Advertising through Instagram influencers

Influencer marketing in 2022 is recognized as one of the most effective ways to promote. According to a study by Insider Intelligence, already by 2023 brands will spend 15 billion dollars on collaboration with opinion leaders. The huge advantage of Influencers is the trust of the audience and the low price compared to other ways of promotion. Working with them is a good opportunity to reach new audiences and promote products and services. No matter what your budget is, you will still find the right blog for advertising.

Influencer or blogger. Who to order advertising from?

An influencer is an opinion leader who is listened to by a certain circle of people. In simple words, this is a person who blogs on a social network, shares content, communicates with the audience, and influences it.

The blogger may have a bad reputation, his recommendations may not be trusted, but still follow the page, out of interest in the published content. Influencer, on the other hand, builds his community on trust. He doesn't just create content but broadcasts his beliefs, values, and principles. Therefore, his audience is more loyal. When you buy advertising from an Influencer, you are buying the attention of his loyal audience. In this case, the coverage of advertising may be small. Buying ads from a blogger - you buy guaranteed coverage. This is the main difference.

Creative Influencer

If an individual influencer's creativity hit the current trends, then with paid promotion, the brand tries to develop content in the same direction. In this case, there is a danger that the trend taken as a basis will become outdated and will not attract the audience. Collaboration with platforms for creating custom content and getting media figures from working with bloggers can help to solve this problem.

For example, through Insense, you can run targeted ads on behalf of an Influencer on Facebook and Instagram, and in addition to comments and likes, see data on its promotion: CPM, CTR, conversions, clicks, and other metrics. In this case, the blogger's account is pulled into the cabinet in Business Manager and appears in the playlist options, to which you can set up targeting. For the most effective performance and greater confidence in the results, you need to set up your ad cabinet properly.

How much does it cost to advertise with an Influencer?

Influencers are divided into:

• 👉Microinfluencers - an audience of 1,000 to 100,000 subscribers;

• 👉Macroinfluencers - an audience of over 100,000 subscribers;

• 👉Nanoinfluencers - an audience of fewer than 1,000 subscribers.

Nanoinfluencers will have the lowest advertising price. For example, some nanoinfluencers charge only $100 for a mention of a topic or agree to a barter exchange - an advertising post for the goods. Microinfluencers' ad prices range from $1,000 to $5,000. Macroinfluencers charge between $5,000 and $50,000 per post. These are approximate rates; the exact price depends on the influencer himself.

Finding an Influencer for advertising

How to find an Influencer for advertising

1. 1️⃣ Agencies. Influencer agencies will help in finding the right site for advertising.

1. 2️⃣ Influencers platform. For example, InstaJet has an open database of influencers with convenient filters and payment methods.

1. 3️⃣ On your own. You can find an Influencer on your own.

1. 4️⃣ By geolocation. Local bloggers add geotags to their posts. Try entering the name of the city or thematic places. For example, the owners of food blogs can tag cafes, restaurants, and street-food fairs.

1. 5️⃣ By hashtags. Think about what the right Influencer for you does and writes about. This will give an idea of the keywords he uses to describe his content. For example, if you want a vegan influencer, look for posts with the tags #vegan, #veganism, and #veganrecipes. You can use the service TagsFinder to find related hashtags.

1. 6️⃣ Among brand advocates. Perhaps the right Influencer already uses your product and recommends it to their audience for free. Try to find such a person by mentions of the brand online (by hashtags with the name of the brand or through services monitoring mentions on Google Alerts, etc.) or by your account marks on social networks. Contact a satisfied customer and offer them a product in exchange for more disclosure of brand benefits.

When choosing an influencer, don't chase the number of subscribers. Advertising with micro-influencers with an audience of less than 1,000 may be more effective than on a large blog with 100,000 followers. According to the Later x Fohr report - micro Influencers have the highest engagement rate.

How to evaluate an Influencer before you buy an ad

Location

Not only the location of the Influencer but also the location of his subscribers should be evaluated. This information can be found in the profile statistics. Instagram shows 5 countries and 5 cities with the largest concentration of followers in its statistics. You can ask Influencer for a screenshot of this information. You can get more information through an analysis of the profile in special services. About them, we will talk a little below.

If you advertise a local company or products that need to sell in a particular city, local Influencers are suitable. Their advertising will be more profitable and effective.

Local Influencers

Local Influencers are good at attracting local audiences and tourists. Locals trust them because "he's a local" and tourists - "because the local, and therefore know better where to go and where to buy. It happens that the Influencer has a lot of audiences from other countries. But the most active ones are still local. Or vice versa, a lot of audience from the desired city, but it's all bots. Never decide on cooperation only by estimating the location of the audience. Evaluate all the parameters as a whole.

Niche

The influencer should be from your niche (or a related niche). Then the ad can easily integrate into its daily content and won't alienate the audience. If you sell eco-friendly cosmetics, influencers that talk about eco-friendly lifestyles, and review eco-products will work for you.

In addition to the niche, assess the price segment of the blog. For example, a travel blogger can talk about luxury travel, expensive hotels, and leisure activities. That's one price segment. Another travel blogger can talk about low-cost travel tips, what to save money on, and where to buy discounted airline tickets. On the one hand, it's one niche, on the other, subscribers will have different purchasing power.

Sometimes an Influencer's niche may be different from a brand's niche, but his life stage is quite suitable for natural advertising. For example, if you're selling renovation products, look for Influencers who have started renovating or have recently bought an apartment. They talk a lot about their renovation and their search for the right materials.

Visual Aesthetics

Evaluate the visual aesthetic of an influencer's blog. Ideally, a promotional post shouldn't stand out from the general feed. Then it won't look garish and incongruous, like a cheap advertising layout, but gently integrated into the blog. If you plan to work with an influencer-creator, who himself will create content for advertising, assess how your brand's aesthetics match his published works.

Examine the commenters' pages

Who are these people? Where are they from? Would they be interested in your product/service? Do you see them as your target audience? It's good if the publications are commented on by the same people. This means that the Influencer has a constant active audience, loyal to the advertising, and the comments are not tweaked. Be wary if the commenters' pages look a lot like the opinion leader's page. This could mean that he has joined an activity chat room to mutually exchange comments and likes, which amounts to a scam of activity.

You need to understand who your ideal subscriber (customer) is. I recommend studying the article about targeting your audience. In it, you will learn how to make a portrait of CA in social networks and understand who is interested in your offer.

Values and beliefs

Study the publications of the Influencer, and find out more about his values, life benchmarks, and position. Agree, it will look ridiculous if a vegan restaurant will advertise a convinced meat-eater who speaks negatively about vegetarianism. You might try to snag a new target audience, but you might lose yours.

Collaborating with the wrong opinion leader can ruin a brand's reputation. Take the time to monitor influencer mentions online. Sometimes a cursory search helps you find the harshest statements. Remember, reputation is more important than great coverage.

Past collaborations

Influencer probably has published sponsored posts before and mentioned brands in them. Look at who he partnered with, how well he exposed the merits of the product he was advertising, and how the audience responded. It's good if the audience got involved, asked clarifying questions about the advertised product, and the Influencer gave feedback and answered all questions. This is a sign of responsible advertising and audience loyalty.

Top Influencer Checking Services

After you find an Influencer and evaluate it according to all the important parameters, check its page for click fraud. Buying subscribers is not a problem. But you don't need fakes, you need real coverage. Before advertising, any Influencer will give you a snapshot of its statistics.

Note to:

• 👉 Coverage. This is what affects the cost of advertising. Coverage is the number of users who have seen the publication. This is the real audience of the blog, seeing the published content.

• 👉 Visits to the profile. This metric will show the approximate number of visitors to the blog per week and month.

• 👉 Demographics. The top location of subscribers, their gender, and age. These metrics will give a rough idea of the blog's audience.

Which niche does the service belong to?

Before delving into finding the right opinion leader to advertise to, it's important to correctly determine which niche the service belongs to so you understand which target audience (TA) will be interested in your offer. For example, you are a business owner who opened a children's clothing store in your city. It is doubtful that advertising with a travel or lifestyle blogger will bring you, active subscribers and potential customers.

The most suitable profile for cooperation is a young mother's blog. Its audience and coverage may be small, but the engagement of subscribers in such a narrowly focused profile will be higher than that of an Influencer with an audience of half a million.

There are several ways to find a blogger in your city:

• 👉by geolocation on Instagram

• 👉from subscribers from your city;

• 👉through competitors' profiles;

• 👉among your clients;

Search for Influencers by geolocation on Instagram

This search can be done in two ways:

• 👉Find posts with the geometry of your city or region and thus manually calculate bloggers-influencers that fit the theme.

• 👉Search by geolocation for popular places in a particular city that your target audience visits, and look at posts with those tags. You may find a blogger's post in the list that suits your target audience.

• 👉If you consider the example of a children's clothing store, searching for Influencers on Instagram by geolocation will most likely be effective on the marks of children's entertainment centers, cafes, stores, etc.

Search for bloggers from your followers

Finding an account suitable for advertising can be done manually by scrolling through the pages to which the audience from your city is subscribed. This method takes time, but you're sure to find one or more accounts worth checking out.

Search through competitors' accounts

This method is one of the most primitive. All you have to do is go to a competitor's page from your city, find a local blogger's post in the feed and ask them for a service.

Advertise with your customers

Audiences are more enthusiastic about following recommendations from people they know and trust. Take a closer look at customers who have already bought a product or service from you. You may find a user with active and engaged subscribers. He may also be the blogger you are looking for.

What should you pay attention to before starting cooperation with a blogger?

For cooperation with an Influencer to be successful and bring the expected result, it is important to pay attention to some important parameters of the account where your advertisement will be placed:

• 👉Quality and useful content. To get the desired effect from the blogger's advertising, it is important that visitors read his posts to the end. Some opinion leaders emphasize original profile photos, neglecting texts. But the era of photos without captions is over, and page visitors need to fill the blog with useful content. Photos without text accompaniment "fly-in" only in the accounts of photographers or designers.

• 👉Maintaining a profile. Bloggers who care about coverage post new content regularly: once every two days, or better - every day. If you update content in your profile irregularly, it is unlikely that you have a quality blog whose recommendations are trusted.

• 👉Subscriptions. You should be alerted to a situation when the number of the blogger's subscriptions significantly exceeds the number of subscribers. There is a high probability that the opinion leader resorts to mass following.

• 👉Likes. An indicator of normal audience activity - is when the number of "hearts" is 2-3% of the total number of subscribers.

• 👉Advertising on the profile. A blog that is stuffed with advertising posts is not trusted. His content is simply scrolled through, without going into the essence. If the profile contains too many advertisements for various goods or services, it indicates that the good of such cooperation for your business will not come about.

The number of video views on the Influencer page will also be indicative. After all, if likes are easy to gain by using mass liking or other programs, then with video views it is much harder to do. The ratio of a blogger's audience to the number of views of his videos will tell you about the engagement and activity of his subscribers.

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Checking a blog for addiction

Before you start working with bloggers and influencers, you need to rule out fake account metrics. Three metrics can help with this:

• 👉How engaged the audience is. The percentage of the audience that likes, comments on, shares, and saves a blogger's posts directly determines the reach of your ads.

• 👉Percentage of real people on the blog. When we buy ads from an opinion leader, we expect that the maximum number of followers will see them. Special services divide the blogger's audience into segments, which makes it possible to understand how many real people interested in the product or service will see it. If the chart shows a large percentage of suspicious accounts, it is better to refrain from buying ads from such a blogger.

• 👉Reactions from subscribers. It's worth paying attention to how many likes and comments the posts in your profile collect from unsubscribed users. If the percentage is high, most likely the blogger is resorting to cheating.

Advertising with a local blogger is an effective tool for promoting your business. Follow the recommendations for choosing an opinion leader from this article, and you will get the results you want. An advertising agency knows everything about working with bloggers and opinion leaders. An agency with real numbers and cases, with working schemes for advertisers of all stripes, and an impressive selling list of bloggers with any target audience.

What does the Agency Offer Brands?

When selecting the "right" bloggers on their own, the advertiser takes a risk. Without a well-established system to promote the brand is better not to start. In the agency searching and attracting bloggers for advertising is carried out manually by a wide network of managers. Specialists do not sleep at night, monitoring the work at each stage of cooperation and filtering the base of bloggers from those who suffer from nonsense and use services for scamming accounts.

In selecting and working with Influencers, quality is important, not quantity. Bidding on expensive advertising from trendy top millionaire bloggers is gray-haired antiquity. Subscribers are segmented audiences interested in a particular topic. That's why micro influencers work more effectively, and the purchase of advertising from them is much cheaper.

Conclusion

Earnings on the Internet have long been taken seriously, and the work of a blogger has become a full-fledged profession. Many advertisers prefer to advertise with a blogger with a segmented audience, rather than buying from popular millennials and celebs' accounts. However, many aspiring Influencers still underestimate their importance in the world of performance marketing.

Advertising on InstaJet

For good reason, because it is the services of micro bloggers that keep the whole market going: their credibility is much higher, and therefore the probability of reaching their audience is higher. Unlike other blogging platforms, exchanges, and agencies, InstaJet gives everybody a chance and we believe that every blogger can find his or her project.

Choose the bloggers in the catalog who are ready to cooperate in one click. Advertisements are performed strictly in time, specified in the application, and confirmed by the blogger. Even small accounts of any subject can be monetized. The main thing is alive an active audience. You can order an advertisement on your website from any place because the performance agency works worldwide.

QUESTIONS TO ANSWER

Does Instagram pay influencers for ads?

No. Unlike revenue-sharing models like YouTube's affiliate program, Instagram does not currently pay influencers directly.

Does advertising through influencers work?

80% of marketers think influencer marketing is effective, and 89% say it works just as well (if not better) than other marketing channels. 71% of marketers say the quality of customers and traffic from influencer marketing is better than from other sources.