Digital Marketing: Why SME’s Must Promote Through Instagram Influencers

Have you just created a new business and do not yet have pages on social networks? How to make your product known and in demand, and your account has attracted the attention of the public? The answer to this question consists of only three words: Instagram, advertising and bloggers. This type of marketing has long been gaining popularity and is very promising. Even large companies started using bloggers to promote their products and service.

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According to Instagram Advertising Statistics:

  • 50% of Instagram users follow at least one company,
  • 60% of Instagram users say that Instagram is where they go to learn about the product or service
  • 75% of Instagram users are inspired to act after viewing a post, usually by emailing or visiting the company’s website

A high number of followers implies that many people are interested in a certain account, as they subscribed to its updates. People rely on this cue to assess one’s popularity and popular users are perceived more attractive, extravert, trustworthy, approachable and possessing other socially desirable characteristics (Jin and Phua, 2014; Utz, 2010; Graham, 2014)

When starting to work with an Instagram blogger, you should have a clear idea of what results you want to achieve. To make an advertising campaign successful, you first need to:
analyze the target audience you plan to attract. Based on the analysis, select several bloggers (Pierucci, 2018)

If you need a large reach, choose stellar bloggers with a subscriber base of 100,000 people.  If you need sales, take niche bloggers with the number of subscribers up to 100,000 people.  In addition to the number of subscribers, it is important to check the involvement – that is, the average number of likes and comments.

Interacting with bloggers is very simple if you decompose work into its components:

 –target audience analysis

selection of bloggers

 –task or creative

 –implementation of placements

 –report generation

If you have a product that is not sold throughout the country, but in individual cities, you need to match your regionality and regionality of blogger subscribers.

 Attention!  Not a blogger, but his subscribers.

Since Instagram officially closed access to the API, there are only a few ways to check and make detailed analytics of bloggers. Good platforms are Picaton.com and Livedune. There is also a longer and more complex way of analyzing comments and likes (Westwood, 2018) .

Need to take into account that it is not necessary to use specialized bloggers.  For example, it’s not necessary to use travel bloggers to advertise goods and services for tourism.

It often happens that the content of a blogger has a very homogeneous style and it starts to pall and annoy subscribers because of what they just flip through advertising posts.  A very important parameter is the correct task chosen for the blogger. Here you need to include all your creativity, but at the same time it may be a good idea if the blogger comes to your store or office and does everything himself as he is used to and how his audience is used to (Khamis, 2016).

After the bloggers have launched your product to work, do not forget to keep statistics of likes and comments. Compare how this data affects the sales of a product and make conclusions from this using your KPI. Also save all your videos and use them later for personal company purposes.(Lymarenko, 2018)

Working with bloggers sometimes presents complexity, but this is not comparable to the brand benefits, because nowadays people often listen to such people who are also called “opinion leaders”. This modern digital marketplace is rapidly gaining momentum and every year will only get stronger.

 

This Blog on “Why Bloggers on Instagram are a Good Promotion Method for SME’s” was done as a part of an marketing assignment by a student.

References:

De Veirman, M., Cauberghe, V. and Hudders, L. (2017). Marketing through Instagram influencers: the impact of number of followers and product divergence on brand attitude. International Journal of Advertising, 36(5), pp.798-828.

Pierucci, S. (2018). How to pick the right influencer. [online] Medium. Available at: https://medium.com/swlh/how-to-pick-the-right-influencer-a8a99030fd1f [Accessed 10 Apr. 2019].

Westwood, K. (2018). 5 Tips to Find Instagram Influencers for Your Business – Later Blog. [online] Later Blog. Available at: https://later.com/blog/how-to-find-instagram-influencers/ [Accessed 10 Apr. 2019].

Khamis, S. (2018). Self-branding, ‘micro-celebrity’ and the rise of Social Media Influencers. [online] Taylor & Francis. Available at: https://doi.org/10.1080/19392397.2016.1218292 [Accessed 10 Apr. 2019].

 

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