If you are here, it means you have chosen Instagram as one of the platforms to run your influencer marketing campaign. And...and you are looking to build a strong marketing strategy to outperform your competitors.

Are we with you so far? We hope so.

Because we are here to help you with the same. We understand the time and effort required to build a strong and effective Instagram influencer marketing strategy.

Formulating a robust strategy would require you to stay updated with industry trends and changing consumer [audience] needs. That's why we have prepared this blog.

We aim to help you understand what worked and what didn't in the year 2023 [so far] and what you can expect in the coming days. Equipped with these, we will guide you in creating a powerful Instagram influencer marketing strategy.

Let's get started.

Understanding the Instagram Landscape  

Instagram, as an app, has seen a lot of updates during the past few years, making it more user-friendly for its content creators. There are a lot of new updates we can discuss, but we will only be focusing on the features that impact Ig influencer marketing.  

Let's see what they are -  

Channels:  

What it is:  

A feature allowing influencers to communicate more personally with followers.  

• Impact on Influencer Marketing:  

Channels provide a platform for influencers to share exclusive content, conduct real-time Q&A sessions, and even host polls or giveaways. This fosters a deeper connection between influencers and their audience, driving higher engagement rates.  

Remix Photos:

What it is:  

A tool enabling users to incorporate other users' photos into their Reels.  

• Impact on Influencer Marketing:  

By remixing photos, influencers can produce fresh content that not only engages their existing followers but also taps into the audience of the original content creators, expanding their reach.  

Dual Camera:

What it is:  

A feature that facilitates the capture of multiple perspectives in a single reel.  

• Impact on Influencer Marketing:  

The dual camera feature elevates content quality by offering varied perspectives or facilitating real-time interactions. This innovation can lead to content that's more captivating and resonates better with audiences.  

Scheduled Posts:  

What it is:  

A tool allowing users to pre-plan and schedule their posts. 

• Impact on Influencer Marketing:  

Scheduled posts enable influencers to maintain a consistent posting rhythm, which is crucial for audience retention. It also frees up influencers' time, allowing them to focus on content creation and other business aspects.  

Multiple Links in Bio:  

What it is:  

An enhancement allowing more than one link in the profile bio. 

• Impact on Influencer Marketing:  

With the ability to promote multiple platforms, influencers can seamlessly direct traffic to their other online ventures, be it a blog, YouTube channel, or personal website, thereby broadening their digital footprint.  

Shifts in User Behavior and Demographics on Instagram  

Instagram, with its vast user base of over 2 billion active users, remains a dominant force in the social media landscape. But as with any platform of its magnitude, shifts in user behavior and demographics are inevitable.   

For businesses and influencers aiming to maintain or grow their presence, understanding these shifts is paramount. Here's a breakdown of the most notable changes:  

The Video Content Surge:  

• What's Happening:  

The introduction and rapid adoption of Instagram Reels have marked a significant shift toward video content consumption on the platform.  

Users are not just passively scrolling through photos. No! They're actively engaging with and spending more time on video content.   

• Implications for Businesses and Influencers:   

The message is clear - if you're not already investing in video content, now's the time. Engaging video content, whether tutorials, product showcases, or entertaining clips, can significantly boost visibility and engagement.    

The Stories Phenomenon:  

• What's Happening:  

Instagram Stories, with their transient 24-hour lifespan, have become a favorite for many users. They offer a less polished, more 'real' window into the lives of users, be they individuals, influencers, or businesses.  

• Implications for Businesses and Influencers:  

Stories present a golden opportunity to connect with audiences in a more authentic manner. Whether it's a behind-the-scenes look at a business operation, teasers for upcoming product launches, or simply day-in-the-life snippets, Stories can drive engagement and foster a stronger sense of community.  

The Gen Z Wave:  

• What's Happening:  

Gen Z, the digital natives, are flocking to Instagram in droves. Their comfort with the platform is unparalleled, given that they've grown up in the age of social media.  

• Implications for Businesses and Influencers:  

To resonate with Gen Z, content needs to be authentic, diverse, and socially conscious. This demographic values genuine interactions and is quick to spot and disengage from overtly promotional or inauthentic content. 

Brands and influencers must, therefore, prioritize authenticity, engage in meaningful conversations, and be attuned to the issues and trends that matter to this generation.  

Instagram's continuous evolution, with its introduction of new tools and features, underscores its commitment to enhancing user and influencer experiences. And as the platform grows and diversifies, so too must the strategies of businesses and influencers.  

That said, let's discuss some Instagram influencer marketing strategies you can try out for your campaign. 

Instagram Influencer Marketing Strategies

1. Leverage Micro and Nano Influencers  

This might be something everyone will agree on. Micro and nano influencers have more influence over their audience than any others, albeit having fewer followers. This is mainly because of the niche focus and the targeted nature of their content.  

A prime example of this is the brand Daniel Wellington, which leveraged the power of micro-influencers to boost its visibility and sales.

They sought partnerships with Instagram influencers who had followers between 1,000 and 15,000, focusing on those who resonated with their target audience and brand aesthetic. These influencers were gifted a free watch and given a unique promo code to share with their followers.  

The strategy was a resounding success. The influencers' authentic, personalized content generated high engagement and conversions. 

Thinking about how you can find your Micro or Nano Influencer? Here is a guide to help you find local Instagram influencers [micro and nano].

2. Diversifying Content Formats on Instagram 

Instagram has evolved from a simple photo-sharing app to a multifaceted platform offering a range of content formats. It is crucial for brands and influencers to diversify content across these formats if they want to engage the audience effectively and maximize reach.  

Here's a deep dive into the importance of using a mix of content and best practices for each format. 

Importance of Diversifying Content Formats

• Engagement: 

Different content formats cater to different audience preferences. While some users prefer watching videos, others might be more inclined to engage with static posts or ephemeral content like Stories. 

• Reach: 

Instagram's algorithm favors accounts that utilize multiple content formats, potentially boosting visibility and reach. 

• Versatility: 

Different formats allow brands and influencers to showcase various aspects of their personal or business. This could be anything from behind-the-scenes content to polished advertisements. 

Best Practices for Each Format

IGTV: 

• Length: Ideal for longer videos, ranging from 1 minute to about 60 minutes. 

• Content Ideas: Deep dives into topics, interviews, tutorials, and webinars. 

• Tips: Use catchy titles and descriptions. Ensure high-quality video and sound. Promote IGTV videos in Stories and Posts for better visibility. 

Reels: 

• Length: Short, engaging videos up to 60 seconds. 

• Content Ideas: Challenges, quick hacks, fun facts, and short tutorials. 

• Tips: Use trending music and hashtags. Keep it fun and engaging. Use the editing tools to add effects and transitions. 

Learn more on how you can leverage reels for Instagram influencer marketing strategy. 

Stories: 

• Length: Ephemeral content that lasts 24 hours, with each segment being up to 15 seconds. 

• Content Ideas: Daily updates, behind-the-scenes, polls, Q&A sessions, and promotions. 

• Tips: Use interactive elements like polls, questions, and countdowns. Use stickers and GIFs for added engagement. Highlight important Stories to keep them visible beyond 24 hours. 

Posts: 

• Length: No time limit, but content should be concise and engaging. 

• Content Ideas: Product photos, user-generated content, infographics, and brand announcements. 

• Tips: Use high-quality images. Craft engaging captions. Engage with comments to boost post visibility. 

A great example here is Sephora. They collaborated with influencers across fashion, beauty, and lifestyle niches to diversify their Instagram content. The content types included product reviews, tutorials, BTS, and community building.

And the result? The influencer content garnered millions of views and engagement, boosting sales and online presence.  

Suggested Read: Instagram Engagement Rate - How to get it? 

3. Building Long-Term Influencer Relationships 

Building long-term influencer relationships refers to the strategic engagements between a brand and influencers that extend beyond one-off promotions and campaigns. It's about nurturing a mutual partnership where both parties benefit over an extended period.  

This relationship is founded on the influencers' authentic connection with their audience and their ability to sway consumer behaviors.  

To give you a better idea, see the difference between long-term relationships and one-off campaigns.

Tips for Nurturing and Maintaining Influencer Relationships 

• Open Communication: Maintain regular check-ins and open lines of communication. Address concerns promptly and provide constructive feedback. 

  
  

• Mutual Respect: Recognize the influencer's expertise and value their input. A partnership should be a two-way street. 

  
  

• Fair Compensation: Ensure that influencers are compensated fairly for their work, whether it's through monetary payment, products, or other perks.

  
  

• Flexibility: While it's essential to have guidelines, allow influencers some creative freedom. Their authenticity is what makes them valuable.

  
  

• Celebrate Successes: Share campaign successes with the influencer and celebrate milestones together. This can foster a sense of shared achievement. 

  
  

• Continuous Learning: Take feedback from influencers seriously. They're in direct contact with the audience and can provide valuable insights. 

  
  

A perfect example here would be Nike. 

They have a number of influencer partners, such as Serena Williams and Cristiano Ronaldo, who have been promoting Nike products for many years. This helped Nike to maintain a consistent presence on social media and reach a large audience. 

4. Leveraging User-Generated Content (UGC) 

User-Generated Content (UGC) has emerged as a powerful tool in the digital marketing arsenal. It's content created by users, customers, or fans rather than brands, making it inherently more authentic and relatable.  

Here's how you can encourage UGC and harness its potential.

Ways to Encourage UGC Through Influencer Collaboration

• Hashtag Campaigns: Collaborate with influencers to launch branded hashtags. Encourage followers to share their content using these hashtags for a chance to be featured. 

• Contests and Giveaways: Influencers can host contests where participants need to post content related to the brand to enter. 

• Product Trials: Send influencers early releases or samples and ask them to share their genuine experiences, prompting their followers to do the same. 

• Engage with UGC: Have influencers acknowledge and engage with UGC. This recognition can motivate more users to create and share content. 

How to Repurpose UGC for Brand Campaigns?

• Testimonials: Use positive UGC as testimonials on your website or in promotional materials. 

• Social Media Highlights: Feature user-generated content on your brand's official social media pages, giving credit to the creators. 

• Email Marketing: Incorporate UGC in newsletters to showcase real-world use cases and endorsements. 

• Product Pages: Embed UGC on product pages to provide potential customers with real-world reviews and applications. 

• Ads: Use standout UGC as the basis for social media or display ads. Ensure you have the necessary permissions from the content creators. 

Glossier is the best example we have of utilizing UGC content. They patterned with various micro-influencers to create and share UGC featuring their products. 

Now, what they did was encourage influencers to share their honest opinions and experiences about the products, good or bad. The only thing is that they have to use the hashtag #glossier in their post.  

The result was spectacular. Glossier saw a significant increase in brand awareness and sales, and their hashtag was used over 6 million times on Instagram.  

Here's something to help you with using the best hashtags on Instagram. 

How to Build an Instagram Influencer Marketing Strategy?

Now, when it comes to developing an influencer marketing strategy, there are a few things you should keep in mind. That's why we have developed a checklist for this purpose.

Though it is a comprehensive checklist to help with influencer marketing in general, you can use it for Instagram marketing as well. Click below to download the checklist for free!

Takeaway

The Instagram influencer marketing strategies we discussed are only the important ones to keep in mind. The key is to be updated about the changing trends and user requirements. By understanding what type of content your target audience is consuming, you can tailor your strategy accordingly.

Finding the right Instagram influencer is also crucial here. The right influencer can help to amplify your brand message and reach your target audience.

If you are not using any tool or you are having difficulty finding influencers with your current tool, then we suggest you use impulze.ai.

The tool has over 250 million influencer databases and offers a reverse search engine to curate this vast list. Try impulze.ai now for free and see how quickly you can find your influencers.