Influencer Marketing: 3 Reasons to Use Instagram

The Evolution of Instagram: A Powerhouse for Influencer Marketing and Brand Engagement

Introduction

Since the onset of 2022, Instagram has witnessed an impressive surge in its user base, with 26 million people actively using the platform in France alone (Statista, 2022). This social media giant has become a pivotal tool for various stakeholders, including brands, consumers, and influencers, serving as a digital showcase for all. From sharing promotional photos to creating captivating influencer marketing campaigns, Instagram has solidified its position as the go-to platform for content sharing and engagement.

The Battle of the Titans: Instagram vs. TikTok

The competition for attention in the realm of social media has never been fiercer. TikTok, founded in 2016, has rapidly risen to challenge Instagram’s dominance, setting the stage for a dynamic showdown. TikTok boasts an algorithm that excels in catapulting content, whether it’s from brands, influencers, or regular users, into the viral stratosphere. Each day, new video trends emerge, quickly embraced by a youthful and proactive audience.

In contrast, Instagram offers advertisers a reassuring sense of maturity and proven return on investment (ROI). The authenticity and enduring connection fostered through photos and videos posted on the platform resonate with audiences. Instagram stands as the choice for 94% of influencer marketing campaigns, given its engaging model and a staggering 2 billion monthly active users worldwide. It’s a potent lever for brands seeking to expand their reach and impact.

Influencer Marketing on Instagram: Unlocking 3 Key Opportunities

1. Harnessing the Potential of Micro-Influencers on Instagram When embarking on influencer campaigns on Instagram, many companies opt for micro-influencers, typically individuals with follower counts ranging from 5,000 to 100,000. The attraction lies in their reliability, authenticity, and close-knit relationships with their communities.It’s important to note that influencer engagement on Instagram doesn’t necessarily correlate with the number of followers. A Markerly study reveals that as an influencer’s follower count increases, their post engagement decreases. For instance, an influencer with fewer than 1,000 followers yields an average conversion rate of 0.5%, while an influencer with over 10 million followers sees this rate plummet to 0.04%.

   The recommendation, therefore, is to collaborate with micro-influencers for Instagram influencer marketing campaigns. A success story exemplifying this strategy comes from Biocyte, a SKEEPERS client, confirming the effectiveness of micro-influencers: “Our micro-influencers tested our brand’s products and provided detailed feedback on Instagram. These posts outperformed our TikTok videos, generating over 280,000 interactions in our Instagram influencer marketing campaigns!”

2. Instagram: A Goldmine for User Generated Content (UGC) Instagram isn’t solely the domain of paid influencers; it’s teeming with opportunities for brands, particularly User Generated Content (UGC). Content created by ordinary users on this platform holds immense value for brands. A large follower count isn’t a prerequisite for making an impact, influencing others, and building trust. Word-of-mouth dynamics are at play, facilitated by UGC and User Generated Videos (UGV).Users spontaneously share product photos or videos without any monetary compensation. With users’ consent, brands can leverage this authentic content. Instagram increasingly adopts this “user-centric” approach, enhancing credibility and reducing marketing costs while recentering the customer as a top priority. This shift relies on the influence of the most authentic ambassadors: consumers themselves.
3. Social Shopping on Instagram: A Strategic Brand Lever Instagram continues to evolve, introducing engaging and innovative features, with the rise of social shopping being the latest transformative trend. Social shopping revolutionizes the customer journey and purchasing experience by enabling brands to sell products directly through the platform, adopting various forms.Brands can post product photos with an option to purchase directly via Instagram. Live Shopping features allow brands to conduct live video sales. Additionally, influencers can amplify these operations, creating immersive Instagram influencer marketing campaigns. Instagram influencer marketing emerges as a pivotal instrument for social selling, facilitating more effective brand sales on the platform.

Conclusion

As the digital landscape continues to evolve, Instagram remains at the forefront of influencer marketing and brand engagement. Its enduring appeal, coupled with the rise of social shopping and the potential of micro-influencers, ensures that Instagram is set to remain the epicenter of online brand promotion. Brands that recognize and harness these opportunities will undoubtedly reap the benefits of Instagram’s vast and engaged user base, propelling them to new heights of success in the digital era.