You might have noticed that influential Instagrammers are doing a lot of promotions for brands relevant to their niche. Being such a visual platform, Instagram may be the best platform for you to run your influencer marketing campaign. Maybe you’re tempted to try it out, but you’re not too keen on investing in a platform that you’re not sure would deliver results.
So let’s take a look at some of the reasons why it’s worth it to spend your marketing dollars on Instagram influencer marketing.
You’ll Reach a Massive Audience
While Facebook still dominates social media usage, Instagram is the second most popular social media platform. Pew Research Center reports that 32% of adult internet users in the U.S. are on Instagram. Young adults are particularly fond of the channel, making it an ideal platform to reach them.
But that’s not the only reason why Instagram is such a desirable platform for influencer marketing. Influencer marketing is best done on Instagram because some influencers tend to have more followers on the platform than on other social media channels.
A 2017 study conducted by Quintly also supports this and found that follower growth rate is the highest on Instagram.
Let’s take a look at the fashion and style influencer Aimee Song of Song of Style, for example. She currently has around 71,300 Twitter followers:
On YouTube, she has 185,000 subscribers:
On Facebook, she has 893,376 page likes and 883,402 followers:
She has 108,108 followers on Pinterest:
But on Instagram, her reach has expanded to 4.6 million:
This is just an example of one influencer whose Instagram following is the largest compared to other social media channels. Vloggers such as Zoella have a more uniform reach on YouTube and Instagram with 11 million and 11.2 million respectively. That’s because vloggers built their influence through YouTube and it’s only natural that they have a significant reach on the platform.
With other types of influencers, Instagram seems to give them the most reach. Even if you go through some of the influencer profiles on Influence.co, you’ll find that a lot of them either only have an Instagram account or have the most followers on Instagram.
The following screenshot shows the profile of Amber and Sarah of @flip_flopsandfurs. They have a few thousand followers each on Twitter, Pinterest, Google+, and Facebook. But on Instagram, they have 10,500 followers.
Instagram Has the Highest Interaction Rate
Social media users tend to interact more with posts on Instagram than on any other platform. The previously-cited Quintly study found a striking difference in the interaction rates between Instagram and other platforms. For accounts that had one to 1,000 followers, the interaction rate was 10.72% on Instagram, 0.42% on Twitter, and 1.86% on Facebook.
For accounts with 1,000 to 10,000 followers, the interaction rate was 2.63% on Instagram, 0.11% on Twitter, and 0.69% on Facebook. Although interaction rates decreased uniformly along with an increase in following, Instagram consistently ranks much higher than Twitter and Facebook.
For accounts with more than 10 million followers, interaction rates on Twitter and Facebook were only 0.01% and 0.06% respectively. But Instagram still maintained an interaction rate of 0.88%, which is a lot higher than the highest interaction rate on Twitter.
Image Source: Quintly
These numbers suggest that Instagram users are more likely to interact with the campaign posts created by influencers for your brand. The more they interact with the content, the more familiar they will be with your brand. This familiarity is crucial if you wish to win over consumers and turn them into loyal customers.
It’s an Influencer-Favorite
Based on their experience, influencers agree that influencer marketing is best carried out on Instagram. A Bloglovin’ survey on micro-influencers found that a majority of micro-influencers believed Instagram to be the best platform for branded content. 59% of respondents also felt that Instagram is the most effective platform for engaging their audience.
Hashoff also surveyed 150,000 influencers to find out how they feel about influencer marketing. Even in this survey, Instagram seems to take the lead as the platform of choice among influencers. 91.9% of the influencers considered it to be their number one platform. Facebook and YouTube each got the vote of 2.7% of respondents in the survey.
So it’s clear to see that influencers prefer Instagram as it enables them to effectively engage their followers and promote the brands they like. It helps them connect with people who share the same interests as they do, turn them into followers, and eventually convert them to fans.
Since influencers have a first-hand experience with delivering promotional content to consumers across various social media platforms, they would know for sure which platforms deliver and which of them don’t. It would be wise for brands to trust the opinions of these influencers regarding which platform would be the most effective for engaging people with promotional content.
New Instagram Features Offer More Opportunities
Instagram developers are constantly enhancing its features, offering new ways for influencers to deliver promotional content to their followers. Influencers can now share real-time experiences with their followers through Instagram Live and Instagram Stories. More recently, Instagram came up with a Paid Partnership tag to improve the transparency of sponsored content created by influencers.
This tag should be able to help influencers and brands in maintaining FTC compliance and avoiding unnecessary expenses on fines. These efforts clearly show that Instagram is making an active effort to accommodate influencers and adapt their features to suit the needs of influencer marketing. It has become much easier for brands and influencer to work together and deliver promotional content to a relevant audience.
These are some of the top reasons why influencer marketing campaigns on Instagram may be the best option for brands. As you can see, the platform offers many benefits, such as better reach and engagement. So you can be certain that your investment in influencers could deliver impressive results if you execute the campaign through Instagram. Got any questions about these points? Feel free to leave a comment below.