It’s already been proven that your brand should be active on Social Media. Instagram presence is becoming more important as it has become the ultimate way to do native advertising* . If you haven’t started yet, you are probably already far behind and it’s only going to get worst. It’s where your customers are and, it’s the first thing your potential customers are going to look into before doing business with you. Whether you are doing well, or just getting started, the right InstaTastemaker could help you boost your presence.
An Instagram Influencer is someone who has a strong following on Instagram. People believe in their stamp of approval. When they mention a product the product will automatically be seen by Thousands of potential clients. Using an influencer to endorse your brand is a strong move in order to improve word of mouth and your brand equity.
There’s a lot of articles out there on choosing the perfect influencer however, those usually speak to the large world wide brands. If you have a small local business, you still need to be active online, however your location and target market has to be considered along with many other details.
1. Social Following:
Here in Quebec, we have our own ‘’Star System’’, which is awesome but can be very tricky when choosing the right influencer. For instance, you might think a Quebec celebrity is the right fit for your business because they are on every TV show. But more often than not, they tend to put little effort into their social presence and have a relatively small following. You need to choose influencers who have a sizeable following to ensure that your message will be seen. Don’t forget that the followers vs. following ratio has an important role here.
You have to think about your target market, do you think they are following this influencer? For instance, if you own a bike shop in the Mile-End and choose a huge influencer with 200k followers who resides in LA. You might grow your following, but the chances of you selling bikes aren’t as likely. You are better off choosing a local influencer with 5k followers who actually have followers interested in your line of business. @MAGRONDIN might be a better tastemaker for you.
Although the following is important, an even more critical factor is engagement. It’s important to make sure their community is active. Indicators include comments, likes shares and reposts. If the so-called influencer has 10k followers, but an average of 40 likes per photo. They are doing something wrong. It’s important to keep in mind that approximately only 1% of the people who see your message will actually convert. If the level of activity is low, the likelihood of your brand’s message spreading decreases significantly.
3. Quality of Content:
It’s important to understand that who ever you choose to partner with your brand will be an extension of your brand. Make sure their vision is line with yours. Like any endorsement, you need to share the same values and make sure they will showcase your product in a great light. Instagram is a visual app. The way your message will be shared will create interest and add value for your potential customer.
Lastly, don’t put all your eggs in the same basket. Use more than one influencer at once. Local influencers are easier to convince than InstaCelebrities, and much more valuable to your local business.
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* Native advertising is an online advertising method in which the advertiser attempts to gain attention by providing content in the context of the user’s experience. Native ad formats match both the form and the function of the user experience in which it is placed. The advertiser’s intent is to make the paid advertising feel less intrusive and thus increase the likelihood users will click on it