micro-influencers

What is a good Instagram engagement rate?

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Engagement rate in influencer marketing is used to measure the level of interaction an influencer typically receives on their content. Simply put, it is the percentage of the influencer’s audience that responds to their content.


Calculating an Instagram influencer engagement rate

The first option for calculating your Instagram engagement rate is to divide their total number of likes and comments (past 30 days) by their follower count, and then multiply by 100 to give you a percentage.

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So what is a good engagement rate?

To understand what the number actually means and whether it is good or bad. Below is an industry standard guideline so you can benchmark results:

Less than 1% = low engagement rate 

Between 1% and 3.5% = average/good engagement rate 

Between 3.5% and 6% = high engagement rate 

Above 6% = very high engagement rate 

In summary, as an industry standard, an engagement rate on Instagram between 1% and 3% is generally good, it is the average we see on an influencer's profile. If the engagement rate is higher than 3%, that is a good sign that their audience is very engaged with their content, and if it is below 1%, it means their audience as a whole is not very engaged with their content. 

Keep in mind, a number of things influence engagement rate on Instagram, such as the time of each individual post, the frequency of posting, the number of followers, the content and messaging and the Instagram algorithm (and the limitations that sometimes come with it).

So when you are deciding what influencer to work with, or comparing a cohort of influencers, make sure you consider engagement rate. It's an important metric to consider and should not be ignored when choosing influencers for your campaign. 


If you have any questions about engagement rates on Instagram, or would like to collaborate with a UK influencer, you can email hello@findyourinfluencer.co.uk or call 0161 731 0048 to chat with our team any time.

5 Key Components for a Successful Influencer Marketing Campaign

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The vast majority of marketers across the globe are increasing their influencer marketing budgets for 2019, and by 2022 Influencer marketing ad spend is poised to reach between $5 billion and $10 billion! A recent study also showed that a majority of marketers will spend anywhere from $25,000 to $100,000 on influencer marketing.

So, what makes a successful influencer marketing campaign? We’ve listed below what we believe to be the top five key components:

 

  1. Proven Influencers

Identifying the right influencers is integral to your campaign, with 75% of marketers identifying it as their biggest challenge. Not all influencers are created equal, and knowing the difference between micro, power-middle, and top-tier influencers will help to determine who is right for your campaign.

Holding influencers accountable for driving business results is necessary for a successful influencer campaign. An effective influencer campaign utilises influencers who have the proven ability to engage with their followers, and inspire them to take action. The effectiveness of influencers is determined by engagement, clicks and conversions, not by their follower count.

 

2. Compelling Story

It’s important to create messaging that can be translated into a larger brand story – stories can affect consumers far more than billboards, statistics, or discount offerings. Information is better retained when it’s consumed in story-form, and influencers are effective storytellers, having amassed their following as a result of their ability to emotionally connect with and understand their followers.

 

3. Variety of Quality Content

As consumers pay less and less attention to traditional advertising methods, it becomes increasingly important for marketers to develop new ways to creatively capture audience attention. Influencer content is valuable because each piece is unique and produced in the same style that made the influencer successful in the first place, while presenting the brand’s core message in a manner that resonates with the audience. The content establishes an emotional connection between the influencer and their influencers, and is effective in inspiring action.  

Content creator and Instagram guru, @allthatsheis, is a great example of how an influencer can use her style and creativity to capture the attention of her audience. Her carefully-curated feed, which she updates once a day, has become something of a modern art form. Major brands such as Disney, Dyson, eBay, Mastercard, and many more, have cottoned on to the Instagram influencer and have all commissioned her to run advertisements on her channels. 

 

4.     Actionable CTA

The call-to-action (CTA) should be short, direct and actionable. Consumers need to be offered something that they need, which will then drive them to the next step in the process. A strong CTA compels consumers to take the further action desired of them, whether it’s visiting a landing page in order to learn more about the product or brand, signing up for a mailing list, a giveaway, a coupon, or making a purchase.

 

Photo credit  @fashioninflux

Photo credit @fashioninflux

5. Tracking your ROI

It's imperative when working with influencers to have a strong tracking mechanism. Ask influencers to use trackable links so you can measure traffic, engagement and, ideally, conversions on your site if possible. Alternatively, you could direct your influencer campaign into a branded landing page in order to measure the ROI of that influencer. The influencers can have as much free reign as you'll permit, as long as they drive their audience where you want them to go. Once on the landing page, you, as the brand, can incentivise the users and capture their lead info for measurement data and future communication.

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NEED SOME HELP?

Not sure where to start with your influencer marketing campaign? Contact us today on 0161 731 0048 or email us on hello@findyourinfluencer.co.uk

 

Why Influencer Marketing Will Dominate Media In 2018

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This article was originally published in The International Business Times

Keyword stuffing, link building, QR codes, and automated cross-channel posting — all were once promising marketing tactics and strategies that have since been characterized by some as marketing fads. At one point, marketers wondered if influencer marketing was going to suffer the same fate. Many claimed that blogs were dying and changing social media algorithms continued to diminish the organic reach of influencers.

However, influencer marketing has done the exact opposite: The channel is only growing stronger as the industry matures and evolves. And as with any tactic that drives concrete business results, marketers are responding by increasing their investment in the channel.

WIDESPREAD ADOPTION OF INFLUENCER MARKETING

Eighty-three percent of global consumers report that online advertising interrupts their online experience and the time spent watching traditional TV is dropping for every adult age group. As a result, marketers must find new ways to reach consumers with relevant messages in ways that establish trust and drive measurable results. Micro-influencer marketing has gained traction in recent years because it provides brands with the ability to reach their target audience through the voices of those they trust most: their peers.

Today, 86 per cent of marketers are using influencer marketing, 92 percent of whom find it to be effective. Nearly a third of marketers run more than five programmes per year per brand; and according to a new report, The State of Influencer Marketing 2018, marketers are calling for more. Thirty-nine percent of marketers plan to increase their influencer marketing budgets in 2018 to accommodate for more frequent and larger-scale influencer marketing programs. The continued widespread adoption of influencer marketing indicates it is becoming an integral part of the marketing mix and is not a passing fad.

INFLUENCER MARKETING DRIVES REAL BUSINESS VALUE  

As the industry matures, we are starting to see marketers use influencer marketing to drive lower-funnel actions like signups, downloads and purchases. For example, Mezzetta, a popular CPG brand specializing in pickled vegetables, spreads and sauces, launched a three-part influencer marketing campaign to raise brand awareness and grow its email database as part of a broader initiative to increase its U.S. market share. By employing an “always-on” micro-influencer marketing strategy, the brand was able to grow its email marketing database from zero to over 70,000 qualified consumers.

Influencer marketing has also proven that it can successfully drive product sales. Gerber, which turned to micro-influencer marketing to launch its new Lil’ Beanies snack product, was able to drive a 5 percent national sales lift. When asked what made the programme so successful, Gerber’s brand manager said, “If you Googled Gerber, or just Lil’ Beanies, you would see [influencer] sites come up organically that featured beautiful photography of children eating the product or the mum looking for it [in store].”

INFLUENCER MARKETING TRENDS AND CHALLENGES FOR 2018

Influencer marketing is not going away. As the industry evolves, the channel is adapting to keep pace. While 2017 saw the rise of the micro-influencer, the survey found that 52 percent of marketers plan to leverage multiple types of influencers (celebrities, top-tier, mid-tier and micro-influencers) as part of an integrated strategy in 2018. Determining the ROI of influencer marketing remains the top challenge going into 2018, calling for marketers to take a serious look at their measurement methodologies and hold their influencer marketing programmes to the same measurement standards as their other media investments.

The key to realising influencer marketing ROI is to leverage the content beyond the initial campaign to improve the performance of other programmes. The survey found that 81 percent of marketers are using influencer content in other channels, with 51 percent reporting that it outperforms brand-created content. Of those that haven’t tested influencer content against brand created content yet, 59 percent plan to do so. In 2018, you will start to see marketers use influencer marketing to develop a strategic blueprint that will enable them to drive greater returns from their paid, owned and earned media.