How To Boost Your Influencer Marketing With Social Media Retargeting Ads

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.

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 marketer 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, even 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:

Retargeting process in Influencer Marketing: 1st a feed post, 2nd a story with swipe up link, 3rd ad campaign with the content from the influencer.

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, complimenting 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 most likely what the influencer has said does not turn into an ad text without 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 practises 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.

Also if you are retargeting other existing customers you might also want to exclude the most recent buyers. Same note of needing to sometimes leave the customers alone applies.

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.

Conclusion

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.

How To Automate Your Influencer Marketing Process

Traditionally the Influencer Marketing process has been a manual one. Influencers have been researched and contacted individually, and the campaign metrics have been needed to manually collect into one place. 

Thus, Influencer Marketing has often been an inefficient, time- and resources-consuming effort based largely on gut-feeling. Something, which we marketers can’t afford. Therefore, to truly generate results and make marketing at a scale we need the help from machines and automation.

However, like any marketing effort also Influencer Marketing shouldn’t be automated completely. Its effectiveness is based on the authenticity of the influencer and the trust the audience has for the influencer. As of yet no machine can 100% make sure that the paid collaborations the influencer is taking part in do not break that trust and authenticity.

In this article we’ll guide you through how to automate your Influencer Marketing process without damaging the relationship between the influencer and their audience. We will show you what steps in the process you should automate, why you should automate them and how to do it.

What steps belong to an Influencer Marketing process?

In order to know what to automatise and what not, we need to determine the steps in the Influencer Marketing process. 

We at INFLURY break down the process into the following steps:

The traditional Influencer Marketing process is manual.
Traditionally the Influencer Marketing process has a lot of manual steps

As stated before, traditionally all these steps have been done manually, making Influencer Marketing hard to scale. Automation can thus bring a lot of benefits, which will be covered next.

Automation saves time and helps to make data-driven decisions

By using automation as a tool, it can make a lot of the Influencer Marketing steps easier to manage.

Research and book the influencers fast and based on data

Automation brings the most benefits in the influencer research and booking phase. Based on the target audience criteria such as location, gender, age and interest, a software can find dozens or even hundreds of fitting influencers in minutes. 

A software can use millions of data points to analyze the target audience of an influencer. It can thus deliver a greater precision for the suitability of an influencer than a manual analysis.

A faster influencer booking also allows different A/B tests to personalize their campaigns or to book different types of influencers.

Fight against influencer fraud

Automation can also help in the quality control of the influencers by checking the follower growth rate and engagement rate for potential fraud cases. When the system already knows what is a suspicious behaviour, it can already flag these individuals and thus leave them out from the results.

Communicate more efficiently

You can also communicate with the influencers faster and more coordinated when automation is used. In a platform or with a software one can create predefined message templates which are easy to modify given any campaign type. These are then fast to send to a bunch of influencers.

A platform or a software also makes it easy to store all the communications in once place where multiple Influencer Managers can access it.

Keep a coherent brand image with predefined post templates and campaign briefs

Keeping a coherent brand image is also one of the challenges in Influencer Marketing. This is especially true when dealing with a lot of influencers.  Automation can help with it by offering post and campaign brief templates.

Set templates give the influencers very detailed instructions in what and how to post. They make sure that there are no misunderstandings and limits excess communications back and forth. Thus, the influencers are on the clear what and how to post and can thus concentrate on the content creation part.

Analyse the campaign results from one place

Needless to say, automation is key in the analysis phase. From a platform all the metrics from different posts and different campaigns can be found in one place.

This not only makes the analysis and thus campaign optimization easier, it also makes the data more transparent. No more guessing how many engagements or clicks to the website were actually generated.

Don’t forget the human touch in Influencer Marketing

However, as stated at the beginning, Influencer Marketing can’t be automatised completely. If one takes a look at the steps described above, it is apparent that every single one of them still demands some human involvement. 

Somebody has to come up with the campaign plan and content strategy, which is the basis for the whole campaign. This basis determines the criteria with which to search for the influencers. 

Same goes for communication with the influencers and writing all the contracts and briefs. When dealing with other humans, another human being is still the best communicator.

Also one of the most important tasks for humans in Influencer Marketing is the content review. Just as you wouldn’t approve advertising from an agency without seeing it first, you need to proof the content from the influencers.

Analysis of the campaign metrics and the decisions based on those metrics also still needs to be done by a human. A software can show you a lot of suggestions, but the final decision is yours to make. Or the Influencer Manager’s.

Thus, automation in Influencer Marketing can assist throughout the campaign process. It’s job is to leave the people more time on the things which a machine can’t do. 

But what if you don’t have the time or the people but would still like to get started with Influencer Marketing? Or maybe you have tried Influencer Marketing manually but were not really happy with the results? If those were your cases, then we should talk.

Influencer Marketing Automation With INFLURY

INFLURY was founded because our CEO Levin realised automation can make Influencer Marketing so much more efficient and profitable. So our own platform of micro-influencers based on our own software was created, to make more better performing campaigns for our clients.

We at INFLURY take care of all of the Influencer Marketing needs for our clients. Therefore, when collaborating with us, the advertiser’s Influencer Marketing process will look as followed:

The Influencer Marketing process with INFLURY

With us our clients can concentrate solely on the creative idea and the overall strategy of the campaign. Our experts will take care of the rest with the software and the micro-influencers from our platform. All the campaign results will also be found in one place, making the analysis and optimization easy.

And if needed, our clients get expert assistance in the concept and strategy phase as well.

If there are any questions you have regarding getting started with Influencer Marketing, you can send an email anytime at info@influry.com.

Or if you want to receive a personalised consultation regarding automatising your Influencer Marketing or even starting your first campaign, book a call with one of our experts! They are more than happy to help you.

Get started as a micro-influencer on Instagram

Understand how to receive campaign proposals as an Influencer in INFLURY.

Read more

How To Get Started With Micro-Influencer Marketing

10 minute read

In the past couple of years one term in the Influencer Marketing landscape has been rising steadily: micro influencers or Micro Influencer Marketing.

In this article we will shine light on what is meant by the term “micro influencers”, why brands should collaborate with them and how to do Micro-Influencer Marketing efficiently. We are confident that you will find inspiration to take to your next marketing campaign meeting. 

What is a micro influencer? 

Who is a micro influencer differs a bit depending on who you ask. Some say it is anyone who has between 10 000 and 500 000 followers, others say between 1000 and 1 000 000 followers. In any case when one talks about micro influencers one does not talk about individuals who count their followers in the millions. 

Micro influencers are not that widely followed, often because they are not such famous people or are operating in a niche. Thus, they attract a smaller audience, or smaller than what the Influencer Marketing branch has been used to. 

The why are the companies now started to move away from these mega-stars and the possibility to reach millions? Why can a person with 40 000 followers on Instagram be a better choice than an individual with four million followers? 

Why are micro influencers more effective than larger influencers? 

1. Micro influencers have a higher engagement rate

According to many studies, when the amount of followers rises, the engagement rate starts to go down. For example a study by Influencer Marketing Hub states that one can expect a person with less than a 5000 followers to have an engagement rate of around 5,7%. Compared to that a person with up to 100 000 followers can only expect to have an engagement rate of around 2,4%.

The more followers a person has, the harder it is to engage a significant amount of followers. Millions of people have very varied interests which can’t be addressed in one post or story. This means that the brand collaborating with a big influencer is also paying for followers who might not even be interested in the offering.

With micro-influencers however the situation is different. They most often work in a tight niche by posting mainly only about one topic, let’s say fitness or beer brewing. This in turn means that almost all their followers share the same passion and interest. So when a micro-influencer is promoting a product which fits their lifestyle, it will also fit rather perfectly to the lifestyle of their followers.

Plus, an individual who has not yet risen to such an influencer stardom might also feel a lot more closer than a megastar. The deeper the relationship between the influencer and their followers, the more influential the person actually is.

2. Micro influencers are not as expensive

Bigger influencers have traditionally been receiving a lot of brand collaboration offers in their channels. Therefore, they know their value and will charge brands accordingly.

Smaller influencers do not yet have such a big follower base to be able to justify high prices. Thus, with micro-influencers brands can not only reach a more engaged audience but also with a fraction of the price associated with larger-scale influencers.

Of course as micro influencers get more popular, they will realise that they can also charge more. But at least for now they are a very cost-efficient choice.

3. Micro-influencers do less advertisement

More brand collaborations also mean more competition among the companies. Smaller-scale influencers who don’t yet do such a large number of promotions have not yet saturated their audience with advertisement. Thus, every brand collaboration can have more impact.

With bigger influencers there might even be a sign of promoted product fatigue. This can make the person not really care about what they are promoting, let alone bother to check what they are posting

Thus, the more advertisement an influencer does the less authentic they can seem to become. As stated previously: the power of micro-influencers is based on higher engagement which is a result from high trust and authenticity. So they also need to pay attention that they don’t engage in too many brand collaborations which might turn off their followers.

How to find the right micro influencers?

Let’s say you have decided that the smaller-scale is the way to go. Let us therefore guide you with a few tips on how to find the right influencer. Just keep in mind that when it comes to micro-influencers, both the quality and quantity matter.

1. Look for influencers whose lifestyle fit with your brand and product

The main thing is of course to find a micro-influencers whose interests fit with your brand and product. That’ll make sure that the influencer’s audience will also be interested in your offering.

Be specific. For example if your beauty product is all-natural and vegan, you need to find micro-influencers who are all about vegan and natural products. Just any micro-influencer interested in beauty has already too broad an audience.

You can for example use hastags which are relevant for your product, to find influencers working in the same niche. Different influencer platforms also help the search, as they provide a pool of influencers from which to choose.

2. Calculate the engagement rate

The next step is to check how many followers the person has and calculate the engagement rate. 

As stated in the study by Influencer Marketing Hub, a person with 30 000 followers should on average have an engagement rate of 3-4%. So he or she should get around 1000 likes and comments per post. In smaller countries where there is less competition the percentages can be even higher. 

Keep in mind that these numbers are just averages, but your target influencers should still preferably hitting at least these numbers. 

Search also for previous brand collaborations the influencer has been doing, and compare their engagement rate to the average engagement rate. If it is not significantly lower, then the audience seems to be okay with the influencer promoting products.

If however the sponsored posts always perform way worse than the non-promoted ones, then proceed with caution. The audience might not be into paid posts from this influencer. 

3. Stay on the lookout for fake followers

Fake followers in Influencer Marketing is still a big problem. However, there are a few ways to make sure that the followers are at least mostly real humans.

An individual with a lot of fake followers has often a suspiciously high amount of followers compared to the amount of posts. It takes time to generate a large following, so a sudden rush in the amount of followers indicates that they have been bought.

Also if the influencer’s engagement rate is significantly lower than what is average to that many followers, then it also can indicate a large number of fake followers. Bots don’t engage. 

In addition, you should make sure that the content the influencer posts are mostly their own. For example Instagram is full of accounts which have grown their follower base by just copying popular content from others. 

However as bot accounts also just follow people hoping for a follow back, people can gather bot followers even without buying them. Lot of people don’t check regularly what kind of followers they have. But it should be done on occasion, as bot accounts can be kicked off from the follower list.

Finding the right micro influencers for your products does take time and effort. Luckily there are nowadays many services on the market which make finding the right micro influencers very easy

How to make a micro-influencer marketing campaign successful? 

Micro-influencer marketing campaign does not differ a lot from a bigger influencer campaign. The success factors are similar, but it is never a bad idea to repeat them: 

1. Set tangible goals

Do you want to reach a new audience, make more sales or to strengthen your brand image? The goal setting will determine the whole campaign scope from the amount of the influencers and the tone of the posts all the way to the technical implementation. 

2. Collaborate with a large number of micro-influencers

Don’t settle for just a couple of micro-influencers. There is always strength in numbers, so you should always have your products in the hands of as many suitable influencers as possible. 

And if you are worried about not been able to develop a relationship with such many influencers, you don’t have to be. Micro-influencers can help you scale your Influencer Marketing efforts while at the same time you build a relationship with a few bigger key influencers.

3. Take care of all contract and legal issues

With micro-influencers you also need to create a contract regarding the collaboration. This is important for example regarding usage rights for the influencer’s content.

4. Write a specific brief

In order to avoid any misunderstandings or mistakes, create a very detailed brief for the influencers. Things like how to mention your company, which hastags to use and how the product should be present ensure that your brand will be presented the right way.

5. Set the technical aspects

You need to set up all the possible technical requirements like elements like discount codes and influencer-specific links. The links need to be added to the influencer’s bio or to their stories as CTAs. 

You might also need to create a separate landing page just for the campaign.

Also remember to set your Analytics or any third-party analytics provider to track the visitors coming through that link.

6. Let the influencer have some freedom

Not only does the product need to match the influencer and their audience, but the post needs to also match the style of the individual. If the post comes straight from your marketing department without any reference to what the influencer is used to posting, then most likely the audience will not respond well.

7. Measure and analyse your campaigns

The metrics need to be determined in the goal setting phase. In that way at the end of the campaign it is easy to look at the numbers and determine whether the goals were hit. 

If sales are your goal, then direct purchases and clicks from the bio link to your shop are the ones you need to measure. Don’t forget to dig into your attribution data to determine if the campaigns have been involved in the sales process indirectly. 

Metrics like reach and engagement rate, or cost-per-engagement, are important if your goal is more brand awareness and consideration. But even when sales are your goal those metrics can be important micro conversions.

8. Re-use the influencers’ content

The influencers are content creators, who have the skills to make great pictures and write compelling texts. You should always consider to pay also for the usage rights for the influencer’s posts after the campaign. In that way you can receive high-quality content to be used on your own social media channels or on your website as testimonials.

The content from the influencers can also be used in other marketing campaigns you have. You can even use it to retarget your existing website visitors or the people who did not purchase immediately from the influencers.

Examples of successful micro-influencer campaigns 

You don’t have to take our word for it, as the internet is full of successful micro-influencer campaigns for you to get inspired by. There are also examples of influencer campaigns gone horribly wrong, for you to make sure not to repeat the same mistakes. 

You need to determine what success means to you, but whatever you do, let the individuality of the influencer shine through! Remember, they are the one who have the power over their audience, not you. 

We hope that our tips were useful to you and that you now feel more confident with micro-influencer marketing. However we also understand that the post most likely did not answer all our questions. So don’t hesitate to ask a question in the comments, call us or send us an email!

Employee interview: Influencer Marketing Manager

In our “Employee interview” series we want to show what working at INFLURY is like, and of course present our amazing employees!

The first person to start the series is Arianna, an Influencer Marketing Manager.

What made you apply for INFLURY? 

I didn’t actually apply here myself. I got a Linkedin message from the CEO Levin, asking me to have a call with him about a job opportunity. So I took a look at the website and thought that what they do is a very cool approach to Influencer Marketing. That’s why I decided to have a chat with him to see what he was offering.

Describe what you do on a daily basis

As an Influencer Marketing Manager I am responsible for the development and execution of various campaigns for our international clients. I lead a small team consisting of Junior Influencer Marketing Managers and interns, who support me in campaign management

My tasks include creating engaging and creative influencer campaign strategies for various brands who want to promote their products through influencers. I also manage and monitor all the phases of the campaigns – from choosing the influencers and shipping the products to the content review.

Besides campaign management I am also involved in improving the existing processes of the campaign team. So I do a lot of coordination and management in order to improve the team’s workflows.

How is it to work at INFLURY?

Everyone is friendly and there are no “labels” or hierarchy. As an employee you are free to communicate everything: every concern, every doubt, every idea. There is always someone willing to help or to listen.

What is that one thing you appreciate the most? 

The openness towards new ideas. INFLURY is a very open-minded place to work as there is no fear for new suggestions or chancing the status quo if that leads to improve the processes.

What is the most important thing you’ve learned so far?

To not be afraid to express myself. Communication is often a big pain point for companies as people are often unsure about what they can or can’t say. But at INFLURY is not like that all as communication is valued very high, whether it’s criticising or complimenting. 

If you could choose any brand or a person to do an Influencer Marketing campaign with, who would it be and why? 

It would be any humanitarian association or a company dedicated to a good cause! It’s amazing to see how well also influencers react when it comes to charity or to sensitive actions related to environmental issues, animal protection and similar topics.

It’s very gratifying to contribute to such causes with Influencer Marketing. It proofs that marketing can be a very powerful tool if applied the right way.

Can you tell a funny anecdote or a memory from the office? 

I have a lot of fun memories from Friday evenings at the office. We used to always stay long on a Friday, drink a beer and maybe go to grab a bite all together. For sure, INFLURY is not a boring office!

Alongside taking good care of our campaigns at work, what do you like to do on your free time? 

I really enjoy working out and practicing yoga. It clears my mind after a whole day sitting in front of the laptop.

If you got intrigued by what Arianna has to say about working at INFLURY, feel free to take a look at our open positions! We are always looking for motivated individuals to help us build the company.

DMEXCO 2019 Recap

How do the digital marketing people in Germany see Influencer Marketing? What are the most prominent questions and concerns that marketers have related to it? By talking with dozens of marketers from a variety of industries at DMEXCO, our sales team could pin-point a few of the most pressing themes in Influencer Marketing.

How to find the right influencers

The theme of the conference this year was “Trust In You”, and most of the questions our team received fit with it perfectly. Influencer Marketing means companies have to practically trust their brands in the hands of strangers, so they had a lot of questions regarding influencer quality.

How to spot influencers with fake followers was a big topic. Companies can’t of course have their products advertised by people whose audiences are not real humans. So being able to filter out those kinds of fake influencers is crucial.

Another popular discussion topic was influencer match. How to find the influencers who have the best brand fit? Or it should actually be asked this way: which influencers’ audience could be interested in the company’s offering? The answer has two sides: the influencer needs to talk about topics which match the company’s product or service and their audience needs to be engaged enough.

Many studies of influencer types and their engagement rates have shown, that when the amount of a person’s followers increases, the engagement rate decreases. So they are able to truly engage less and less people in relation to their followers.

This means that the company’s offering is seen by a large amount of people who are not really interested in it. Thus, the most engaged audience is the audience from so-called micro-influencers, who work in a tight niche.

How to drive sales with Influencer Marketing

Driving sales and revenue is in the end the main goal of all marketing efforts. However, people have been struggling to do it with Influencer Marketing, as it was discussed at DMEXCO. 

Many marketers seem to have difficulties seeing Influencer Marketing as a part of the customer journey. There is a lack of knowledge on how to use it to reach marketing goals, from growing brand awareness to advertising to existing customers. 

And based on the discussions, we can identify the problem as the following:

Influencer Marketing is not treated as Performance Marketing

There seems to be a misalignment with what marketers want to get out of Influencer Marketing and how it is done. It is often perceived as a performance-based effort which needs to be measured, but many people still act like they are doing brand marketing. This makes it hard to generate sales and revenue as the actions are not aligned with the desired outcome.

Marketers appear to think it is more important to have a good personal relationship with all their influencers instead of aiming for campaign results. Therefore it can be hard to scale Influencer Marketing efforts as one can only have a very deep relationship with a limited number of influencers. This in turn leads to a lack of measurement, as there just is not enough people to take care of it.

As Influencer Marketing is being balanced between brand and performance, it does not seem to have established metrics. Engagement metrics such as likes and comments are important, but they are soft, more brand-related metrics.

If Influencer Marketing is really seen as a part of Performance Marketing, its effect on revenue and sales needs to be measured accordingly. And with today’s technology there are ways of doing just that.

What kind of companies could do Influencer Marketing

Quite a few German digital marketers also seem to have a bit old-fashioned view of Influencer Marketing. They think it is something for beauty products or fashion companies only, and thus are hesitant to even get started with it. Our team also talked with companies who are offering a service and don’t quite realize that it can also be advertised as a product.

Also a few offline retails came to talk with us about how Influencer Marketing could work for them. So bridging the gap between online and offline worlds with carefully set KPIs is a growing theme.

Our sales team also talked with a lot of niche and DIY companies, who have already done Influencer Marketing successfully before, and were now looking for ways of scaling their efforts. So it seems that Influencer Marketing is not just for big companies anymore, and definitely not just for beauty and fashion brands.

B2B Influencer Marketing, meaning advertising products or services via online professionals, was also a topic that was discussed quote a lot. However, as professionals are not interested in growing their influence through paid efforts, there is nothing happening in that field yet. But the theme is already there, so we will wait and see how it will develop or if it will fade away. 

Conclusion

Influencer Marketing seems to be a new topic for many of the marketers at the conference, so they don’t know exactly how to approach it. The lack of a systematic, performance-oriented approach and clear metrics make it hard to scale.

Also, the market needs to move away from the relationship focus. A company does not need to have a deep relationship with all the influencers they are cooperating with, in order to successfully do Influencer Marketing. A shallower relationship with many smaller-scale influencers makes it possible to scale Influencer Marketing activities and at the same time nurture a deep relationship with a few brand ambassadors.

All in all, our team was happy to be able to discuss with so many German digital professionals get a better understanding of the questions a lot of companies have. If you happen to have any questions regarding Influencer Marketing, you can at any time shoot us an email at info@influry.com.

Or if you want to have a consultation about whether or not Influencer Marketing could be something for your company, just schedule a call with one of our experts! They are more than happy to help you.

Instagram Meme Pages were deleted over night

Last night Instagram Meme Pages were deleted by the Social Media. A minimum of 30 Instagram-Accounts posting memes have been removed from the Social network. Due to violations of their terms and conditions the Meme-Pages have been deleted, Instagram is saying.

“These accounts were disabled following multiple violations of our policies, including attempted abuse of our internal processes,” a Facebook spokesperson told the Daily Dot in an email statement.

Here is a list of some deleted Instagram-Meme accounts:
@memeextraordinaire
@grandpasgenitals
@zuwamba
@yerdank
@thespedshed
@godsbleach
@meme_hummus
@autist
@bofaballs
@yore
@sup.david
@peteralagha
@c6ige
@wokeist
@dailymemes.exe
@deadv1
@sourpods
@silentmemes
@deepfriedlays
@suucle
@medicalthing
@darted
@uniquevines
@nutted
@femalsdoingthings
@grinder
@babebuddy
@laugh.s
@finest.inventions

The History of Instagram Algorithm – Everything you need to know

Photo by Jakob Owens

Instagram is designed with two goals in mind. Maximizing the time you spend using the platform and monetizing this presence by selling your attention to advertisers. The more time you spend on the app, the more money they make. The Instagram algorithm was built to keep you on the app for longer. The posts that captivate us the most are those with “high engagement statistics”. The algorithm is designed to rank your feed, showing these posts first. This means that accounts you like and engage with will often be displayed at the top of the feed. The algorithm is constantly changing, as the company tweaks the criteria for what constitutes an “engaging” post, but we are here to help you to take full advantage of the system currently in place.

The History of Instagram

In order to understand the functionality of the Instagram algorithm, it is useful to consider the history of the company. When the app was released in 2010, it went from a handful of users to the number one free photography app in a matter of hours. By December of the same year, Instagram had over 1 million users. Shortly after the release of the Android version of the app in 2012, Instagram was acquired by Facebook for a whopping $1billion. By December of the same year, the new management was already causing controversy with changes to its Terms of Service. Facebook enabled Instagram to sell its users’ photos without notification or compensation. This policy was later retracted due to an overwhelming consumer backlash. Despite this rocky start, Instagram continued to grow exponentially under the new management throughout the next years.

Facebook’s acquisition of Instagram influenced the way that the app was designed on a technical and conceptual level. For example, the app began to utilise a storage technology called Cassandra, developed by Facebook. Another notable change came in March 2016, with the implementation of the Instagram algorithm.

History of the Algorithm

When Instagram first came out in 2010, the feed was simply organized chronologically. However as the company grew, and the popularity of the app skyrocketed, it became harder to keep up with the sheer quantity of content. So they decided to implement an algorithm to help organize that content more effectively. The goal was to show users content more relevant to them which not only makes the overall experience of Instagram more enjoyable but again keeps them using it.

When Instagram first introduced the algorithm, people were, to put it lightly, discontent. A petition called “Keep Instagram chronological” on Change.org even gained around 70,000 signatures in only 24 hours. However, since the algorithm was implemented, users have been more actively engaging with the community, liking and commenting on more photos.

How it 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. The feed is based on how you have previously interacted with posts. Tech Crunch

Photo by Marvin Meyer 

So how exactly does the algorithm work? After a post, the algorithm shows that post as a percentage of total followers. This process measures the level of engagement, in comparison to similar posts from the past. This data is used to predict engagement from each of your followers compared to all other posts, from all of the other accounts they follow, since they last opened the app. Hacker noon. Every time you log in and see the home feed, it resets to display a new set of posts.

There are three main factors which determine the order of your Instagram feed: interest, proximity in time, and relationship. The first refers to the prediction of your in potential interest in a post, given your past behaviour on similar content. The second factor, is when the post was shared, with priority given to more recent posts. Lastly, your relationship to the person sharing the post affects its ranking. Posts shared by people you interact with frequently, by commenting on their posts or being tagged together in photos, are pushed to the top of your feed.

In addition to these main factors, there are three other features that influence post rankings, these are frequency, following and usage. Frequency refers to how often you open the app. The algorithm adjusts to show you what it considers to be the best posts uploaded since your last visit. The number of people you follow also influences your feed. The more people you follow, the bigger the pool of posts for the algorithm to choose from. So you will generally see less content of any individual accounts. How long you spend on the app also determines if you’re seeing a small selection of posts curated by the algorithm at the top of your feed. This provides a comprehensive view of the content posted by the accounts you follow. As you continue to browse, you will eventually see all of the content posted by the accounts you follow.

FAQs

Is Instagram “shadowbanning” users for using repetitive hashtags?

  • Shadowbanning is “the act of blocking a user’s content on social media sites, in such a way that the user doesn’t know it’s happening. If you’re shadowbanned on Instagram, your content won’t appear on anyone’s feed unless they already follow you.” When the algorithm was first released, many Instagram accounts were affected by a mysterious glitch in the app, which was shadowbanning posts if users repeated the same hashtags too often––which Instagram considered as spammy behaviour.
  • Although Instagram doesn’t openly admit to shadowbanning, there is a possibility that the algorithm does limit the visibility of accounts that display spammy behaviour. In order to avoid being potentially shadowbanned, make sure that you do not use automated posting tools or bots, and that you’re not using broken hashtags

Does posting more hurt your performance in the Instagram algorithm?

  • No. Posting more often will not 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.

Does the Instagram algorithm favour specific kinds of content?

  • There are many theories about the algorithm favouring specific post formats, specifically recently released features, in order to promote Instagram’s latest innovations. However, this is just an urban legend. Instagram’s feed ranking method does not favour users who use Stories, Live, or other special features of the app. Furthermore, feed ranking does not favour the photo or video format uniformly. People’s feeds are sorted based on what kind of content they engage with most. Thus, if you never pause while scrolling to watch videos, you might see fewer of them.

Click here to read our tips on how to beat the algorithm!

How to Beat the Instagram Algorithm in 2019

In order to optimize your Instagram account to achieve the best possible performance. It is key, not only to understand the Instagram algorithm but also why it exists in the first place. The Instagram algorithm is built to keep you on the app for longer. It uses machine learning to predict and rank the posts you will like the most, based on your past engagement. Why? The company is seeking to prolong your time on the app in order to make a profit. Instagram makes money by selling our time and attention to their clients, advertisers. The algorithm is constantly changing, as the company tweaks the criteria for what constitutes an “engaging” post, but this article will show you how to take full advantage of the system currently in place.

The three main factors which determine the order of your Instagram feed are interest, proximity in time, and relationship. Interest refers to the algorithm’s prediction of your potential interest in a post, given your past behaviour on similar content. When the post was shared also influences its placement in the feed––with priority given to more recent posts. Lastly, your relationship to the person sharing the post. Posts shared by people you frequently interact with are pushed to the top of your feed. In addition to these main factors, there are also three other features that influence post rankings: frequency, following and usage. (For more information on how the Instagram algorithm works check out our article: ‘Everything you need to know about the Instagram Algorithm’).

There is no universal ‘hack’ or formula that you can use to beat the Instagram algorithm, however, there are certain things you can do to make sure that your content performs well in the feed. This being said, here are our 5 best tips to grow your account using your new found understanding of the Instagram algorithm.

Always post when your audience is most active on Instagram.

Photo by Steve Daniel

If you randomly post at times when fewer of your followers are on the app, your content is less likely to gain engagement quickly and the algorithm is more likely to push your post down the feed.

Use the ‘insights’ feature of your Instagram account to monitor when your audience is most active on the app. Unfortunately, this is not available to personal accounts yet. This means that in order to access this tool, you will need to use a ‘business’ account on Instagram. You can switch your account from personal to business in the settings tab. The insights section is a native analytics tool. It is useful because it provides data about your engagement statistics as well as audience activity and demographics.  

Apps such as Hootsuite and Later can also be useful in order to gain more insights and statistics about your account as well as schedule your content to automatically post at a specific date and time. This way you can save time and plan ahead with what and when to post.

Measure your engagement data to gain an understanding of your audience’s interests.

In order to be able to measure and analyse your engagement statistics using the Instagram insights tool, you need to be frequently creating new content, or you won’t have anything to measure. Once you have posted a variety of content at different times and tried a few different strategies and techniques, you will then be able to start analyzing your strategies. You will be able to measure which posts perform the best and which ones your audience engages with most to get an objective understanding of what captures your audience’s attention. It is then up to you to analyze this information and figure out a pattern.

Focus on creating fresh and unique content.

To be favoured by the algorithm, one needs to create content that is highly differentiated, within a category that isn’t saturated. It is crucial to be as unique and compelling as possible, within your content category. The algorithm determines a post’s ranking depending on the likelihood of engaging a user, in comparison to everyone else they follow. So, if there are many users creating content similar to yours, it lowers your chances of being ranked highly.

Photo by Toa Heftiba

This is why it is key to create content in a category which isn’t saturated. An easy way to find out how many people are also posting about your chosen topic is by looking at the number of posts under the most popular hashtag about your topic. The more posts there are, the higher the saturation of your chosen topic.

Create engaging content.

Because we know that the total percentage of our audience, depends on how a small percentage of them engages with each new post, we have to maximize the engagement potential of every post. You can create engaging content 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 favourite…” etc.

In order to optimize your engagement potential, it is important to use all of the resources and tools available on the app including stories and the live feature. That way you keep your content varied while still maintaining a consistent presence in the feeds of your followers and attracting new viewers.

Engage with your community

After you have created unique and engaging content, it’s time to make sure that it is seen by interested users. Keep in mind that the first hour after you post is crucial––the more likes and comments you receive during that time period, the higher your post is ranked in the algorithm.

In order to maximize the engagement potential, it is crucial to be active within the Instagram community. By following other users and liking and commenting on posts related to your account, you increase your visibility which helps you gain new followers and increase the engagement on your own posts.

Using hashtags correctly is crucial to increase your reach, as well as your community engagement, because it helps increase the exposure of your posts to people who are interested in that kind of content. When you use hashtags you are filing your post under a category which users who are posting similar content or simply those interested in those categories can access.

Another way to maximize engagement and increase traffic to your account is cross-promotion. This means promoting your post on other social media accounts, like Facebook, Twitter, or Snapchat.

Final Points

Although the algorithm is constantly being updated, the overall goal of the company does not. Remember, Instagrams primary goal is to make money. If you want to grow a following you must consider this. But most of all, take time with your content, think creatively and produce content that is different. If you simply want a following on Instagram then following our steps will help. However its up to you what that content says about you. Be yourself and you will find your niche in this global network.

To understand what changes can be applied to the Instagram algorithm in the future, it is essential that you first learn about the history of the Instagram Algorithm.

News, LALALAB and Podcasts

Spring is here and INFLURY has cleaned off ready for summer. This months issue will delve into the rise of podcasts, changes to the software and website and our exciting new partner LALALAB.

Good News Berlin Style

Welcome, I want to start off by saying that this will be the first of our Newsletters.  I am planning to produce one of these every month with the intention of keeping you up-to-date on INFLURY’s activities. I will be creating brand profiles for our partners, showcasing the wonderful brands we are collaborating with. It is also the perfect format for us to notify of changes and developments in Influencer trends and Instagram. I will also detail changes to Influry accompanied my an email to our Influencers,  including upcoming brand opportunities. If the need is there, we will also produce In-depth articles on certain topics we feel deserve it. With that, let’s move on to the INFLURY news.

INFLURY: Updates and News

Has anyone noticed a change in the air? Summer is officially on its way and INFLURY has undertaken a spring clean. With the new software update now functional we are ready to start using it to its maximum. More changes will be made, but at this point, the software is doing its job. There may be changes to the UI in the future, guaranteeing ease of use. Now it was time to turn our attention to the website.  

The website content has been going through numerous drafts, rewrites and changes for months now.  At the beginning of this month however, we were finally satisfied with the content, it was now a matter of design.  The good news is that the design is being created as we speak. We are trying to create two websites in one, with the Advertiser and Influencer sections bringing their own unique “personality”.   When the new site is live, we will certainly notify you all so you can have a look around.

For now though check out our current website: https://influry.com/

Podcasts, A Growing Medium

Online Influencers are often creating and popularising trends on social media. The latest of these trends is the growing number of podcasts. Many Micro-influencers on Instagram also have successful podcasts to accompany their accounts, while successful podcasts also have Instagram accounts. The interconnectivity of these different platforms is a trend that cannot be underestimated.  But podcasts have been around for a while, so why this recent explosion in numbers? Is it simply a passing fad? Or could it be the start of another burgeoning online media Industry?

What is a Podcast?

A podcast is simply a person or group of people talking on a subject, made available as an audio file. How long you ask? How long is a piece of string? Podcasts range from 5-minute bite-size chunks and 20-minute commuter friendly chats all the way to 1 or 2-hour lengthy dissections of situations. The diverse range allows for several applications for various genres and formats each one with its own unique appeal to audiences and by extension, advertisers.

But what is behind the appeal to podcasts? Why have their numbers exploded?  The ability to create a podcast relies on some basic recording equipment (microphones, audio editing software), a room and someone to speak on it.  With the availability of this technology and the affordable price, podcasts have become a great way for aspiring influencers and creators as well as attracting those who made a name on other sites and platforms.

YouTube and Instagram, to mainstream news outlets, influential creators are turning to podcasts, often using them in addition to their existing formats.  Combine this with large mainstream formats facilitating the postings of podcasts for easy consumer access and the growth of podcasts numbers makes a great deal of sense. Applications like iTunes, Soundcloud and Spotify have created a vast network of podcasts in huge numbers. Apple recently announced that it will soon split iTunes between podcasts, movies and music into separate applications. This highlights consumer demand for podcasts.

The Variety of Podcasts

In terms of content, podcasts have one of the greatest varieties of genres across online formats. Many creators simply talk about their daily lives, with a group of friends telling stories, others have created book clubs, interviews with public figures, comedy shows, politics, economics, celebrity gossip, the list goes on. This has made podcasts one of the most engaging content forms currently available. Consumers pick a podcast that they think they would like and many people listening to the end. Podcasts can be in small 20 minute segments but many.  For advertisers, this provides the perfect location for targeted digital marketing.

Brand support of podcasts has increased alongside their popularity. What makes them so desirable is that the adverts are read out by the podcasters themselves. For an hour podcast, there might be around 4 minutes of advertising space, considerably lower than that of TV and youtube. However almost all listeners will consume a full advertisement, and with the small amount of time dedicated to advertisements, the adverts themselves provide a more powerful message.  

The downsides to podcasts, well the price. Podcast CPM is often, by some estimates to be around $30, much higher than your average Instagram CPM. Obviously, this price varies, but the engagement of podcasts is reflected in the high price. However, podcasts do not have the same audience numbers seen on Instagram, and for this reason, the quality of podcasts advertisements is often dwarfed by the scope of Instagram.

LALALAB- Brand Profile

Social Media and smartphones have made the process of showcasing our photographic lives, to family and friends simple and easy.  With Facebook alone containing around 350 billion photographs across its lifetime. But what have we lost for all this has created?  The tangible side of photography has seen a rapid decline with the rise of the digital, and the lack of physical evidence of our lives can often seem dawning and superficial. However, INFLURYS latest partner is here to change that. Step forth LALALAB.

LALALAB, originally called Polagram, was created in 2012 by 3 friends with the goal of printing photos from social media while keeping things simple. Printing photos for customers in over 75 countries around the world, they have certainly kept printed photos a desirable and simple addition to our photographic lives. With products ranging from large calendars to photo strips straight out of a booth, LaLaLab is the new way to create physical photography affordable with a professional finish.  This has to lead them becoming the highest rated printing app in Europe and according to their website, printing enough photos to eclipse the Eiffel Tower every 11 days. Without a doubt, LALALAB is a perfect addition to anyone who desires photos the old fashioned way.

How does LALALAB work?

LALALAB works like any other smartphone application. Downloaded straight to your devices you can then access your photos across all social media and Cloud services, as well as pictures saved onto your smartphone.  Simply choose the images, pick the product you want those photo to be on and voila. With a generation of people all over the world taking pictures every day, most of us have more than enough content to choose from, displaying an online world, offline.

LALALAB have a variety of different products to choose from, have a look at their Instagram https://www.instagram.com/lalalab/?hl=en

INFLURY and LALALAB will soon be teaming up for the first time. Together we aim to reach 660 thousand followers per month across Germany. We are using their mini-vintage prints and photo strip products for the campaign, two products which perfectly capture LALALAB’s brand. We are extremely excited, and we hope to work with LALALAB, and we cannot wait to start posting content with our influencers. Find out more about LALALAB on their website https://www.lalalab.com/en

That’s all for this month. I look forward to writing more of these in the future, See you soon.