Subscribe
Join 40,000+ sales and marketing pros who receive our 4x a week insights, tips, and best practices.
Thank you! You have been subscribed.

Free Course: Fundamentals of Social Media Marketing

Start the Course Subscribe
Join 40,000+ sales and marketing pros who receive our 4x a week insights, tips, and best practices.
Thank you! You have been subscribed.
Learning Center
Learning Center
Close

Learn

Access the Learning Center

Free resources to help you master inbound marketing and They Ask, You Answer

Access the Learning Center

Blog / Newest Insights

Jump straight to the latest inbound marketing and They Ask, You Answer insights

Access the Learning Center

Free and Pro Courses

Take your knowledge to the next level with free and Pro courses inside IMPACT+

Access the Learning Center

Recordings on Demand

On-demand recordings from past IMPACT events and livestreams

Access the Learning Center

Featured

Inbound Strategy Playbook 2022

Learn 7 foundational principles that have proven to set inbound marketing strategies up for success

Access the Learning Center

Free 5 Min. Inbound Marketing Assessment

Take this free assessment and learn what you can start doing today to boost traffic, leads, and sales

Access the Learning Center

Blueprint for a More Profitable Agency

See why coaching, not implementation, is the key to happier clients and better profit margins

Access the Learning Center

Case Studies

See examples of companies working with IMPACT and thriving with They Ask, You Answer

Access the Learning Center
Events
Events
Close
IMPACT+ Membership
IMPACT+ Membership
Close
Services
Services
Close
Navigation_8_2021_taya

They Ask, You Answer Coaching & Training

They Ask, You Answer Coaching & Training
They Ask, You Answer Workshop

They Ask, You Answer Workshop

They Ask, You Answer Workshop
Navigation_8_2021_workshop

Inbound Marketing Services

Inbound Marketing Services
Navigation_8_2021_website design - monitor

Website Design & Development

Website Design & Development
Navigation_8_2021_hubspot implementation

HubSpot Training & Implementation

HubSpot Training & Implementation
Navigation_8_2021_virtual selling

Virtual Sales
Training

Virtual Sales <br>Training
Navigation_8_2021_swell - paid ads

Paid Search & Social Services

Paid Search & Social Services
Become a Certified Coach
Become a Certified Coach
Close
Close
Fundamentals of Social Media Marketing

Free Course:

Fundamentals of Social Media Marketing
Start the Course
Fundamentals of Social Media Marketing
Free Social Media Course
View Fundamentals of Social Media Marketing
Fundamentals of Social Media Marketing

Free Course:

Learn how to use social media to successfully drive awareness and engagement for your business

In this free course, you’ll learn:

  • How to choose the right social platforms for your business
  • Basic best practices for different social media channels
  • B2B vs. B2C practices on social media

Instagram Steps Up the Influencer Marketing Game

By Katie Pritchard

Katie Pritchard also recommends this free course, Fundamentals of Social Media Marketing.

Instagram Steps Up the Influencer Marketing Game Blog Feature

The term “influencer marketing” can make a lot of people roll their eyes.

Why? Because a lot of people immediately think of the Kardashians — or other major social media players — publishing a sponsored post for vitamin gummies or ‘health tea’... that they clearly don’t use.

In reality, yes, there are some major celebrities that fall into the influencer marketing category — but more often, there are much smaller influencers getting paid to do #sponsored posts and engage with their network. Even my friend’s dog (yes, really) has gotten free products to promote on Instagram, and you’ve never heard of him (IG @ace__adventures).

Free Course: Fundamentals of Social Media Marketing

Influencer marketing simply means using real people and accounts with followers that represent your target market to promote your product. Tapinfluence says it well: “Rather than marketing directly to a large group of consumers, you instead inspire/hire/pay influencers to get out the word for you.”

I’m sure you’re curious to know if companies doing influencer marketing have any real success or measurable ROI.

One thing is for sure — Instagram is making it clear how important it thinks influencer marketing is.

This past Tuesday, Instagram made an announcement that could mean more, well, influence for the influencer marketers out there.

Advertisers are now able to promote organic branded content posts as feed ads — meaning not only will the influencer’s network see a given post, but they can target an even broader audience by putting ad spend towards it.  For example, PupBox could sponsor a post for @Ace__Adventures and hit his 38k followers, but also reach even more people (depending on how much they spend) by utilizing this new feature and turning the organic post into an ad.

What Instagram’s Influencer Ad Update Means For You

To put it simply: More reach, more connections, and potentially more revenue.

Having more people see your brand could turn into more visitors to your site and more opportunities to convert to purchase.

If having an influencer promote your brand is successful for you, this may open the door for an expanded network to see your already well-performing posts.

If you tried influencer marketing but you couldn’t find someone with the right audience (or large enough to justify the spend) this could be an opportunity to maximize your chances of seeing success.

Why Does Influencer Marketing Work?

People are way more aware of brand advertising than they’ve ever been —  with tools like ad blockers making it easy to tune out or avoid traditional ads. 

Influencer marketing is different.

When it’s done poorly, well, see opening paragraph and the Kardashians. When done effectively, followers respond to a real person using a product, even if they know it’s promoted.  Think of Ace and PupBox.

With this new update that makes it easier than ever for a brand to reach an influencer’s followers (and beyond), Instagram is clearly acknowledging the potential value generated when these promotions are done well.  

Could This Be the Downfall of Influencer Marketing Success?

This update got us thinking; could this be the beginning of the end? With more ads showing up in our feeds every day, we may get fatigued by seeing people we don’t follow promote a product we’ve never heard of. (Marketers ruin everything. Am I right?)

In the end, the posts will still have the same elements that have made them successful up until this point; a real person/account, and followers who admire them. So, it’ll be interesting to see how promoting organic posts affects the entire strategy’s success. It could either offer greater return on investment with the expanded reach, or it could give us fatigue and eventually make the influencer marketing a thing of the past.

If you’ve tried influencer marketing or are currently doing influencer marketing, you have the potential to reach so many more people and expand your awareness with these new ads.

 

If you’re successfully doing influencer marketing or if you have thoughts on whether you’ll use this new feature or not, let us know in IMPACT Elite!

Fundamentals of Social Media Marketing
Fundamentals of Social Media Marketing

Free Course:

Fundamentals of Social Media Marketing

Learn how to use social media to successfully drive awareness and engagement for your business

In this free course, you’ll learn:

  • How to choose the right social platforms for your business
  • Basic best practices for different social media channels
  • B2B vs. B2C practices on social media

Topics:

News
Instagram Marketing
Published on June 7, 2019

Recent Articles

INBOUND 2021 Recap: Takeaways, Speakers, and Lessons Learned
October 25, 2021 • 7 min read
Drift report on pandemic fallout reveals seismic shift in marketing strategy
September 9, 2021 • 2 min read
Google Shares New Tools to Audit Website User Experience
August 12, 2021 • 3 min read
Google: Website Content Quality More Important Than Quantity
August 10, 2021 • 3 min read
New HubSpot CMS Hub Starter Tier Released for Growing Businesses
August 6, 2021 • 4 min read
Why most marketing 'news' doesn't matter to inbound marketers
August 3, 2021 • 4 min read
Gartner: Slashed 2021 marketing budgets increases in-house ownership
July 30, 2021 • 6 min read
ICYMI: Digital Marketing News Update for July 26, 2021
July 26, 2021 • 6 min read
How to Optimize Videos On Your Business Website for Search
July 23, 2021 • 4 min read
Data: 'Funny' seniors imagery is not only demeaning, it's inaccurate
July 21, 2021 • 4 min read
ICYMI: Digital Marketing News Update for July 19, 2021
July 19, 2021 • 6 min read
Google: 'Here's how to prepare for the future private web'
July 16, 2021 • 4 min read
How Facebook's news feed algorithm works and prioritizes content
July 14, 2021 • 4 min read
ICYMI: Digital marketing news update for July 12, 2021
July 12, 2021 • 5 min read
Too many internal links in content can confuse Google about site structure
July 9, 2021 • 5 min read
Data: Facebook is No. 1 in revenue value for publishers, Twitter is a bust
July 7, 2021 • 4 min read
ICYMI: Digital marketing news update for July 6, 2021
July 6, 2021 • 5 min read
Google July 2021 core update rolling out over next 2 weeks
July 2, 2021 • 4 min read
ICYMI: Digital marketing news update for June 28, 2021
June 28, 2021 • 6 min read
Google punts third-party cookie ban to 2023 for 'responsible planning'
June 25, 2021 • 6 min read
ICYMI: Digital marketing news update for June 21, 2021
June 21, 2021 • 5 min read
Finally, Google page experience core update is rolling out
June 18, 2021 • 3 min read
Apple Mail privacy news spooks email marketers, newsletter creators
June 16, 2021 • 4 min read
ICYMI: Digital marketing news update for June 14, 2021
June 14, 2021 • 6 min read
ICYMI: Digital marketing news update for June 7, 2021
June 7, 2021 • 6 min read