Instagram Influencers: The Good, The Bad and The Ugly

Blog | 07 Nov, 2016

When you’re an average Instagram user and you hit 500 followers, you might think you’ve made it big, but you’re far from the reach of a micro-influencer.

These people are passionate about their lifestyle and the brands they love. They have a wider reach on social media than your average Instagram user, but not the crazy amount that celebrities have. The bonus here is that micro-influencers don’t cost nearly as much as a celebrity endorsement and they reach your target audience with more enthusiasm for your brand than a highly paid celebrity. 

So if you’re a brand looking for Instagram fame, do some social listening to find the perfect micro-influencer who will grow your brand’s social reach. Brands want engaging audiences that comment, like, and share, so 500 followers turns into 500,000 by finding the perfect micro-influencer to promote your brand!

Instagram's users can have a following anywhere from 10 to somewhere in the millions (hello, Beyonce). From a brand perspective, finding the sweet spot between the two is where you can get the biggest bang for your buck. Micro-influencers usually have around 8,000 or more followers, create authentic conversations, and have connections with their followers. They are average people, with great ideas who are also creative. They attract followers who admire them and want to be like them. These are the people that brands want because a modern brand’s long game is no longer just about fame and fortune, it’s about authenticity and realness. Who wouldn’t want that?

And brands are taking note of these micro-influencers. If you take a look at brands like Adidas, Under Armour, or Khloe Kardashian’s Good American, you’ll see just how this audience can make a huge difference in the social reach of your brand. From a brand perspective, having micro-i

nfluencers as your brand advocates is great and cheap(ish)—think money, but also think free merch, etc. From an influencer’s perspective, having brands pay you to take pictures is easy, fun, and a way to continue growing your personal brand.

Just like everything else, there are successes and failures. I am here to give you a few tips and tricks when thinking about how to find the best Instagram Influencers to represent your brand or product.

Your influencer should be someone who would actually use your product.

This seems obvious, right? But time and time again, you see a super model pose for a fitness brand and it just doesn’t fit (look at Gigi Hadid for Reebok), or an Instagram music star promoting a diaper brand. Don’t get blinded by the influencer’s power because at the end of the day, it just will not work.

Show your product being used.

Send running shoes to a fitness account and have them write a review, or send your organic cookie dough to an organic chef. Having these Influencers create genuine experiences with your product and brand is the ultimate win.

Don’t be fooled by cheaper rates.

A lot of influencers will say ‘yes’ to anything you propose to them because they want to get paid, regardless of how suitable the product is. That makes these influencers less valuable. Be aware of what type of brands these people have worked with in the past and don’t waste your time with someone who doesn’t match up with what you’re trying to promote.

Find that needle in the haystack.

Maybe you stumble across an account that you know is ready to take off into Instagram fame. Help them become that influencer you want. Make them your own, and don’t be afraid, because at the end of the day, you’re helping them just as much as they are helping you!

Let the Instagram influencers do the talking. 

Every Instagram influencer has their own tone, picture quality, favourite filters and poses—so let them do their craft! Personality is a game-changer in the worldwide Instagram web, so let it shine through.

Have some fun and have trust!

It’s all about creating a relationship with these influencers and making them fun. Let them do things that they are comfortable with because they know best what their audience wants.

With 500 million active users and over 95 million photos/videos posted per day, it is obvious how powerful Instagram is. With that kind of influential power, brands need to stand out and give their audience something that keeps them interested and engaged.

Instagram influencers are only one way to give your brand a voice that it never had before. Need more tips for working with influencers? Click here.

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