Harnessing Instagram Influence: Strategies to Boost Your Sales

Social media platforms let you do online marketing in a very personal and powerful way. When used properly, they can consistently drive customers to your website. With 72% of the US population using some form of social media, these platforms are the top places to find new customers.

Instagram is particularly popular, with about one billion active users each month. However, Instagram isn’t like other social media sites. Knowing how to use Facebook or understanding Twitter hashtags doesn’t mean you’ll master Instagram. Its visual focus and unique design require a carefully crafted strategy to attract the numerous potential customers who check their feeds daily.

Here are some tips to foster strong organic engagement on your business’s Instagram profile, focusing on how to use Instagram influencer marketing to drive sales and leads.

First and foremost, determine if your customers are even on Instagram. Effective social media marketing starts with identifying where your audience spends their time. With so many platforms available (Facebook, Twitter, TikTok, Snapchat, Pinterest, LinkedIn, etc.), you need to figure out which ones your audience uses the most.

Instagram is especially popular among 18-29-year-olds, while those over 65 use it the least. Urban populations and women also tend to use Instagram more than rural populations and men. If your target market aligns with these demographics, Instagram may be worth your attention.

Given its youthful audience, Instagram is a platform where showcasing company values can be beneficial. Generation Z, in particular, cares about the ethical standards of the companies they support. Highlight the ethical aspects of your business. Are you committed to fair trade? Do you support social justice causes? Sharing these values can help build trust and engagement.

Influencer marketing is effective because consumers are getting better at ignoring traditional ads, and brands need new ways to connect with their audience. Millennials and other big consumer groups are increasingly engaging with people they feel they can relate to. Brands using storytelling can leverage this connection.

About 80% of marketers find influencer marketing effective, creating many opportunities for small influencers. It’s essential to find the right influencers and manage relationships with them. Platforms like Popular Pays can help streamline your influencer marketing strategy.

For example, La Croix spring water uses Instagram influencers to promote their brand by having them use branded hashtags. This gives your brand authenticity. Influencers also provide social proof on your product page. Stitch Fix, for instance, boosted awareness by linking a Q&A with a fashion blogger on Instagram, who then shared it on her own profile, cross-promoting the content.

Interviews are useful for influencer outreach because most influencers enjoy the opportunity to be interviewed. Tools like Text Optimizer can help generate ideas for engaging discussions within influencer marketing.

Because influencers have highly-engaged audiences, your goal should be to integrate your message into their conversations. Influencer marketing requires a lot of effort and can be challenging. It’s often recommended to spread your budget across multiple influencers to reach targeted audiences instead of relying on a broader network alone. This approach can offer better exposure and engagement at a lower cost.

For instance, Hawaii’s Department of Tourism used this targeted influencer technique with their “#LetHawaiiHappen” campaign. By partnering with both Hawaii natives and travel bloggers, they promoted events and fostered interest in visiting Hawaii. This campaign led to over 100K posts in a year, significantly boosting tourism interest.

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