The Role of Instagram in Influencer Marketing Strategies

Look at the best accounts on Instagram, and you’ll probably notice a similar element behind their success: the use of influencers in their content.

Influencer marketing continues to play a big role in social media content development – and it’s not just the big names that are in the game. Micro and even nano influencers are helping brands boost their post engagement fast, and that’s not even including the world of UGC (user-generated content) posting.

There’s something almost magical about how viral social media posts worm their way into our brains and command our attention. Whether it’s a post about a current event, a bit of pop culture drama, or just a funny meme, the right post can go viral at any moment.

But are there ways that you can boost the chances of an Instagram post going viral? For brands and businesses looking to boost their engagement online, knowing the mechanics of virality online – and how to increase the chances of it happening to you – is key.

It's not just popular – it's dominant. 86% of social marketers say that Instagram as their preferred choice for influencer marketing strategies – and this trend is only going to continue as the trend proves effective.

Why The Instagram Advantage?

What makes Instagram such a powerhouse for influencer marketing? While some aspects of social media are still shrouded in algorithmic mystery, we can point to a few reasons.

The Existing User Base

Instagram offers a unique combination of visual storytelling capabilities and an already engaged user base. The platform started out as a basic photo-sharing platform and has since grown into a marketing powerhouse.

In 2024, 90% of brands are planning to increase their Instagram presence, showing a lot of trust in the platform's future. Part of that trust goes to the power of human-first storytelling.

Trust & Authenticity

When consumers are increasingly skeptical of traditional advertising, influencer marketing offers something different: authenticity.

Seven out of ten consumers trust an influencer's recommendation as much as they would trust a friend's advice. Imagine how powerful that becomes for a brand when an influencer's recommendation is shared with thousands, or even millions, of followers.

ROI

Speaking of budgets, the numbers on influencer marketing within Instagram are telling. Stats show that 69% of marketers are planning to increase their influencer marketing budgets. Part of that is due to the much lower overhead costs associated with influencer marketing.

Compare that to traditional advertising – which can often include an agency fee, production costs, and media placement expenses.

The Reach Factor

The most important driver of influencer marketing growth on Instagram is that the channel lets brands connect with audiences that may otherwise be more complicated or expensive with traditional advertising.

This makes Instagram's capability of targeting users one of its most powerful features. When influencers talk to their audiences on the platform, they aren't simply sending a message to the masses. They are strategically communicating with individuals (potential customers!) who have similar interests, values, and buying habits.

Active engagement with a strategy means higher interaction and, most importantly, higher conversion rates for the brand.

Building Successful Instagram Influencer Partnerships

The most effective relationships are those with a natural fit between the influencer's brand and the product they represent. Authenticity is a trust factor that makes people believe in the credibility of the brand's position.

So, how do successful brands select appropriate influencers for their content?

1. Know the influencer market.

You don’t want to hire just any influencer for a campaign. We’ve all seen how poor influencer choice can leave a brand with a PR disaster.

Always research who offers the right services for your industry niche before reaching out to influencers. Who are your customers engaging with online? Who do they trust? What's their track record for running successful campaigns?

2. Focus on engagement, not just followers.

Don't fall for the numbers game. You want a partner who can effectively portray your brand message and connect with your audience. Look for influencers who are genuinely connected to their followers and consistently gain high levels of engagement.

3. Collaborate on content development.

Consider collaborating on the creation process to ensure that it aligns with an influencer's style and values. This will not only ensure that your brand message is on point but also help build a better relationship with the influencer.

4. Defining clear expectations and goals.

Before partnering with an influencer, communicate your expectations and goals for the collaboration. This will help both parties stay on track and ensure the campaign succeeds.

5. Allow for creative freedom.

While it's important to communicate your expectations and goals, it's also vital to give influencers creative freedom. After all, they know their audience best and may have unique ideas for authentically promoting your brand.

Trust them with the freedom to use their own personality and style – just make sure it aligns with your brand!

Take Advantage of The Instagram Influencer Market

Brands looking to boost their engagement with their customers must be online. That means taking advantage of influencers who are ready to partner with brands to create an engaged audience.

Luckily, Instagram offers some of the best features – and return on investment – of the social media channels out there. The key is finding the right influencer for your brand and creating a strategy to harness their influence.

Research the options out there, create a plan, and start implementing influence marketing on your Instagram channel. One you land the right partnership, you’ll watch your engagement skyrocket!