The Women Who Run Instagram. (And Why You Need Them)
By Bob Hutchins
At BuzzPlant, we’re big believers in social ROI. These days, one of the best ways to get a return on your investment in social marketing is to partner with influencers. The strategy is often referred to as “influencer marketing,” and it’s generating a lot of buzz because it works. Here’s the short of it:
- A creator has an audience with whom he or she has established trust.
- You partner with that creator to share your brand.
- Your brand gets exposure to a targeted audience through a vetted medium, which can result in sales, a lift in awareness, goal-completion, etc.
You might be thinking, “I don’t know… this influencer marketing business sounds expensive.” Yes, if you want to partner with Taylor Swift, it will be. But the truth is… there’s much better value – at a fraction of the cost – elsewhere. (Read more about why partnering with a “non-celebrity” can be a much, much better approach.)
Who Are Millennial Female Micro-Influencers?
A new infographic from AdWeek neatly summarizes some of the key traits of female micro-influencers, whose primary social network is Instagram. These women between the ages of 18 and 34 are passionate about fashion, beauty, travel and health fitness. Their partnerships can be a good value investment for many brands in these verticals. Let’s take a closer look at some findings (full infographic at the bottom of this post).
- Age: 18-34
- 2,000-25,000 Instagram followers
- Engagement rate 3% and up
- Average household income of $106,000
What Other Networks Are They On?
Instagram is their primary network. They average 6,000 followers here (compared to their non-influencer peers’ 170 followers). They’re also on…
- Twitter: 600 followers
- Facebook: 995 followers
- Pinterest: 700 followers
- Snapchat: 458 followers
93% of them say they have purchased something they found on Instagram. One in four have purchased something they discovered on Snapchat.
How Do They Decide What to Buy?
For female millennial micro-influencers, the top informants when it comes to purchasing decisions are…
- Social Media (87%)
- Fashion Websites (35%)
- Brand’s Websites (21%)
- In-Store (18%)
- Magazine (16%)
- Search Engine (8%)
How to Connect With Micro-Influencers
There are several ways you can connect with these micro-influencers, whether you choose to go through an agency or DIY…
- Instagram blitz on select or multiple products.
- Give free product in exchange for her posts.
- Release a Snapchat series (unboxing, how-to’s, day-in-the-life, etc.)
- Share content to drive trending topics or hashtags.
- Improve your digital positioning in live, in-person events.
- Run promotions or share discount codes that drive user-generated content.
Check out the full infographic below. Tell us in the comments – have you tried influencer marketing? If not, what obstacle do you feel is holding you back?