Like how you researched the quality of an influencer’s followers, analyzing the content that an influencer publishes across all their channels (including channels outside of Instagram), will help give you a more complete understanding of their niche.Īnd the fact is, a great aesthetic doesn’t always equal higher performance. While influencers with large audiences tend to see decreased engagement rates and less direct communication with their followers.Īll of that being said, it’s definitely not a bad idea to partner with influencers with a high number of followers! Just make sure they’re a good fit for your business. Check Their Number of FollowersĪs we’ve already discussed, the number of followers an influencer has isn’t quite as important as it used to be.īecause engagement rate tends to decrease as follower count grows, influencers with fewer followers often retain higher engagement rates on their posts.
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Knowing how to identify fake influencers and find authentic ones is extremely important when trying to find the right influencers to work with. Unfortunately, these days it’s not uncommon for influencers to buy followers and likes to boost their appeal to businesses. Just keep in mind that the goal isn’t to reach an influencer’s entire audience, but rather to find that intersection where your two audiences overlap. If you want to calculate an influencer’s engagement rate on Instagram, divide the average number of likes and comments they get on their posts by their follower count, and then multiply by 100 to get a percentage.Ī post shared by Later: Visual Social Marketing order to evaluate whether an Instagram influencer’s audience matches your own, you need to look at things like geographic distribution (where are the influencer’s followers located), age breakdown (how old they are), gender, language, approximate income, and more. A ratio of 4-6% is excellent, while posts in the high tens and twenties are considered “viral.” Generally, you want to see an engagement rate of 2-3% on influencers’ posts. That’s why many businesses and Instagram agencies use engagement rate to evaluate who is an ideal influencer. When an influencer has a high engagement rate, it means their followers are paying attention and taking action on their content. On the other hand, if you’re trying to increase your brand awareness, metrics such as an influencer’s reach and traffic will be more useful. It’s also the best channel for social action - with an average 3.21% engagement rate compared to 1.5% across all social networks, Instagram users are more likely to comment, like, and share the content they consume.įinding the right influencers for your marketing campaign can be a bit of a challenge, so it’s important to research and set clear goals for your campaign.įor example, if your goal is to rack up a lot of engagement, it might make sense to partner with micro-influencers with smaller audiences but higher engagement rates. If you’ve spent even a few minutes on Instagram, there’s a good chance you’ve come across an influencer post.Īnd when it comes to influencer marketing, Instagram is by far the best performing platform for brands to reach new audiences quickly.
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