Mastering Instagram: Leveraging Influencer Marketing to Boost Sales

Social media platforms offer a highly personal and powerful way to do online marketing. When used effectively, they can consistently drive customers to your website. Considering that 72% of the US population uses some form of social media, these platforms are prime spots for finding new customers.

Instagram, in particular, is extremely popular, boasting about one billion active users every month. However, Instagram isn’t just another social media site; it requires a distinct approach. Just because you understand Facebook or Twitter doesn’t mean you’ll easily succeed on Instagram. Its emphasis on visuals and unique design demands a well-thought-out strategy to attract the vast number of users checking their Instagram feeds daily.

Here are some valuable tips for fostering organic brand engagement on your business’s Instagram profile, specifically using influencer marketing to drive sales and leads from your social media channels.

The crucial step in a successful Instagram campaign happens even before you set up an account or make your first post. You need to ask yourself: Are your customers on Instagram? Effective social media marketing hinges on locating your audience. With numerous platforms like Facebook, Twitter, TikTok, Snapchat, Pinterest, and LinkedIn, it’s essential to identify where your audience spends their time and research which platforms they use most.

Instagram is particularly popular among the 18-29 age group, while those over 65 use it the least. Urban populations and women are also more likely to use Instagram than rural populations and men. Assess your target market to determine if Instagram is a significant part of their online activity. If not, your marketing efforts might be better directed elsewhere. If Instagram is relevant, keep reading.

Instagram, favoring younger demographics, is a platform where showcasing your company’s values can pay off. Generation Z, in particular, values the ethical standards of the companies they support. When planning your influencer marketing campaign, think about what ethical aspects of your business you can highlight. Whether it’s high fair trade standards in textiles, direct trade practices in coffee, or a focus on social justice in education, showcasing these values can resonate with your audience.

A good example is Airbnb’s #WeAccept campaign, which opposed the U.S. government’s refugee policies. Using inclusive language in your posts and being sensitive to age, gender, class, race, and disabilities can help create a positive brand image.

Why is influencer marketing so effective for driving traffic to e-commerce and SaaS platforms today? The reason is that consumers have become skilled at ignoring traditional marketing, forcing advertisers to find new ways to reach them. Concurrently, millennials and other key consumers are increasingly engaging with relatable influencers, allowing brands to build stronger connections with their audience.

With 80% of marketers considering influencer marketing effective, there’s ample opportunity for smaller influencers as well. The key is to find the right influencers and manage your relationships effectively. Platforms like Popular Pays, especially after teaming up with content creation app developer Lightricks, provide tools to streamline your influencer strategies.

For example, La Croix, a spring water brand, successfully uses influencer marketing by engaging Instagram influencers with branded hashtags. These influencers provide social proof that can be showcased on your product pages. Another instance is Stitch Fix, which promoted an article featuring a Q&A with a fashion blogger and social media influencer on Instagram. This collaboration not only boosted awareness but also cross-promoted content across different platforms, increasing engagement.

Interviews are particularly effective for influencer outreach since influencers are likely to accept opportunities for interviews. Tools like Text Optimizer can help generate ideas for interesting discussions to feature in your influencer marketing campaigns.

Because influencers have highly-engaged audiences, integrating your message into their conversations is crucial. However, influencer marketing requires a lot of effort and can be challenging. Some experts recommend spreading your budget across multiple influencers to reach different targeted audiences rather than relying on broader networks. This approach can lead to greater exposure and engagement at a lower cost.

The Hawaii Department of Tourism successfully employed this technique with their #LetHawaiiHappen campaign. By partnering with various Instagram users, including locals and travel bloggers, they promoted events that increased interest in Hawaii, generating over 100K posts in a year and boosting tourism.

Combining influencer marketing with affiliate marketing is also effective, as influencers appreciate being compensated for referrals.