Instagram is changing the marketing landscape.

It took over the fashion magazine business and changed the way travel companies do business. Instagram influencer marketing has become crucial to the marketing mix.

Is investing in Instagram influencer marketing the right thing for your business?

It depends.

Before you start planning your campaign, you need to know a few things about it.

Instagram influencer marketing has the potential to make a big difference to your brand, but it is not a magic wand. To make the most of it, You need to follow the latest trends and partner with the right influencers.

Let’s take a look at a few trends you can capitalize on when you lay down the rules of your marketing campaign.

Relevance Over Reach

Influencer discovery can be hard for newbies. Even experienced marketers have a hard time selecting the right influencers for collaboration.

It’s easy to get swayed by mega-influencers with millions of followers. But you need to look beyond the surface and check out their engagement numbers.

You should evaluate influencers on your list and ask yourself these questions:

• Are their followers genuine?
• Are their audience demographics similar to that of your target consumers?
• What kind of conversations do they have with their followers?
• Does their content fit your brand’s voice and tone?

Collaborate with influencers who have the same audience demographics, domain, and values as your brand.

Don’t worry if they have just a few thousand followers. What really matters is how engaged their followers are. If their followers are deeply committed, you’ve found your match.

Relatability vs. Popularity

Influencers earn credibility because of their relatable and authentic content. That is one of the key reasons why people trust them more than paid ads. Though a large chunk of influencer content is sponsored, it still resonates with the interests of their followers.

If you opt for partnering with a celebrity influencer hoping to bask in their limelight, you might waste your investment. That’s because their content lacks the personal touch that nano- and micro-influencers bring to the table.

A wiser choice is to partner with influencers who put genuine efforts into content creation. You can gauge this by scanning their feed and engagement rates. Such influencers can actually deliver the desired results for you.

Cost Issues

The global Instagram influencer market is booming. It follows that as companies plan to spend more to partner with influencers, the rising demand will push the prices up.

If your company has a small budget for influencer marketing, you could find yourself competing with big corporates for the same influencers. If you pay influencers more, you might not be to get the ROI you want from your campaigns.

The good news is that nano- and micro-influencers are much more affordable than top-tier influencers. These influencers can help you spread the word out about your brand and products.

Conclusion

Deciding to use Instagram influencer marketing in 2020 might seem a good idea, and in most cases, it is. Following these trends can help you lay a solid foundation for your decision.

To find out more about Instagram influencer marketing in 2020, check out the infographic below by Fourstarzz Media.

Infographic Courtesy: Fourstarzz Media.