The Pros And Cons Of Long-Term Vs. One-Off Influencer Partnerships

influencer partnerships

Influencer Partnerships: Comparing Long-Term Vs. One-Off Relationships

Relationship building is no walk in the park. Whether it’s a professional trying to establish a life-long career network, or a brand looking to build partnerships with valuable influencers, strong relationships are tricky to master. Recently, influencer marketing has become a more viable method for brands to reach targeted audiences without harassing online shoppers with forceful retargeting ads. Instead, marketers can engage audiences in a more authentic way. This is why marketers are allocating more budget for influencer marketing.

When building an influencer marketing strategy, brands must decide between investing in long-term versus one-off influencer partnerships. What determines whether or not a partnership is “better” will differ across industries, brands, influencers, goals, campaigns, and KPIs. Nonetheless, we’ve spelled out a general guide for understanding the pros and cons of both long-term and one-off partnerships.

Long-Term Influencer Partnerships

influencer partnerships long-term one-off

We’d be doing your brand a huge disservice if we didn’t underscore the importance of building a trusting and enduring relationship with the influencers you partner with. When executed in this way, influencer partnerships lead to a variety of wins.

Long-Term Relationship Pros

  • Clearly defined expectations and understanding of brand objectives.
  • Stable agreement terms and ongoing ambassadorship, leading to stronger rapport with influencers and audience.
  • High-quality content generation since influencers are more inclined to understand your brand and perform at a high level in order to remain a partner.
  • Prolonged brand awareness, leading to brand credibility and affinity.
  • Deeper learnings into what works with influencers, which can be applied to future collaborations.
  • Lifetime value due to longer-lasting partnerships with influencers who maintain trusting audiences.
  • More trust and loyalty between brand, influencer, and audience.
  • More reliable influencer partners who are equally invested in long-term success.

On the other hand, there are associated drawbacks to long-term influencer partnerships, primarily if a brand doesn’t have the time, resources, or budget to support them. In this case, a collection of lower-effort tactics may suffice. Despite more rapport and longer-lasting results, long-term relationships simply may not be within a company’s means.

Related Post: What Is A Brand Ambassador?

Long-Term Relationship Cons

  • More upfront work to select the right influencers who will be invested long-term in your brand’s mission.
  • Continued exposure to the same audience that can result in stale messaging (caveatthis can be a positive if brand awareness is the goal of the campaign).

One-Off Influencer Partnerships

one-off influencer partnerships

At times, one-off influencer partnerships prove to be the preferred option. A brand considering this shorter road to execution should understand why one-offs are more valuable along with the associated negative impact.

One-Off Relationship Pros

  • Less time invested in sustaining relationships as there’s no need to uphold and nurture longer-term agreements.
  • Less time-consuming and fewer resources needed to identify influencers, vet them, reach out, outline goals, and define terms.
  • Ability to test multiple influencer collaborations, leading to more expansive learnings.
  • Audience insights across a larger, more varied audience in a given timeframe.

In spite of the above, we see several drawbacks to the quick-hit approach to influencer marketing. By focusing purely on quick wins and vanity metrics, brands risk appearing lazy in the eyes of consumers.

One-Off Relationship Cons

  • More time spent researching new influencers to work with for each new campaign.
  • Lower chance of aligning values, which can lead to inauthentic messaging.
  • Greater possibility of fake influencers who’ve built audiences based on false pretenses.
  • Less creative and impactful content since influencers have less incentive to create and more to take the cash.
  • Greater likelihood of core message getting lost in social media noise (unless you team up with a large sum of influencers and distribute content simultaneously).
  • Lower conversion rate over a longer period of time due to inconsistent marketing.
  • Fewer key learnings and the inability to apply them to future collaborations with the same influencers.
  • More instability with future campaigns without assurance of having long-term partners.
  • Potentially bad reputation within the industry and/or influencer space as a transactional partner rather than a long-term partner.

Further still, there are times when a combination of these two different types of influencer partnerships make the most sense. So long as brands do their due diligence to find the right influencers, follow FTC guidelines, and derive key takeaways from their partnerships, then the road to more successful influencer relationships is likely in their future.

So, What’s Best For Your Brand—Long-Term Or One-Off Influencer Partnerships?

long-term vs one-off influencer partnerships

Boiled down, long-term influencer partnerships require more upfront work, but the return appears almost immediately and over time. One-off collaborations require seemingly less effort but can bog down a marketing team’s productivity with wasted time, money, and resources that could have been poured into thorough relationship management.

A brand that brings influencer marketing in-house should be well-educated on the industry to ensure optimal performance. The chemistry between brands, influencers, and audiences has many factors at play, so take time to investigate what approaches work for your brand and stay the course to nurture it. There are undeniable advantages to thriving relationships.

Partnering with an influencer marketing agency can also help your brand bypass all the complexities of influencer marketing to formulate more cohesive campaigns. We are proud of our track record for producing long-lasting influencer partnerships, and we encourage you to check out our guide to building relationships with influencers to see how your brand can maximize efficiency with a little bit of TLC.

Facebook Ads iOS 14 Fix: How To Solve Every Issue

facebook ads ios14

Last year U.S. advertisers spent an estimated $33 billion on Facebook Ads. Facebook is a leading digital marketing channel for small and large businesses looking to grow traffic and engage customers. Apple’s iOS 14 update introduced unfavorable advertising challenges when it began limiting the type and amount of tracking data businesses could collect.

Previously, advertisers could track user experience and behavior patterns to determine trends without many obstacles. With the launch of iOS 14.5 in April 2021, Apple decided to install an App Tracking Transparency feature and turn the user behavior tracking off by default. Apple implemented these new features amid the surge of privacy concerns surrounding companies (like Facebook) collecting sensitive data from unknowing users.

facebook ads ios14

iOS 14 upgrades and beyond now prompt users to opt-in or opt-out on the specific user behavior data that is shared with app companies and websites. Less than 25% of worldwide iOS users still allow tracking, and that number continues to shrink when it comes to U.S. users.

This new challenge of incomplete/missing user data directly affects Facebook Ads targeting, reporting, and optimization. While advertisers adjust to the new normal of Facebook advertising, we have come up with workarounds for even the most difficult Facebook and iOS 14 issues. Still struggling with rising CPMs? Connect with a performance marketing expert to jumpstart your Facebook Ads strategy.

Facebook Ads iOS 14 Website Checklist: Security & Compliance

To meet new standards of brand trust, companies must maintain the three simple site requirements below:

  1. Verify website domain through Facebook
    To ensure continued reporting on important conversion data, companies MUST verify domains through Facebook Ads. This is one of the easiest procedures to complete amidst Facebook’s switch from Pixels to the Aggregated Event Measurement. Verifying your website domain will improve Pixel’s performance in the meantime.
  2. Switch to “HTTPS” ASAP
    If your website does not have the “s in “HTTPS”, your Google ads are doomed. If you haven’t already, make the switch to ensure your site is securely encrypted and to avoid penalties in Google’s AdWords ranking.
  3. Establish PCI compliance
    Demonstrating PCI compliance is one of the easiest requirements for companies to establish customer trust and meet web security standards. This requirement mostly affects E-com companies with custom-built shopping carts. If your company uses Shopify or a similar e-commerce platform, these security features are likely already built-in.

Companies should supplement these short-term solutions with long-term strategies to generate trust. Some powerful ways to build brand trust are 1) promoting customer or influencer reviews and 2) developing effective imagery and messaging.

Adapting To Facebook Ads iOS 14 Limited Conversion Events

The switch to Facebook’s Aggregated Event Measurement now limits conversion KPIs to 8 conversion points. Advertisers shouldn’t panic. Unlimited tracking was always more of a luxury than a necessity. In fact, the majority of marketing decisions tend to happen between 2 and 4 KPIs.

That said, two distinct company types will be affected by this more than others: 1) App/software companies who are tracking many data points, and 2) smaller advertisers who don’t have the multitude of data points consistent with large budgets. For these companies, reprioritizing conversion KPI’s will be the easiest way to adapt to this change.

5 Ways To Navigate Facebook Ads iOS 14 7-Day Attribution Window

Another Facebook Ads iOS 14 hurdle is the switch from a 28-day attribution window to a 7-day attribution window. This simply means the time to measure a conversion is shorter. The reported numbers will also be lower, but this should not directly impact the number of real conversions. That said, companies offering products or services with higher prices will be affected the most by this lower attribution window setting.

While the 7-day attribution window will still yield results, the numbers will be more conservative and underreported. This means it will be more difficult to measure and demonstrate campaign efficiency. The following graphic provides five different solutions that work together to combat this new measurement restraint:

  1. Build Data Warehouses To Preserve Historical Metrics
    The changing digital environment means not only changes in the way we measure metrics, but also changes to the actual metrics. Historical data can help fill in the gaps of current data to make better-informed decisions for the future. For example, marketers can map historical KPI data and insert future actions to retrieve KPIs that are no longer tracking in Facebook. Data warehouses will be essential to track patterns, benchmarks, and developments of past metrics that are no longer showcased in Facebook’s reporting system.
  2. Rely More On Google Analytics, Less On Facebook
    While Facebook’s reporting is limited to Facebook, Google Analytics offers marketers robust website information that supports many vital marketing decisions. Google Analytics is soon transitioning to GA4, a new version of Google Analytics that will include machine learning models and additional tools to handle iOS issues.
    Because GA4 is set to replace the previous version of Google Analytics (Universal Analytics), It will be imperative for businesses to have data warehouses set up to manage the transition from Universal Analytics to GA4, and to store all Universal Analytics data.
  3. Invest In A Platform That Integrates All Digital Channels
    Investing in API technology will allow marketers to better visualize the funnel from beginning to end in a single data source. Software that places Facebook, Twitter, TikTok, and other digital channels in a single source from A-Z will be incredibly valuable for decision making.
  4. Perform Weighted Source Traffic Modeling
    One of the biggest Facebook Ads iOS 14 issues has many marketers questioning, what percentage of traffic is truly direct and what percentage of traffic is coming from Facebook?
    Grading traffic by source using “worst and best-case scenarios” and estimating direct traffic by balancing out ROI will help determine missing traffic source data.
  5. Incorporate Statistics Into Ad Testing
    Statistical significance will become even more instrumental in marketing decisions as marketers must rely on smaller populations to make deductions. iOS users represent 40% of Facebook’s total U.S. users with most of these users opting out of tracking. That said, marketers can still tap into the large market of Android users and the small sample of iOS users with tracking turned on. A/B testing and multivariate testing will continue to be crucial to determine ad performance, and calculating statistical significance will be the key to educated decision making amidst smaller samples.

The Death of Scaling Facebook Ads & How To Counter Shrinking Facebook Audiences

The iOS 14 requirements have greatly affected audience targeting in Facebook. Audiences are getting smaller due to lower audience metrics available, and conversion data might not match actual lead data due to incomplete/missing data points. Further, marketers should assume the actual audience size is 40-60% less than the projected audience Facebook reports.

While this should not equate to fewer impressions, in terms of “meaningful impressions” the audience size has shrunk due to users opting out of tracking, and continues to do so quickly. Unfortunately, there is no quick fix to this issue. Further, advertisers should expect the market to become more regulated across different social channels, thus lowering Facebook’s competitive edge to be on a similar playing field with Twitter, TikTok, Pinterest, etc.

This change in audience targeting is detrimental to advertisers solely relying on Facebook Ads to amplify their business. Here are three ways to counter Facebook’s shrinking audience:

  • Keep CPMs down by diversifying your strategy. Marketers should no longer scale Facebook incrementally, but scale ad spend horizontally across all channels incrementally. Diversify campaign types and treat your digital marketing strategy like an Investment Portfolio. Therefore, success will depend on diversity, adaptability, and constant assessment of the digital channels. If scaling your current strategy is ineffective, employ a variety of campaign objectives and run multiple types of campaigns.
  • Invest Realistically. Keep in mind that the only way to do effective spend across different channels is to meet the minimum investment standard needed for each channel algorithm to perform sufficiently for evaluation. To make informed marketing decisions on a single platform, you must test variations of ads on that platform in a statistically significant manner. The reality is you must meet the minimum ad spend per channel and receive the minimum threshold of impressions before basing decisions on an ad’s performance.
  • Reach new audiences through whitelisting. As a popular influencer marketing strategy, marketers can tap into similar target audiences by exploring influencer whitelisting. Whitelisting helps brands reach new audiences by running promotional content through the influencer’s account. Want to learn more on influencer whitelisting or Facebook Ads fixes? Talk to one of our performance marketing experts.

A Quick Guide To Influencer Whitelisting On Instagram

influencer whitelisting instagram guide

How To Amplify Campaign Reach Through Influencer Whitelisting On Instagram

If you’re like most brand owners, you already have an influencer marketing campaign in the works. (If not, you’re behind the curve! Get on board.) Influencer marketing is one of the fastest growing marketing industries today, and for good reason. Influencers remove much of the cost of creating content, and the content they produce can be easily reused across multiple platforms. Many more marketers are reusing influencer-generated content for social media or other advertising channels, growing from 31% in 2019 to 39% in 2021.

influencer whitelist Instagram

Because it’s a relatively new strategy, it’s also one of the most rapidly evolving. Each year, social platforms announce new features to help brands and creators more effectively market their products. To make the most of any influencer marketing campaign, it’s crucial to stay current with the latest tools and learn to use them to your advantage.

Advertising on Instagram and Facebook is nothing new. There are several tried and true methods, but a new method called whitelisting has been gaining traction since 2019. With the sponsored posts that most of us are familiar with, the content produced isn’t owned by the brand, but by the influencer who posts it. Even today, this comes as a surprise to many marketers. Influencer marketing agencies can be an invaluable resource to help brands understand the nuances of licensing agreements, but whitelisting eliminates much of the confusion.

What Is Influencer Whitelisting?

In short, influencer whitelisting is an option that puts more control in the hands of the brands themselves. Whitelisting allows brands to use the influencer’s handle for paid Instagram ads, and it’s one of the main ways brands can amplify traditional influencer content, but it’s beneficial for the creators as well.

Re-using influencer-generated content for social media or other advertising channels is an efficient way to stay on top of the various growing content formats and to minimize production costs/creation costs. Brands can then utilize the influencer-content across many different mediums (streaming ads, In-Feed/Video Ads, brand-owned ads, Story Ads, etc.)

How Is An Influencer Sponsored Post Different From A Whitelisted Post?

The main difference between influencer sponsored posts and whitelisted posts is which party controls the content and what audience sees it. Both options come with distinct benefits.

Traditional influencer sponsored post:

  • Traditional influencer marketing campaigns offer brands a hands-off option, where the influencer is responsible for most, if not all, of the content creation
  • Influencer campaigns tend to resonate well with the influencer’s existing audience, capitalizing on the rapport and trust they’ve already built with their viewers. Essentially, this gives brands access to a receptive audience with less effort.
  • In some cases, influencer marketing campaigns are produced in exchange for free products or services rather than a fee.

Whitelisted post:

  • Whitelisting gives brands permission to promote the influencer’s content to a chosen audience through an influencer’s account.
  • Brands have more control over the content itself, editing copy, call-to-action buttons, and even adapting the content itself.
  • Whitelisting enables the option of dark posting. Dark posts are promoted posts that aren’t shown to the influencer’s followers to avoid crowding the influencer’s page or timeline with promotional content. For many influencers, this is an appealing option.
  • Whitelisted ads run through the brand’s Ads Manager, after getting added as a partner to the influencer’s Ads manager.
  • Whitelisting is mutually beneficial, helping both brands and influencers to gain access to new audiences and grow their reach.

Both options minimize in-house production costs, and both capitalize on Gen Z’s preference for unique, influencer generated content over over-produced commercialized ads. Whitelisting simply gives brands more tools to get their ads in front of the right audience, measure the ROI of every influencer campaign, and accomplish their business objectives.

influencer whitelisting instagram

How Much Do Influencers Charge For Whitelisting?

Licensing rights including reuse practices and exclusivity clauses, can increase the price of an influencer collaboration. The price of these additional services is largely dependent on the influencer’s tier, campaign deliverables, production costs, as well as other variable factors. Some influencers charge a percentage of ad spend—typically 4-5%. Others prefer a percentage of sales. Some influencers don’t charge as a perk to working with them over other influencers in crowded categories. Mid-tier influencers may only charge an additional 70% of the campaign cost for extensive usage rights ($1,000-$3,500), while top influencers could charge upwards of $11,000 – $30,000 for exclusivity and distribution rights.

influencer whitelisting guide

5 Steps To Supplement Influencer Campaigns with Whitelisting on Instagram

  1. Choose Which Creators You’d Like to Whitelist
    The best creators to whitelist are ones who already create content that matches the energy and purpose of your brand. Since whitelisted posts will appear on their Instagram page, the more your brand blends with theirs, the better. The most effective ads are almost indistinguishable from the rest of the influencer’s content.
  2. Start the Conversation
    To begin whitelisting ads, you need permission from each influencer you hope to work with. Explain the benefits of whitelisting for creators; whitelisted posts can help influencers connect with viewers who haven’t come across their page before. The longevity of their posts will also be stretched further than before, and the ad analytics will help them to better understand what type of content resonates with their followers.
  3. Get Access
    Once an influencer has agreed to whitelist, they need to give your brand permission to access their account through Facebook Business Manager, which must be linked to their Instagram handle. Marketers can request to add the influencer as a business partner using the influencer’s Business Manager ID. After they accept, you’ll have access to their social accounts for whitelisted ads.
  4. Decide Which Content to Promote
    There’s no need to completely rethink your influencer marketing strategy. Feel free to experiment with different Instagram formats, like videos, still images, and Stories. Many brands choose to whitelist existing high-performing influencer campaign content. Whitelisting allows brands to extend the life of a branded Live, Story, or feed post that performed exceptionally well. Try to select influencers whose existing style already melds with that of your brand so that the aesthetic of your ads only needs minimal adjustments.
  5. Measure Your Success
    One of the biggest benefits of whitelisting is that it affords brands access to detailed post analytics to more accurately track the ROI of their influencer marketing strategy.

That’s all there is to it. Influencer generated content saves marketers time and money, and whitelisting helps brands to gain further insight and control of their campaigns. Whitelisting isn’t a completely new method of influencer marketing, so don’t overthink it. It’s simply another useful trick of the trade that every brand should use to their advantage.

How To Find Instagram Influencers: Advice From Agency Pros

Tips On Finding Instagram Influencers From Marketing Agency Insiders

Instagram is on a steady ascent, predicted to surpass a $2.3 billion influencer market size by the end of 2021. Not surprising, as over 89% of marketers rated Instagram as the most important social media channel for influencer marketing strategies. Instagram is about as crucial to executing effective influencer marketing campaigns as turning the oven on when baking chocolate chip cookies.

Brands of all types seek to advertise on Instagram by partnering with top Instagram influencers for cost-effective, high-reach, and engaging sponsored posts for both branding and direct response marketing. In order to execute these campaigns, brands must first know how to find Instagram influencers who are the right influencers for their campaigns. Our data predicts there are 2 million to 37 million influencers on Instagram alone—which makes finding the right influencers to work with, a top influencer marketing challenge. So we asked our very own marketing experts their advice on the following:

Before we give the ingredients for finding Instagram influencers, it helps to know the biggest errors marketers commit when trying to find them.

5 Biggest Mistakes To Avoid When Finding Instagram Influencers

Whether it’s your first time running an Instagram influencer marketing campaign or you’re a seasoned veteran, marketers have to keep pace with the ever-evolving influencer marketing trends. This includes knowing costly errors marketers make when trying to identify the best influencers to partner with. Do your team a favor and brush up on the biggest mistakes to avoid:

1. Misunderstanding Your Instagram Audience

By now, your brand likely knows who your target audience is—things like how old they are, where they live, how often they shop, what their core interests are, if they work, if they travel, what causes they support—the list goes on. In the same way that you’ve built a customer profile or buyer persona, your brand needs to understand how that translates over to Instagram users. That starts with knowing key statistics and demographics on Instagram’s user base.

how to find instagram influencers

Who is on Instagram, and what are their user behaviors? Approximately 64% are 18-29-years-old, 42% have earned a college degree, and users overall spend an average of 53 minutes a day on the app. Diving into statistics like these that are relevant to your brand’s audience will help you determine if they’re even reachable on Instagram. From there, ask yourself whether or not influencers can reach your target audience on Instagram. A solid understanding of the relationship between your audience, Instagram influencers, and their audience ultimately ensures that the influencer(s) you partner with will be effective in reaching your target demographics.

2. Forgetting To Set Clear Campaign Goals

A successful influencer marketing strategy starts with clearly defining your campaign’s objectives and KPIs. Without an understanding of what you want out of an influencer marketing campaign, how will you know which Instagram influencers will propel your brand or product? The absence of campaign goals makes for unmanageable expectations, meaning your brand’s success rate with finding the right Instagram influencers will be low.

how to find instagram influencers

You can’t find the right Instagram influencers without knowing what “the right” influencers look like. Save yourself time and energy by establishing whether the goal is to raise brand awareness or drive particular conversions. From there, you can get more granular and better understand whether an influencer is capable of achieving those KPIs.

3. Focusing Only On Follower Counts

The classic vanity metric—follower count—is a notoriously deceiving factor that many marketers take into account when finding Instagram influencers. While reach is undeniably important, it doesn’t always correlate with high-performing campaigns. Knowing Instagram influencer tiers will help you distinguish types of influencers based on both follower count and engagement rates.

how to find instagram influencers

While follower count gives you an idea of how many potential impressions an influencer will generate, the engagement rate tells you how many followers will actually interact with the content (i.e., likes, comments, shares). On Instagram, you can calculate the engagement by adding up total likes and comments and dividing that by the total number of followers the influencer has. Multiply by 100 to get the engagement rate.

However, it should be noted that looking at these two qualifications alone doesn’t paint the entire picture—do your homework and make sure the influencers you identify have actually earned both their following and engagement rates.

4. Failing To Check For Fakes

That brings us to the next mistake that has a majority of marketers in a tizzy—fake Instagram followers and/or fake influencers. With 50% of marketers saying that spotting fake followers and inauthentic engagement is a chief influencer marketing challenge, brands must be on the lookout for frauds.

how to find instagram influencers authentic

To safeguard your brand, be sure to thoroughly vet Instagram influencers and check that they have a legitimate profile, followers, and engagement. In some cases, influencers employ Instagram bots to inflate follower counts and engagement rates. In other instances, users will feign influencer status to strike brand sponsorships. Don’t be fooled and jeopardize brand safety—review our marketer’s guide to spotting fake followers to learn how to avoid committing this colossal misstep.

5. Limiting Your Campaign To One Influencer Or One-Off Partnerships

As the saying goes, don’t put all your eggs in one basket. Basically, don’t look for one Instagram influencer and expect to move the needle much. Instead, find multiple influencers with varied followings, interests, and styles to ensure you get the most bang for your buck. The benefits of doing so include reaching a more diverse audience, lifting brand awareness, strengthening campaign messaging, and deriving richer learnings.

In a similar vein, don’t limit your influencer marketing campaigns to solely one-off influencer relationships. Sure, you can sprinkle those in when they make sense, but invest in long-term influencer partnerships to guarantee more fruitful and long-lasting results.

A long-term approach relies on constant nurturing from both the brand and influencer side to build stronger partnerships and ultimately a stronger influencer marketing strategy. Don’t make the mistake of viewing influencers as a quick-hit advertising avenue. Realize their value as business partners and your brand will be on the road to long-term success.

3 Free Tools For Finding Instagram Influencers

Along with knowing common mistakes people make when finding influencers, it’s helpful to know what free tools are available to search for Instagram influencers. We’ve gathered a list of some of the most resourceful, free tools that our marketing professionals recommend—ones you can use in your hunt for Instagram influencers.

1. SocialBlade

how to find instagram influencers

SocialBlade is a free resource that provides continuously updated rankings (top 10, 100, and 500 channels) from multiple platforms including Instagram, YouTube, Facebook, and Twitch. On the quest to find high-reach Instagram influencers for sponsored content, it’s helpful to know the top social media influencers from other platforms. The tool also gives insights into audience size, user demographics, followers to following ratio, and other important channel statistics.

While Instagram may be a newer platform compared to blogs and YouTube, it has quickly burgeoned into the most popular influencer channel. Oftentimes, established bloggers and YouTubers will also have adjoining Instagram channels—a direct result of having already amassed vast amounts of followers and viewership on other platforms. So, if you come across influencers whose primary channel is YouTube, chances are they probably have a successful Instagram account as well. Be sure to cross-reference influencers across platforms so you don’t miss out.

2. HypeAuditor

how to find instagram influencers

HypeAuditor is a tool that lists the top 1,000 Instagram influencer rankings by the number of “quality” followers and how much authentic engagement their posts receive. Using AI, the tool analyzes Instagrammers by gathering open-source data, evaluating authentic engagement, and tracking and ranking the top Instagram influencers daily.

Searchers can filter from a list of several categories and countries, or they can simply type in the username of known Instagram influencers to find out basic information on audience demography and interests, follower growth, account activity, and rank at the worldwide, country, and category levels.

3. Klear

how to find instagram influencers

Klear enables marketers to find, research, and measure Instagram influencers—all in the name of confirming they align with your brand’s values and building a successful campaign. With a database of over 900 million Instagram profiles broken down into 60,000 topics, Klear touts that its repository of Instagram influencers is the most advanced worldwide. The search functionalities on Klear also allow marketers to cast a wide net or hone in on more niche categories of influencers.

Another beneficial feature is the option to filter by Celebs, Power Users, Casual, and Novice. Additionally, the platform is equipped with demographic features that show which audiences follow the influencers you’re interested in working with. This obviously increases the likelihood of selecting influencers who will resonate with your target audience.

10 Tips From Marketing Pros For Finding Instagram Influencers

It’s no secret—running a successful Instagram influencer campaign starts with identifying the appropriate Instagram influencers. Without the know-how to do this effectively, marketers risk time-consuming searches that could lead to working with the wrong influencers, ultimately putting their ROI on the line.

Below are 10 tried and true tips on how to find Instagram influencers according to our agency professionals:

  1. Listen to your target audience
  2. Perform a niche, organic Google search
  3. Search relevant and/or trending hashtags on Instagram
  4. Find previous influencer sponsored content
  5. Filter through known influencers’ followers/following
  6. Ask current influencer partners for a referral
  7. Leverage talent networks
  8. Review influencer content quality
  9. Reach out to influencers
  10. Work with an influencer marketing agency

1. Listen To Your Target Audience By Keeping Tabs On Who & What They Follow On Instagram

First and foremost, you need to listen to your audience. The reason you’ve chosen to work with influencers is that they’re able to reach and engage your community authentically. If you have an established Instagram brand account with a following who is representative of your target audience, monitor how they engage with your Instagram content. Which posts do they “like” most, or which posts prompt them to comment positively? You can also look into what influencers they follow by peeking at their following list.

how to find instagram influencers

Additionally, stay alert for those who are mentioning or tagging your brand on Instagram. You may discover that influencers or brand advocates are already promoting your business to a loyal and relevant following. These Instagrammers will be more prone to working out a formal partnership with your brand. By understanding who already supports your brand online and what your audience responds well to, you can quickly narrow down on a short list of Instagram influencers.

2. Perform A Targeted Google Search & Leverage Existing Lists From Reputable Sources

how to find instagram influencers

This may seem an obvious step in how to find Instagram influencers, but there are a few tips that can make a standard Google search yield impressive results. A search for “highest followed nfluencers” produces many mainstream Instagram accounts including celebrities, such as actors, athletes, and rockstars—unattainable or irrelevant for most brands looking to partner with social media influencers and drive tangible ROI. To find both relevant and reputable lists and sources, try a more targeted search that pinpoints the influencer channel and category.  First, dial in your search terms by industry. Instead of searching “top Instagram accounts,” try searching “top 20 fitness Instagram influencers.” Searching “top 20 fitness Instagram influencers” returns more refined results for influencers on Instagram within the fitness industry:

how to find top instagram influencers

Not only are the top results from reputable industry sources (with targeted lists from Refinery29, Harper’s Bazaar, and Mediakix), but they also point to more attainable influencers compared to their celebrity counterparts. Not to mention, the results are more specifically tailored to brands, products, or services within a specific industry.

Pro Tip: Google has grown more sophisticated over the years, enabling the search engine to understand the search intent of users more accurately. Be sure to use these advanced search features to find the most precise results for your campaign.”

3. Search Relevant Hashtags Via Instagram’s Discover Tool

how to find instagram influencers

In many cases, brands that decide to dip their toes into the influencer marketing pool are probably already familiar with running social media campaigns, many of which incorporate branded or campaign-specific hashtags. Ever since Twitter initiated the trending hashtags, the pound symbol has functioned as a way to discover new, relevant content.

Begin by searching hashtags that are related to your brand, product, or service. For instance, if you’re looking for skincare experts, type in hashtags like #skincareroutine. Once you find an influencer’s post, see what other related hashtags they’ve used to find other avenues to related content. On Instagram, you can even “follow” hashtags so that if a trending one is of particular interest to your brand, you can keep a pulse on who’s using it in your feed. This comes in handy when studying your target audience or identifying potential influencer partners.

4. Locate Previous Instagram Sponsored Content & Review Performance

how to find instagram influencers

Despite influencer marketing being a relatively new addition to advertisers’ repertoires, it’s been around long enough that anyone can locate sponsored content from prior influencer campaigns. This can be done by searching for posts with the tags #sponsored or #ad, or you can skim through influencers’ previous posts to find ones that mention or tag another brand.

If your brand already has a wishlist of influencers in mind, it’s likely you’ve seen examples of their sponsored content before. Be sure to search for fresh sponsored content and review closely for evidence of how the collaboration performed to ensure a partnership with said influencer will be a natural fit.

how to find instagram influencers

To take it one step further, look at who else engaged with the sponsored post to see if any other influencers “liked” or commented on it. In most cases, influencers have built vast networks with similar influencers, so their sponsored and organic content will likely attract the attention of fellow influencers.

5. Comb Through Known Influencers’ Instagram Networks

how to find instagram influencers

Speaking of influencer networks, you can also filter through the followers of influencers you’ve already identified to locate new ones. Despite being a more manual process, this strategy proves to be an invaluable way to stumble upon similar influencers to ones you’ve already identified. Just be careful not to careen down a rabbit hole by allotting a fixed amount of time to this task. Otherwise, you may find yourself buried in the depths of Instagram.

Likewise, check who your identified influencers are following. To quicken the search through thousands of Instagram followers for a given account, scroll through and look for the “verified” checkmark or for handles that are cleanly spelled. Don’t feel compelled to scroll through the entire list of followers. Use your best judgment to maximize your efficiency.

6. Ask Influencer Partners For A Referral

This is yet another great networking tactic that brands should lean on when they’ve already established long-term partnerships with other influencers. Having strong rapport with influencers will often mean they’re more inclined to refer you to other influencers they know or work with. If you’re confident you have a solid, healthy relationship with an influencer, reach out directly for a referral.

Since current influencer partners already understand your company’s messaging and goals, they’ll likely know who else within their influencer network would be interested in partnering with you. And generally, they are going to be more than happy to fulfill your request. This opens up the door for more direct and trusted influencer discovery.

7. Leverage Influencer Talent Networks

search for instagram influencers

Sometimes, reaching out to talent networks can produce viable Instagram influencer connections. Influencer talent networks, such as Digital Brand Architects or Gleam, often have hundreds of available influencers who are on the lookout for collaboration opportunities. Talent managers are normally eager to help and will strongly suggest their own influencer clients with the caveat that managers take a percentage of the payment. You can also get summarized influencer bios and channel follower stats, and the option to contact the influencers directly (see tip #10).

8. Review Influencer Instagram Content For Authenticity & Engagement

mediakix fake followers instagram calibeachgirl310

While finding Instagram influencers is a laborious process, you need to do your due diligence to ensure those you’ve identified have a track record of genuine partnerships and productive engagement. Efforts will be futile if your brand sponsors an influencer who’s bought fake followers, doesn’t comply with FTC guidelines, or comes across as inauthentic in their messaging. Audiences have become attuned to detecting content that’s not genuine, so this step cannot be emphasized enough.

9. Reach Out To Influencers

how to find instagram influencers to work with

After discovering how to find Instagram influencers, the next step is vetting and outreach. Some Instagram influencers will have an email in their bio description or within free influencer databases, so you can email directly. If no contact information is immediately available, you can try direct messaging them through Instagram. Present the potential opportunity, but keep it vague so you can ask for their email to follow up with more details. While this method may seem intrusive, it can lead to fruitful influencer relationships when you craft a thoughtful, concise message.

Keep in mind that influencers are often inundated with inquiries. To increase your chances of catching their attention, engage with their content in advance of reaching out by liking and commenting on their Instagram posts. Ensure you follow them on Instagram and show a vested interest in their work so they can be confident that you’re serious about becoming a partner. Influencers can usually distinguish whether or not the email sender has done their research, so don’t jeopardize your opportunity by blasting cold emails or messages that aren’t tailored.

Pro Tip: While many influencers publish their contact information within their Instagram bio description, an increasing amount use agents, managers, or other intermediaries. The email listed may belong to their representative, but it shouldn’t change your outreach approach.”

10. Work With An Established Influencer Marketing Agency

how to find instagram influencers

Perhaps even more important than knowing how to find Instagram influencers is knowing which Instagrammer will perform and produce bottom-line results for your brand. Though high-reach usually correlates with influencer price, it doesn’t always correlate with high campaign performance. With several influencer tiers (such as nano- or mid-tier influencers), choosing the size of influencer(s) to work with can be a challenging task without the direction of an influencer marketing agency. Established influencer marketing agencies who specialize solely in vetting the best Instagram influencers for each industry can provide case studies and documentation to support a track record of successful campaigns. For brands with the budget, agencies can give you direct access to viable Instagram influencers.

Working with the right influencer marketing agency not only facilitates the often arduous process of finding Instagram influencers but also ensures best industry practices when it comes to workflows between brands and influencers, adherence to sponsored content FTC guidelines, and optimized campaign management and reporting. You can explore the ins and outs of a successful influencer marketing campaign in our 10-step guide.

How To Advertise On Instagram: The 11 Best Ways

how to advertise on Instagram

A Complete Guide: How To Advertise On Instagram

Instagram is a social networking powerhouse that currently boasts over 1.5 billion monthly active users, 500 million of whom use its Stories feature on a daily basis. Accordingly, brands interested in reaching Instagram’s deep well of users are constantly looking for the most effective techniques to advertise on the trending and popular social platform.

The two primary ways for marketers to reach audiences are via Instagram’s native advertising features and a variety influencer marketing strategies, tactics, and campaigns. 80% of marketers in our 2021 influencer marketing survey found Instagram to be the most important channel for influencer marketing, with advertisers spending $8 billion on Instagram influencer marketing by 2021. With a wide array of options within each of these verticals, Instagram advertising can be a daunting assemblage to absorb and comprehend.

In order to give brands a better understanding of Instagram’s advertising landscape, we’ve developed a comprehensive guide which details the many ways the social platform can be leveraged to reach potential customers.

Native Advertising

In order to use Instagram’s native advertising features, brands will first need to set up both a Facebook Page and an Instagram Business Profile. These accounts will serve as a launchpad for native advertising efforts and will become destination options for ads and campaigns.

1. Photo Ads

IMG_1702_iphone7jetblack_portraitPhoto Ads purchased by brands display a single photo and caption in a user’s Instagram Feed. Labeled as “Sponsored”, these ads provide marketers with the option to include a range of different calls to action (CTA’s) alongside clickable links.

Photos Ads, while static, can be versatile. They’re able to serve businesses by increasing brand awareness, conversion, engagement, reach, traffic, and app installs.

3. Carousel Ads

How to advertise on Instagram carousel

Carousel Ads give brands the power to post up to 10 photos or videos as a single swipeable, dynamic post on Instagram. This format gives brands the opportunity to display multiple pieces of branded content that can create more in-depth narratives. Carousel Ads are accompanied by a full-width CTA and link for viewers.

2. Video Ads

how to advertise on Instagram

Video Ads give brands an added dimension of vibrancy on Instagram. This advertising feature autoplays videos up to 60 seconds long or, alternatively,  offers a slideshow feature that enables up to 10 images to loop in video form.

Similar to Photo Ads, as well as many of Instagram’s native advertising options, Video Ads are denoted as “Sponsored.” All video and photo ad offerings are available for placement in an Instagram user’s feed (In-Feed) or on the Explore page.

4. Stories Ads

advertise on instagram stories

Instagram Stories Ads are sponsored videos or photos that appear between users’ Instagram Stories. Brands have a maximum time allowance of 15 seconds for a sponsored Instagram Story and can choose one or multiple segments of photos and/or videos to play the full length of the ad.

Stories Ads are equipped with an optional swipe-up CTA, and while captions are not available, text can be incorporated as an overlay.

5. Shopping Ads

instagram shoppable post

Shopping Ads also called ‘Shoppable Posts’ give businesses the power to facilitate shopping experiences directly through Instagram and re-engage with customers. These posts feature a “View Products” tag or tiny image of a shopping bag, and include a brief description of a product or service, a price tag, an additional photo, and a purchase link to the brand’s website. U.S. users may be able to purchase directly in-app through Instagram Checkout.

Shopping Ads can run as video, single image, or carousel formats either In-Feed or on the Explore Page.

6. Instant Experience Ads

Influencer whitelisting Instagram

Previously named Canvas Ads, Instant Experience Ads were originally exclusive to Facebook, but are now available for Instagram Stories and as a built-in feature to Collection Ads.  The Instant Experience Ad format allows brands to create ads that, once clicked, become a full-screen user experience. Within an Instant Experience Ad, users can scroll, zoom, and swipe to see more detail.

Like many Instagram and Facebook native advertising options, Instant Experience Ads are a content medium that brands can utilize to reach new and existing audiences.

7. Collection Ads

advertise on instagram collection ad

A Collection Ad includes a main image or video followed by 3 smaller product images. Fashion brands and retailers commonly use this format so users can browse and buy products or services directly from the advertisement.

When a user taps on a Collection Ad it transforms into an Instant Experience—a full-screen landing page—that conveniently leads to the company’s website or product page. Collection Ads are available as In-Feed Ads and Explore Ads.

Influencer Sponsorships

Outside of Instagram’s native offerings, brands can partner with influencers on the platform to promote their brand image, generate user engagement, and/or advertise specific products and services. Promotions can be subtle or explicit and can include offer coupons, deals, or giveaways, or specific CTA’s.

Influencers on Instagram are frequently used by brands to get their messaging out to large audiences in effective and meaningful ways. While verified accounts and large macro-influencers may be out of reach for some brands, smaller influencers on Instagram called micro-influencers are available for partnership and promotion. Micro-influencers, accounts with less than 50,000 followers, are a popular option for brands looking to reach specific audiences.

75% of marketers believe Instagram Stories to be the best content format for Influencer marketing, with Instagram in-feed posts and video posts coming in second place by one percent.

how to advertise on instagram

These findings show just how effective Instagram’s content offerings are for brands looking to boost awareness and increase ROI through influencer collaborations. Virtually every content feature on Instagram’s robust platform allows for influencer marketing possibilities: In-Feed video/photo posts, Stories, IGTV, and Instagram Reels.

Influencer marketing agencies can ensure your company chooses the best content offerings for your goals, finds the best Instagram influencers for your brand, and correctly structures the campaign.

Click here to learn more about developing an effective influencer strategy on Instagram. 

4 Popular Ways To Advertise On Instagram With Influencers

1. Stories

sponsored instagram story

Differing from Instagram’s default feed, Stories showcase content that disappears within a 24-hour window. Brands can partner with influencers on Stories, using a wide range of promotional messaging techniques.

One of the most popular ways influencers and brands partner through Stories is by showcasing a product or service through a video, while including branded hashtags in overlay text. Influencers can also present shopping opportunities in their Stories by creating CTAs around products or services that encourage followers to purchase on a brand’s website. To further increase conversion rates, influencers can provide links to brands’ websites within their Stories.

2. Instagram Live 

hwo to advertise on instagram

Instagram Live allows influencers to engage audiences authentically and in real-time. By activating influencers in Instagram Live, brands are also able to grab audiences in the moment with urgent and disappearing content.

3. Instagram Takeovers

An Instagram takeover is when an influencer is enlisted to create content for a brand’s Instagram account for a predetermined period of time. A takeover can exist in any content format so long as the influencer is posting from the brand’s channel. An influencer will promote a takeover in advance on his or her own Instagram account to encourage their followers visit and engage with the content.

Takeovers are popular with businesses looking to showcase their close relationships with influencers, advertise big launches, or bolster the traffic and followers on their own Instagram account. An Instagram takeover is typically held as an Instagram Live event, where the influencer hosts a live broadcast from the brand’s social media channel.

4. Whitelisting Influencer Content 

hwo to advertise on instagram paid ads

One of the main ways brands can amplify traditional influencer content is by extending influencer campaigns into paid ads through whitelisting. Whitelisting allows brands to use the influencer’s handle for paid Instagram ads.

Re-using influencer-generated content for social media or other advertising channels is an efficient way to stay on top of the various growing content formats and to minimize production costs/creation costs. Brands can then utilize the influencer-content across many different mediums (streaming ads, In-Feed/Video Ads, brand-owned ads, Story Ads, etc.)

Master Influencer Relationship Management With These 11 Steps

influencer relationship management

Influencer Relationship Management: 11 Critical Steps & Tips For Success

Businesses and brands are increasingly using influencer marketing to reach and engage with customers worldwide. In fact over 48% of marketers say ROI from influencer marketing is better than other marketing channels. With millions of social media influencers, hundreds of influencer marketing companies, and as many different advertising goals as there are brands, an untold number of ways exist to execute an influencer marketing campaign.

Still, a common component that many successful campaigns share is positive relationships with influencers. With real people at the campaign helm, influencer marketing typically requires a higher level of personalization than more traditional advertising methods. To build and nurture these kinds of connections, it’s wise for brands to become well-versed in influencer relationship management (IRM).

What is Influencer Relationship Management (IRM)?

For marketers unfamiliar with influencer relationship management, it can be helpful to understand how IRM compares to customer service management (CRM).

CRM is the way that businesses manage the relationship with their customers. A CRM system can include anything from data about a client or consumer, to B2C communications, to projections around future sales.

Similarly, influencer relationship management covers anything necessary to create strong and positive relationships with social media influencers. This can include information about an influencer’s interests, to preferred ways of communication, to awareness of their long-term goals as an online personality or businessperson.

Since IRM is not tailored toward customers, however, different strategies and techniques are employed to manage these relationships. Below, we’ll take a look at some of the best strategies for businesses to establish and enhance IRM.

Pursuing IRM

Brands can pursue their influencer relationship management strategy through three different avenues:

  • Direct – Brands can manage their relationships with influencers directly.
  • AgencyInfluencer marketing agencies are in constant communication with thousands of influencers can manage relationships on behalf of brands.
  • Platform – Brands can work through an online influencer marketing tool to manage their relationships with influencers.

Tips For Influencer Relationship Management

1. Select the right influencers

The first step in creating a positive relationship with an influencer is ensuring a proper match. Businesses should partner with influencer(s) who fit their brand voice and have complementary goals. Moreover, influencers who are interested in establishing constructive workflows, as well as those who have a track record of executing successful campaigns, are more likely to be capable of productive and mutually beneficial relationships.

influencer relationship management

2. Be honest and straightforward

Telling influencers exactly what a brand’s goals and expectations are from the outset is vital for establishing a fruitful partnership. Furthermore, businesses shouldn’t over-promise compensation (money, merchandise, travel, etc.) or future work to influencers. Setting a precedent for honesty and pragmatism will be greatly appreciated by influencers — especially those fielding multiple opportunities.

3. Build a personal relationship

Influencers are individuals who have made powerful businesses out of their personal brands. However, at the core of every online personality is a human being looking for relationships that can enhance their real-world lives. Look to create genuine partnerships with influencers and make them feel a part of your team.

4. Think long-term

Many influencers will be more excited about long-term collaborations than one-off campaigns. Approaching relationships with influencers as more of a marathon than a sprint will create the potential for the partnerships to go further.

influencer relationship manage tips

5. Compensate influencers fairly

In addition to personable relationships, influencers should be compensated appropriately for their efforts. Depending on the size of an influencer’s audience, monetary compensation isn’t always requested. That said, providing fair compensation to influencers will help foster a lasting relationship and gives brands greater or added ability to control content and messaging.

6. Communicate with influencers

Communication is key to any healthy relationship and influencer collaborations are no different. It’s wise for brands to keep lines of communication open before, during, and after campaigns. Moreover, updating influencers on company happenings — regardless of any active marketing effort — can help strengthen influencer and brand relationships.

7. Have details in writing

Creating an influencer agreement is one of the easiest ways to excel in influencer relations. Both parties can avoid surprises, match expectations, and avoid misdirection. Influencer marketing agencies are experts at influencer contracts and can ensure the campaign runs efficiently and leads to future successful collaborations.

8. Promote influencers

Unless otherwise agreed upon, having a public relationship with influencers outside of official campaigns can be incredibly beneficial. Promotion of influencers through a brand’s social media account, website, or in other content mediums is often welcomed and appreciated. Ask first, but show influencers that you can help raise awareness for them, too.

influencer relationship tips

9. Offline relationships

With the normalcy and frequency of our virtual interactions, it’s easy to forget that offline relationships add a different kind of value to our lives. Consider inviting influencers to events, trade shows, product launches, and other business festivities. Additionally, allowing influencers to become a part of company culture by welcoming their presence at retreats and office parties can personalize the relationship even further.

10. Ask influencers what they want

Influencers are unique individuals whose needs don’t necessarily fit neatly into the rows of a marketing spreadsheet. We asked 50+ influencers what they look for in brand partnerships and over 52% said they value brand authenticity and trust. With that in mind, ask influencers about their ultimate goals for their careers. As a business, see how you can help influencers get to where they want to go.

11. Partner with an agency

An influencer marketing agency is a business that specializes in facilitating relationships between brands and influencers. Qualified agencies can connect brands with the right influencers for their campaigns, including some of the world’s biggest online personalities.

Offering a wide range of services in the influencer space, these agencies not only help to create smooth and effective relationships, they can also manage entire integrated campaigns from beginning to end.