Are Brand Influencers More Effective Than Paid Traffic?

How often do you find yourself buying a product because you’ve seen a friend or family member using it? Let’s be honest you’re more likely to buy a product following a recommendation from brand influencers. Rather than the brand selling it to you. Brands can no longer tell the customer what they stand for. It is defined by its customers.

The facts about Instagram

In April 2012 Instagram was bought by Facebook for $1 Billion. At the time they only had 30 million users. To date Instagram now has 400 million active users with over 60% logging in daily. Instagram has 10 times more brand engagement than Facebook, 54 times more than Pinterest and 84 times more than Twitter.

In the past two years, the usage of Instagram has doubled! Out of the Top 100 brands worldwide over 90% of them will have an Instagram account with millions of followers. Daily, Instagram clocks up to 3.5 billion likes and comments. Making it one of the top social media platforms out there. Having seen the above figures, are you using Instagram to its advantage?

What is a brand influencer?

Your brand influencer is someone who can convince people to take action through visual content or word of mouth. They will talk favourably about your product and pass on the positive message to others. Consumers look to their fellow Instagrammers for opinions on products before they make their decision to purchase. People are strongly influenced by what others have to say especially through Instagram.

Brands have grabbed this opportunity and introduced your ‘Brand Influencer’s’. Instagram is one of the most popular social sites, making it an effective platform for brand influencers. Influencer marketing is when you utilise the audience of an online influence.

Brand engagement is made through the personal recommendation of the Instagrammer. Targeting like-minded people because they trust your opinion. With brand ambassadors, companies can grow their social awareness and reach wider and larger audiences. For brand ambassadors to be successful, they must have an audience that is relevant to the product and promote relevant content.

How to launch successful Instagram influencers

Firstly, you need to define your niche. What is your brand all about? Do you require fitness fanatic’s or shopaholics? When looking for your influencers, think about the audience you’re trying to reach. You need to select the right influencers based upon their engagement, content and following. Make sure you set your goals and think about what you want to achieve from having brand influencers.

Are you trying to increase your social awareness, increase sales or promote new products? Companies such as Naturebox who specialise in healthy snacks used a blogger called Joanna Goddard to help create a successful brand. With just three images posted of Joanna’s children snacking on the healthy foods, the campaign was able to increase its social awareness. The brand also received high credibility with a few popular mum blogs!

Another example of influencers is BirchBox. They too partnered with a blogger called Emily Schuman. Emily promoted May’s box through a series of photos on Instagram and in return these photos received 18,000 likes. The photos also reached 550,000 consumers! So, with the right goal and correct match anything is possible using brand influencers.

How to find the right influencer for you

When looking for your brand ambassadors, the easiest thing to do first is to look for your natural fans. People who already rave about you. This was how I became a brand ambassador for a fitness company, I would post about them all the time on social media.

The company didn’t need to persuade me in any way to promote them as I already did this off my own back. It meant our relationship was authentic as I was already eager to work with them. Manually search for your influencer, look to see if people are using your hashtag or tagging you in their photos. Once you’ve found a few you can have a look at their page, see what the engagement with their followers is like.

Brand influencer tools

Remember it’s not always about how many followers they have because we all know how many bots and fake accounts are out there now. Try to compare their following with the engagement they receive, do they get lots of likes and comments?

I appreciate not everyone has the time to manually search for their ambassadors so there are a few ways to reduce the time. Simple things like searching on google for the top 10 best fashion Instagram accounts will always bring you an array of accounts.

You can also use tools such as Moju and Whalar. Both these tools will do a lot of the ground work for you and help you search for ambassadors to suit your brand. Want to really sell your product? Then let the consumers do it for you. Nothing sells better than a story told by your fans.

Let the people who use your products daily be the face of your brand. Having brand ambassadors could be one of the best decisions you’ve made to date.

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