Influencer marketing can be used throughout the customer journey, making it one of the most effective promotional methods for your company.
Recommendations from other people have more power than traditional advertising. This is because people trust the opinions of other people more than those of brands.
Especially micro-influencers can generate a lot of trust and engagement.
These individuals are an important source of new product information, especially for young consumers. And people are, across the globe, also buying products which they have seen promoted by influencers.
Influencer marketing is not only for generating brand awareness or only for generating sales and revenue. It can be used through the whole customer journey, from brand awareness to sales generation and even all the way up to customer retention.
In this article we will show you, also through customer cases, how this can be done.
Generate brand awareness, consideration and website traffic
With an influencer you can benefit from the existing relationship between the influencer and their audience. You don’t have to start building a brand-customer relationship from scratch.
You can transfer that influencer-follower relationship as trust for your own product and company. It’s thus possible for you to convince people of the benefits of your product faster and easier than with your own advertising.
Start with a feed post to generate brand awareness
Even though stories can generate more engagement and clicks to website than feed posts, don’t leave the feed posts out. They will stay in the feed way after the story is gone. So the brand message can be discovered again and again.
Therefore, the influencer should start the campaign with a feed post. With it they can generate brand awareness by presenting the product in a stylish photo (or two) with an engaging caption.
In this post the influencers should have all the necessary campaign elements such as discount codes, campaign hashtags, company mentions and the Bio link.
The Bio link is a link one can put in their Instagram profile section. It is the only way to link outside of Instagram besides of including a link in the Instagram Stories.
People however don’t click the Bio link that often. That’s why the story is needed.
Download our case study to see how it works in action
Learn how Krups, a German electronics manufacturer, reached 5 million people with micro-influencer marketing
Continue with the the Story to get people to visit your website
It can consist of multiple clips (individual stories) where the influencer can present the product from all angles.
In the story the influencer should again tag the company, use the campaign hastag(s) and add the link to the website as a Swipe up -link.
The Swipe up link is important in generating sales as it invites people to go to the campaign website. Therefore, for sales-oriented campaigns it makes sense to collaborate with micro-influencers with at least 10 000 followers. Because only they can use the Swipe up -link function in their stories.
Micro-influencer marketing is thus especially beneficial for companies who don’t yet have 10 000 followers themselves. Through more popular micro-influencers these companies can generate more traffic to their websites through Instagram.
Generate sales with the campaign landing page and retargeting ads
The purpose of the feed post and the story is to get the viewer interested in the product. And enough so that they click to the campaign website.
From there they should be given the final incentives to purchase.
Make buying easy with a conversion-optimized landing page
The following should be rather obvious but let’s repeat it anyway: the landing page needs to convince the visitor to purchase the product and enable them to do it quickly and easily.
However, no matter how well the landing page is optimized for purchases, most of the visitors do not buy immediately.
Even micro-influencer marketing campaigns can’t guarantee a 100% conversion rate. So you’ll want to reach out again to the visitors who weren’t able or ready to buy immediately.
You’ll want to convince them to return and finish what they started.
Catch the non-converted audiences with a retargeting ad campaign
When you have done an influencer marketing campaign, you don’t have to spend a lot of time creating the ads for the retargeting campaign. You can use the content from the influencers!
And by using the content we mostly mean by using the influencers’ photos. The captions they have created might not work as such for the retargeting campaigns. But of course they can give you ideas.
Just remember to get a consent from the influencers to use their content after the initial campaign. Most likely you’ll need to pay extra for this, but it will be worth the investment.
The most important audience for the retargeting campaign are the people who clicked to the campaign landing page but did not buy. These people have already expressed their interest but for some reason or another were not ready to purchase yet.
You can also target your existing customers. People who have not bought from you for a while could do it again after seeing a product recommendation from influencers.
Thus, the content from the influencers can also be used in the last phase of the customer journey: customer retention.
Download our case study to see retargeting ads in action
Learn how Catch by Ebay generated a 205% ROI with micro-influencer marketing
Increase customer retention with the influencer content
It’s of course a lot cheaper trying to encourage current customers to buy more than it is to attract new customers. So taking care of your existing customers should be at the top of your list.
The micro-influencers can also help you in this last step. Just make sure the consent from the influencers applies also to your own digital channels.
Use the influencers’ content in your own digital channels and save time in content creation
Testimonials help to convince potential customers that your products truly deliver what they promise. And the content from the influencers is exactly that!
You can take a quote out of what the influencer has said about the product and put it on the product page.
You can also put the influencers’ testimonials to your newsletters to promote new or complementary products to your subscribers. Try for example cross-selling this particular product to the previous buyers of other, complementing products you have.
And, quite obviously, you should use the influencers’ content on your Instagram channel. Always share the stories (for this you don’t need any additional permissions as they should have tagged you), and repost the posts.
Content creation takes time and effort. By sharing the influencers’ content on your own digital channels you can easily and quickly engage your audience without spending time on the content creation.
As you can see, micro influencer marketing can be used throughout the customer journey. From brand awareness and reaching new audiences to sales generation and engaging your existing customers.
But don’t just take our words for it. See the case studies from the campaigns we have done and learn, how versatile influencer marketing really is.
In our “Employee interview” series we want to show what working at INFLURY is like, and of course present our amazing employees!
The second post in the series will present Filipi, an Influencer Marketing Intern turned into a Junior Influencer Marketing Manager.
He started his three month internship during the fall 2019. As the three months drew closer there were no doubts in our minds. He had done such a great work in the campaign team that we were happy to promote him to a junior position.
At INFLURY we are always very happy to see our interns climbing the career latter with us!
In this article Filipi will share his experience as an INFLURY intern.
He will also give hints on other eager and enthusiastic individuals, who might be thinking about an influencer marketing internship!
What made you apply for INFLURY?
I finished my studies in Marketing in Brazil in December 2018 and moved to Germany right after. I was sure that an internship would be my best chance to start my career as I didn’t really have that much work experience after my studies.
During my job search on different job sites and platforms I connected with Levin, our CEO, who introduced me to the different possibilities at the company.
I thought the best opportunity for me was to start working as an Influencer Marketing Intern.
First of all it looked like it would be a great way to gain working experience in marketing, which was exactly I was looking for. Also the diversity of the team, having people from all over the world working together, indicated an open culture.
The whole applying process came together in a nice way. Having the first connection with Levin was nice, and then the final interviews were also very relaxed.
I just got the feeling that INFLURY would be a great place to start my career.
What were your tasks as an influencer marketing intern?
In the first weeks I was focused on learning how the platform works. We use it to research and find the best influencer profiles for the clients’ needs, so it’s important to know its workings inside out.
After getting to know the platform I started to work more and more through the whole campaign process.
Meaning, I sent out proposals to the influencers, to ask them to join the campaigns. Afterwards we have to do the content review before the selected influencers can post the content. It means we need to make sure that the influencers’ posts look exactly as they should look, and that they have all the needed elements such as hashtags and company mentions.
Little by little I had more and more tacks until I was handling a complete campaign on my own from the start to finish. In the end, as it is now, I was taking care of 2-3 campaigns mostly alone.
Or well, not alone of course, as I could always ask as many questions as I needed from the more senior campaign team members.
How is it working at INFLURY?
To me most of the time is pretty relaxed. We all usually know what we have to do when we arrive in the office as our tasks are pretty much defined.
Sometimes work can also get a bit stressful. But that is completely normal in a working environment where there are deadlines to meet.
What is that one thing you appreciate the most?
The freedom we have to do our work. And as I mentioned before, this cultural cauldron we have in the office.
How do you find Berlin as a place to live?
Before I moved here I visited the city four times and spent some time here. It was a dream of mine to be able to live in Berlin for some time actually!
I love to live here as you always have something to do. I love going to concerts, and in Berlin I can see huge artists in arenas or stadiums. But I can also go to some club with 100 people inside to see some alternative artist. It’s great!
Besides that there are so many art galleries, exhibitions, parks, food from all over the world..
Berlin is also a super queer city, and that to me is super important. I love how supportive the city is with queer artists in general.
What is your greatest learning from your internship?
That you never stop learning. It doesn’t matter how experienced you are, or how much you’ve studied. You will always have something to learn every day.
What would you say to a person wanting to apply for INFLURY as an intern?
Be yourself. You don’t have to play a character to get the job!
And when you do get it, don’t worry if you sometimes feel a bit overwhelmed in the beginning. It happens to all of us.
After a few weeks you will see that bit by bit everything will start to clear out.
What do you look forward to as a Junior Influencer Manager?
I want to keep learning with and from all the colleagues in the team. Hopefully I am able to also assist the people who are starting in the company by sharing the experiences I have from being an intern.
I got the chance to stay and develop with the company and I want to pass that experience on.
Does being an influencer marketing intern sound interesting to you? We are always looking for more people to grow with us so check out our open positions!
This post was updated 14.1.
Improving engagement on Instagram is crucial for reaching your target audience and getting your message across. This is because the algorithm works by favoring content users interact with and pushes such content higher in their feed.
There are a few things you can do to make sure your content is engaging and thus reaches more people.
From this article you’ll get 5 tips on how to increase your Instagram engagement in order to keep (and grow) your audience.
Focus on creating unique content
To improve your Instagram engagement, you have to create highly differentiated content. You have to bring value to your audience that nobody else can provide. If there are many users creating content very similar to yours, it is harder for you to stand out and be remembered.
Brainstorm what kind of content your audience might be interested in. It might be tips, something inspirational or funny. Most importantly, use high quality, eye-appealing visuals for your Instagram account.
Pick one or several content categories and focus your efforts there.
Have a personalized touch to the content you post. It might be pictures of your unique products or anything else that makes you stand out from the crowd.
It is crucial to be unique and compelling within your content category. Otherwise, there is no reason for the Instagram algorithm to prioritize your posts over others’.
Find out how to capture your audience’s attention
Experiment with your content strategy to find out what captures your audience’s attention the best.
Below is the list of what to consider when deciding your Instagram strategy.
Always post when your audience is the most active on Instagram
Post when most of your followers are online. This way, you will get more initial engagement, and the algorithm will push your posts higher in the feed.
You can find out when your audience is the most active using the ‘Insights’ feature of your Instagram account. To access this feature, you will need to be using a ‘business’ account on Instagram. You can switch your account from personal to business in the settings tab.
Make your content engaging
You can do that by using a variety of different formats, leveraging hashtags, humorous captions, posing challenges or questions to your followers, etc.
One great example of how to do this is a Call to Action (CTA). Some of the most popular Instagram Call to Action formulas include “double-tap if….”, “tag your friend who…”, “comment your favorite…” etc.
Use the ‘insights’ feature and tools like Hootsuite or Later to keep an eye on the engagement statistics. These utilities will help you to find out if your techniques are working.
Diversify your content
Different users might prefer different types of content.
In addition to your regular posts, try publishing stories and videos. By doing that, you will appeal to as many users as possible, increasing your reach.
Choose your optimal posting frequency
When choosing posting frequency, keep in mind that you should be able to maintain it. Posting several times a day and then suddenly dropping to just one post a week will negatively affect your audience engagement. You will notice a drop in followers as well as a decrease in engagement per post.
You don’t need to make 3 posts per day to improve your Instagram engagement. Consistency, not quantity, is the key to the stable growth of your follower base.
Once you’ve identified the best content strategy – expand on it. Figure out the behavior patterns of your followers, and think about how you can use them to create more engaging content.
Keep experimenting with your content strategy to maximize your Instagram engagement.
Use hashtags to get discovered
Use hashtags to increase your reach and find new people interested in your content.
Find out what kind of hashtags are popular within your content category and utilize them.
Use the most popular ones, together with smaller, niche ones. Popular hashtags will allow you to maintain a high potential reach, while smaller ones reduce the competition.
Avoid using too many hashtags, as it may seem spammy behavior by your followers. 6-7 hashtags per post will be enough.
Interact with your community to build relationships
It is crucial to interact with your community and build relationships, to maximize your engagement potential.
Like and comment on posts of other users, reply to comments they leave on your posts, tag and DM them when it’s relevant.
Such behavior encourages other users to interact with you more often. Once they start commenting on your posts, DMing, and tagging you, you will fall into their “friends and family” category. This means that the Instagram algorithm will push your content higher in the feed of these users.
You don’t need a big community to have it active and engaged. For Instagram accounts with fewer followers, it is even easier to build longer-lasting, more trustful relationships with their audiences.
In fact, this is one of the reasons which made Instagram micro-influencers with smaller communities more popular among advertisers.
The key to increasing engagement on Instagram is giving your audience something nobody else can provide.
Take time with your content, think creatively, and produce content that is different. Build relationships with your audience and forge your image on Instagram.
Be your unique self, and you will find a niche in this global network.
To see how these tips work on practice and to get more insights into Instagram – you can have a look at our case studies.
As we explained in our blog post about the algorithm’s history, it’s here to stay. Therefore, it is important to know exactly how the Instagram algorithm works, in order to make the most out of your Instagram account.
In this article, you will learn what factors the Instagram algorithm takes into account when building the feed so you can maximize the engagement on your posts.
The main principle behind how Instagram’s algorithm works
Your Instagram feed is unique, personalized based on the posts you like and interact with. The algorithm uses machine learning to predict the posts you will like the most, based on your past engagement. Even if you follow the same accounts as someone else, you will not see the same content.
It is important to understand that Instagram’s main goal is to increase the time spent on the platform. The algorithm is built to identify and deliver the most appealing content, keeping users around for as long as possible.
Instagram is of course doing this in order to make a profit. Instagram makes money by selling advertisement, so more time on the app means more views on ads.
Factors affecting the Instagram algorithm
In early 2019, Instagram tweeted that what shows up in your feed is largely determined by the posts and account with which you engage the most.
This is in tune with what the company had said earlier. In June 2018, Instagram set up a press presentation to explain in more detail how the algorithm exactly works.
During that presentation the Instagram product lead Julian Gutman explained, that there are three main factors which determine the order of your Instagram feed:
- Interest. The algorithm predicts your potential interest in a post, considering your past behavior on similar content.
- Timeliness. The time when the post was shared also influences its placement in the feed – with priority given to more recent posts.
- Relationship. Posts shared by people you frequently interact with (liking, commenting, tagging or DMing) are pushed to the top of your feed.
In addition to these main factors, three other features influence post rankings:
- Frequency. The Instagram algorithm looks at how often you open the app. It adjusts to show you what it considers to be the best posts uploaded since your last visit.
- Following. The number of people you follow also influences your feed. The more people you follow, the bigger is the pool of posts for the algorithm to choose from. So you will generally see less content from any individual accounts.
- Usage. How much time you spend on the app also determines how many posts you are seeing at the top of your feed. As you continue to browse, you will eventually see all of the content posted by the accounts you follow.
Download our case study to learn the power of Instagram influencer marketing
Find out how Krups, a German electronics manufacturer, reached 5 million people with micro-influencer marketing on Instagram.
Frequently asked questions about the algorithm
The rumors and guesses surrounding the Instagram algorithm keep on popping up. Below we’ve answered the four most popular questions about its functionality.
Is Instagram “shadowbanning” users for using repetitive hashtags?
Shadowbanning refers to purposely hiding a user’s content from public view on social media so that the user isn’t notified about it.
Getting shadowbanned on Instagram means your posts and stories will only be seen by your existing followers. Others are not able to find your content via hashtags.
When the algorithm was first released, many Instagram users claimed to be shadowbanned if they repeated the same hashtags too often.
In February 2019, Instagram released a statement admitting that there was a technical issue with hashtags, but they never claimed it to be a pre-made feature.
Therefore, although Instagram didn’t openly admit that shadowbanning exists, there is a possibility that the algorithm does limit the visibility of accounts that display spammy behavior.
In order to avoid being potentially shadowbanned, make sure that you do not use unreliable automated posting tools or bots, and that you’re not using broken or unrelated hashtags.
Does posting more hurt your performance?
No. Posting more often will not directly hurt your account’s performance in the feed.
However, if you post several times in a row, there is a high likelihood that another account’s content will be placed in between your posts. In this case, your posts will be pushed lower in the feed, effectively lowering the engagement per post.
On top of that, posting too frequently may seem spammy by your followers. And if your followers think you post too much, they’ll start to engage less, or worse: unfollow you.
Does Instagram limit the reach of your posts?
No, it doesn’t. Instagram disproved this myth in their tweet.
The Instagram algorithm pushes up posts which it finds the most interesting to you. But if you keep scrolling down the feed, you will see all the photos of accounts you follow.
Does the algorithm favor specific kinds of content?
There are many theories about the algorithm favoring specific post formats in order to promote Instagram’s latest innovations.
However, this is just an urban legend.
Instagram’s feed ranking method does not favor users who use Stories, Live, or other special features of the app. Furthermore, feed ranking does not favor the photo or video format uniformly.
However, different content types might be more engaging to the users than others.
As people’s feeds are sorted based on what kind of content they engage with most, it is important for you to know what content types are the most engaging to your audience.
If your audience responds the best to videos, you should create them often.
Now that you know the basics of how the Instagram algorithm works, the next step is to use it to your advantage.
Instagram continuously states that the only way to increase your engagement is to create high-quality content.
Exactly how to do that you can learn from our next blog post:
So erhöhst Du den ROI bei Influencer Kampagnen und so funktionieren Influencer Retargeting-Anzeigen.
Die Wiederverwendung der Posts Deiner Influencer-Marketingkampagnen als Retargeting-Anzeigen in sozialen Medien ist eine effiziente Möglichkeit, die Performance Deiner Kampagne zu steigern.
Influencer sind kreative Experten, die ansprechende Inhalte für Deine Marke und Deine Produkte erstellen. Es wäre also eine Schande, wenn dieser Inhalt nur einmal für eine einzelne Kampagne verwendet würde.
In diesem Blogbeitrag erklären wir Dir, warum Retargeting die Leistung Deiner Influencer-Marketingkampagnen verbessern kann und wie auch Du das erreichen kannst.
Erfahre, wie du mit Influencern & Re-Targeting Ads über 200% ROI erzielst!
Retargeting vs. Remarketing
Bevor wir fortfahren, sollten wir uns darauf einigen, was wir mit den jeweiligen Begriffen meinen.
Die Begriffe Remarketing und Retargeting werden oft als Synonyme verwendet. Sie bedeuten das Schalten von Werbung oder das Zusenden einer anderen Art von Nachricht an eine Zielgruppe, die zuvor bereits mit Deiner Marke Kontakt aufgenommen haben.
Worin genau der Unterschied liegt, kommt darauf an, wen Du fragst. Zum Beispiel betrachtet Neal Patel, ein bekannter Digital Marketing-Unternehmer, Retargeting als Online-Remarketing und Remarketing als Überbegriff. Rejoiner hingegen beschreibt Remarketing als lediglich das Ansprechen bestehender Zielgruppen per E-Mail.
Für uns bedeutet Retargeting, mit den Inhalten der Influencer in Ihrer Kampagne das bestehende Publikum in den sozialen Medien zu kontaktieren.
Das Ziel des Retargeting kann viele Formen annehmen. Du kannst damit aktuelle Kunden über Sonderangebote informieren oder frühere Käufer davon überzeugen, wieder bei Dir zu kaufen.
Im Falle des Influencer-Marketing kannst du Retargeting auch verwenden, um die Follower des Influencers, die nicht konvertiert haben, erneut anzusprechen.
Verwende Retargeting im Influencer-Marketing, um Personen genau dann anzusprechen, wenn sie kaufbereit sind
Ein direkter Verkauf ist natürlich das Endziel der meisten Werbekampagnen. Niemand will Geld in Marketing oder Werbung stecken und im Gegenzug nichts Greifbares dafür bekommen.
Als Vermarkter denken wir allerdings manchmal, dass eine Kampagne gescheitert ist, wenn sie nicht sofort Verkäufe generiert hat.
Aber seien wir ehrlich: In den meisten Fällen sind die Leute nicht bereit oder gewillt, sofort einen Kauf zu tätigen, nachdem sie eine Anzeige gesehen haben. Sie könnten allgemein an dem Angebot interessiert sein und werfen vielleicht sogar einen Blick auf die Website. Aber sie entscheiden sich dennoch, in diesem Moment noch nicht zu kaufen.
Richtiges Influencer-Marketing kann eine der authentischsten Werbemethoden für Deine Marke sein. Die Empfehlungen einflussreicher Personen haben einen größeren Einfluss als reine Werbung. Leute vertrauen den Meinungen anderer mehr als den Aussagen von Marken. Und besonders Micro-Influencer können viel Vertrauen schaffen.
Influencer-Marketing-Kampagnen können jedoch, genauso wenig wie jeder andere Werbe-Kanal, keine Conversion-Rate von 100% garantieren. In den Fällen, in denen die Kunden einfach nicht in der Lage oder bereit waren, bei Dir einzukaufen, musst Du sie erneut ansprechen, um sie zurück auf Deine Website zu locken.
Der Unterschied zwischen Influencer-Marketing und anderen Marketingkampagnen besteht darin, dass Du für die Retargeting-Anzeigen keine Inhalte erstellen musst. Die Influencer haben das schon für Dich getan!
Sie haben die Fotos aufgenommen und die Texte geschrieben, weshalb der nächste Schritt für Dich darin liegt, einfach die Retargeting-Kampagnen einzurichten.
Wie funktioniert Retargeting im Influencer-Marketing?
Du kannst dein jeweiliges Werbenetzwerk verwenden, um die Zielgruppe der Influencer zu erreichen. Am einfachsten ist es natürlich, sie in dem Netzwerk neu anzusprechen, in dem die Kampagne ursprünglich geschaltet wurde.
Auf Instagram funktioniert der Retargeting-Funnel wie folgt:
Der Funnel beginnt auf dem Feed, der naturgemäß mehr Aufmerksamkeit erregt. Der Link zur jeweiligen Zielseite wird für eine bestimmte Anzahl von Tagen auch als Link in der Biografie (Profil) des Influencers verwendet. Dieser wird jedoch nicht oft genug angeklickt, um wirklich genug Traffic auf die Website zu generieren.
Die meisten Zugriffe auf die Website und damit die meisten Verkäufe werden über eine Story generiert, die den Call-To-Action (CTA) und den Swipe-Up-Link enthält.
Deshalb ist es wichtig, mit Influencern zusammenzuarbeiten, die mindestens 10.000 Follower haben, da der Swipe-Up-Link nur ab diesem Punkt möglich ist.
Nachdem die Kampagne über die Beiträge des Influencers genügend Besuche auf der Website generiert hat, können die Retargeting-Kampagnen gestartet werden.
Spreche Lookalike- und nicht konvertiere Zielgruppen an
Die wichtigste Zielgruppe für die Retargeting-Kampagne sind die Personen, die auf die Landing Page der Kampagne geklickt, aber nicht konvertiert haben.
Diese Leute haben bereits ihr Interesse bekundet, waren aber, aus welchem Grund auch immer, noch nicht für einen Kauf bereit.
Andere Zielgruppen, die ein Retargeting wert sind, sind Lookalikes der Personen, die über den Link einen Einkauf getätigt haben. Lookalike-Zielgruppen von anderen Käufern sind ebenfalls eine gute Option.
Natürlich kannst Du auch Deine bestehenden Kunden ansprechen. Personen, die längere Zeit nicht bei Dir gekauft haben, können dies nach einer Empfehlung eines Influencers erneut tun.
Denke auch darüber nach, ob Du versuchen könntest, dieses Produkt an die Käufer anderer komplementärer Produkte zu verkaufen.
So erreichst du mit Re-Targeting Ads & Influencern einen ROI über 800%
Verwende die am besten funktionierenden Posts der Influencer für dein Retargeting
Die in der Retargeting-Kampagne tatsächlich verwendeten Anzeigen sollten die besten Inhalte der Influencer sein. Sie haben bereits gut funktioniert, also ist es sehr wahrscheinlich, dass sie auch in der Retargeting-Kampagne wieder gut funktionieren werden.
Verwende die Anzeigen, die über den Link in der Bio (Profil) des Influencers oder den Swipe-Up-Link in den Stories die meisten Verkäufe oder Klicks erzielt haben.
Zusätzlich solltest du die Posts auswählen, die für am meisten Interaktionen (Likes und Kommentare) während der Influencer-Kampagne gesorgt haben.
Denk daran, dass Du die Zustimmung der Influencer benötigst um ihre Fotos für Retargeting-Anzeigen zu verwenden. Möglicherweise musst Du für die Nutzungsrechte an diesen Fotos etwas mehr bezahlen, aber es lohnt sich.
Die Vereinbarung der Nutzungsrechte kann bereits Bestandteil der Influencer-Kampagne sein. Oder Du kannst von Fall zu Fall verhandeln, wenn Du feststellst, dass ein bestimmter Inhalt besonders gut abschneidet.
Variiere die Anzeigentexte
Nachdem Du die Zustimmung des Influencers erhalten hast, hast Du das Recht, die Fotos zu verwenden. Wir empfehlen jedoch nicht, die Texte des Influencers wiederzuverwenden.
Abhängig von der gewählten Zielgruppe haben sie die Texte möglicherweise bereits gesehen, aber nicht wie erhofft reagiert. Das Wiederholen derselben Nachricht wird also höchstwahrscheinlich kein anderes Ergebnis bringen.
Außerdem fühlt es sich viel persönlicher an, wenn aus dem Text der Anzeige hervorgeht, dass die jeweilige Person sie bereits gesehen hat.
Aber seie dabei nicht zu aufdringlich. Wir haben uns zwar schon daran gewöhnt, dass wir von Werbung verfolgt werden, eine Erinnerung daran braucht aber niemand.
Außerdem verwandeln sich die Beiträge des Influencers nicht unbedingt direkt in einen Anzeigetext. Höchstwahrscheinlich ist der Text zu lang, um die Anforderungen für Werbeanzeigen der sozialen Netzwerke gerecht zu werden – ein bisschen Bearbeitung ist also erforderlich.
Die Anzeigen sollten eine Mischung der erfolgreichsten Posts und einer neuen, verbesserten Call-To-Action (CTA) sein.
Best Practices für die Retargeting-Anzeigen
Denke daran, die Personen auszuschließen, die durch die ursprünglichen Influencer-Marketing-Kampagnen konvertiert haben. Wenn die Personen bereits bei Dir gekauft haben, solltest du ihnen eher Produkte, die ihren letzten Kauf unterstützen, anzeigen. Das können z.B. bei Schuhen eine Schuhpflege-Creme oder Sohlen sein. Bei anderen Produkten könntest du ihnen jetzt zum Beispiel ein Set anzeigen, mit dem sie, bei einem weiteren Kauf, Geld sparen.
Halte immer einige verschiedene Variationen der Überschriften und Anzeigetexte bereit, um durch A/B-Tests herausfinden zu können, welche am besten funktionieren. Und vergesse nicht, sowohl Story- als auch normale Feed-Anzeigen zu schalten.
Kopiere die Feed-Anzeige jedoch nicht einfach als Story-Anzeige. Erstens sind die Formate unterschiedlich (quadratisch vs. vertikal) und zweitens werden die Formate von den Nutzern anders verwendet.Entweder scrollen sie durch den Feed oder wischen zwischen Stories. Das bedeutet, dass die gleiche Anzeige nicht unbedingt an beiden Stellen funktioniert.
Nur wenige Leute sind sofort bereit, einen Einkauf zu tätigen, auch wenn sie Produktempfehlungen von einer vertrauten Quelle erhalten. Durch ein Retargeting der Personen, die Deine Influencer-Marketingkampagne bereits gesehen haben, kannst Du genau die Personen ansprechen, die vor einem Kauf mehr Zeit benötigen.
Du solltest Influencer-Marketing nicht als einmalige Kampagne betrachten, bei der Influencer nur ein paar Mal posten und das war’s. Der Inhalt kann problemlos im gesamten Marketing-Mix wiederverwendet werden.
Erfahre, wie einer unserer Kunden mit Influencer-Marketing- und Retargeting-Anzeigen einen ROI von 800% erzielt hat
Überzeug dich selber, wie diese Praktiken in Realität funktionieren können!
Lade unsere kostenlose Case Study herunter und erfahre, wie unser Kunde Ebay durch die Erweiterung seiner Influencer-Marketingkampagne mit Retargeting-Anzeigen einen ROI von 205% erzielen konnte.
Why should you work with micro-influencers on Instagram instead of the larger influencers?
In the last couple of years, the focus of influencer marketing has been moving towards these smaller scale influencers.
And no wonder as they can bring more influencer marketing campaign results than larger influencers.
Who are they again?
A micro-influencer on Instagram is considered to be a person who has followers between 5000 and 100 000 people. Or depending on who do you ask, they can have as little as 1000 followers, or even as much as up to 100 000 followers.
In any case micro-influencers do not count their followers on the millions. And for their success, that is a good thing. Let us explain.
1. Micro-influencers have a higher engagement rate
We did an Influencer Industry Report 2019 (DACH) together with Goldmedia this year. In it we could notice that micro-influencers (followers between 5000 and 50 000 people) have in general higher engagement rate than macro (500 000+ followers) or meso influencers (50 001-500 000 followers).
Micro-influencers are not that widely followed, often because they are operating in a niche. That niche, say fitness or being vegan, means that mostly all of their followers share the same passion and values.
So when they are promoting a product which fits their lifestyle, it will also most likely fit to the lifestyle of their followers. This in turn means that the audience should initially have more interest in the offering.
Furthermore, an influencer who has not yet such a huge star can often feel more relatable to their followers. This happens because the followers are are mostly “normal” people themselves. When an influencer feels relatable, the audience can more easily imagine using the recommended products or services.
To conclude, micro-influences attract a smaller audience. It means you might need to work with more of them to reach a big amount of people. But that audience has most often a deeper relationship than the audience of a bigger influencer, making product recommendations more effective.
Sceptical about the power of micro-influencers? Download the case study and see for yourself!
Learn how Organic Basics achieved 6.1% engagement rate with automated micro-influencer marketing!
2. Micro-influencers charge less than larger influencers
As micro-influencers don’t yet have such a big following, nor so many brand collaborations, they can’t charge brands as much as the larger ones can.
Therefore, they are more cost-effective than larger influencers. You can generate more brand trust and engagement (including sales) and you don’t have to dig so deep into your pockets.
Of course as the popularity of micro-influencers rises, they also learn to charge more. You should also be aware of the market prices, as there are some micro-influencers who charge way more than what would be reasonable to their their follower amount. For example asking over a 1000 euros per post if you have less than 50 000 followers is a lot.
3. Micro-influencers don’t do so much advertising
Large, hugely popular influencers usually also get a lot of brand collaborations requests. More paid posts also mean more competition among the advertising companies.
Smaller influencers who don’t get so many brand collaboration requests can’t yet do so much advertisement. Thus, every brand collaboration can have more impact.
However, we recommend that when you are choosing a micro-influencer for your campaigns you should check how much advertising they are already doing.
Working with micro-influencers can thus be a more cost-effective way to do your influencer marketing campaigns. You can reach more engaged audiences, who are initially already interested in your offering. And you can do it with less investment.
So, now that you know what micro-influencers on Instagram are, the next step is how to find them! We have also written a blog post about it, so go ahead and read the article from below:
What are the micro influencer marketing campaign best practices? How to make sure the campaigns turn out successful? These are questions our experts and campaign managers get asked a lot.
So we decided to take our learnings from over 500 campaigns and put them together into an 8 section checklist. So that you can make sure your micro influencer campaigns are optimized for success.
You can also request to have a simple checklist of the micro influencer marketing best practices sent to your via email. So that you can easily take it with you to your next campaign meeting.
Download the entire checklist to send it to your colleagues for free
1. Set tangible goals
Are your campaign goals brand awareness and trust generation or sales creation? How much people you want to reach or how much ROI you would like to generate? These are the types of questions you need to ask in the beginning of the campaign. They will then determine the whole scope of the campaign, so be very specific.
2. Find many suitable micro-influencers
Micro influencers are more engaging than bigger influencers. But because of their follower base is not in the millions (as it should not be), you need to work with a significant amount of them to really have a scalable influencer marketing campaign.
3. Write a contract
Who has the rights to the content after the campaign? For how long? What happens if the influencer does not follow instructions? What happens if the company does not deliver? These are some of the questions which needs to be clearly answered before the campaign is running.
4. Create a detailed campaign brief
In the brief you need to write out what the influencer actually needs to do during the campaign. How to mention your company, when to post, how to post etc. Make the brief, well, as brief, clear and as on point as possible. Nobody wants to read a multiple pages of text.
5. Take care of the technical aspects
Especially for a sales-oriented influencer marketing campaign you need to have a few things in place to measure the success of the campaign.
These are things such as a (functioning) influencer-specific discount code, campaign-specific landing page and attribution model in your analytics provider.
6. Let the influencer be creative
Don’t be too strict with how the influencer can post about your product. Even though you have some requirements for the brand image, the influencer’s audience is used to expect a certain style and tone.
If the paid post with your product differs too much from this style, the audience might not respond as well as it could.
7. Measure and analyse
You get what you measure, so you need to put a lot of effort into this phase.
Brand awareness is measured with reach, brand trust with likes and comments. Interest is measured by clicks to the website, and sales are of course measured with conversions
8. Use the influencers’ content after the campaign
The content from the influencers is creative and engaging. So it would be a shame if it would be used only once.
You can use the content from the campaigns as testimonials on your website or as retargeting ads. In that way you can generate even more results from the initial influencer marketing campaign.
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Finding the right micro influencers on Instagram might seem like a daunting task, but don’t worry! Even though it does require some effort, with our four tips you can surely get started.
1. Choose micro influencers whose interests and values are a fit with your brand
You need to find micro influencers who are a good fit with your brand and product. That’ll guarantee that the micro influencer’s audience is also interested in what you are offering them.
The more specific you are, the better. For example if your protein shake is all-natural and vegan, then your target are individuals who are vegan and also into fitness. Or if your skin care product helps people with a specific skin problem, then you need to find people who are suffering from these issues.
Use hashtags, follower lists or platforms to find the matching micro influencers
You can use hashtags which are relevant to the theme of your product. It will help you find influencers working in the same niche. If you find one interesting micro influencer, look what hashtags they are using. In that way you can find similar individuals.
Take also a look at who the interesting influencers are themselves following. Usually people follow other influencers from the same niche. So by taking a look at the follower lists you should find more influencers to contact for your campaign.
Different influencer platforms can help the search a lot. They provide different search criteria such as gender and location and interest, so that finding the right micro influencers on Instagram goes a lot faster.
2. Look for micro influencers with a minimum 3.5% engagement rate
When you have found a person who seems like a good fit, you need to calculate their engagement rate. The bigger the engagement rate, the better, of course.
Micro influencers usually have a pretty good engagement rate, compared to the larger influencers. For example, in a recent study by Influencer Marketing Hub, an influencer with over 100 000 followers has an engagement rate of 2,4%. And in a study we did with Goldmedia this year about the Influencer Industry in the DACH area, we found out that the micro influencers can have an average engagement rate of even 5.6%!
Compared to an individual with less than 10 000 followers and an engagement rate of 4%, one can see that micro level influencers are able to engage their audiences more. Thus, they bring more results when companies collaborate with them.
We recommend to choose influencers with an engagement rate of at least 3.5%. And because all studies are only counting averages, you should calculate the engagement rate every time for each micro influencer. Because even a micro influencer who should have a good engagement rate based on the follower amount might not actually have it.
Which leads us to the third point on our list of finding suitable micro influencers on Instagram.
3. Watch our for fake followers
A person with fake followers often has a very high amount of followers but a very few posts in comparison. Generating tens of thousands of followers takes time. So a huge following with only a few dozens of posts indicates that the followers have been bought. Unless that person happens to be Jennifer Anniston.
Fake followers also don’t usually engage at all. A person with less than 100 000 followers but with an engagement rate of only 1-2% indicates bought followers.
People can of course also buy not just followers but also likes and comments. Comments from bots are however always very shallow and generic. And with Instagram’s test of hiding likes across the globe, it might make it irrelevant to purchase these likes anyway in the future. Not to mention Instagram’s fight against fraudulent accounts as we speak.
Learn how to avoid common influencer marketing mistakes
Fake followers is just one thing to watch out for.
Check out our CEO Levin Vostell talking about common influencer marketing mistakes and how to avoid them.
4. Make sure the micro influencer doesn’t do more than 40% paid posts
Micro influencers have gotten more popular in influencer marketing, so that means that they get more brand collaboration proposals. But a sensible influencer should realise, that too much advertising can drive away their followers.
Nobody follows a micro influencer just for the brand collaborations they do. So we recommend that less than 40% of the influencers’ posts should be paid. Because if you think about it, 50% would mean every other post is an ad! That’s way too much for anybody’s liking.
So take for example the last 30 posts that the influencer has been doing. Maximum 12 of them should be advertisements. And there should always be non-paid posts between the advertisements. Because if the influencer often posts a lot of advertisements after one another, it also erodes the impact of the ad.
Our list for finding the right influencers is short but effective. It is thus important that you do not skip any steps in the search process!
And now that you know how to find micro influencers on Instagram, the next step is to find out how to make your campaigns successful.
To assist you with it, we have prepared an eight-step checklist. You you can access it from below!
Despite the buzz, a lot of companies are still wondering if influencer marketing could work for them. Does the influencer’s audience really trust the influencer’s recommendation? Can influencer marketing really bring in new customers and sales? And can it do it more effectively than traditional advertising?
In this blog article we will discuss the findings of some recent studies regarding what are consumers’ opinions towards influencer marketing. Because what they think and they act is what counts.
Especially younger consumers trust the opinions of influencers
Technically speaking influencer marketing should work just because people have always appreciated the opinions of trustworthy people. People such as close friends and family. So from a business perspective, a recommendation from a person you trust weighs more than the marketing speech from a company.
But are influencers trustworthy enough when consumers are making purchase decisions? The answer is, according to studies, yes. At least among the younger generations, people can respond well to the influencers’ recommendations.
For example Morning Consult conducted recently a study about 18-38 years-old American consumers’ attitudes and habits towards influencers.
They found that “50 percent of Millennials [people born approximately between 1980 and 1996], trust influencers they follow on product recommendations, compared to 38 percent for their favorite celebrities.”
We found similar results from our own Influencer Industry Report (2019). The research company Goldmedia interviewed over 1500 Germans about their opinions on online product information and purchase behavior regarding influencers.
The answers to the question “Which of the following forms of product information do you perceive to be particularly trustworthy?” support the notion, that the opinions from close friends an people are trusted the most. As these types of recommendations are usually not paid, they generate the most trust.
And also among the Germans the third most trustworthy source are the product endorsements from influencers. Over a third of the individuals surveyed think, that online opinion leaders can be trusted as a product information source.
Furthermore, the highest level of trust was found to be among people between 14-17 year-olds (41%) and 18-23 year-olds (35%). This also makes sense, as these younger generations have practically grown up with the age of influencers and social media.
Traditional forms of advertising and big celebrities are not that trustworthy
The answers also support the latest trend: people don’t trust that much anymore on traditional forms of advertising.
Advertorials from brands and product recommendations from newspapers and magazines performed slightly better than advertising in the surveys But they did not do that well. So cooperating with influencers can help companies to bring back the trust that traditional advertising has lost.
However, by influencers the respondents from both studies didn’t mean just any influencers. The least trustworthy sources for product information were the stars and celebrities on social media.
A celebrity status or millions of followers does not seem to guarantee a trust in that individual; rather on the contrary. It seems that the bigger the influencer, the less authentic he or she is seen when endorsing a product.
Young consumers learn about new products from influencers
According to the Morning Clinic study, 88% of the respondents said they learn about the products they are interested in from social media. Furthermore, 24% of women and 16% of men learn most often about new products from influencers.
Similar results came about also from our own report where the Germans were asked “How was the product or service presented that you saw online?”
It turned out that almost 40% of the respondents have seen a product/service recommended by an individual online. Almost half the respondents have seen product recommendations from online videos or banners. No surprise as these two forms are still most used in online advertising.
The low numbers for these more traditional forms of online advertising might be explained by the usage of ad blockers and ad fatigue. People have grown so used to online banners that they barely pay attention to them anymore, or block them automatically. Same goes for video ads, which the consumers can also just ignore or skip.
There is thus still room for influencer marketing to grow, at least in Germany, as only less than 40% have seen these advertisements. As influencers’ content on social media is voluntarily consumed, it can’t be blocked by ad blockers. Thus, there is a bigger change for grasping consumers’ attention with it.
Want to promote products with micro-influencers? Check out our case study!
Learn how micro-influencer marketing helped KRUPS to introduce two cocking machines to over 5 MIO young German consumers.
Especially younger consumers buy products from influencers
Influencer marketing has often been criticized by its low impact on revenue. And for most marketers it is hard to defend the usage of a channel if its ROI capabilities can’t be proved.
However, studies have shown that consumers are not only just getting new product information from influencers. They are also buying those products.
In the Morning Clinic study, 56% of the respondents said they had purchased a product after seeing it has been recommended by an influencer.
In our own Influencer Industry report the results were a bit more down-to-earth, but encouraging nonetheless.
16% of the individuals between 14 and 29 years old have purchased products which were recommended by influencers. That is every sixth survey participant! Even 7% of individuals between 30 and 40 years old have purchased products recommended by influencers.
Influencer marketing can drive sales but they might not always be immediate
These studies did not ask whether or not the individuals had purchased the products immediately after seeing them. But they have done it, making influencer marketing an important channel in the consumer purchase journey.
If sales through influencer marketing do not come immediately they can be hard to measure. But does not mean that they are not happening at all. Nor does it mean that anything except instant sales is unacceptable.
It is therefore utmost important that the measurement of Influencer Marketing is developed further. Things like individual discount codes, customized links and websites are a couple of ways to make tracking sales from Influencer Marketing efforts easier.
And if the target audience still didn’t buy, you should try remarketing efforts to convince them to return.
Conclusion: influencer marketing works when done right
Especially for younger audiences, influencers are an important medium for new product information. And not just for information. Influencers also play an important part in the purchase decision process as more and more consumers are buying products recommended by them.
However, if your target audience’s age is way over 30, you might think that influencer marketing is nothing for you. But you need to also remember to think ahead.
Those Millennials and Gen Z people will grow older. And then they will have a lot of purchasing power in the future. And if they have used to the recommendations from influencers, then you most likely will need influencers to attract new audiences to you.
Also, not any social media influencer is suitable for product endorsements. Big social media influencers don’t seem to possess a large level trust and authenticity when it comes to product recommendations.
Because of that, the trend in influencer marketing has been moving towards micro influencers. These individuals operating in a tighter niche can have a better brand fit and thus generate more engagement than the social media celebrities.
See how influencer marketing has been done successfully
We have over hundreds of successful influencer marketing campaigns under our belt. So we can definitely say that it works!
Go and take a look at our case studies and learn for your self, how successful influencer marketing is done & how does it look like!
Re-using the content from your influencer marketing campaigns as retargeting ads on social media is an efficient way to enhance your campaign performance.
Influencers are creative experts, producing engaging content for your brand and products. So it would be a shame if that content would be used only once for a single campaign.
In this blog post we will explain you why retargeting can enhance the performance of your influencer marketing campaigns, and how you can also do it.
But if you rather see it yourself in action, just download the case study below.
Learn how Catch by Ebay generated 205% ROI with micro-influencer marketing & retargeting ads
Retargeting vs. remarketing
Before we go further, let’s agree on the terms. Remarketing and retargeting are often used to mean the same thing which is advertising or sending another type of a message to a target audience who have previously somehow been in contact with your brand.
The difference is sometimes varied depending on who do you ask. For example Neal Patel, an well-known digital marketing entrepreneur, sees retargeting as online remarketing, whereas remarketing is the umbrella term. However Rejoiner has described remarketing as being only targeting existing audiences via email.
For us retargeting means contacting existing audiences on social media, with the content from the influencers in your campaign.
The goal of retargeting can take many forms. You can use it to inform current customers of special offers or to convince past buyers to buy from you again.
Or, in the case of influencer marketing, you can use it to retarget the influencer’s followers who did not convert.
Use retargeting in influencer marketing to catch people when they are ready to buy
Direct sales are of course the end goal of most advertising campaigns. Nobody wants to put money into marketing or advertising and not get anything tangible in return.
However we marketers might sometimes think that whenever we do not generate immediate sales, the campaign has failed.
But let’s face it: in most cases people are not ready or willing to buy immediately after seeing an ad. They might in general be interested in the offer and might even go and take a look at the website. But still they decide not to buy at this very moment.
When done right influencer marketing can be one of the most authentic promotional methods for your brand. Recommendations from other people have more power than pure advertising. People trust the opinions of others more than those of brands. And especially micro-influencers can generate a lot of trust.
However, influencer marketing campaigns can’t guarantee a 100% conversion rate. For those cases when people just were not able or ready to buy from you, you need to retargeting them in order to convince them back to your site.
What differentiates influencer marketing from other marketing campaigns is that you don’t actually have to create any content for the retargeting ads. The influencers have already done it for you!
They have taken the pictures and written the texts so technically the next step for you is to just set up the retargeting campaigns.
How does retargeting in Influencer Marketing work
You can use whichever ad network you have to reach the influencers’ target audience. Naturally the easiest way is to retarget them in the specific network where the campaign originally was set up.
On Instagram the retargeting funnel works as below:
The funnel starts from the feed post, which is more awareness generating in nature. The link to the specific landing page will also be put as the influencer’s bio link for a certain number of days. However people don’t often click it enough to truly generate enough traffic to the website.
Most traffic to the website and thus most sales are generated via a story which contains the CTA or Swipe up -link. That’s why it is important to collaborate with influencers who have at least 10 000 followers, as the Swipe up is only possible from then on.
After the campaign has generated enough visits to the website from the influencer’s posts the retargeting campaigns can be started.
Target non-converted and lookalike audiences
The most important audience for the retargeting campaign are the people who clicked to the campaign landing page but did not convert. These people have already expressed their interest but for some reason or another were not ready to buy yet.
Other audiences worth retargeting are lookalikes from the people who did purchase via the link. Lookalike audiences from your other buyers are a good option to try as well.
Of course you can also target your existing customers. People who have not bought from you for a while could do it again after seeing recommendation from an influencer.
Think also if you could try to cross-sell this product to the buyers of other, complementing products you have.
Use the best performing content from the influencers
The actual ads used in the retargeting campaign should be the best content from the influencers. They had worked before so the change that they work now is high.
Use the ones which have gotten the most sales or most clicks from the bio link or the Story Swipe Up -link. And if there are not that many of the aforementioned, then use the engagement metrics. So choose the images which generated the most likes and comments.
Remember that you need to have the consent from the influencers in order to use their images as retargeting ads. You might need to pay a bit more in order to receive such usage rights to the images, but it is worth it.
The agreement on the usage rights can always be a part of the initial campaign. Or you it can be negotiated case by case if you see that a certain content is performing especially well.
Make variations to the ad texts
After you have the consent from the influencer it is ok to use the images. However we don’t recommend that you use exactly the same texts as the influencer did.
Depending on the chosen target audience they might have already seen the texts but did not react as hoped. So repeating the same message most likely won’t bring a different result.
Besides it feels a lot more personalised when the ad texts indicate that the person has already seen them. Just don’t get too creepy. People are already rather used to being followed by ads but still nobody likes to be reminded of it.
Also, what the influencer has said does most likely not turn into an ad text without some modification. Most likely the text is too long to fit requirements of the social media sites. So some editing is needed in any case.
Thus, the ads should be a mix of what was in the best-performed posts and a new, improved CTA.
Best practices for retargeting ads
Remember to exclude the people who converted from the original Influencer Marketing campaigns. Might be obvious but we will remind you of it anyway. If people bought from you, better leave them alone. At least for now.
In a similar way you might want to exclude the most recent buyers if you are retargeting other existing customers.
Always have a few different variations of headlines and ad texts to A/B test which works the best. And don’t forget to do both story- and normal feed ads.
However, don’t just copy the feed ad as a story ad. First of all the formats are different (square versus a vertical). Second the people are also using the formats differently by either scrolling down the feed or swiping between stories. So the same ads in both placements doesn’t necessarily work.
People are not ready to buy immediately, even when getting product recommendations from the people they trust. Retargeting the individuals who saw your Influencer Marketing campaign helps to catch the people who need more time before a purchase.
You shouldn’t see influencer marketing as a one-off campaign where influencers just post a couple of times and that’s it. The content can easily be reused further across your marketing mix.
Download the case study and learn how exactly retargeting ads work with influencer marketing
By downloading the case study you’ll learn how Ebay achieved a 205% ROI when they extended their micro-influencer marketing campaign with retargeting ads.