How to find the right influencer for powerful Instagram influencer marketing

How to find the right Instagram influencer for powerful Instagram influencer marketing

Chia

Content manager at Brand24 | Writer & Host of #SocialRecap

According to Statista, as of June 2018, there are now ONE BILLION active monthly registered accounts on Instagram, and this is the result of non-stop growth for the past 5 years.

Number of Monthly Active Users on Instagram

chart showing consistent rate of growth for Instagram since 2013
(Via Statista)

With the current world population at 7.6 billion, this means that practically 1/7th of the world is on Insta!

Making IG where your audience is. This is why your brand needs Instagram influencer marketing.

Moreover, according to Instagram Advertising Statistics,

  • 50% of Instagram users follow at least one company,
  • 60% of Instagram users say that Instagram is where they go to learn about the product or service
  • 75% of Instagram users are inspired to act after viewing a post, usually by visiting the company’s website

Chart depicting How Instagram users interact with Brands on Instagram

Plus, the platform is consistently introducing new features to help companies do more than just share visual content with followers, like with ‘SHOP NOW’ tags.

Tap 1, 2, 3… SHOP NOW on Instagram

Warby Parker post showing Instagram's SHOP NOW tag

What are Instagram SHOP NOW tags?

  1. Basically, when Instagram users view a brand’s post, a light tap will reveal tags next to various products & their prices.
  2. Another tap on the tag will provide additional info so they can learn more.
  3. A 3rd tap takes viewers directly to that item on the company’s website, making it easier for them to shop.

It’s only available for a few companies now but it’s a game changer for e-commerce, at least in the US market.

Companies in China have long enjoyed the seamless integration of click-to-buy e-commerce on social media platforms – and it works for them.

Long story short: Instagram users want to see your branded content.

And your brand won’t need to make any hard sales pitches there (which, frankly, don’t always work) while still reaching your target audience directly with your content.

Plus, infamously decreasing attention spans means that your leads will convert quicker when they like what they see vs what they read.

The catch?

You need to produce awe-inspiring images to get your viewers’ attention (so they can ‘ooh’ and ‘ahh’ all over your brand).

Now, how do you reach these 700 million active Instagram users?

Instagram influencer marketing.

Instagram influencers are experts at marketing on this image-based platform. Whether they are doing Instagram influencer marketing for their personal brand, their products, or a corporate brand, they have massive followings who find their posts engaging and eagerly consume their content on a daily basis.

The question is: how do you find the right Insta influencer to do Instagram influencer marketing for your brand?

Here’s a step-by-step guide to finding the right Instagram influencer to help your brand stand out with Instagram influencer marketing:

Who is your brand’s ideal Instagram influencer for Instagram influencer marketing?

It’s not easy to find the right influencer for an Instagram influencer marketing campaign. In fact, if there’s one thing to keep in mind, it’s this:

Not every Instagram influencer is going to be right for your brand.

Who is your brand's ideal influencer for Instagram influencer marketing?It’s tempting to just choose the Instagram influencer who has the largest amount of followers, and generates the highest number of likes, comments, and shares to do Instagram influencer marketing for your brand.

But unless their goals & brand image are aligned with yours, this won’t be a match made in Instagram influencer marketing Heaven.

The right Instagram influencer marketing hero for your brand is:

  1. an Instagram influencer with a similar target audience
  2. an Instagram influencer whose image is already representative of what your brand wants to portray.

How to find the right Instagram influencer for Instagram influencer marketing

There are 2 parts to finding the right Instagram influencer for amazing Instagram influencer marketing. Both involve social listening.

What is social listening?

Social listening is the practice of monitoring on-line conversations for mentions of select keywords and phrases.

These keywords can be related to anything: your brand, your product, your industry, or your competitors. All mentions are collected in real-time.

Powerful social listening tools like Brand24 also provide detailed Analysis reports, and various filters can be applied to get a deeper understanding of the data.

You can create your own social listening project to monitor your brand and analyze your numbers for social media reach, engagement, interactions, influence, sentiment, and more. This data can be used to generate leads, provide customer service, manage your brand reputation, create buyer personae, and not only.

What is social listening?Now, here’s how social listening will help you find the right influencer for your Instagram influencer marketing campaign!

  • Part 1 of Instagram influencer marketing uses social listening to find the TOP Instagram influencer marketing candidates who are fans of your brand and already generate some buzz for you.
  • Part 2 of Instagram influencer marketing uses social listening to narrow down the TOP Instagram influencer marketing candidates to find the Instagram influencer marketing hero who is the best match for your brand.

Part 1. Find the TOP influencers for your Instagram influencer marketing campaign

The trick to finding the right influencer for your Instagram influencer marketing campaign is to start by looking among your fans – those who are already familiar with your brand and love it.

Take a look at Instagram influencers who actively mention your brand or product and generate buzz in their posts.

How do you find them?

By tracking mentions of your brand, product/service, or industry keywords. We’ll start with your brand.

Step 1. Instagram influencer marketing: making the list

Set up a social listening project to track mentions of your brand across the web. (Let’s see what high-end e-commerce clothing retailer Revolve has been up to!)

Step 1. Instagram influencer marketing: making the list

Click on NEXT, select your language, and you’ll be directed to your dashboard. This is where all mentions of your keywords & phrases are displayed – in this case, keywords related to the brand Revolve.

I just created this project yesterday and Brand24 has already collected 9,436 mentions. This is what that looks like in the dashboard:

Step 1. Instagram influencer marketing: making the list

Now to find the TOP candidates for our Instagram influencer marketing campaign!

Step 2. Instagram influencer marketing: making the list

From all these 9.4k mentions, just go to the Analysis tab to get a list of the top 10 candidates for your Instagram influencer marketing campaign. It’s on the left side of the dashboard.Step 2. Instagram influencer marketing: making the list

The Analysis tab evaluates all your mentions to show you the top 10 from each of these categories:

  • most popular mentions
  • most popular authors
  • influence of social media authors (ranked by influence)
  • most active social media authors
  • most active sites
  • most influential sites
  • and more…

Step 3. Instagram influencer marketing: making the list

Since we want to find the ideal candidate for Instagram influencer marketing, we can filter these results to just see the top 10 from Instagram.

Once you’re inside the Analysis tab, click on Filter mentions from the upper right hand corner.

Step 3. Instagram influencer marketing: making the list

A Filter data window will pop up. Scroll down until you see Category Filter (about mid-way). Check the box for Instagram, and then click on the Close button.Step 3. Instagram influencer marketing: making the listBrand24 will analyze all the mentions from Instagram to give you data based on that specific platform – pretty handy.

This narrows it down to 2,518 mentions. Still a huge number.

Step 4. Instagram influencer marketing: making the list

From your results in the Analysis tab, scroll down to the Influence of Social Media Authors to see which 10 Instagram influencers have the highest scores for Influence.

This is what that list looks like for Revolve with 2 days’ worth of mentions:

Step 4. Instagram influencer marketing: making the list
Create your own social listening project to find your TOP 10 influencers for powerful Instagram influencer marketing!

Now you have a short list of candidates who would be perfect for Instagram influencer marketing!

Look into these Instagram accounts to learn more about the kind of content they produce. This is where you’ll find the ideal Instagram influencer for your Instagram influencer marketing campaign.

Here are some questions to consider when you’re researching these Instagram influencers:

  1. Does this Instagram influencer’s image represent your brand? (Or if re-branding, does it match your new image?)
  2. Is this Instagram influencer’s audience your target audience?
  3. Does this Instagram influencer’s content appeal to your target audience?
  4. Does this Instagram influencer’s content generate buzz and engage its audience?

If you want to be absolutely, positively sure that you’ve picked the right Instagram influencer for Instagram influencer marketing, continue onto Part 2.

Part 2. Narrowing down the right influencer for your Instagram influencer marketing campaign

You’ve just found the top 10 candidates for your Instagram influencer marketing campaign.

There’s no doubt your Instagram influencer marketing hero is on that list.

But if you want to narrow it down even further, create individual social listening projects for each Instagram influencer marketing candidate.

Step 1. Instagram influencer marketing: narrowing it down

Create projects for each Instagram influencer marketing candidate just like you did for your brand. Remember to track both their names and their Instagram user names.Step 1. Instagram influencer marketing: narrowing it down

Step 2. Instagram influencer marketing: narrowing it down

You’ve just created a project for one of your Instagram influencer marketing candidates and now you’re in the dashboard, browsing the mentions.

Really get to know your candidate for Instagram influencer marketing by applying the SENTIMENT FILTER to their results.

The SENTIMENT FILTER is on the upper right hand side of your dashboard. Move it to the left to view all the negative mentions which mention your Instagram influencer marketing candidate. Move it to the right to view all the positive mentions.

Step 2. Instagram influencer marketing: narrowing it down

These results will show you which Instagram influencer marketing candidate has the most positive or negative reputation among their audiences – so you can pick the best influencer for your brand’s Instagram influencer marketing.

Reputation is an important aspect to consider when choosing an Instagram influencer for any Instagram influencer marketing campaign. After all, they will be representing your brand now.

There you have it!

This is the perfect influencer for your Instagram influencer marketing campaign.

Quick Review: to find the right influencer for powerful Instagram influencer marketing…

  1. All you have to do is track your brand with social listening to find the TOP influencers for Instagram influencer marketing.
  2. Then, create individual social listening projects for each Instagram influencer. This narrows it down even further, so that you can find the perfect influencer to take your brand’s Instagram influencer marketing to new heights (hero status!).

If you haven’t already, create a free social listening project with Brand24 to track down the ideal influencer for powerful Instagram influencer marketing!

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