4 Tips to Find Micro Influencers on Instagram [to Boost Sales]

Updated on December 21st, 2020.

Influencers have the power to win the hearts – and pockets – of consumers.

It is no surprise, then, that some of the biggest brands in the world are using influencer marketing to promote their products and services.

While influencer marketing is effective, not all brands have the budget to afford a top-tier influencer. Fortunately, there are micro influencers on whom these brands can rely.

Micro influencers are everyday consumers who possess a large social media following; generally between 1,000 and 10,000, though some have up to 100,000. Read more about Influencer Tiers.

These influencers offer better audience access and higher engagement than macro influencers (100K – 500K followers) at a fraction of the cost.

The social media platform where you can see amazing examples of micro influencer partnerships. This past year, brands like Hello Fresh and ASOS worked with micro influencers to run successful Instagram influencer marketing campaigns.

In this post, we’ll show you how to find micro influencers on Instagram. Also, we’ll demonstrate how you can use micro influencers to boost sales.

Jump Links:

Micro Influencers Should be Relevant to Your Niche

Have Specific Goals for Your Campaign

Showcase Your Product Experience with Micro Influencers

Give Influencers the Freedom to be Creative

Finding Instagram Influencers
Turn to Your Audience
Use Hashtags

Micro Influencers Should be Relevant to Your Niche

Influencer marketing can be used for achieving different goals, such as driving engagement, increasing brand awareness or boosting sales. To be able to achieve any of these goals, however, you must promote your content to a relevant audience.

This means that you must work with micro influencers who are relevant to your niche and have a significant following that is interested in that niche.

Ideally, you should find an influencer who is considered an expert in a subject that is relevant to your niche.

If you fail to do this, you won’t be able to reach your target audience and there will be no point in using influencers to promote your brand.

For example, in 2014, the world was confused when soccer-star Cristiano Ronaldo appeared in a Japanese facial fitness commercial. The commercial was a sensation, but none of that attention was focused at the product but rather at the awkwardness of this commercial.

Use social media monitoring tools to find influencers within your niche. These tools will allow you to listen to conversations and trends around your niche, and will help you identify the most influential voices around these topics.

Have Specific Goals for Your Campaign

As mentioned, micro influencer marketing can be used for a variety of goals. However, the tactics to achieve and measure these goals are different.

So it’s important to have your goals as the starting point of your campaign. This will determine how you picking an influencer to developing the campaign creatives.

If your goal is to drive engagement, then, that should be the deciding factor in choosing micro influencers. Find influencers with a high engagement rate and use content that inspires engagement.

To promote engagement with your audiences, you can create giveaway in partnership with the Instagram influencer of your choice. The influencer can give clear instructions of the rules, which can involve liking posts, tagging friends or following your account(s).

If your goal is to create brand awareness because perhaps you’re working with a new product, then your focus should be on reach. The micro influencers that you work with, in this case, should have impression rates.

Your campaign strategy should support your goal of amplifying reach. For example, contests where your micro influencer partners ask their audiences to share posts tagging your brand would help grow reach.

Instagram Micro Influencers: Contests

Also, if your budget allows, work with multiple micro influencers within your niche. This will ensure higher reach within your target market, and increase the chances of your customer base seeing your products multiple times.

If your goal is to drive sales, then design your campaign with the main goal of facilitating the purchase process. Also, make it easy to track the impact that your micro influencer partner had in your sales. You can do this by providing a promo code for each instagram influencer.

Showcase Your Product Experience with Micro Influencers

When consumers see a compelling product content, they become interested in trying that product.

In order to increase the impact on your audience through micro influencers on Instagram, showcase their experiences while using your products. After all, Instagram is all about inspiring experiences.

This can compel followers to buy the product or service to enjoy the same experience themselves.

For example, you can have your Instagram influencer partner use it and share their reviews about it with the audience. Or perhaps, they can make a video of your product, share stories or simply post a picture with an inviting caption.

The goal here is to demonstrate how your product is enhancing an influencer’s experience. Since the influencer has its audience’s trust, it will create a compelling argument to try your products.

In a similar fashion, the micro influencer should show their audience how your services enhance his/her experience.

Instagram micro influencer campaign: showcase your product experience

Give Influencers the Freedom to be Creative

This is perhaps the most important thing to remember when working with micro influencers on Instagram.

The reason why micro influencers have managed to grow their audience is that their audience trusts them and they know what content attracts the audience.

They know their followers, so they know the type of content that will appeal to and engage their audience.

Instagram Micro Influencer Campaigns: Creativity

Let them give honest reviews about your product and allow them to promote your brand in their own way. There is nothing more powerful in influencer marketing having an influencer that can promote your product authentically.

If you tightly control the content that an influencer shares about your product or services, there is a risk of the audience losing their trust in the influencer due to inauthenticity.

If that happens, you won’t be able to successfully promote your brand.

Now that you know how to use micro-influencers, will you promote your brand through influencer marketing?

If so, there’s a missing piece of the puzzle.

We still haven’t discussed how to actually find influencers.

Finding Instagram Influencers

Turn to Your Audience

When searching for Instagram micro influencers, you should start with your current fan base since you know that a connection already exists.

Knowing that your followers already interested in your content, you should examine their interests. For instance, look at the pictures they post, the people they follow, etc.

Then, you should analyze similarities among your fan base.

Do they all follow the same influencer or brand? Does your analysis indicate that many of the Instagram pages you’ve looked at have common content themes?

By finding these common interests, you’ll be able to create a target lookalike audience to draw connections with others like them.

If any of your followers themselves has a large following, it is an added bonus for you.

Reach out to them and recommend an exchange of service or product for a review or Instagram post.

It’ll be easier to convince them as they are already familiar with your brand.

Use Hashtags

The best method to find the right influencer is to simply search for the correct hashtag or keyword that’s relevant to the product you’re trying to promote.

For example, if you want to promote a fashion product, you can run a hashtag search for queries like #ootd or #instafashion.

You can then determine how popular an influencer is by looking at how much engagement their posts are getting or their follower count.

Are they getting likes and comments on their posts, and if so, how consistently are they posting?

It is common to find influencers who have purchased their followers and likes, and barely get any authentic engagement on their posts. Avoid partnering with these types of influencers!

Tools like Keyhole offer hashtag tracking and keyword tracking. This can help you find influencers who already have published posts with your search terms.

If the content they are posting is relevant to your niche, you can reach out to them to market your products or services.

In addition, you can track all posts that contain your hashtags in real time.

This way you can analyze the engagement levels of the audience in your niche with influencers on Instagram. Then, you can determine the impact of influencers on their audience through engagement rate insights.

The hashtag you choose to search should be somewhat specific to reveal satisfactory results. For example, if you wish to search for Persian cats, a hashtag search around #Persiancats would yield much better results than just #cat alone.

Alex of VM Interactive says that the more specific your hashtag is, the more actionable results you’ll get. Moreover, with the help of an Instagram hashtag analytics tool, you can simplify your research.

You don’t need to stop at hashtags with Instagram anymore. You can now use specific keywords relevant to your niche to pinpoint conversations related to your business and target audience.


Keyhole is a Social Media Listening & Online Monitoring Solution that helps marketers unlock data-driven business insights. Its visual dashboard is simple and shareable with your clients. Start your free trial today and get the metrics you need.

5 Successful Instagram Influencer Marketing Campaigns from 2020 [Backed by Data]

Top 5 Instagram Influencer Marketing Campaigns from 2020 [Backed by Data]

You probably started hearing how Instagram Influencer Marketing was all the rage a few years ago and rolled your eyes. Despite your eye-roll, it didn’t go away and influencer marketing became more prevalent. 

Think about it for a second. 

More often than not you will seek out the opinion of your friends and family before you purchase something. 

Why is that so?

Easy: Because you trust them. 

You probably pay more attention to a brand whenever you see a rave review from someone you know and admire even if you’ve never met them. 

It’s no wonder influencer marketing has been one of the biggest buzzwords in digital marketing for the past few years. It has especially become one of the most effective ways for brands to promote their products on Instagram. 

What is Influencer Marketing?
Why Instagram Influencer Marketing?

Top 5 Instagram Influencer Marketing Campaigns in 2020
UberEats, Chipotle and Hinge X Rebel Wilson
McDonald’s X Travis Scott
HelloFresh X Micro-influencers and Mindy Kaling
Biossance X JVN
ASOS X Micro-influencers (#asseenonme)

What to Look for In An Influencer?
Amplify Your Reach with Instagram Influencer Marketing

What Is Influencer Marketing?

Influencer marketing is a type of social media marketing strategy that sees brands collaborate with influencers.

We can define influencers as trusted content creators with the power to affect how their audience makes purchasing decisions. They also have a significant well-engaged following in their niche.

Influencers can endorse or make product mentions and share their opinions with their audience. So all a brand needs to do is find influencers on Instagram and other social media platforms who are a good fit and partner with them.

To show you influencer marketing in real action, today we take a look at the five most successful Instagram influencer marketing campaigns from 2020. Each of these brands incorporated unique influencer marketing campaigns in its social media strategy in 2020 and it paid off. 

Each approach sheds light on proven techniques that you too can use and capitalize on the value of Instagram influencers. 

But first, let’s discuss why you should implement Instagram influencer marketing.

Why Instagram Influencer Marketing?

Instagram influencer marketing campaigns are exploding by the day and for a good reason. 

Influencer marketing ROI is stronger than ever. So it comes as no surprise that marketers believe that this industry is bound to double its worth to $15 billion by 2022

Already, this marketing tactic is yielding a $6.50 return on investment for every dollar spent.

According to social media influencer statistics, only 1% of millennials trust advertisements. But, 33% of them trust blog reviews when it comes to making purchases.

When purchasing products online around 40% of people will buy a product after seeing it used by an influencer on Instagram, Twitter, or YouTube.

And what do influencers think about their impact?

71% of influencers believe that what keeps their audience engaged is an honest and authentic voice. All these stats are a clear indication of why influencer marketing is red-hot right now. 

Now that you know the whats and whys of Instagram influencer marketing, let’s see them in action.

The 5 Most Successful Instagram Influencer Marketing Examples from 2020

1. Uber Eats X Chipotle X Hinge X Rebel Wilson

What do Uber Eats, Chipotle, and Hinge have in common? 

Perhaps a desire to be loved by a certain demographic who is also looking for love – at least for cuffing season.

The three brands found the best marketing strategy to reach young adults who use dating apps and food delivery services. 

Using the “Chipotle Cuffing Season Menu” the brands ran a collective campaign that gave their customers a chance to win dating advice from the hilarious celebrity and “How to Be Single” star Rebel Wilson. 

The limited-time Chipotle Cuffing Season menu was available exclusively on Uber Eats and featured meals inspired by Hinge dating habits and Chipotle’s most popular dishes. 

To take advantage of their influencer relationship, the brands offered 10 lucky people who ordered from the exclusive menu a chance to win dating advice from Wilson.

Instagram influencer marketing: UberEats X Chipotle X Hinge X Rebel Wilson

In addition, Hinge added a new profile prompt in the app for daters to be able to connect over their specific Chipotle orders. Users also got $20 off their next 3 orders of Chipotle delivered using Uber Eats!

The campaign gave the brands’ target audience the incentive to order from the limited-time menu, increase Uber Eats orders, and at the same time, it raised awareness for Hinge’s brand.

Why it works?

Rebel Wilson is the ideal celebrity influencer to reach a young adult audience because she is authentic, and she is relatable. While we expect Internet influencers boast unattainable flawlessness, Wilson can point out her flaws with humour and celebrate them. 

In a similar way, the irony of having the “How to Be Single” actress give dating advice, allowed the brands to advertise Cuff Day in a fun, unexpected way. 

Each of the two ads on Wilson’s Instagram account was viewed over a million times. Much more than the average engagement that all these companies get on the platform.  

2. McDonald’s X Travis Scott (#cactusjack)

Popular fast-food brand, McDonald’s teamed up with Astroworld star Travis Scott to promote Scott’s favorite McDonald’s meal for a limited time.

The month-long deal featured a quarter-pounder with cheese, bacon, and lettuce. It also came with a medium order of fries and BBQ sauce dip.

As part of the campaign, Scott ran a new line of merchandise under his label, Cactus Jack, a line was inspired by McDonald’s. The merchandise included denim shorts, t-shirts, a nugget body pillow, hoodies, a burger tie, Egg McMuffin-branded boxers, and a Cactus Jack basketball jersey.

The two brands also supported charitable organizations throughout the partnership. 

Instagram influencer marketing: McDonald's X Travis Scott #cactusjack

Why it works?

With a following of over 73 million on Instagram, Scott’s posts had the potential to receive an average of 10 million views amplifying McDonald’s brand significantly. 

Not to mention, the amount of hype it would generate in social media. In the second half of September, the term Cactus Jack acquired 124.4K posts and over 426 million impressions.

Cactus Jack Impressions

3. HelloFresh X Micro-influencers and Mindy Kaling (#hellofreshpartner)

HelloFresh has a very photogenic product. The bright-green box, delightful pre-packaged ingredients, and tasty finished meals are a great fit for Instagram influencer marketing.  

Also, HelloFresh has fully embraced the value of influencer marketing and has mastered the art of finding micro-influencers on Instagram spanning across different fields.

The brand partners with thousands of such micro-influencers to promote its products within their target audience. So you are likely to see the #hellofreshpartner hashtag as you scroll your Instagram timeline. 

Influencer Instagram Marketing: HelloFresh X various micro-influencers and Mindy Kaling

Occasionally, HelloFresh uses celebrities as influencers. Recently, the brand partnered with actress and writer Mindy Kaling. The busy celebrity mom of two will share cooking tips and how to have fun while at it. 

For the partnership, Mindy will star in a four-episode video series titled “Meals with Mindy.” The series will begin airing across social media and digital ads in January 2021.

Each webisode will feature Mindy teaching viewers, in her humor-filled fashion, about the art of cooking. For the purpose of illustrating how HelloFresh helps her create easy, but delicious meals.

Instagram Influencer Marketing Campaigns: HelloFresh X various micro-influencers and Mindy Kaling

 Why it works?

The brand works with a variety of lifestyle, motherhood, and cooking influencers to share their experiences with HelloFresh on Instagram. All of which fall within their target market.

The influencers also ask their followers to sign up for the service using a unique promo code that offers them a discount on their first month. 

This kind of influencer marketing tactic drives sign-ups and makes it very easy for HelloFresh to track each influencer’s ROI.

HelloFresh, using a host of  Social Media analytics tools, can see which influencers generated the most sign-ups and can then use them for future campaigns.

4. Biossance X Jonathan Van Ness

The sustainable skincare brand Biossance has a secret weapon. And it is none other than Queer Eye and Gay of Thrones grooming guru Jonathan Van Ness.

The brand chose to work with the popular TV personality to promote the brand in an authentic way. JVN’s personable nature, approachable style to beauty expertise make him an ideal influencer.

He also shares a passion for sustainable beauty and is a champion for inclusivity. These happen to be the same values that the brand stands for. 

Instagram Influencer Marketing Campaigns: Biossance X JVN

The Fab 5 member is no stranger to brand partnerships. Of course, every brand would like to be promoted in a way that is authentic, fun, fabulous and unique – and JVN succeeds in doing all these and more.

It also helps that JVN has over 5.3m followers, an engagement rate of 373% and an average of 200.7K engagements per post. In other words, he is a unicorn among influencers.

Why it works?

While JVN is the influencer version of a dream boat, it doesn’t necessarily mean that he could work with any brand. One of the reasons why he is so influential is because of his fierce commitment to his personal brand.

For Biossance, it is a match made in heaven. As we mentioned, the brand’s values align perfectly with JVN’s values.

JVN is also an expert authority on beauty products. He can give you compelling reasons to buy Biossance products in his own words and based on his own expertise. 

This is the ideal in Instagram influencer marketing: to find an influencer that is knowledgeable and passionate about your brand, and can express so in their own words.

5. ASOS X Micro-influencers (#asseenonme)

ASOS typically attracts all shoppers of all ages, sizes and backgrounds thanks to its approach to inclusivity. 

The brand’s Instagram influencer marketing campaign strategy is to collaborate with a wide audience through its Insider influencer program. In this program, ASOS partners with 29 influencers who have distinctive looks and communities.

Instagram Influencer marketing campaigns 2020: Asos

Each of these influencers has ASOS-branded Instagram and Pinterest accounts. ASOS also has a dedicated landing page that features their style guides. In doing so, ASOS makes its brand welcoming for all shoppers. 

The influencers offer so many different styles to choose from. Which in turn, makes it easy for every ASOS shopper to find their perfect look. 

instagram influencer marketing: asos

Why it works?

This tactic is effective because shoppers trust the content. That is because it comes from real, stylish people – and not directly from the brand.

Having such a diverse audience is any brand’s dream. However, it can be difficult for brands to maintain a strong identity, while representing a wide range of individuals.

ASOS uses their Instagram influencer marketing to do this flawlessly. First, it identified the essence of the brand that appeals to its wide audience: fashion and style. Then, it found key influencers that can inspire this love for fashion and style to their own communities.

What to Look for in An Influencer?

You don’t want to work with just any influencer, you want to work with the one that will bring you the highest ROI. 

Also, there’s more to an influencer’s success than their follower count.

To find the right one, these are qualities (and the metrics) you need to focus on when finding the right influencer for your brand.

1. Brand fit

Before you pick an influencer as yourself this question: What type of influencer is best for my campaign? Who is the JVN to your Biossance?

The answer that you come up with will help you pick the influencer that is a brand fit. 

When deciding your brand fit, you want to focus on influencers who have a genuine interest in your niche and line of products. This way, your influencer partnership will be more authentic and genuine from a consumer’s perspective.

Basically, the better the fit, the more likely your influencer is to inspire trust. In return, you will have more ROI potential from your campaign.

2. Engagement rate

As we mentioned before, influence is more than just the follower count. A high number of followers does not necessarily result in high ROI. You want an influencer with highly engaged followers. 

The more engaged an audience is the more likely they are to be influenced. Take advantage of social monitoring tools and pay close attention to engagement rates, reach and engagement per post. 

3. Clear communication

Once you start pitching a potential influencer, take into account how they handle communication. Do they take eons to respond to you? Do they give you the information you ask for? Are they prioritizing your brand? 

Clear communication is vital to success in Instagram influencer marketing campaigns.

4. Genuine love for your brand

At the end of the day, you want to work with an individual who authentically loves your brand. See if the influencer has been promoting your brand or products like yours without a sponsorship. 

You want to partner with someone who will genuinely promote your product and not just see your campaign as another form of income. Pay attention to the influencer’s messaging and see if it could match your own.

Amplify Your Reach with Instagram Influencer Marketing

Influencer marketing is not a new concept and neither is it going away anytime soon. 

As you can see from these campaigns, done correctly, the potential of this digital marketing tactic is huge. 

People are continuously paying attention to influencers who are just like them and not just celebrities, family, or friends. 

By finding the right influencer for your brand, you get the power to bring your brand to new heights. Now you have the tools and examples of how to do this the right way.

So go on and run your own Instagram influencer marketing campaign in 2021. We can’t wait to feature your brand as one of our success stories!


Keyholeis a Social Media Listening & Online Monitoring Solution that helps marketers unlock data-driven business insights. Its visual dashboard is simple and shareable with your clients. Start your free trial today and get the metrics you need.

5 Social Media Strategies That Succeeded in 2020 [Key Takeaways]

Updated in October 2020

This year has been a heck of a ride for everyone. However, savvy brands have risen to the occasion giving us great takeaways about social media trends that are here to stay.

Which social media strategies were the most successful in 2020? How can these help inform our social media strategy for 2021?

We’ll reveal the top 5 strategies you can implement, along with marketing tactics that will guarantee success throughout the year.

Jump Links:

Social Media Strategies in 2020

1. Use Contests to Get and Stay on the Radar
2. Create Deeper Connections with Video
3. Boost Sales with Augmented Reality (AR) 
4. Get on the Micro-Influencer Marketing Bandwagon
5. Go Beyond Twitter, Facebook and Instagram

Social Media Strategies in 2020

According to the latest statistics, there are 3.8 billion active social media users as of January 2020. This is a 9% increase compared to the same time last year. 

Translated into numbers, last year alone, 321 million new users have joined social media platforms worldwide. 

With social media exhibiting an upward trend several years in a row, it’s clear why brands invest a lot of time and effort into creating an effective social media strategy. 

Effective social media strategy consists of a series of steps that reflect your goals and what you plan to achieve on social media. 

Noting down your goals into a comprehensive social media strategy will allow you to track your success and identify areas of improvement. 

Naturally, for a social media strategy to be effective, it has to take into account the latest social media trends…

… which is where we come in.

Below, we’ll share a couple of social media tips that will help you run more effective marketing campaigns. Also, a a side effect you will build better customer relationships and ensure that you make the most out of your social media efforts in 2020.

1. Use Contests to Get and Stay on the Radar

You’ve surely stumbled upon a social media contest in the past, or maybe even organized one yourself. There’s a reason why so many brands have included these to their social media strategy.

Social media contests are a proven way to get the word out, get people interested in what you offer, and boost your followers count.

Over the past couple of years, social media contests have been especially effective when done in a collaboration with an influencer.

More brands are making the shift towards enhanced customer service and two-way communication. Makes sense, contests and giveaways will remain as relevant as ever, but their main goal will no longer centre around increasing the number of likes and followers alone. 

Instead, brands are actively starting to use contests as another way to provide something of value to their audience. Allowing them to not only get on the radar of potential consumers – but stay on the radar as well.

See how Kool-Aid used a fun contest as part of its Halloween social media strategy to interact with thousands of potential customers and become part of their conversation.

The benefits of using contest in your social media strategies are:

  • Increase brand awareness and remembrance 
  • Grow your email list
  • Drive more traffic to your website/blog/social media platform
  • Get to know your audience
  • Educate potential customers 
  • Increase sales
  • Get people to test your products 
  • Reward your loyal customers

… and more!

Most importantly, you don’t need to sell physical products to organize a contest. 

Are you a growth specialist helping people who want to start their own business? You can offer a free 30-minute consultation call, or free access to your mini-course.

Or maybe you’re a public speaking coach helping people to grow their business through speaking? Why not run a contest and offer some of your resources for free to the lucky winner?

You can use several contest formats including, but not limited to: follow to enter, tag a friend to enter, like to enter, comment to enter, share to enter, vote to enter, take a photo to enter, or any combination of these call to actions.

Neil Patel has discussed this into more detail, so make sure to check out his blog How to Use Contests and Giveaways to Get User-Generated Content.

2. Create Deeper Connections with Video

You’ve surely noticed that various social media platforms have added more features for you to share video updates with your audience. 

YouTube is huge right now, Instagram Live encourages its users to share instant updates, and longer form content with IGTV, and of course, there’s the incontestable power of TikTok

Over time, we have witnessed how visuals drive more engagement, and video enables you to talk to your users directly – making a deeper connection.

One of the most powerful ways to drive more engagement and get immediate reactions/feedback is through live streaming on social media. For instance, live streams allow you to cover events, pick or announce contest winners in real time or create buzz around a product during its launch phase.

Social media users appreciate the “raw” quality and “realness” of social media videos. In other words, everyone can become a content creator, even without the support of a team of professionals.

Check out how one of the leading project management tools, Asana, is using videos to show their users and potential customers ways to use their tool to improve productivity.

Asana Instagram Video - Social Media Strategy

And of course, many brands marketing to younger audiences have already started adopting TikTok.

For example, look at how Guess’s #inmydenim campaign targeting Generation Z went viral with 41.3M views.

Don’t forget to measure your results. See how both brands are using hashtag analytics to track their campaign performance.

3. Include Social Commerce into Your Social Media Strategy

Social media platforms used to be a place where people can keep in touch with friends and family. Nowadays, users stay up to date with the latest developments, get inspired and discover new products through social media.

We all know that social networks influence what people buy online. For instance, buyers can easily compare products, read user testimonials and browse new items using social media platforms. 

However, over these past couple of years, social networks began to offer new features that allow users to shop on social media as well. In other words, your social media strategy can have a huge impact your bottom line.

Pinterest’s Shop the Look feature allows users to get instantly redirected to the checkout page, where they can immediately turn their inspiration into a purchase.

Pinterest Shop Ikea

Similarly, Instagram leads the way allowing brands to not only sell on social, but also to pair social shopping with influencer marketing.

Check out the following Shoppable post by Revolve:

Social Media Strategy example Revolve
Social Media Strategy Example - Revolve

Is this not convincing enough to add social commerce into your social media strategy?

Well, according to Civic Science’s Trend Adoption Tracker, the number of people who shop through social media has increased by over 10% since Q4 in 2018. And this trend is likely to continue well into 2021.

Make sure you use hashtag analytics to track your shopping posts, and learn how to make them more appealing to your brand – leading to more sales.

Shopping Behaviours Social Media

4. Boost Sales with Augmented Reality (AR) 

I’m sure you’ve heard everyone talking about AR and how it will shape the future of shopping.

Up until now, a lot of people were visiting stores to see, touch and try on the products before they go back home and order them online. This resulted in a complex path to purchase consisting of several touch-points both in physical and online stores.

Because of the COVID-19 pandemic, retail shopping declined by nearly 20%. Alternatively, brands that leverage an omni-channel approach can expect growth. Online shopping is no longer just an option for retailers.

In the future, we can expect that a lot of retailers will transform their brick and mortar stores into virtual showrooms. A digital space where people can see and try on the products, and then buy it online.

Also, the latest developments in AR are beginning to allow customers to get the same experience – online.

In the past, Facebook and Instagram have launched AR filters, allowing users to try on products from selected advertisers to see how they fit before they make a purchase decision.

These AR tools have been limited to the platforms’ early partners in the cosmetics and eyewear industry, including NARS, Mac, Warbly Parker, and Ray Ban. 

See how Oriflame Cosmetics uses in Instagram filter to allow users to “try on” different shades of lipstick.

Oriflame Lipstick Instagram Filter

Also, it’s now possible for anyone to create their own filters using Spark AR Studio, so go ahead and download the app to get acquainted with what it can do.

You could see if there is a way for you to leverage AR in your social media strategy to make your consumers’ online experience more engaging and fun. 

5. Get on the Micro-Influencer Marketing Bandwagon

Despite what naysayers claim, influencer marketing is on the rise, and is expected to grow even more in 2020. 

To stay relevant and get discovered by new audiences, brands need to start partnering up with content creators who are loved and trusted by their communities.

But how can small brands afford to pay influencers?

This is a common objection raised by businesses who still equate influencer marketing to celebrity endorsements. In fact, an influencer can be even someone with 1000 followers.

There are 5 influencer tiers: Nano, Micro, Mid-Tier, Macro and Mega influencer.You can see the number of followers an influencer needs to belong to a particular tier on the infographic below: 

Source: MediaKix

Lately, many brands have started stepping away from mega influencers. Instead, they’ve started to collaborate with smaller creators who have an audience between 10K and 100K followers.

Micro influencers have a more genuine relationship with their community and as a result they have a lot of true fans that trust them and their judgement.

One great example that illustrates how successful a strategy based on micro-influencer collaborations can be is Swedish watchmaker Daniel Wellington. The brand’s social media strategy centres, most importantly, around partnering with micro influencers from all across the world.

The results? Daniel Wellington has become one of the most well-known brands on social media. 

Daniel Wellington are also encouraging their customers to share pictures to get a chance to be featured in their #DWPickoftheDay. This contest, where the brand didn’t offer a physical product, still managed to incentivize their followers to enter by offering them exposure.


Speaking of Influencers…

On our blog, we’ve been talking about influencer marketing a lot lately, so if you wish to explore the topic into more depth, here are a couple of resources to consider:

Influencer Marketing: An Expert Guide On Marketing’s Next Big Thing
Instagram Influencer Marketing: A Start-to-Finish Guide
How to Find Micro Influencers on Instagram to Boost Sales
Influencer Marketing ROI: Calculate ROI and Maximize Your Social Impact


Bonus Tip: Social Media Strategy Is Not JustTwitter, Facebook and Instagram

The key to staying relevant is keeping up with your audience, their interests and habits. This should inform your social media strategy.

One of the things that you need to track are the social media platforms where your target audience spend the most of their time.

There are a lot of new social media platforms appearing, and it’s impossible for you to be present everywhere. So, you need to assess which platform has the biggest potential based on your line of business and audience. 

For example, a lot of brands focus on the most widely known social media networks: Twitter, Facebook and Instagram, while overseeing other networks like LinkedIn, Pinterest and as of recently, TikTok.

Depending on your brand and what you sell you might want to consider experimenting with some other platforms. While some platforms might not be that popular in terms of advertising but may prove to be effective for you and help you reach new, engaged audiences.

Pinterest, for example, is a great platform for interior design companies, since a lot of people browse Pinterest for home décor inspiration. 

TikTok, on the other hand, has an algorithm that allows for a large organic reach, even if you’re just starting out.

LinkedIn has also rolled out some new features, including banners and CTAs. As a result, it is a great place for brands who are looking to provide extra value to their audience. This is especially true since LinkedIn’s algorithm is tailored to favour long, informative content. 

That’s why we’ve been seeing a lot of B2B and SaaS brands focusing on LinkedIn as the core of their social media strategy. 

Whatever social media platform you use, you need to talk to your audience and make the shift towards a two-way communication. For instance, you can do this by using videos, organizing contests, throwing events, or simply by sliding into your consumers’ DMs.

Final Thoughts

The social media landscape is changing every day. New features kick off and new social media platforms gain popularity, so it can be hard to develop social media strategies.

However, if we take a better look, all these changes and features have one thing in common: they’re developed to help brands drive more engagement, start conversations and provide more value to their customers.

So if we have to sum this up and give you a single tip to follow in 2020, it’s this: 

Be creative, but do not follow trends blindly, and instead, invest in those things that are in line with your brand and are appreciated by your audience.

Do you agree with our top 5 social media strategies for 2020? We’d love to hear your thoughts on the comments below


Keyhole is a real-time conversation tracker that provides keyword and hashtag analytics for Twitter and Instagram. Get started for free and search your brand.

Instagram SEO: 7 Tips to Boost Your Visibility

Instagram SEO - 7 Tips to Boost Your Visibility

If you’re using Instagram to market your business, the best way to guarantee success is by boosting your following first. The more people you manage to reach, the higher your chances of driving sales. So, Instagram optimization is a must.

In order to boost your following, you need to get found on the platform. This is the trickiest part because Instagram SEO is a bit different from the regular Google SEO you’re used to, so it takes a little getting used to.

This guide shows you some of the best ways to optimize for Instagram search and why you should care about Instagram optimization in the first place. Let’s jump right in.

Quick Links

Why Optimize for Instagram

What Makes Instagram SEO Different

7 Tips for Instagram Optimization
1. Optimize Your Profile for Search
2. Write Keyword-Optimized Captions
3. Consider Hashtags as Keywords
4. Make the Most Out of Alt Text
5. Encourage Tagging
6. Steer Clear of Black Hat SEO
7. Track and Optimize

Take Over The Gram with Instagram SEO

Why Optimize for Instagram?

But why do you need Instagram optimization in the first place? Why is Instagram so important that you should dedicate your time to getting found on the platform? Here are some stats to answer your questions:

  • Instagram has about 1 billion active users – 1 billion users you could potentially reach with the right Instagram SEO tactics.
  • 83% of people are using Instagram to discover new products or services. This means your brand content on Instagram could effectively help you attract prospective customers.
Instagram Facts
  • According to Facebook IQ, after seeing a product or service on Instagram, 79% of people searched for more information while 65% visited the brand’s website or app. 46% even made a purchase (either online or offline) and 31% followed the brand’s account.

What Makes Instagram SEO Different?

The above data shows you just how important it is to get found on Instagram as it could be the very thing that feeds your customer acquisition.

However, one thing to note is that getting found on Instagram doesn’t work like on popular search engines such as Google. For one, hashtags make more of a difference than keywords do, although keywords still play a small role.

At the same time, adding hashtags to your bio won’t help your account show up in searches for said hashtags. Also, incorporating keywords into your profile name and Instagram handle improves your discoverability more than adding them to your content. So, all of this can get a little confusing if you’re new to Instagram SEO.

That’s exactly why we created this post – to help you figure out the best Instagram optimization tactics so you can get found on the platform.

7 Tips for Instagram Optimization

Here are some of the best Instagram SEO ideas to improve your discoverability and reach on the platform:

1. Optimize Your Profile for Search

The Instagram search function works a bit like Google in that it delivers the most relevant profiles based on your search term. According to Instagram, the search results depend on several factors including the accounts you follow and are connected to.

Also, the posts you like on Instagram have a major influence to determine relevance. In addition to this, keywords also play a critical role.

So it helps if you can optimize your Instagram profile with keywords to show up in relevant searches. Here’s how:

  • Name and Username – Incorporating a primary keyword in your name and username is a good way to improve your chances of showing in relevant searches. For instance, see on the image below how a search for the keyword “interiors” brings up profiles that have the keyword in their name, username, or both
Using Your Handle for Instagram Optimization

For usernames, this may not always be possible as you typically have to stick with your official brand name. But you might be able to find a way to play around with the profile name in your bio as is the case with @luxemagazine and @oka above.

  • Bio – Your bio is also a great place to add in keywords that you want to rank for. You can use this space to describe your business with relevant secondary keywords. For example, let’s say you want to target the keyword “salon,” then you could also include secondary keywords like “styling,” “makeup,” or “makeovers” in your bio.
Optimize your Instagram Home Page

2. Write Keyword-Optimized Captions

On the Instagram Explore page, you can only search for content using hashtags and location tags. Besides this, Instagram also provides content recommendations personalized for each user based on their interests and interactions.

For instance, if you regularly “like” food-related posts, your Explore page will likely display content that aligns with the type of content you’ve shown interest in. That’s where your post captions come in.

The Instagram Explore page algorithm uses an account embedding framework which helps to identify accounts that are topically similar to each other. This framework learns what a word represents based on the context. Also, it identifies how certain accounts are relevant to one another based on the keywords used in bios, names, and usernames as well as captions.

That’s exactly why writing descriptive captions with relevant keywords will improve your chances of showing up in the Explore page of relevant users. Instagram will use the keywords in your post captions to determine which topics of interest align with your account.

See the descriptive caption in the following post related to nature and wildlife photography, for example.

Post Description Keywords for Instagram Optimization

3. Consider Hashtags as Keywords

On Instagram, hashtags function like keywords do in regular search engines – they help users discover relevant content. When you search for a certain hashtag, it’ll show you all the posts tagged with said hashtag. Similarly, tagging your post with a certain hashtag means that the post will show up when someone searches for that particular hashtag.

So, it’s crucial to tag your posts with hashtags relevant to the content so that you can attract the right audience. But try not to overload the caption space with hashtags as it can be an eyesore. Although you have the freedom to use up to 30 hashtags, make sure you find the right hashtag density for your posts. You can run tests to find the perfect number for you.

For instance, the following post has about 20 hashtags relevant to the image.

Using hashtags as keywords for Instagram SEO

But keep in mind that Instagram will take other factors like engagement and account relevance into consideration when ranking your post in hashtag search results. So, the more engagement you get, the more likely your post is to show up in relevant hashtag searches.

Therefore, it is essential to consider post timing, image quality, etc., to better engage your audience and improve content visibility. Of course, you should always publish only the most high-quality content if you want to catch your audience’s eye. You can also find out the best time to post on Instagram for your brand and try to schedule your Instagram posts for the time of day when your followers are most likely to be active and engaged.

4. Make the Most Out of Alt Text

Instagram has a feature that allows you to write alternative text to vividly describe your photo in detail. The app then reads out the image description using a screen reader that lets you hear what the photo contains. This alt text feature was originally intended to help users with visual impairments to understand Instagram’s visual content.

In addition to enhancing the Instagram experience for visually-impaired users, you can also use this feature for Instagram SEO. The idea is to use keywords in your alt text to help the Instagram algorithm better understand what the image contains and how it can be relevant for certain users.

Although Instagram automatically generates alt text for your images, make sure you edit this section to make it more descriptive as the auto-generated list may not be detailed enough. To write your own alt text, select “Advanced settings” before you finish sharing an image.

Adding Alt Text on Instagram Posts

Under the Advanced settings, tap on the “Write alt text” option.

Adding Alt Text on Instagram

Then write your alt text to accurately describe the image while also implementing a few relevant keywords. Tap on “Save” and then share the post.

Alt Text on Instagram

5. Encourage Tagging

Another way to boost discoverability on Instagram is by getting tagged. When people tag your account in their posts or Instagram Stories, others will be able to click through to your profile. So, there’s a good chance you can attract an even bigger audience the more you get tagged.

For example, you could encourage people to tag you in their photos of your products for a chance to be featured in your posts. You could then repost some of their photos to show how much you appreciate them. Even if you want to maintain a consistent feed aesthetic, you could still share their posts to your IG stories.

Alternatively, you could also run promotions and giveaways that involve tagging your account. This is a great way to boost the number of tags because people are more likely to participate when there’s a chance to win something.

Check out how Benefit Cosmetics runs a giveaway, encouraging people to share the post to their Stories and tag the brand for extra entries.

Instagram Giveaway Contests - Instagram SEO

6. Steer Clear of Black Hat SEO

When you’ve been struggling to gain visibility for a while, it may be easy to get tempted by quick fixes in the form of black hat Instagram SEO tactics. But remember that these quick fixes are only temporary. They don’t offer authentic visibility on the platform, which may hurt your performance in the long run.

On top of this, Instagram continues to crack down on accounts that repeatedly employ suspicious tactics to gain visibility on the platform. This includes using bots to generate fake likes and fake following. Thus, it’s best to build genuine visibility even if it takes a bit of time and effort.

7. Track and Optimize

Just like how you analyze the impact of your regular SEO efforts, it’s also crucial that you measure how your Instagram optimization efforts are paying off. To stay on top of your game, conduct an audit on your Instagram account on a regular basis. Make sure you’re asking the right questions:

Were the changes worth it? Did they have any impact on visibility at all? What could you possibly do to make an even bigger impact? You can get the answer to all of these questions once you start tracking your Instagram performance.

If you have a business account or a creator profile on Instagram, you’ll get a comprehensive analytics tool to measure your account performance.

This built-in analytics is great for understanding individual post insights. Also, it gives you a detailed breakdown of reach and impressions as well as how you managed to attract each viewer – whether it’s from home, hashtags, profile, and so on.

Don’t forget to get a better idea of the differences between reach and impressions so that you can understand how these two metrics play a role in your overall performance.

In addition to the built-in Instagram analytics, make sure you invest in an even more comprehensive analytics tool

The Keyhole Social Media Account Analytics tool, for instance, provides you with competitive analytics and follower insights in addition to measuring performance. More importantly, it provides you with recommendations to grow your engagement – from the best time to post to the optimal post length.

Instagram SEO - Grow your engagement

Take Over The Gram with Instagram SEO

Your Instagram account could make all the difference between being a winning brand and being just another business. So, drive up visibility on the platform with effective Instagram SEO and boost your brand awareness among a relevant audience. Make the most of the Instagram optimization tips given above to get found on the platform.

Also, don’t forget to try Keyhole for free and use the automated suggestions to optimize your Instagram posts and grow your engagement.


Related Articles:

Your Guide to TikTok Marketing and How to Use It for Business

TikTok has been a hot topic throughout 2020 from viral videos and challenges popping up on the platform all the way to the app’s near-ban in the United States.

And one thing that’s been gaining traction on top of it all is TikTok marketing and how brands can actually take advantage of this unique platform to reach a wider audience of young people and create an authentic presence for their brand.

That’s what we’re going to talk about today – what TikTok is, what all the fuss is about, and how you can successfully fit this platform into your marketing strategy.

The only key is to not get sucked into viewing hours of video content every time you open the app. 😉

Let’s get started!

What is TikTok?

First things first, we like to cover the basics. What on earth is TikTok, and how did it get to where it is today?

In a few words, TikTok is a video-sharing social media platform that has become popular with Gen Z and younger Millennials through its micro-videos all about dance challenges, lip syncing, and other viral memes.

TikTok initially started as the musical lip syncing app Musical.ly as an attempt to replace Vine. Musical.ly was then bought by tech company ByteDance in August 2018 and rebranded into the TikTok you know and love today.

Videos must be between one and sixty seconds long and can be based around an original sound or a pre-recorded sound bite already recorded onto the platform.

In fact, some of the most popular TikTok videos use sound bites from other video content or songs as the basis for their story.

Why TikTok Should Be Part of Your Marketing Strategy

Considering creating a brand account on TikTok? We support it. There are so many reasons why TikTok could be a great addition to your marketing and video strategy – especially if you’re trying to reach some of those younger demographics.

Another great reason is that the type of content users share on TikTok is unique, and you have the chance to make a different kind of impression on your audience.

You’re not going to be creating static images or sharing blog post links through your TikTok videos. While you can certainly still create educational videos, the content strategy is incredibly different. We’ll talk more about that in a bit.

And the last, but certainly not least, reason that you should definitely consider incorporating TikTok into your marketing strategy is that the algorithm is 100% content first.

This means it focuses on what users actually want to see, so the potential to go viral on the app is possible for even the newest users.

Ready to learn more about the types of content that perform best on TikTok so you can get started creating? We love to see the enthusiasm. 😍

Types of TikTok Content

The types of content that both users and brands share on TikTok is much different than you’ll see on pretty much any other platform, so you should use this to your advantage.

Sure, you might not be able to repurpose content for TikTok, but the time spent on content creation could certainly be worth your while.

Here’s an example of a personal finance expert who joined TikTok and gained 70k followers in her first four days.

TikTok Marketing Guide - Tori Dunlap Tweet

If you have valuable content to share and make the effort to connect with your audience, there’s no reason why you can’t also see success on the platform.

But now let’s talk about the reason you’re really here – to learn more about the different types of video content you need to be creating and sharing on TikTok.

Trending Topics

If you’ve ever browsed the TikTok app, you may have noticed that a few sound bytes pop up over and over again.

Different sound bytes jump up in popularity every so often and you’ll see many different creators jumping on the trend to create their own versions of videos or concepts to entertain their audiences, and you can absolutely do the same with sound clips relevant to your brand.

This can be a fun task for you as well – spend a bit of time each day browsing top TikTok videos and sound bytes to see if there are any that you can use in your own way.

Another way to jump on trends, even while using your own audio, is to see trending video memes and styles, then incorporate those ideas into your own video.

This Washington Post TikTok has a great example of how they spun the “put your finger down if” challenge.

@washingtonpost

Even if you didn’t put any fingers down, subscribe to Hannah’s free newsletter at link in bio! ##TheBachelorette

♬ original sound – We are a newspaper.

Challenge Videos

Another big content type on TikTok is challenge videos – especially dance challenges. Many top TikTokers will share their version of (or attempt at) these different dance challenges so people browsing the sound bytes or hashtag might come across their profile.

While this might seem difficult for a brand to emulate, TikTok is all about getting creative. And that’s exactly what the folks at Fortnite have done.

Check out how they animated one of their characters taking part in a dance challenge in this TikTok video.

@fortnite

You got to keep focused on @yodelinghaley and her smooth moves. ##sayso ##saysochallenge

♬ original sound – Fortnite Official

Whether you get your team together to try out these TikTok challenges or nominate a single dance ambassador, there could still be ways for this tactic to work for your brand.

Educational Videos

Just because TikTok is all about creating fun, bite-sized, shareable videos doesn’t mean you can’t still impart your knowledge on them.

Take a page out of Tori from HerFirst100k’s book and repurpose a popular TikTok video type to share actual wisdom and tips that are relevant to your brand.

@herfirst100k

I gotchu boo. ##moneytiktok ##moneytoks ##personalfinance ##negotiating ##jobinterview ##debtfree ##creditscore ##adulting ##studentdebt ##budgeting ##manifest

♬ No Scrubs Cueheat x Merks Jersey Club Remix – Luis

Find fun and engaging ways that you can share your own educational videos to help your audience learn more about your industry or related topics.

TikTok Influencer Marketing Content

TikTok is also the perfect tool for putting together influencer marketing campaigns, especially with popular TikTok influencers. Many of these influencers have amassed large followings of loyal viewers, which can offer a great ROI to your campaign.

Here’s an example of an influencer video created by TikToker Charli D’Amelio for a campaign with Aerie.

@aerie

Share what you’re doing to stay positive by tagging @Aerie and ##AerieRealPositivity. We’re sharing positivity by donating to American’s Food Fund!

♬ original sound – aerie

Since these influencers already have great content ideas, working together to come up with someone – or letting them take the reins – can be a great way to get your brand’s name out there, especially if you’re new to the platform.

Tutorial Videos

Another fun content type can be basic tutorial videos. People eat those up, and beauty brands and those in similar industries have a perfect outlet for tutorial videos on TikTok.

Take a look at this tutorial video from Fenty Beauty on how to do a ombré eyeliner.

@fentybeauty

Episode 21: Ombré liner! 🎨 Get Flypencil & Full Frontal Mascara at fentybeauty.com! @olgadann ##fentybeautyuniversity ##beauty ##hack ##artist ##makeup

♬ Felix The Widow – BLVKSHP

Record a quick 60-second (or less) TikTok video showcasing how to do something, especially if it highlights your products or services. This is a great way to show off what your brand is selling and entice people to want to use them too.

Current Events

Think about things that are going on around the world, whether it’s based around a holiday, election, time of year and more, and create content around that.

For example, there has been a hashtag trending for videos surrounding #HalloweenAtHome, where creators are sharing content about how they’re celebrating Halloween a bit differently this year due to the pandemic.

Hummus brand Sabra created several TikTok videos around the Back-to-School season with great snack recipes for kids.

@sabra

Full recipe by @iamtabithabrown at sabra.com #TabithaBrown #Hummus #Vegan #SnacktoSchool

♬ original sound – sabrahummusdips

This is a great way to increase potential views around your content because people might be searching for content surrounding these current events on the platform.

Location-Based Videos

TikTok’s platform and algorithm is so unique that even local businesses can see success on the platform. This is because TikTok’s geolocation feature will first show TikToks to people when they’ve been created in their general area.

Then, if the video does well in their initial area, TikTok’s algorithm will start to share that video with even larger audiences in other areas.

So if your brand has a home base or only serves a certain area, don’t count TikTok out. This can still be an awesome platform for your local marketing strategy.

Video Requests

When people comment on your TikToks, you can take comments of your choice and overlay them onto future videos like a sticker.

This gives you the perfect outlet for taking video requests for your content.

Take a look at this TIkTok video by Chipotle, completely based off of a comment on a previous TikTok video.

@chipotle

We actually each do like 2+ things @frankcaliendo ##chipotle ##comedy ##fyp

♬ original sound – Chi-vote-le

Ask your audience what they’d like to see from you so that you never have a shortage of content ideas. Plus, it can be fun for your followers to see their comments pop up on your videos.

TikTok Marketing Tips and Best Practices

Now that you’re prepared for the different types of content you’ll need to be creating, it’s time to jump into the heart of your strategy – how to market on TikTok.

We’ve put together this list of tips to ensure you start your new TikTok marketing venture off on the right foot and know exactly the steps you want to take to start creating content with viral potential.

Work With TikTok Influencers

The most important thing about TikTok is that in order to see success on the platform, your content really has to fit in. 

This is why so many brands are stuck wondering what they’re doing wrong – you really can’t be promotional on this platform. But it also means that influencer marketing on TikTok is key.

Once you launch your brand account on TikTok, look around the platform to find popular creators that look like your target audience. Chances are, their audience will also be your target audience.

After pinpointing the TikTok influencers you think align most closely with your brand, it’s time to start your outreach and put together partnership offers. 

Remember that your partnership needs to be mutually beneficial, and each influencer will have their own set of guidelines and pricing – especially if they’re professionals and have been working with brands for a while.

Getting your brand name out there on TikTok via influencer marketing is a great way to expand your audience as well as start growing your own following on the social network.

Put Effort Into Each Individual Video

This seems like a no-brainer, right? Of course you’re going to make sure you put effort into each of your videos.

But the reason why you should is what I really want to touch on here.

I know I’ve said this before, but here it is again – TikTok’s algorithm is incredibly unique. We like to talk about this because it’s so easy for anyone, even brand new accounts, to go viral and grow a massive audience.

And if you’re creating stellar content every time, you’re even more likely to hit that goal. 🤩

This is due to the fact that your TikTok videos still have viral potential even weeks after you publish them. This platform isn’t like Facebook or Twitter, where your content has a life expectancy of minutes.

On TikTok, if you consistently create great content, people can still find it well past its publish date, and your content can still reach a massive amount of people well after you’ve created it.

Use Trending Sound Clips

We touched on this a bit earlier when we talked about sharing trending topics, but that was a bit broader.

Here, you want to pay attention to the most popular sound clips that are being used over and over again so that you can use to create your own relevant brand videos. The key is finding a sound bite that makes sense for your business.

But using popular and trending sound clips can help increase the odds that your video will get picked up and showcased across users’ For You feeds.

Create Around Trending Hashtags

On a similar wavelength, pay attention to the Discover tab to find out which sounds and hashtags are popular right now and quickly put together a content idea based around that when they’re relevant.

TikTok Marketing Guide - Discover Tab

This can be a great exercise for creating quality TikTok content as well. Try to find relevant hashtags that make sense for your brand, watch a few videos to see how others are creating content, then put together a plan for your own TikTok video.

Test Out Creating Original Content

While a lot of TikTok videos take advantage of other people’s sound bytes, it’s still a good idea to try your hand at creating original content.

Record voiceover for your video or simply use a song in the background as you show off something in your video, like a tutorial or new line of upcoming products.

Implementing a successful TikTok marketing strategy requires a bit of both – some content utilizing popular sound bites and hashtags, and other content that is fully original and of your own conception.

Customize the For You Page

Another good thing to understand is how to customize your For You page. You can easily do this by tapping and holding on various videos and clicking that you’re not interested, either in the user or in the sound clip.

You can also add videos to favorites or save them by holding down on a video as well.

Customizing your For You page helps TikTok to understand the types of content you like, and when your followers do this, the same goes for them.

This is just another example of why it’s so important to consistently create quality, engaging content that perfectly aligns with what your target audience is hoping to consume on TikTok. 

You don’t want anyone to turn off your brand videos in their feed. Instead, you want to create content similar to what you think people would be adding to their favorites, increasing the chances that you show up in your audience’s feed.

Interact With Your Audience

Our last tip is all about engagement. You know the mantra – social media is social. And if you want to grow a community and a following, your brand also needs to be social.

Watch videos on your For You page. Interact with the people who follow your brand. Leave likes and comments, along with following the people who are most similar to your target demographic as well as potential influencer partners.

TikTok Analytics

Every good social media strategy comes with a plan for tracking success and adapting based on your performance and results.

This is why it’s essential to understand the premise of TikTok’s analytics. In order to access analytics, you need to switch over to a TikTok pro account

While this almost sounds like you’ll have to start paying a monthly subscription, don’t worry – it’s still completely free. You just get access to even more features, like your analytics!

Once you’ve made that change, you’ll be able to find your analytics in a dropdown on the desktop app as well as in the settings of your mobile app.

TikTok Marketing Guide - TikTok Analytics

Your analytics consist of three main categories: Overview, Content, and Followers. Let’s cover each a bit more in depth.

Overview

The first tab gives you a bird’s-eye view into how your account is performing – your video views from the last week, your follower count and your profile views.

You can also toggle these to see the same information over the last 28 days to get a good month-over-month look at how your TikTok efforts are going.

While the overview gives you a quick look into your overall performance, the next two tabs allow you to dive in deeper to find out what your audience actually likes and how they’re interacting with TikTok content as a whole.

Content

This tab gives you a more in-depth look into the content you’ve been publishing and how your audience is consuming it.

First, you’ll see your top 9 videos that you’ve published in the last 7 days so you can gauge which types of content your audience likes best. This section also shows you how much content you created compared to the previous 7-day period.

The next section shows you your top 9 videos overall, so you can see if any older videos are starting to gain traffic and understand which types of your content are most popular in general.

Tap on any of your videos to get an even closer look at your individual video’s analytics as well.

Followers

The last tab gives you access to specific data about the accounts that follow you, helping you to ensure you’re reaching the right audience with the videos you’ve been creating.

Here, you’ll find information on the genders your audience identifies with, their locations, and even the times of day your followers are online most. This is perfect for determining when you should be publishing new content.

Not only that, but you also get to see videos your followers have watched and sounds your followers have listened to.

This is the perfect starting point for understanding the content your audience wants to see and helping to align your TikTok marketing strategy with it.

Create Your TikTok Marketing Strategy Today

Ready to start marketing on TikTok? Head over to create your brand profile today and start growing a following. But be sure to monitor your progress and keep up with your social media reporting to understand if your efforts are paying off.


Related Readings

Instagram Reels Vs TikTok: What You Need to Know

The Top 5 Social Media Strategies For Marketing Success in 2020

Social Media Trends to Track in 2020 and Beyond: Marketing Tools, Content, and Strategy


Keyhole is a real-time conversation tracker that provides keyword and hashtag analytics for Twitter and Instagram. Get started for free and search your brand.

How to Become an Instagram Influencer: 13 Tips for Beginners

How-to-Become-an-Instagram-Influencer_-13-Tips-for-Beginners

Instagram influencers get paid to channel their creativity and post beautiful photos. Not to mention the free goodies and extra perks that come with holding an influential status on social media.

With all this considered, it’s no surprise that you want to join the ranks of famous Instagram influencers and start making money as a creator.

Before you dive in, however, keep in mind that becoming a social media influencer isn’t as easy as it looks from a distance. It involves months of hard work and consistency, so you have to be willing to commit.

This post gives you a detailed guide on how to become an influencer and monetize your influence on Instagram.

To simplify the process for you, we’ve divided the guide into three sections – prepping your account, growing your influence, and working with brands. Although the steps focus on Instagram, note that many of them can apply to other social platforms as well.

With that, let’s find out how you can start your journey to becoming Instagram famous.

Jump Links:

Prepping Your Account
1. Choose a Niche That’s Right for You
2. Decide on Your Ideal Audience
3. Have a Creator or Business Profile
4. Write a Compelling Bio
5. Have a Profile Picture That Represents You
6. Decide on a Feed Aesthetic and Stick to It

Growing Your Influence
7. Keep Your Feed Fresh
8. Prioritize Quality
9. Make the Most of Hashtags
10. Focus on Meaningful Engagement

Working with Brands
11. Decide on Your Rates
12. Have a Media Kit Ready
13. Find Brands to Work With

Prepping Your Account

1. Choose a Niche That’s Right for You

Becoming an Instagram influencer, or any social media influencer for the matter, requires finding a niche to focus on. To maintain authenticity, make sure you choose a niche that aligns with your interests and expertise.

In other words, it has to be something that you know a lot about and can discuss for hours without getting bored.

This is crucial if you want to eventually become an authority figure on a certain topic. The more passionate and knowledgeable you are on the topic, the more people will see you as a trustworthy source of information on said topic.

Plus, brands narrow down on ideal influencers based on relevance so choosing a niche can connect you with the right brand partners.

For example, Izzy (@infusedwithtea) is extremely passionate about baking and plant-based tea. So she regularly posts plant-based recipes along with eye-catching photos of her finished creations.

Instagram Influencers - Choosing a Niche

2. Decide on Your Ideal Audience

After deciding on your niche, think about the kind of people who would be interested in it. This makes it easier to understand your audience and find effective ways to connect with them. So you can decide on a content strategy and a personal brand voice that resonates best with them.

For example, Signe Hansen (@useless_dk) is a stylist and jewelry designer who promotes sustainable living and minimalism. She mainly targets women who love to look good but want to maintain a sustainable lifestyle. So her posts mainly consist of tips to style certain pieces of clothing in several different ways.

Instagram Influencers - Ideal Audience

3. Have a Creator or Business Profile

If you’re going to get serious about becoming a social media influencer, you have to get serious about your analytics too. To better learn how to grow your influence, you need to keep track of your audience demographic and how people are interacting with your content. So it’s crucial that you switch from a personal Instagram profile to a Creator or Business Account.

Instagram previously had only Business Accounts for influencers who wanted to analyze their performance on the platform. This allows you to:

  • Access Instagram Analytics to get data about your posts and followers

  • Add links to your Stories

  • Promote your posts as ads

However, it doesn’t let you go private on Instagram. Plus, since it isn’t specifically for content creators, it lacks a few features that would be of use to Instagram influencers.

It then introduced Creator Accounts that would allow Instagram influencers to access several exclusive features for content creation. With an Instagram Creator Account, you can:

  • Access the Instagram Creator Studio through desktop

  • Get creator-specific analytics insights such as engagement stats and follow/unfollow rates

  • Tag products featured in your Feed post

  • Filter your inbox to prioritize important messages

Keep in mind that you won’t have the option to connect your Instagram Creator Account with third-party tools. So this might not be a good choice if you plan on using analytics and scheduling tools from a third party. Otherwise, you can test it out and see if it meets your needs.

Check out our previous post to learn all about setting up an Instagram Creator Account.

4. Write a Compelling Bio

What’s the first thing you look at when you need to know what a particular Instagram account is about? Chances are, even before you scroll through the posts in their Feed, you’ll probably look at their bio.

Your bio gives people a summary of what your content is about and whether or not it’s relevant to their interests. So it’s the first thing that prospective followers (and prospective brand partners too) will look at to see what you typically post about.

That’s why it’s crucial to write a compelling bio if you want to become an Instagram influencer. Make sure it accurately describes what your account is all about.

Use keywords and phrases relevant to your niche for this, but don’t clutter the space too much as it can get difficult to read. Keep the information easy to scan and understand with a list format and/or non-text elements separating different sections.

For Instagram influencers, it also helps to include your contact info where businesses can reach out to your for enquiries. If you run a blog or have a project that you want others to see, don’t forget to include the link for that. In addition, make sure you use a voice that reflects your identity.

Check out the following bio from Jessica Clifton (@impactforgood), for example. She structures the information in a list format and uses emojis here and there. She’s also added her contact info and relevant links for potential brand partners.

Instagram Influencers - Influencer Instagram Bio

5. Have a Profile Picture That Represents You

Your profile picture is the first thing that can give people a glimpse of your account and content even before they visit your profile page. In fact, it could be the very thing that compels them to click on your username and check out your Feed. So it should be able to instantly captivate people and draw them in while also telling them a bit about you.

For example, a travel influencer could have a profile picture of them in a picturesque location, a food influencer could have a picture of them cooking or eating, and so on.

Meg (@meg.ikarp), an influential artist uses a self-portrait in her personal art style as her profile picture. This accurately represents what she does and what her personality is like.

Instagram Influencers - Influencer Personality

6. Decide on a Feed Aesthetic and Stick to It

How your feed looks as a whole leaves a lasting impression on your audience. An impressive-looking feed that feels cohesive will instantly draw in people. It’ll also show them that you’re serious about producing high-quality content so you’re worth following.

So one of the first things you have to do as a social media influencer is to decide on an aesthetic for your feed and consistently maintain it. Choose an aesthetic that fits your personality and reflects the mood you want to portray through your content.

For example, someone who wants to promote sustainable living and minimalist lifestyle will probably want a feed that looks clean, simple, and refreshing.

To maintain a consistent aesthetic in your feed, plan each photo ahead of time with your Feed in mind. In addition, try taking photos in similar lighting and use the same filters and presets when editing them.

For example, check out how Sam Ushiro (@aww.sam) consistently posts photos with bright and popping colors to give her Feed a sunny and playful aesthetic.

Instagram Influencers - Themed Feed

Growing Your Influence

7. Keep Your Feed Fresh

One of the best ways to grow your influence is by posting consistently and providing your followers with fresh content to engage with. Although there’s plenty of debate about the ideal posting frequency, try to post at least once a day. Even if that’s not viable for you, at least aim to provide your followers with a certain number of posts every week.

According to a study published on Social Media Today, posting more often on Instagram can decrease your engagement per post.

However, it increases your overall engagement, which can be crucial for gaining more visibility and attracting new followers. The study found that doubling your post rate per day gives you 1.6X more engagement.

8. Prioritize Quality

Although posting frequency is important, don’t sacrifice quality for the sake of posting more often. Quality should still come first because that’s the exact reason why people are following you instead of other Instagram influencers in your niche.

When we talk about quality, however, keep in mind that it isn’t just about posting high-resolution photographs (although that’s still essential). Rather, it’s more about publishing content that would be of value to your followers and your target audience.

Does it serve any purpose? Does it teach them something or entertain them? In other words, does your audience gain anything from your content?

For example, fashion influencers like Autum Rainn (@autumrainn) create content to provide their audience with style inspiration and fashion tips.

Instagram Influencers - How to Become an Instagram Influencer - Influencer Engagement - Relevant Hashtags - Content Creation

9. Make the Most of Hashtags

When it comes to Instagram, nothing drives content discovery better than hashtags do. If someone clicks on or searches for a certain hashtag, they’ll discover posts that use the hashtag in the caption or comments. This helps people find the content they’re interested in and connect them with relevant content creators.

In fact, John Koch of Tomoson conducted an experiment with hashtags on Instagram and found that they increased content visibility by 4,473%.

So if you want to grow your Instagram following, make sure you use highly relevant and popular hashtags to boost content visibility and eventually attract potential followers.

Instagram provides you with hashtag suggestions when you type in a related hashtag in the search bar. In addition to this, you can also use tools like Keyword Tool and Hashtagify to discover highly popular and trending hashtags related to your niche.

For example, see how health food influencer, Carissa Stanton (@broccyourbody) uses several relevant hashtags in her post. The post provides a recipe for a poke bowl and includes hashtags like #pokebowls, #diypokebowl, and #healthyrecipes. It received almost 10,000 likes.

Instagram Influencers - How to Become an Instagram Influencer - Influencer Engagement - Relevant Hashtags

10. Focus on Meaningful Engagement

While there are shortcuts to growing your following and increasing your engagement, those options are often unsustainable. They bring you followers and drive engagement, but only for a limited period of time. So it’s not a viable option when you want to build sustainable influence and become a successful Instagram influencer.

That’s why it’s crucial that you focus on attracting meaningful engagement right from the start. Avoid buying likes and followers, for a start, and don’t depend too much on contests.

Although running a contest can help you gain new followers, you don’t want people following you just because they want to win free stuff. So save this option only to occasionally reward your loyal followers or even to give your brand partnerships some traction.

Instead, focus on providing high-quality content consistently. Even if you don’t add to your Feed on a regular basis, interact with your followers through Stories. Use Instagram Stories to ask them questions or answer theirs, conduct polls, give them a glimpse of what your daily life looks like, and more.

You can even use the Keyhole Social Media Account Analytics to monitor your post performance and follower engagement. This will provide you with valuable insights and recommendations on how to drive better engagement with your posts. This tool analyzes your post data and suggests the best time to post, optimal post length, and more.

Instagram Influencers - How to Become an Instagram Influencer - Keyhole - Social Media Analytics

In addition, create more opportunities for engagement. Write captions that make people want to engage with your posts and comment on them. Share personal stories they can relate with and ask questions that they’d want to answer.

More importantly, don’t forget to return the favour and actively engage with people who engage with you. That means answering their questions or at the least, liking their comments. See how Joey (@shethespy) interacts with her followers and answers their questions.

Instagram Influencers - How to Become an Instagram Influencer - Influencer Engagement

Working with Brands

11. Decide on Your Rates

One of the trickiest parts about becoming a social media influencer is the part where you decide on how much to charge. It’s crucial that you have a clear idea of what a reasonable rate looks like considering factors like your follower count, engagement rate, niche, and content quality.

You can’t just expect brands to pay you $250 per Instagram post if you only have a few thousand followers who hardly engage with your posts. At the same time, you might want to reassess your value if you’re only charging $50 per post while having 500,000 followers who actively engage with your content.

Deciding on a reasonable rate helps you set a baseline for your worth as a content creator. Plus, it also helps you connect with brands that are the right fit for you because influencer pricing is often an essential criterion in their search.

If you’re not too sure how much is a reasonable rate, consider using the Instagram Money Calculator from Influencer Marketing Hub. This takes into account factors like followers, engagement rate, and average likes per post to give you an estimate of how much you should earn per post.

Instagram Influencers - How to Become an Instagram Influencer - IG Money Calculator

12. Have a Media Kit Ready

If you’re serious about becoming a social media influencer, you also need to prepare a media kit that will help prospective clients learn more about you. This is a digital portfolio that showcases your personal brand, work, and achievements. In other words, it’s the pitch that helps convince prospective clients to work with you.

Instead of creating different media kits for different social networks, you just need to create one that contains info about your stats across all platforms. It should include the following key details:

  • A bio that highlights your name, location, personality, interests, and other pursuits

  • A high-quality photo of yourself

  • Your contact info

  • Detailed follower and engagement stats across various social networks

  • A breakdown of your audience demographics

  • Previous campaigns you’ve worked on as well as testimonials from past clients

Try compiling all this info into an attractive visual presentation so that you stand out from the rest. Don’t forget to use color palettes, fonts, and images that fit your personal brand identity.

13. Find Brands to Work With

Next comes the part where you find brands to partner with. You can either reach out to brands directly or even join influencer marketing networks that can connect you with the right campaigns.

Make sure you’re picky about your partnerships no matter how desperate you might be to find work. Ideally, you should only work with brands whose values align with yours so that you can keep maintaining authenticity and credibility with your audience.

Maintaining Your Influence

As difficult as it is to build and grow your influence on Instagram, there’s no guarantee that you’ll get to keep it forever. So you need to consistently work towards maintaining the influence that you’ve built over the months and years.

For this, you should continuously measure your performance to see what works and what doesn’t. This will allow you to keep growing and adapting your content strategy based on what people want to see at that particular time. In addition, it makes it easier to provide your brand partners with visible results from the campaign so they can measure their influencer marketing ROI accurately.

Don’t forget to keep up with the trends and join in on trending and important conversations within your niche. Most importantly, keep interacting with your followers to engage them and build a loyal community.


Related Articles:

The Top 25 Social Media Monitoring Tools

What Type of Influencer is Best for My Campaign?


To get a complete look at your social and performance data, sign up for a free Keyhole trial today.

How Much Instagram Influencers Cost: A Guide to Influencer Marketing Pricing

Nowadays, if there’s a single Instagram marketing strategy gaining momentum then that surely is influencer marketing.

If there’s anything troublesome about influencer marketing, it’s that there is definitely a bunch of marketers trying to determine Instagram influencer pricing. 

Yet, with the influencer marketing industry expected to be worth up to $15 billion by 2022, it seems marketers are left with no other option but to find their way around it. 

Тhis can cause a lot of headaches, but when you see the ROI come in from your influencer marketing efforts, it’ll make going through the trouble of pricing and budgeting for an influencer campaign worth it.

Still, there are many factors contributing to the overall influencer marketing pricing that can prove to be helpful in the long-run.

From understanding the different types of influencer campaigns you can plan, to the different types of influencers you can collaborate with – once you wrap your head around it, it all becomes more pragmatic and manageable. 

And that’s precisely what we’re aiming at in this text, so read on if Instagram influencer pricing intimidates you or if you’re not sure how to set pricing.

Jump Links:

What Are Influencers and Why Are They Important?

Types of Instagram Influencer Campaigns:
Giveaways 
Takeovers
Sponsored Instagram Content
Instagram Story
Instagram Post
Instagram Live
IGTV 
Gifting 
Brand Ambassador 
Discount Codes 

Different Instagram Influencer Tiers

Instagram Influencer Pricing Factors

What Are Influencers and Why Are They Important?

If you look up the definition of the term influencer on Google, here’s what you’ll find: 

In general, an influencer is a person or thing that influences another. 

In a marketing context, an influencer is described as a person with the ability to influence potential buyers of a product or service by promoting or recommending the product/service on social media. 

So, influencers are people who usually have a large number of social media followers, create engaging content and are in a position to influence others with their suggestions and recommendations. 

And when marketers decide to collaborate with influencers, that marketing strategy is known as influencer marketing strategy. 

Way back in 2016, Forbes called influencers celebrity endorsements. 

In fact, it seems influencers are so highly regarded, that their social media importance surpasses that of actual celebrities. 

And if you still have some doubts about the power of influencer marketing, consider the following 2020 influencer statistics: 

  • 70% of teens trust influencers more than traditional celebrities
  • 86% of women use social media for purchasing advice
  • Influencer marketing campaigns earn $6.50 for every dollar spent
  • Influencer marketing Is the fastest-growing online customer-acquisition method
  • 67% of marketers promote content with the help of influencers
  • 60% of consumers have been influenced by social media or blog while shopping at a store

As much as statistics and research data might be reliable, they aren’t helpful with certain practical aspects such as answering the question of how much does an Instagram influencer cost?

Types of Instagram Influencer Campaigns

The purpose of every influencer campaign is to raise brand awareness, reach new customers and generate more revenue. 

And social media is the perfect format to do so!

 Source: Mediakix 

In fact, when it comes to influencer marketing, Instagram is the leading social media channel. And, as such, it allows you several options to choose from for your campaign. 

Giveaways 

You may not have organized giveaways (yet), but one thing’s for sure – if you have an Instagram profile, you have definitely seen one at some point. 

Although giveaways are short-term, they’re quite popular and at the same time they’re a great way of raising brand awareness. 

Giveaways are orchestrated by giving an influencer your product/service to offer to their followers.

Entering and engaging with the giveaway involves followers tagging their friends, new users following the influencer’s Instagram profile as well as the brand’s profile. There are many different ways to enter giveaways.

Giveaways are significant, as they involve a lot of comments and likes; they increase the engagement rate and leave everybody satisfied.

The followers get a chance to win a free product, the influencer increases their engagement rate and following and the brand promotes its product/service, plus potentially gains more followers on Instagram. 

Takeovers

Takeovers are becoming increasingly popular, but they’re usually not the first part of an influencer campaign. 

Oftentimes, after a brand has gained confidence in a particular influencer, they would offer them access to their Instagram profile so that the influencer creates content for the brand. 

This can be a one-off engagement, or it can last for a longer period of time – it’s a mutual decision made by the brand and the influencer. 

Sponsored Instagram content is one of the most frequently used approaches when it comes to influencer marketing.

  Source: Mediakix

The success of influencer campaigns isn’t random. In fact, there’s a higher digital hierarchy when it comes to how well certain content formats are accepted. 

Based on the results presented in this graph, we can conclude that Instagram posts are the most influential content format (78%), followed by Instagram stories (73%). Instagram videos are fourth place (54%). 

All you have to do is come up with your campaign details, and get things moving.

And if you want to check the success of your influencer marketing campaign afterwards, you can use some third-party tools to help you.

For example, here at Keyhole, we assist marketers in finding potential influencers to partner with as well as measuring the impact of social media and influencer campaigns. 

Instagram Story

Instagram stories allow you to post and view visual and video content for 24 hours. Insta stories are great, because they allow you to… well, to really tell a story. 

Influencers can get creative, engage in visual storytelling and bring your brand closer to their following. 

Oh, and once you settle on how much the influencer collaboration will cost you, expect to get a higher price if you want your website’s link to be included in the stories. 

Instagram Post

Instagram posts can include a photo or a video. Instagram also allows you to post a photo carousel, with a combination of photos / videos, and more than one photo or video per post.

There are also post captions that allow you to express yourself below what’s being posted.  

In general, slideshow posts will cost you more than a single photo, and a video costs more than an image (it might cost up to 40-50% more). 

Instagram Live

Instagram live is another popular Instagram feature because it allows influencers to connect with their followers in real time. 

It makes the digital relationship stronger because followers can ask questions and get their answers right away, as well as request to get access in the live stream (depending on what format the influencer decides on prior to hosting the live event). 

Instagram live is also awesome because it puts both the influencer and the followers on the same level of communication, and it makes their interaction much more engaging and amusing. 

IGTV

IGTV  is a video feature on Instagram that allows users to upload vertical videos up to ten minutes long (or up to 60 minutes if you’re a verified user, but they have to be uploaded from a computer). 

This is a great feature if you want to talk about something in greater depth and open up a longer discussion. 

For example, if an influencer wants to talk about the brand’s latest clothing collection, they can post several photos and a couple of stories, but if they want to review each outfit and promote actual clothing pieces they have more freedom, time, and space to do so in an IGTV.  

Gifting

Gifting is pretty much self-explanatory. 

Usually, a brand would send a specific product to an influencer (oftentimes accompanied by a personalized message) and hope they’ll post the product and publicly thank the brand. 

This is called product seeding, and it’s done with the intention of getting brand recognition, proper exposure as well as getting clients willing to make a purchase. 

It’s also great for getting feedback – the comment section on Instagram is a great place to see if your product is yay or nay

Brand Ambassador 

Being a brand ambassador sounds like having a very formal title, but it’s again a straightforward collaboration, only meant to last a bit longer. 

Brand ambassadors usually share photos, images, videos and stories about your product for a certain amount of time, and they’re meant to be seen as those who use your product the MOST. 

For example, if you want to promote leggings, then a brand ambassador would post images of themselves frequently wearing those leggings while in the gym, riding a bike, exercising at home, and so on. 

Suggested ReadWhat is a Brand Ambassador? & How to Launch a Successful Ambassador Program

Discount Codes 

If the purpose of your campaign is to drive sales and stimulate users to make a purchase, then discount codes come into play. This is done with a so-called “unique” discount code.

Let’s say the influencer’s name is Stephanie, and her account name is fashion_with_Steph. The discount code can be something like Stephanie10.

So, the influencer can share the product that’s supposed to be purchased (or it could be more items, a whole collection, and so on), and share the discount code with their following. 

The results of this campaign (based on the number of purchases) can show if this was a successful campaign as well as assist you in deciding on the Instagram influencer pricing.  

This approach also lowers the difficulties in calculating your influencer marketing ROI.

Different Instagram Influencer Tiers

No one could undermine the importance of influencers, as according to Bernard Clive, every growing brand thrives on brand influencers and advocates. So, influencers can be the key factor when it comes to reaching the clients you’re targeting. 

However, the way you manage that is going to depend on the type of influencer you’re collaborating with. 

Believe it or not, there’s some digital hierarchy even within the influencers’ world!

Let’s dive into the specifics of it and see what each influencer tier entails!

Mega Influencers (1m+ followers)

Mega instagram influencers hold a celebrity status and have a following most Instagrammers can only dream of. 

They’re well-known in their niche, post high-quality photos, and shape popular culture. They’re the movers and shakers on Instagram. 

Partnering with a mega influencer might make your sales skyrocket, but it will require a huge initial investment on your part too. That’s why usually large brands tend to collaborate with them. 

They cost hundreds of thousands of dollars per post

A great example of a mega-influencer is Chiara Ferragni, the most-followed Italian influencer, who, as of April 2020, has 19.4 million followers on Instagram. 

She has been known to collaborate with brands such as Pantene, Calzedonia and even Lancome. She’s a leader in the fashion industry and even even has her own store. 

Macro Influencers (500k – 1m followers) 

Macro-influencers have a sizable following on Instagram, and they’re very appealing to brands because they don’t cost as much as mega-influencers do, yet they hold very similar social media importance as them. 

In other words, working with macro-influencers allows you to reach a huge audience without breaking the bank (which is highly likely to happen if you decide to collaborate with a mega-influencer, for example). 

They’ll usually request thousands of dollars per post.

A well-known travel influencer is Kiersten Rich better known as The Blonde Abroad, who basically changed the way travelers see travel. 

She organically grew her audience, has 564K Instagram followers, worked on producing high-quality website content as well as creating her own photo presets. 

She’s been known to collaborate with Murad Skincare, Pura Vida Bracelets, and Backcountry, to name a few. 

Mid-Tier Influencers (50k – 500k followers) 

Mid-tier Influencers are capable of securing expensive sponsorships, yet, they can’t reach the same amount as mega or macro-influencers can. 

Brands love them because they’re much more accessible than the higher influencer categories, yet they can deliver the same quality promotion. 

If you want to collaborate with a mid-tier influencer, expect to have to pay them anywhere from hundreds to thousands of dollars per post. 

Our mid-tier example is Alice Catherine, a UK based blog writer, very recognizable for her appreciation for vintage style in all shapes and forms. She has 207K Instagram followers. Alice has written extensively about fashion, skincare and has engaged in paid sponsorships as well as affiliate marketing. 

Micro Influencers (10-50k followers) 

According to some, micro-influencers are the gatekeepers of social media

They manage niche-specific communities, whereas larger influencers attract a broader audience (which again has its benefits too). 

Although micro influencers don’t have what you might consider a huge following (when compared to other influencer tiers), usually they have a very loyal and engaged following.

Micro-influencers are considered useful in raising awareness about new items and have been perceived as more credible than other groups.

In 2016, Bloglovin’ asked 2500 micro-influencers how much they typically charge per post on various platforms. The survey showed that 84% charged less than $250 and 97% charged less than $500 per branded post on Instagram.

These numbers show why micro-influencer collaborations have become so frequent – micro influencers provide great results at an affordable price.

Suggested Read: How to Find Micro Influencers on Instagram to Boost Sales

Take Jenn from Hello Rigby, for example. She has 25.4K Instagram followers

Both her blog and Instagram profile revolve around fashion, dogs and lifestyle in general. Her profile is full of images with her dog, colourful outfits, and engaging in fun activities, and she has worked with brands such as Target, Freshpet and Cold Stone Creamery. 

Nano Influencers (1-10k followers) 

According to a New York Times article, the best way to describe nano-influencers is the following: “everyone who’s on Instagram has that friend who is just really popular and is racking up ‘likes’ and comments and has great content”. So “that friend” would be a nano-influencer.

Nano-influencers tend to be open for collaborations and usually they ask for a minimal amount of money or a free product (sometimes maybe both) and that’s it. 

These are known as in-kind influencer partnerships. 

A good example of a nano-influencer is Bricely Liriano. She’s a lifestyle influencer and a fashion creator, as she likes to call herself. Bricely has advertised products from Aussie Hair USA, The Seaweed Bath Co., rue21, and so on. She has 9.618 followers on Instagram. 

Instagram Influencer Pricing Factors

As you might have noticed, we have not given you exact numbers so far.

That’s because of two reasons:

  1. Most influencers don’t share their fees publicly online.
  2. The price you pay is very individual and heavily depends on a couple of factors.

Number of Followers 

Usually, the more followers an influencer has, the higher the price. This is the case because the more followers one has, the larger audience the audience he/she can reach. 

However, keep in mind that many influencers have fake followers and that’s something to look out for in order not to be manipulated. 

Engagement Rate 

Besides the number of followers, another key factor to determine Instagram influencer pricing is the level of engagement. There’s a quick formula to calculate the engagement rate of a particular Instagrammer:

engagement rate formula
Engagement rate = (likes + comments) / followers x 100 

Usually, an engagement rate on Instagram between 1% and 3% is considered to be pretty good. In general, you’d consider the following questions: how often does the influencer posts on Instagram? Do they interact with their followers? If yes, how do they do it? Do they reply to questions, answer comments, engage in discussions? 

Knowing this is more important than you might initially think because it can determine if the post aimed at promoting your business will be seen by the influencers’ followers or not. 

Type of Post 

The influencer collaboration cost also depends on the type of content you want the influencer to create. 

Is it a single Instagram post? Are they doing a giveaway? Should they record a video? 

Think about which approach works best for your brand. Also take into account what the specific influencer you’re interested in has to offer and what kind of content has worked well for them in the past. Consider the influencer’s affinity with the brand too. 

Type of Product

The type of product also affects influencer pricing. 

For example, promoting a motorbike is definitely going to cost more than promoting yogurt. 

The first one asks for more logistics, open space, more in-depth planning, and so on. 

Direct Partnership vs. Through an Agency Partnership 

Are you directly contacting the influencer or you’re working with an agency? Both have pros and cons. 

An example of an influencer marketing package by Blixtiz 

For instance, if you decide to contact an agency, then you’ll have to pay both for the agency and the influencer (plus agencies usually offer fixed packages), but if you collaborate with an influencer only, then the terms of the contract are up to you and the influencer. Plus, you have greater freedom to negotiate. 

Suggested Read: Instagram Influencer Marketing: A Start-to-Finish Guide

Final Thoughts 

Instagram influencer pricing is indeed puzzling, and there’s always something to be added, mentioned or calculated. 

Granted, influencer marketing comes with its own set of challenges, but at the same time it’s a chance for marketers to show they are capable of overcoming them. 

After all, no influencer campaign ever came out without a dose of uncertainty, spontaneity and a deep trust in the marketing unknown. That’s how most collaborations are born anyway. 

Hence, Pantene has collaborated with Chiara Ferragni. Daniel Wellington has collaborated with Kendall Jenner. Morphe has collaborated with James Charles. 

What about you?

Who’s the next Instagram influencer you’re collaborating with? 


Related Articles:

What Type of Influencer is Best for My Campaign?

Influencer Marketing ROI: Calculate ROI and Maximize Your Social Impact


Keyhole is a real-time conversation tracker that provides keyword + hashtag analytics and social media analytics across platforms such as Facebook, Twitter and Instagram. Get started for free here.

Keyhole Social Media AnalBottleRock

How BottleRock Music Festival Amps Up Influencer Engagement with Keyhole

Updated on May 24th, 2020.

BottleRock is a Napa Valley music festival that aims to bring together the best of Napa culture- wine, music, food and more wine, in true Napa fashion.

Jump Links:

Identifying and Finding Influencers
Identifying Trends by Tracking Hashtags Year-Round
Sharing User Generated Content Live At Your Event
Optimizing Content

“When people come to Napa, the first thing that they think of is great wine. What goes along with great wine is great food, and what pairs perfectly with food and wine is music. Add beautiful rolling hills, vineyards, and world-class hospitality and you have what we call BottleRock Napa Valley.”

-Jasa Laliberte, Marketing Manager.

Jasa Laliberte for BottleRock for Keyhole

The festival was originally started in 2013, and by 2015 was selling out. In 2018, with an impressive lineup, festival tickets sold out earlier than ever before, spurring successful sales and a dedicated fanbase in the years of the festival after.

“We really focus a lot on customer experience, paying particular emphasis to our 4 different levels of VIP and providing an all-around amazing experience for the concert-goer from start to finish. In the same way that Napa provides such amazing hospitality, we try to do the same thing at our festival.”

Why Keyhole?

The marketing team at BottleRock accomplishes some pretty awesome feats through our tool year-round. Check it out! They include:

Identifying & Finding Influencers

Jasa’s team is able to regularly find and engage artists and influencers they didn’t know were speaking about BottleRock through Keyhole’s Influencers feature.

The ‘Influencers’ tab in Keyhole shows top users engaging with your hashtag or keyword, allowing you to engage with them and their content directly from the platform.

“Before Keyhole, I wasn’t seeing some of the bigger accounts that were talking about us. I just never knew they were out there being a positive influencer for us! So now I’m definitely looking into those people. We have kind of a daily ‘a-ha!’ moment with Keyhole.”

Identifying Trends by Tracking Hashtags Year-Round

According to Jasa, Keyhole’s biggest impact is saving time by clearly depicting cross-platform data.

We asked Jasa what she did before Keyhole, to which she laughingly replied, “Well, I had lots of spreadsheets!”

“The biggest thing that’s been helpful for us is being able to actually see our overall impressions online. The data was on different platforms and we were not able to see what other people were saying about us very easily. Now we are actually able to put a number and a statistic behind it.”

By tracking relevant hashtags and keywords year-round, Jasa’s team is also able to identify relevant trends as they happen, and adjust their marketing strategies and event accordingly.

“The biggest things are the analytics behind it, the numbers. We’ve tracked hashtags for the last 5 years, but we’ve never done it all year round–so it’s been beneficial for us to see different trends and quantify them.”

By being able to identify trends and track keywords and hashtags, it brings numerous benefits to the team by being able to measure reach and engagement, benchmark against competitors or other similar festivals, as well as track how people feel about milestones such as lineup announcements. 

Sharing User Generated Content Live At Your Event

Keyhole offers a Media Wall feature that’s extremely easy to moderate, and allows your audience to share content and connect on any sized screen. 

Whether it’s a massive jumbotron or simply a mobile app, help your event attendees connect and share experiences through the Media Wall feature. 

BottleRock uses Keyhole’s Media Wall to live stream content that festival attendees share on their social media to enhance the experience.

The team can also control what is actually being displayed on the Media Wall with the handy moderation feature – filtering out any content that may be inappropriate or irrelevant. 

Optimizing Content

Lastly, Keyhole helps with content creation by giving insight into the types of conversations users are having.

Keyhole’s word cloud for the ‘#BottleRock’ Keyword tracker shows what else people discuss when talking about Napa online.

“It is influencing our strategy. As we are moving to figure out specific copy and content, we are looking at what we’re putting out there in terms of hashtags and keywords, and figuring out what themes and trends we are seeing…what is being engaged with the most. We try and find that theme and replicate it.”

The word cloud helps to identify relevant themes and topics that can bring insights into marketing strategies by shining light on subjects that are also being buzzed about. 

Keyhole Streamlines Marketing Processes

Overall, Keyhole’s data has helped BottleRock’s marketing team save time and simplify their processes, allowing them to focus on what’s most important: creating unforgettable festival experiences and selling out year after year.

What can Keyhole do for you? Sign up for a 3-day free trial and find out!


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Keyhole is a real-time conversation tracker that provides keyword + hashtag analytics and social media analytics across platforms such as Facebook, Twitter and Instagram. Get started for free here.

How Do I Calculate ROI of an Influencer Marketing Campaign?

Influencer marketing is one of the fastest-rising trends in marketing. But how do you calculate the ROI of an influencer marketing campaign?

If you’re new to the concept, influencer marketing is the collaboration between a brand and a content creator with a large social media following. The influencer endorses the company’s product or service in exchange for compensation.

Jump Links:

Why Should You Calculate Influencer ROI?
What Influencer ROI Metrics Can You Track?
Influencer ROI Formula and Calculation

Why Should You Calculate Influencer ROI?

Calculating the ROI of your influencer marketing campaigns will help you understand the impact of an individual influencer, or your influencer marketing efforts as a whole.

Knowing the ROI of any investment will also help you report to key stakeholders on the results of your campaign.

This will also help you determine what you can reasonably afford in terms of influencer compensation.

What Influencer ROI Metrics Can You Track?

Before you can calculate your influencer marketing ROI, you must determine your campaign goals.

What does success look like for your influencer campaigns? Here are some key metrics you can track:

  • Brand Visibility Metrics:
    • Reach, impressions, followers, and website traffic
  • Social Engagement Metrics:
    • Interactions (e.g. likes), comments, and shares
  • Conversion & Sales Metrics:
  • Leads, newsletter subscriptions, downloads, eCommerce sales, and revenue generated

For any of these metrics, you can either track the stats on influencer posts (e.g. tracking revenue through an affiliate link), or you can look at the timeframe shortly after your influencer has posted to measure their influence.

Keyhole is a real-time conversation tracker that provides keyword + hashtag analytics and social media analytics across platforms such as Facebook, Twitter and Instagram. Get started for free here.

Influencer ROI Formula and Calculation

The influencer marketing ROI formula /calculation is:

ROI (Return on Investment) = Net Return / Investment x 100%

Net return is most simply expressed as your profit, but calculating your returns won’t always be as easy as tracking revenue. If your goal metrics are impressions or engagements, you will have to modify the calculation to work for you.

Typical investment costs include time or labor, influencer compensation, product supplies, marketing agency expenses, and social media tracking tools.

For example, if you’re an e-commerce brand and you invest $10,000 in influencer marketing and then see $30,000 in eCommerce sales directly attributable to your influencers, that’s a 200% return on investment:

ROI = ($30,000 – $10,000) / $10,000 x 100%
= $20,000 / $10,000 x 100%

= 200%

How to Track Influencer ROI

Luckily, influencer analytics tools like Keyhole make it easy to identify the best influencers for your brand and then track their performance.

To start tracking your influencer ROI, start your free Keyhole trial today.


Related Articles:

How Do I Calculate Social Media ROI?

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Keyhole is a real-time conversation tracker that provides keyword + hashtag analytics and social media analytics across platforms such as Facebook, Twitter and Instagram. Get started for free here.

What Type of Influencer is Best for My Campaign?

Working with social media influencers is a rapidly growing and highly effective marketing tactic.

It’s a quick way to gain trust and visibility with an audience thanks to the opinion or voice of someone they already trust.

The challenge, however, is identifying which type of influencer is best for your social media campaign.

Jump Links:

Celebrity / Mega Influencers
Mid-Tier Influencers
Micro-Influencers
Nano-Influencers

Celebrity or Mega Influencers: 500K+ Followers

Celebrity or mega influencers are your traditional celebrities with hundreds of thousands or millions of fans.

This group includes tv and movie stars, athletes, models, musicians, or the occasional professional influencer who’s struck it big.

Best for: High-budget campaigns looking to reach a huge mainstream audience. Celebrity influencers are most likely to work with major international brands.

Mid-Tier Influencers: 100K – 500K

Social media influencers in this middle tier are what most people refer to when they’re discussing pure “social media influencers.”

They have hundreds of thousands of followers on at least one social platform, and they’re often popular just for their personalities, photos, or interesting lifestyles.

Best for: Medium-to-high budget campaigns aimed at a large, but slightly more niche audience. These influencers live off endorsements, so they’re still likely to command top dollar.

Micro-Influencers: 10K – 100K

Micro-influencers have a more moderate following, but often share a tighter bond with their audience. Their popularity is most often due to being highly personable and interactive with their audience.

Their content is more focused on a single genre, like fashion, sports, pop culture, or food, which makes them popular with a niche audience.

Keyhole is a real-time conversation tracker that provides keyword + hashtag analytics and social media analytics across platforms such as Facebook, Twitter and Instagram. Get started for free here.

Best for: Highly targeted campaigns targeted at a niche audience. These influencers are more likely to resonate with their niche audience, but they may be harder to find or sign to partnerships, and you likely need to work with more than one to make an impact.

Nano-Influencers: 1K – 10K

Nano-influencers are like micro-influencers, but with even fewer followers. Their audience is even more hyper-focused on one niche.

Best for: Low-budget campaigns targeted at an extremely niche topic. These campaigns will likely need to engage with tens or hundreds of nano-influencers to achieve considerable reach.

How to Identify and Track the Best Influencers for You

Keyhole offers influencer tracking tools that allow you to identify and measure the influencers that have the biggest impact on your brand.


Related Articles:

Instagram Influencer Marketing: A Start-to-Finish Guide

How to Find Micro Influencers on Instagram to Boost Sales


Keyhole is a real-time conversation tracker that provides keyword + hashtag analytics and social media analytics across platforms such as Facebook, Twitter and Instagram. Get started for free here.

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