Five considerations when choosing an Instagram influencer

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Date: 17 May 2022

A young influencer reviews new products

A smaller group of highly engaged followers is worth far more than a larger group of less engaged ones. When looking for an influencer to partner with, you need to consider more than just the number of followers they have. Here are five key considerations when choosing the right influencer for your small business.

1. Engagement rate 

The first factor you should look at is the influencer’s engagement rate. This is the percentage of their followers that like, comment, or share their posts. A high engagement rate means that the influencer’s audience is engaged with their content and more likely to see your brand’s message.

To calculate an influencer’s engagement rate, divide the number of likes and comments on a post by the number of followers they have. For example, if an influencer has 100,000 followers and their most recent post has received 15,000 likes and comments, their engagement rate would be 15%.

A good rule is to look for influencers with an engagement rate of at least 4%. There are influencer marketing platforms that select content creators and advise on the best influencer to use for your marketing campaign.

2. Relevance 

You will want to partner with an influencer whose audience is interested in your product or service. For example, if you sell skincare products, you should partner with an influencer who has a following of people interested in beauty and skincare. You can determine an influencer’s relevance by looking at the content they post and the hashtags they use. If their posts are relevant to your brand, then their audience is likely to be interested in what you have to offer.

3. Reach 

Reach is the number of people an influencer can reach with their content. An influencer with a large reach can help you to expand your brand’s reach and get your message in front of more people. To calculate an influencer’s reach, multiply their number of followers by the engagement rate. For example, if an influencer has 100,000 followers and an engagement rate of 15%, their reach would be 15,000. Always go for influencers with a reach of at least 50,000.

4. Authenticity 

Authenticity is important when it comes to influencer marketing. You want to partner with an influencer who is genuine and whose audience can tell that they are passionate about your brand. An easy way to tell if an influencer is authentic is to look at the comments on their posts. If their followers leave positive and supportive comments, then it’s likely that they are genuine. You can also get a feel for an influencer’s authenticity by looking at their content. If their posts are creative and original, it’s a good sign that they are passionate about what they do.

5. Frequency of posting

The final factor to consider is the frequency of posting. You want to partner with an influencer who is active on social media and posts regularly. More importantly, you want to make sure that their posts are high quality and offer value to their followers. An influencer who posts frequently but doesn’t offer value is not going to be effective in promoting your brand. When looking at an influencer’s posting frequency, make sure to also look at the quality of their content.

In summary

Instagram has become a powerful marketing tool, and businesses are quickly realising the potential of using Instagram influencers to promote their products and services. If you're not sure how to pick the right Instagram influencer for your brand, the factors above can help you identify the right person for the job.

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