The ultimate guide to influencer marketing for Instagram

Most brands have a presence on social media and many of them use it as their primary marketing channel.

And, with over 200 million business accounts and 1.6bn accounts in total, Instagram is undeniably one of the best platforms for brands to connect with consumers.

As social media marketing strategies have evolved over time, we’ve seen more innovative ideas being utilised to increase campaign results. One of the most effective strategies to tap into the potential of social media is influencer marketing.

If you’re wondering how to get started with Instagram influencer marketing, this comprehensive guide will walk you through all the ins and outs, and show how you can supercharge your influencer marketing strategy with Vamp.

What is Instagram influencer marketing?

Before we dive into the nitty-gritty of how to create your first influencer marketing strategy for Instagram, let’s talk about what influencer marketing actually is. In short, it’s a type of social media marketing that leverages the reach and influence of people who have a decent social media following, in order to promote products, services, or brands to a targeted audience.

Influencers have a loyal and engaged follower base and can share content about your brand, advocating for your products or services in an authentic and relatable way.

Unlike traditional advertising, which is created by the brand or their agency, influencer marketing often utilises the creativity of individuals. It enables companies to connect with a new audience through public and trusted figures, increasing the effectiveness of their marketing strategy.

Is influencer marketing effective on Instagram?

We might be biased, but the results really do speak for themselves. Instagram influencer marketing has proven time and time again to be highly effective, which is why it’s tripled in value since 2019.

Here’s why it’s so effective:

• Authenticity: Influencers connect with their followers on a personal level, and their recommendations are usually considered more authentic and trustworthy than traditional advertisements
• Reach and engagement: Influencers have a dedicated and engaged following, making it easier for your brand’s message to reach a highly receptive audience
• Diverse content: Influencers can create a wide range of content formats, from images and videos to Stories and live streams. Having varied post types is a great way to diversify your social media strategy and achieve better results
• Cost-effective: Influencer marketing is often more cost-effective than traditional marketing. And you don’t need huge budgets to get started as working with microinfluencers is a relatively low-cost strategy that can deliver significant results. 

How much do Instagram influencers cost?

There isn’t a set price that influencers charge brands to work with them, but there are some factors that can impact the cost.

In general, influencers with larger follower numbers are more likely to charge higher fees. Macroinfluencers can charge thousands of dollars per post, while microinfluencers may be a more affordable option if you’re working to a tighter budget. Plus, smaller follower counts often mean a more engaged and connected audience.

Another factor to consider when it comes to pricing is the influencer’s engagement rate. It’s not uncommon for influencers with very active and engaged audiences to charge more because of their ability to get results.

The type of post the influencer needs to create can also impact the pricing. Reels may cost more than static images because of the time and effort that goes into creating the content.

How to find the right influencers for your brand

Here are five of our insider tips to help you find the perfect Instagram influencer for your brand:

1. Niche relevance – Look for influencers whose content aligns with your industry or niche. Their audience is more likely to be interested in your products or services.
2. Engagement rate – Focus on influencers with a high engagement rate rather than just a large follower count. Authentic interaction indicates a more engaged and active audience.
3. Check authenticity – Verify the authenticity of an influencer’s follower numbers. Look for signs of fake followers or AI-generated engagement. A disproportionate number of likes and comments compared to their follower count can be a sign that something isn’t quite right.
4. Evaluate previous collaborations – Review the influencer’s past collaborations to see whether they have experience working with brands similar to yours and have achieved the type of results you’re looking for.
5. Use influencer marketing tools – You can go it alone, but using an influencer marketing platform like Vamp streamlines the process, making it much easier to find and work with the perfect influencers for your brand.

Ways to collaborate with influencers on Instagram campaigns

When it comes to influencer marketing for Instagram, there are no hard and fast rules on the types of posts you can create together.

Here are some effective strategies you can test out:

• Sponsored posts
• Giveaways and contests
• Product reviews
• Account takeovers
• Affiliate marketing
• Event promotion

How to create an Instagram influencer marketing strategy in seven easy steps

Building a successful strategy for your brand’s influencer marketing might feel a bit overwhelming the first time, but we’ve got you covered.

Step 1: Decide on your goals and objectives
The goals you have for your Instagram influencer marketing campaigns will help you shape the rest of your strategy, so choosing these goals is always the first step. When you’re clear on what you want to achieve, it will be easier to identify which influencers could help you get the results you want. Objectives could include growing follower numbers, increasing brand awareness, driving website traffic, or boosting sales.

Step 2: Identify your target audience
Although your product or service could appeal to many different people, having a clearly defined target audience for each Instagram marketing campaign can help the influencer connect with the right people in their audience.

Step 3: Set your budget
Influencer costs can vary widely, so deciding on your budget will help you to choose between macro or microinfluencers (or to decide to have a mix of the two). A small budget doesn’t necessarily mean you can’t have big goals, as microinfluencers often have very engaged audiences.

Step 4: Find the right influencers
You can spend time researching on Instagram to find the influencers whose content aligns with your brand’s values and products. Or you could use the Vamp platform to streamline the process, saving you valuable time (cheeky plug alert).

Step 5: Create compelling content
When you’ve identified your chosen influencer and they’ve agreed to work with you, it’s time to collaborate with them to create the content. You know your brand and the product or service you want to sell, but they know their audience and how best to appeal to them. Building a truly collaborative relationship will deliver the most effective content. One of the things our clients love most about Vamp is how easy it is to connect and work with influencers on content.

Step 6: Launch and monitor your campaigns
Track the performance of your campaigns using Instagram insights and Vamp’s real-time data from influencers’ profiles. Monitor key metrics like engagement, reach, and conversion rates to gauge the success of your Instagram marketing campaign.

Step 7: Optimise your strategy
Using your performance data and insights, make adjustments to improve the effectiveness of your strategy. Regularly review changes to the Instagram algorithm and stay updated with platform features and trends so you can switch up your influencer marketing content when needed.

How to incorporate Instagram influencer marketing into your Instagram strategy

Now, we’re all about influencer marketing because we know how well it works, but to really increase effectiveness, your influencer relationships should also fit well with your entire Instagram marketing strategy.

Here’s how to do it:

Brand alignment
At each stage of the Instagram marketing campaign, check that the influencer-generated content aligns with your brand’s message and values.

Cross-promotion
Promote the influencer’s content on your brand’s Instagram account to increase its visibility and reach, rather than just relying on the influencer to share posts to their followers.

Instagram advertising
If you notice that certain posts are performing particularly well organically, you could boost their reach with paid Instagram advertising.

Leverage other Instagram features
Have a varied Instagram strategy where you’re also talking about your influencer relationship through your brand’s Stories, Reels, and hashtags.

Reasons to boost your Instagram influencer content

Organic Instagram influencer campaigns can be very successful, but boosting influencer-generated content can really accelerate those results. Paid Instagram advertising enables you to reach a larger audience and gives you control over who sees the posts through precise demographic targeting options.

Boosted content also provides detailed insights and analytics, helping you refine your strategy and optimise your future Instagram influencer campaigns.

Next steps

Instagram influencer marketing is an effective social media tool that can help you grow your business and elevate your brand. If you feel ready to plan your first influencer campaign, take a look at Vamp’s platform, which enables you to plan, create, manage, and analyse everything all in one place.

Download our guide