Anyone on Instagram is increasingly aware of the number of influencers endorsing products and services. From the latest toilet products to the best restaurants, influencers are proving to become an effective approach for businesses to increase awareness and sales. Before you choose to work with Instagram influencers, here are three things to be aware of:
1. Followers vs. Engagement: One warning sign when examining an influencer is to compare the number of followers to the engagement. For example, if INFLUENCER A has 10,000 followers and averages 200 likes per post while INFLUENCER B has 6,000 followers and averages 400 likes per post then INFLUENCER B is the better influencer to work with if you had to pick between the two. INFLUENCER A's engagement percentage is 2 percent while INFLUENCER B's engagement percentage is roughly 6 percent. Influencers with high engagement percentage often have a high level of credibility within their communities.
Take time to go through an Instagram influencer's followers and engagement. You need to be able to recognize fake accounts when you see them. It has never been easier to buy likes and followers so beware of accounts with fake engagement. $15 can go a long way to making an Instagram post seem like it's liked and commented on by legitimate Instagram accounts. Here are a few characteristics of a fake account:
- Comments with typos and grammatical errors.
- Comments that don't have anything to do with the post itself. For example, an account saying, "It's always a great party for all!" when the picture is of a someone fishing in the mountains.
- Empty profiles that average less than 55 posts a year since the average user publishes an average 55 posts a year.
If you're doubting the amount an influencer is asking for is not deserved, here's an influencer calculator you can use to see if you are getting ripped off.
2. Grammar and Typos: Avoid Instagram influencers who struggle with spelling errors, grammar and other preventable mistakes. Avoid associating your brand with people who don't know the difference between to and too.
Grammatical errors are distracting for potential customers and can discourage them from taking you seriously.
3. Terms and Conditions: Know the terms and conditions of the Instagram influencers you are looking to partner with. Some influencers only want product in exchange for the endorsement. Other influencers want cash and your services in exchange for their photos.
It's important to know where you stand as well when it comes to expectations. Here are some questions you need to be able to answer when you're collaborating with influencers:
- Does this influencers ask for payment? If so, do you have to pay via PayPal or send a check?
- Do you have a deadline of when you want to run a giveaway with an influencer?
- If you're running a giveaway for your product-based business, do you have to ship the giveaway prize to the winner or does the influencer take care of shipping?
- What's your game plan for influencers who don't follow through with your agreement?
- Does the influencer fit your branding and vision?
Keep these questions in mind when collaborating with Instagram influencers and you'll be able to create mutually beneficial partnerships. When you ask these questions ahead of time, you avoid a great deal of frustration.
We hope these three tips will help you identify and effectively partner with the best influencers for you! Patience is key when reaching out to influencers.
What has your experience been working with Instagram influencers? Let us know in the comments below!