How To: Influencer Marketing on Instagram Instagram Shares tips on Effective Collaboration

author image Written by: Rabije Gashi Corluka           Categories - Digital Marketing, Social Media

Influencer marketing is a very valuable tool if you know how to utilize it. By using influencers for your campaign, you can not only bring your product in front of millions but also generate more leads and increase brand recognition.

Read More: How to Find the Right Influencer for Your Brand

The platform’s experts and their followers could bring extra benefits for both you and the creator, but as we said – you have to know how to do it. Also, you have to make sure it’s a win-win situation for both you and the creator you’re collaborating with.

Meta recently posted some tips on how to do just that, after attending the VidCon and chatting with some influencers about how they like to do their job when it comes to branded content. Let’s dig right in and see what they say!

Multi-pronged approach

Use all the tools you have. Instagram hasn’t been just a photo app for a while now, so not using Stories, Feed and Reels is a massive miss. To maximize your presence on an influencer’s profile, you should be all over the place!

If your message is relatable and valuable, something people can engage with, then using multiple formats on the app literally means improving your reach and brand recognition. And increasing engagement for the creator!

Read More: Influencer Marketing: Everything You Need to Know

Let creators share their story

They wouldn’t be where they are if it wasn’t for their story people relate to.

Choosing the right influencer is crucial for your campaign’s success. You must choose the one who is the closest to your community and brand voice, relatable to the audience you’re trying to reach.

Letting creators use their voices paints you as a business that cares about individuals and is authentic to the community. Also, letting them choose how they’ll promote your brand helps make spontaneous content, a type of content their audience is used to and will seem organic and natural.

You don’t want your promo to be just another sponsored ad – trust the creator you chose and let them do their thing.

Creator’s Values = Your Brand’s Values

Make sure your brand’s values align with the creator’s. As we mentioned above, if your brand and chosen creator are a good match, the content will seem natural and authentic.

If you choose an influencer based on how well they go with your brand and goals, there is not much space for mistakes and bad results. This way, the connection to the audience is maximized.

Read More: 5 Benefits Of Influencer Marketing

Leverage creators’ insights

I feel like this should be well-known too. Just because an influencer has a massive number of followers doesn’t mean the demographics will suit your brand.

Check their analytics and see if their audience matches your target audience, take a look at their engagement rate and see how people are responding to their content.

You can check their insights via Creator Marketplace or Facebook’s Brand Collabs Manager.

Pinning branded content to the top of the grid

Asking creators to pin branded content on the top of their grid might also be a good idea, says Instagram. That way, every time someone visits their profile, they can see your brand and know the creator is working with you.

One of the creators Instagram hung out with at VidCon, said that “brands should bake the feature as a requirement into contracts”.

I hope you’re taking notes!

Remember what businesses gain from working with creators

The trust you gain from creators is an important element to remember. You’re using the connection they have with their audience, a connection that didn’t happen overnight.

On the other hand, creators have to choose a brand they can stand by, because only by partnering with the right brands can they maintain that trust with their audience.

The Takeaway

Influencer marketing could be the thing you’re looking for for your next project and campaign. If you decide to use this type of marketing strategy, make sure do to your research. Find the creators that go great with your brand and work your way towards a successful collaboration. These tips should help you achieve that!

Use these tips wisely and make sure to check more of them on Instagram’s We Create series!

Rabije Gashi Corluka

Rabije always enjoyed finding different angles to a story, so it’s not surprising her curiosity influenced a move to a new continent, widening her perspective. She enjoys hearing people's stories and learning about different cultures and places - but most of all, she loves putting her thoughts on a piece of paper. Her love for writing led to her studying Journalism and PR, but she actually became a storyteller during her radio-hosting era. Now, she uses her skills, experience, and love for writing to help your brand stand out.

5 Benefits Of Influencer Marketing


You probably already heard of the term ‘influencer marketing’ and noticed how popular it is. You might think it’s only a trend and isn’t that relevant, important, or beneficial. And you would be wrong. Because, actually, it’s beneficial for both the brand and the influencer.

Think of it as word of mouth – we all know that’s the most successful and priceless marketing tactic. With influencer marketing, you’re kind of reenacting word of mouth. The best part about it? The good word will reach the people it was supposed to reach.

Read More: Instagram Shares Tips For A Successful Influencer Collab

They Can Reach Your Target Audience

Your prospect will likely look at the reviews of your product before purchasing it, we all agree, right? Right. Today, in more and more cases, consumers also look for influencers to get their recommendations about a product or a service. Also, a growing number of social media platforms have increased their potential to reach your target audience. If you do your research right and know what kind of followers an influencer has, you can easily find the one who shares the same target as you, collaborate with them and reap the benefits.

Read More: TikTok Launches Branded Mission

They Get People Talking About You

Through influencer marketing, you can gain a larger audience and a stronger position in the market. Why? Because their followers learn more about your brand, story, products, services, etc. Plus, when you partner up with an influencer, it’s an indication that your brand is the industry’s leader. And that has to be a good thing.


They Help You Build Trust

It’s simple – if a famous person with a bunch to lose says your brand is awesome and stands behind it, people will trust them – and therefore, people will trust you. In essence, when a brand is recognized and trusted by someone with authority in a specific industry, it promotes trustworthiness and leadership – both crucial things needed for a brand’s success.

They Are Today’s Trendsetters

And you want to be popular. Often, influencers are the go-to resource to hear about a new product. Why wouldn’t that product be YOUR product? You can build a campaign including a review of your product by a particular influencer (or more of them!). Their followers respect them and their opinion, and will most likely take the influencers’ opinion as it is, making your product the hot new thing in the industry.


They Increase Sales

Let’s say someone is looking for a great new moisturizer. They will go above and beyond with their research hoping they will find the best one for their skin. And they will probably take a look at some reviews on social media. If they end up on a respected influencer’s channel that happens to be praising your product (and maybe offer a discount code), the particular dry-skinned person will most likely give it a go and try out your moisturizer.

The Takeaway

There’s no point in denying that influencer marketing works. If it wouldn’t, no one would do it. If you’re looking to improve your consumer trust and brand awareness, an influencer marketing campaign might be the thing you need. With their specific audience and authority in the industry, influencers can help you reach new customers and build trust.

Read More: Instagram Announces Subscription Option For Creators


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How to Find the Right Influencer for Your Brand


While most brands would kill to have a partnership with one of the Kardashians or Jenners, not all influencers are a good fit for every brand. After all, it wouldn’t make much sense for an accounting firm to partner with a beauty influencer. That’s why it’s so important for businesses to do their homework and find influencers that line up with their brand and values.

To help you find the right influencer that will fit naturally into your influencer marketing

strategy, we’ll explain all the different types of influencers you should be looking at and how to go about facilitating a relationship with them.

But first, let’s back up a bit.

What Is Influencer Marketing?

At its core, influencer marketing refers to partnerships between brands and influencers that are paid to promote their products or services to their followers.

There are several different types of partnerships to consider. You might consider:

  • Paying an influencer to create an Instagram feed or Story post promoting your brand

  • Gifting an influencer free products in exchange for featuring or reviewing your product or service in a post

  • Paying an influencer to feature or review your product in a YouTube, Instagram, or TikTok video

  • Offering an influencer a discount code to give their followers in exchange for a commission

READ MORE: Everything You Need to Know About Influencer Marketing

Are there Different Sizes of Influencers?

Yes! While many brands aim to partner with influencers with 1 million+ followers, it’s important not to dismiss those with smaller followings, as they tend to have a more niche audience and higher levels of engagement compared to larger influencers.

With that being said, let’s take a closer look at the different sizes of influencers and the benefits they offer.

READ MORE: 10 Powerful Benefits Of Adding Influencer Marketing To Your Strategy  

Nano: 1K–10K Followers

Nano influencers have small followings, but tend to have very high levels of engagement and close relationships with their followers. Followers have a high level of trust in nano influencers and will often make purchasing decisions based on their recommendations.

Nano influencers are also often eager to partner with brands and are quite cost effective to work with.

Working with nano influencers is a great option if you are a small-to-medium-sized business with a smaller marketing budget.

Read More: Instagram Shares Tips For A Successful Influencer Collab

Micro: 10K–100K Followers

Although they may have tens of thousands of more followers, micro-influencers receive similar levels of trust and engagement from their followers compared to nano influencers.

Like nano influencers, micro-influencers tend to specialize in a particular niche and have a very targeted audience.

However, micro influencers have the upper hand when it comes to the size of their audience.

When building relationships with micro influencers, look for influencers who are already following and interacting with your brand. This can be done by searching for hashtags that relate to your brand, specialty, or niche.

Macro: 100K–1M Followers

Macro influencers have developed a certain level of “fame” on social media and have a broader audience than smaller influencers.

Most macro influencers have been doing social media professionally for many years and will likely have experience working with brands.

This can include:

  • Social media stars

  • Reality TV personalities

  • Athletes

  • B or C list celebrities

  • Podcasters

Partnerships with macro influencers are great for building brand awareness, as you have access to a wider audience than you would with smaller influencers.

A downside, though, is that they usually have lower levels of engagement.

Mega: 1M+ Followers

Mega influencers are the highest level of influencer you can work with, and will have a minimum of 1 million followers.

This includes:

  • Any of the Kardashians or Jenners

  • Models

  • Musicians or actors

  • Internet celebrities

  • Professional athletes

  • Reality TV stars

  • Influential figures

  • A-list celebrities

Partnering with mega influencers is an incredible way to supercharge your brand awareness. Look at companies like Sugar Bear Hair Vitamins, Fashion Nova, and Flat   Tummy Tea. All three companies went from unknown brands to household names thanks to partnerships with mega influencers.

For this reason, having your brand featured in a sponsored post from a mega influencer is like snagging the Holy Grail in the world of influencer marketing.

Therefore, it should be no surprise that partnerships with mega influencers are highly coveted and will cost you a pretty penny. For example, it’s estimated that Kylie Jenner makes $1 million for just one sponsored Instagram post. While this may seem outrageously high, consider the fact that she has 219 million followers and an incredible amount of influence.

Unless you’re feeling super ambitious, it’s best to leave mega influencers to larger brands with healthy marketing budgets that are looking to get their brand in front of as many eyes as possible.

Influencers By Platform


Instagram is one of the most popular social media platforms. There are so many options for creating content on Instagram, making the platform a great place to start for brands looking to partner with influencers. From IGTV videos to stories, reels, and of course, the OG feed post, the opportunities are endless.

While there are specific niches that live on Instagram, the majority of these influencers focus on general lifestyle and have gained a following just by posting about their everyday lives.


YouTube is a great place to look for influencers if your brand is looking to target a specific niche. With the exception of daily vloggers and ‘story time’ YouTubers, most YouTubers fall into a very specific niche such as:

  • Beauty

  • Fashion

  • Food

  • Gaming

  • Parenting

  • DIY

YouTubers are great to work with for product reviews as they are able to talk in depth about a product and how it’s used.


People don’t typically associate Facebook with influencers. While some of the most popular Facebook pages belong to A-list celebrities posting personal content, there are, in fact, influencers on Facebook producing killer video content that generates millions of views and shares. Think 5-minute crafts and Tipsy Bartender.

With such a massive audience on Facebook, partnering up with one of these influencers can be great for brand awareness


TikTok is huge right now. With over 2 billion downloads and a 70 per cent increase in engagement over the past year, Tik Tok is the fastest growing social media platform. It’s also one of the top influencer marketing channels. TikTok even has its own Creator Marketplace which helps facilitate partnerships between brands and influencers.

The most popular genre of Tik Tok video is dance and entertainment, however, other niches like Life Hacks/Advice, Recipes, and Home Renovation are also popular.


Twitch is a livestreaming service popular with the gaming community. However, there are other types of streamers as well.

The main difference between Twitch influencers and those who live on other platforms is that their content is broadcasted live, so any promotions they do for your brand will be live as well.


While not an influencer in the traditional sense, many brands have benefited from advertising on podcasts.

This option is similar to traditional radio advertising, however, typically, the podcast host will be the one doing the voiceover.

Types of Influencer Content

While some influencers are known solely for posting artsy selfies and funny daily vlogs, many fall into certain specific niches.

Keep reading earn more about some of the most common influencer niches.


Gaming influencers are most popular on Twitch and YouTube and can create the following types of sponsored content:

  • Game reviews

  • Tutorials

  • Game walkthroughs


Fitness influencers can be found on Instagram, Facebook, YouTube, and TikTok. They typically create workout videos and inspirational content, and provide advice on food and nutrition.

Fitness influencers often have a high level of trust from their followers and can help promote:

  • Workout gear

  • Exercise apps

  • Fitness equipment

  • Lifestyle and wellness products

  • Food and drink products


Travel influencers are most commonly found on Instagram and YouTube. Whether it’s stunning photography or travel advice, travel influencers will usually partner up with travel and tourism related brands to promote:

  • Hotels

  • Restaurants

  • Airlines

  • Travel companies

  • Clothing and accessories

  • Apps

Beauty and Fashion

The beauty and fashion community is huge on YouTube and Instagram and is most popular amongst women. However, influencers like James Charles are carving out space for men as well.

The makeup industry is largely controlled by the opinions of influencers, making partnerships with beauty influencers incredibly lucrative for beauty brands looking to increase brand awareness.

The most common types of content include trying on clothing, outfit ideas, makeup tutorials, and product reviews.


Parenting is a huge community on Instagram and YouTube, with millions of followers tuning in for daily vlogs and parenting advice.


This niche typically refers to meme/sketch pages on Instagram, Facebook, and TikTok. These pages typically re-post funny memes and produce original sketch videos as opposed to personal content.


Food influencer content is mainly recipe videos and food product reviews, and is especially popular on TikTok and Facebook.

Tips For Finding the Right Influencer For Your Brand

Don’t Just Look At Follower Count

Many brands are excited about the idea of working with influencers with millions of followers, however, it’s important to understand that follower count doesn’t automatically translate to audience engagement and trust.

Even if an influencer has over a million followers, if they have lost the trust of their audience, the partnership will not be as effective.

Always do your research and make sure the influencer hasn’t had any major scandals or backlash that could reflect poorly on your brand.

Make Sure Your Brand and Values Align With the Influencer

In order to achieve the best possible results and have an influencer be receptive to working with your brand, it’s important that you maintain similar values.

For example, if the influencer follows a vegan lifestyle, brands that sell leather or fur products wouldn’t be a good fit.

Understand the Influencer’s Audience

When working with influencers with a niche audience, it’s important that your brand lines up with the content that influencer is producing. When it comes to micro and nano influencers, people are following them for a reason, and won’t be receptive to a partnership if it feels forced and unnatural.

Consider Your Budget and Don’t Aim Too High

When most brands decide to start working with influencers, they want to work with the best of the best, not realizing how much a sponsored post actually costs. With many mega influencers charging hundreds of thousands of dollars per post, this simply is not realistic for most budgets. Determine how much money you want to spend first, and then look for influencers that are willing to work for what you have to offer.

How to Reach Out To Influencers

Start off slowly by laying the groundwork for a relationship with any influencer you are pursuing.

Start liking and commenting on their posts and work your way up to a direct message. Also look at an influencer’s bio section to see if there is an email address for brands to reach out to.

Working with influencers doesn’t have to be daunting. With a bit of research and a healthy budget, building relationships with influencers is a simple and cost-effective way to grow your brand awareness and reach a massive audience.

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