How to choose a influencer of Instagram

But the truth is that if you grew up, like me, having access to soap operas, series and other media content, you are well aware that selling through the credibility of a public figure is not uncommon in our lives. The actors stamp their names on the services and products and these, in turn, use the historical context of their characters to obtain sales.

Today, the influencer marketing format is present in our daily lives and is much more accessible to be adequate in strategies. I'll explain why in two words: digital influencers.

The digital influencer is a person who can impact specific niches and even thousands of people through their digital influence. It can be on YouTube, Facebook, Instagram, or even on a blog.

How to use an influencer in your strategy

Before you go a step further and search your feed for the influencers you consume the most, take a moment to ask yourself what you would like an influencer to advertise. Put yourself in the user's shoes and ask yourself what you would like to see.

Then go for the features of your business that stand out and think about which one needs the most credibility and disclosure.

Of course, an influencer can talk about their product in a very general way, but to communicate with human needs, you need to dig deep and find the look that matches the content that person produces.

Find the perfect fit

Each brand that is positioned on social networks has the mission of telling a story. When considering joining an influencer marketing strategy, invite someone else to be a part of that story.

You need to have a good alignment of speech, emotion and real connection to the content. For example, it's impossible to see Giovanna Ewbank talking about the debut of a new PlayStation 4 game naturally when all of its content is geared towards lifestyle.

A super simple way to assess this is to recognize what content that influencer identifies with, what niche they are in and in what age group the audience consumes that content.

An example is the action of the Aoc , the largest line of monitors made for gamers in the country. In order to distribute discounts and advertise the quality of the products in relation to cost benefit, the company selected well-known influencers from the gaming niche, such as one of the publishers of the largest gaming sites in the country, IGN Brazil.

Look for real results

The more eyes you have on your content, the better your chances of being seen, correct? Wrong.

The number of followers of an influencer was an indispensable metric of yesteryear, when we did not have access to the actual numbers available on Instagram insights . To circumvent this system, some accounts have adopted techniques of these are very punitive practices that consist of reaching followers and likes in a short time, without requiring minimal effort. Purchase Instagram Followers or using automation tools to massively interact with other accounts are examples of some of these practices.

As influencers gained space in the strategies and with the evolution of their own Instagram to do business , it was increasingly easier to identify the false influencers. Today, contractors can request concrete evidence that an action was capable of generating real results.

The number of likes on a post isn't the only indication that the content worked, for example. These days it is very important to keep an eye on the actual commitment your account can achieve.

Tools

Finding the ideal profiles for a specific campaign can be done within Instagram itself by manually selecting the accounts that you think make the most sense with your content. But if you are looking for a tool to help you with this job, we have two suggestions:

Klear - According to the platform, it's not the ads that people trust, but the people. Klear is a very complete platform to analyze, manage and monitor your actions with influencers. Within it, you can identify your influencer on social networks such as YouTube, Instagram, Facebook, Twitter and blogs.

Calamar - Squid is a Brazilian platform that has been operating since 2014 in the interconnection of advertisers with micro-influencers. With the premise that all your work will be disseminated organically, the platform gathers a bank of accounts that chooses its characteristics of interest and awaits the contact of advertisers who have the same content. Within the platform, you can also track the development of each campaign in real time and measure its results.

How to measure results

Thanks to the evolution of Instagram, today we can challenge everything we do through the numbers. Including actions related to other profiles.

Compare the before and after

It is very common (and expected) for the influencer to redirect the audience to brand accounts, either by citing Instagram @ or using a link to the website. And for you to have benchmarks, even to understand the results, you need to save your profile information even before the action starts.

So visit Instagram Insights and collect followers, profile views, and actions taken on them, such as links, email, or phone clicks. Then collect this same data with a time window of at least 24 hours after the influencer has been published.