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Although Instagram has progressively unveiled more ad options and user targeting tools for brands, many top brands in the automotive, fashion/beauty, food, subscription-based (see this Forbes article “How Birchbox, Blue Apron, and BarkBox Are Creating Connected Experiences With Millennial Consumers“), financial services, travel/hospitality, and more are actively marketing on Instagram with social media influencers (Instagram content creators with hundreds of thousands of followers) in order to execute strategic high reach/return marketing campaigns.
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Selecting the proper Instagram influencer for your marketing campaign is an integral first step to your brand strategy. Arbitrarily selecting someone with a large following and asking them to promote your products may result in more harm than good. Start first by looking for Instagram influencers with a follower audience similar to your brand. Their personal branding, image, and persona ideally needs to reflect or mirror your own.
Once you’ve properly identified potential Instagram influencers for your campaign, assess their engagement levels to see if they are the right fit. More than just sheer numbers, the right Instagram influencers for your brand consistently produce high levels of social engagement across their channel. To see exactly “How To Measure Social Media Engagement For Influencer Marketing Campaigns,” see our downloadable checklist here.
As an established, traditional brand, Hallmark does a great job of marketing on Instagram with relevant influencers to promote, brand, and message their products. For their latest campaign “Signature Style,” Hallmark partnered with several prominent Instagram influencers to share “Signature Style”-inspired looks and draw awareness to their NYFW pop-up shop. Here are a couple of posts made by influencers they have worked with:
It’s a perfect match: Hallmark Signature and one of the original fashionista bloggers, Atlantic-Pacific, with close to 700K Instagram fans who follow Blair for her personal “signature style.”
Just like Hallmark, brands need to recruit influencers with access to the right audience in order to market on Instagram successfully.
Will the Instagram influencer create a short video series to go along with their Instagram photo? What will the Instagram influencer post as the description? These are the types of questions brands need to ask when working with Instagram influencers.
Timing is an important part of social media marketing. In order to maximize the exposure and reach of your Instagram marketing campaign, plan to publish posts on days and times at which engagement will be high. According to CoSchedule, the best days to post on Instagram are Mondays and Thursdays with best times between 2 to 3 pm and 8 to 9 PM. Videos should be posted at 9 PM.
When working with top Instagrammers, it is helpful to know when the influencers see the highest levels of social engagement (for reasons on “Why Social Media Engagement Matters For Sponsored Content, see our post here) and publish accordingly with those dates and times in mind.
For more influencer marketing tips, read our free guide 10 Things to Know About Influencer Marketing.