Instagram Is Making Changes To Influencer Marketing Campaigns.
This month, Instagram announced some changes. Are you anxiously grabbing onto your seat hoping it’s not another algorithm change? Don’t worry! The changes are all about helping brands expand market reach through a new ad format for influencer marketing.
So what exactly does that mean? Here’s the 4-1-1 on what you need to know about this change.
Here’s How Influencer Marketing Was Working Up Until Now…
It’s important to know what was happening before so you can understand the impact this new ad format will have on the influencer marketing industry. Right now when you partner with an influencer, you have limited exposure. Your paid content (as indicated by the “paid partnership” tag) only appears on the feeds’ of that influencer’s followers. While that feature is great because it’s a hyper-targeted audience that’s composed of exactly the kind of people that fit your niche, the reach could be so much larger. So in a nutshell, what the current process looks like is this:
Breakdown of how influencer partnerships have functioned up until these changes:
- Brand partners up with influencer
- Influencer makes a post on their page tagged as “paid partnership”
- The post is seen by only the influencer’s audience, the brand cannot turn the post into an ad.
How To Implement This New Ad Format
Now, this is where the improvement to Instagram’s ad formats come in! With the new ad format, you can run a campaign on the influencer’s content just like you would with any other ad. So not only are you still getting to that influencer’s followers, but you are also reaching millions more that could potentially be interested in your brand. Basically, when an influencer makes content for your brand, you can now take that paid partnership content and put ad dollars behind it.
Another notable change you’ll love is the change in ad driven engagement. You are now no longer blocked from using an ad to drive engagement. With the introduction of Branded Content Ads that roadblock is completely eliminated. Now that you can promote these types of posts, just as you would any other ad, Instagram is allowing brands the opportunity to level-up your brand awareness efforts by running an engagement-based campaign. You guys, this is huge!
How The New Ad Format Works
- You, the brand, will partner up with an influencer
- The influencer makes a paid partnership post
- You can now select the piece of content created by the influencer to run an ad using the influencer’s post. This will reach not just their audience but also other people based on the targeting you choose and the objective for the ad.
P.S. Influencers, this means a way larger reach for you when partnering with a brand!
Your Future Marketing Focus
If you haven’t already experimented with influencer marketing, this is a big bold sign telling you to hop on this trend that’s here to stay. After all, influencer marketing’s global ad spend is projected to be 5-10 billion by 2020. That tells you today’s consumers really care about social proof, as in seeing other people interact with a brand in their day-to-day, as well as the who and why behind a brand.
The Benefits Behind Implementing Influencer Marketing Into your Marketing Strategy
Influencer marketing helps breathe personality into a brand’s efforts to humanize themselves and connect deeply with their audience. People go on social media to be entertained and 69% of them do it to keep tabs on their favorite celebrities or influencers. By partnering with them, you’re embracing a powerful marketing strategy that allows your brand to appear in front of millions of eyeballs.
When it comes to influencer marketing, we know how crazy it can feel at first to find people in alignment with your brand’s values. With so many small yet important factors to consider from budget to engagement, to the influencer’s values, the list goes on and on, it can be intimidating. Influencer marketing is like second nature to the team at Creative Label with years of experience under their belt. Just send us an email at firstname.lastname@example.org.