’t level.
Big companies and organizations have bigger budgets. They can generally put larger teams behind their marketing campaigns and quickly raise awareness about their new products as a result.
On Instagram, users frequently notice new brands and products—sometimes even those without all the bells and whistles of a full-blown marketing campaign.
Many Users on Instagram Have Disposable Incomes
It’s great that there are high engagement rates and people can learn about your products from Instagram. But the perhaps most important data is that a good number of Instagram users have money—and they’re willing to spend it.
This quiz is not just fun—it’s effective. When you’re done, you’ll get a detailed report about your top brand archetypes. This information could give you valuable insights into better positioning your brand to communicate with your market.
You don’t have to use all the pointers from the guidelines of these free tools. However, having a detailed analysis of a possible brand style, look, and feel is a great way to find inspiration.
Once you understand your brand, you now need to figure out who your market is.
Who are they, and what do they do for a living?
Who do they follow and engage with on their social networks?
Performing thorough target market research can help you understand your market better, including finding influencers they follow.
Along with creating influencer campaigns, if you want to learn how to grow your personal or company’s Instagram account, check out my Instagram Unlocked course on Youtube:
Try Google First
Now that you know your goals, brand, and target market, a Google search could help you get a good pool of Instagram influencers to choose from.
Let’s use the beauty brand example from earlier.
To get started, do a general search for something like “top Instagram beauty influencers.”
After searching, make sure you have the most relevant search results. A beauty influencer who was great six months ago may not be so relevant today.
Start by navigating to the Advanced Search Section. You’ll find this in your settings.
From there, you can change the last update section. I changed mine to the past month. This will give you the latest results on the topic.
In the Advanced Search section, you can also narrow your search results by region. This little tool is perfect if your product will only be available in certain areas. What’s the point of getting search results of top European or Asian influencers if your product is only available in the States?
When you get the SERPs, use the first couple of pages to see if any influencers who spark your interest.
Search on an Influencer Platform
There are many influencer platforms on the market, each with pros and cons.
The best part about an influencer platform is that, unlike doing a Google search and sifting through hundreds or even thousands of influencers, an influencer platform does the hard work for you.
You also get more details about your potential influencer.
For example, here’s a profile on an influencer from HYPR, an influencer platform.
You get information on your influencer, their demographics, their niche industries, and more.
Influencer platforms also give you details on audience psychographics and locations, as well as influencers’ engagement rates.
As you look through influencers and start compiling a list of potential people to work with, remember to:
Analyze the Content They Create
Does it connect with your brand voice?
Look into their content on other social channels to ensure the influencer can be a true representative of your brand.
Measure Their Engagement Rates
As highlighted earlier, a good engagement rate means when the influencer posts content about your brand, their audience takes notice.
There are multiple ways to calculate this. You can check out this post about it on Hootsuite to discover different methods.
Appreciate the Value of Micro-Influencers
A study from Markerly, an influencer marketing platform, found Instagram influencers with more followers see less engagement.
This proves micro-influencers—those with good followings, but not overwhelming ones—can be more effective in your social media campaigns than macro-influencers or celebrities.
Micro-influencers have gained followers who respect their expertise and opinions on specific topics. They often create content they’re knowledgeable about and care about. Their social following is more of a community than an audience.
Therefore, working with a few relevant micro-influencers may help you get your content in front of the right audience.
Using Instagram can often be a fantastic way to get people to notice—and purchase—your products.
But it is a double-edged sword. While you have many options, it’s challenging to know who will be the right fit.
Don’t forget to outline your goals and brand voice. Then, consider influencers’ engagement rates.