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4 Strategies To Find Instagram Influencers Best Suited For Your Business

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4 Strategies To Find Instagram Influencers Best Suited For Your Business

For another year, Instagram remains the top social media platform for influencer marketing.

In the most recent State of Influencer Marketing by Linqia, 93% of marketers agree that Instagram is the best social channel for influencer marketing.

In addition to using the main Instagram newsfeed to reach their target audiences via influencers, 73% are using Instagram Stories and 37% are using Instagram Reels.

Choosing between Instagram and other social networks is just one step in the process. Without the right influencers, you won’t get your desired results on any platform or social network.

In this article, you’ll find four essential tips to follow when choosing the right influencers for your influencer marketing campaigns.

1. Keep Your Business Goals In Mind

Before you start looking up the influencer’s vital metrics such as engagement rate and the number of followers, think about your business goals.

Step back and determine why and how you intend to use Instagram influencer marketing campaigns.

Why Do You Need Influencers?

What specific objectives do you have in mind for influencer marketing?

The three primary goals should be:

  • Increasing brand awareness.
  • Generating leads or sales.
  • Increasing your Instagram followers.

Your choice of influencer will depend on these objectives.

For example, increasing your Instagram followers will require you to create competitions or quizzes using a specific hashtag.

Roping in an influencer who can participate in the competition and encourage his/her followers to jump in too will be the right way to go.

On the other hand, sales and lead generation will need you to use affiliate marketing and discount codes.

So, you will need to partner with influencers whose audience is likely to buy your product.

Do They Fit Your Brand’s Personality?

The influencer needs to align with your brand’s identity or at least the products you want to sell.

If there is no brand alignment, your campaigns will generate low ROI.

Having a clear idea of your influencer campaign goals is necessary to find an influencer that closely reflects your brand.

For example, an influencer who is known for traveling on a budget will be the right choice to promote low-cost travel gear.

Hiring a model who offers beauty tips will be a waste of time.

Sperry, a boat shoe brand, worked with more than 100 micro-influencers who were already posting high-quality images of Sperry’s products on social media.

Most photos comprised the micro-influencers in high-altitude scenic locations.

Until recently, Canon focused on using professional photographers to drive their latest innovations on Instagram.

Thinking outside the box, however, the brand has started embracing the new generation Instagrammers like filmmakers Elise Bauman to promote their products on Instagram.

Although these influencers have a lesser number of followers, they offer better engagement owing to their industry expertise.

On the other hand, American Express uses a mix of mega-celebrities as well as micro-influencers to promote their brand on Instagram.

Jim Meehan (@mixography), an award-winning mixologist, is one such niche influencer actively involved in their #AmexAmbassador campaign. He promotes the brand on Instagram, along with celebrities such as Paul George (@ygtrece), a basketball professional from the LA Clippers, and Leo Chan (@levitatestyle), a fashion and travel influencer.

All of these influencers take advantage of American Express services during their frequent travels.

2. Look For Genuine Engagement

Engagement is one of the critical metrics of Instagram influencer marketing.

The average engagement rate for an Instagram influencer was around 3% in 2021, with influencers having less than 1,000 followers registering the highest engagement rate of 8%.

The engagement rate goes down as the number of followers increases. However, sometimes this metric can be misleading as popularity does not always result in conversions.

You must first determine how authentic the engagement is.

Analyze The Comments

In 2021, the HBO documentary “Fake Famous” made three non-famous people with no more than 2,500 followers to tens of thousands, namely Dominique Druckman (@dominiquedruckman), Chris Bailey (@chrisvsmyself), and Wylie Heiner (@wylezzz) to make people aware of the fake engagement problem.

They used tactics such as purchasing bots and paid setting fake “all-expenses-paid” photoshoots to score perks from brands later on. Chances are you may also encounter fake influencers.

One of the easiest ways to determine if the influencer is fake or genuine is to analyze comments on their posts.

Usually, vague comments such as “nice pic” or “cool dress” or “looking good,” and comments with emojis often mean fake engagement.

On the other hand, relevant and conversational comments are a sign of real engagement, which brings us to the next point.

Search For Word-of-Mouth Reactions

Real followers ask questions, make personal statements, and also tag their friends in comments. These are word-of-mouth reactions by genuine followers.

Check out Lisa Linh (@bylisalinh), an Instagram influencer. All her posts receive real responses, like this one, from her genuine followers, not bots.

Only this type of engagement can result in new leads and sales.

3. Explore Hashtags Related To Your Brand

It is better to rope in Instagrammers who are already talking about your brand or products. They could be the next influencers to promote your brand.

Some hashtag research can prove helpful in this regard.

Avoid High-Density Hashtags

Hashtags are just like keywords for SEO. You will come across several high-density keywords. These are the most used hashtags on Instagram.

Though relevant, using these keywords to look up influencers will be a waste of time.

For example, if you start your search with #organic, you will have to go through more than 54 million posts.

But, as you dig deeper into long-tail (or low density) hashtags, the number of posts also goes down.

In this case, #organicfoods has 338,491 posts, #organicfoodstore has 14,054 posts, while #organicfoodchicago has only 66posts.

Both #organicfoods and #organicfoodstore will provide you will more accurate search results. #organicfoodchicago has too few posts to be considered for influencer search.

Use Keywords That Describe Your Brand Or Target Audience

You can also start your search with keywords that describe your brand or target audience. Focus on tags with a substantial number of posts to find influencers.

If you’re selling running or jogging accessories, start your search with something like #running, and Instagram will suggest the most trending and relevant hashtags.

Here you can use hashtags such as #runningmama, #runninggirl, and #runningcoach to look for influencers catering to a specific niche.

Use The Hashtags #sponsored Or #ad

Instagram also requires influencers to use #sponsored or #ad hashtags to distinguish promotional content. You can follow these hashtags to find out the potential influencers in your niche.

You can mine your followers or your competitor’s followers to see who is using #sponsored or #ad hashtags.

If they are using it, they already know what influencer marketing is. You can ask them to promote your product.

4. Use an Influencer Platform

All these methods, though useful, are manual and time-consuming.

Fortunately, you can use an influencer marketing platform to find the right influencers with just a few clicks.

Some of the popular ones include HYPR, Tap Influence, Upfluence, Famebit, NeoReach, Revfluence, and Influencer.

Find The Right Influencers

You can search for the most suitable influencers in your niche using different sets of parameters such as the number of followers, type of followers (demographics), and work experience.

Complete Campaign Management

You can also manage one or more of your influencer marketing campaigns using these platforms.

You can control campaign features such as advertisement text, graphics, hashtags, social media mentions, giveaway details, influencer payments, and the complete campaign timeline through one platform.

Real-Time Analytics

You can calculate various campaign metrics including views, reach, engagements, ROI calculations, and URL tracking. Several platforms allow you to generate daily, weekly, and monthly reports that you can share with your marketing team.

Perhaps, the only downside is that all these platforms usually charge you a recurring monthly or annual fee. If you can set aside a budget for this, you will save a lot of time and resources.

Keep the following in mind when choosing a platform:

  • Choose a platform with a substantial number of influencers from your niche. But, make sure the quality of influencers is also good.
  • Find out what content creation, distribution, and tracking tools are available on a platform. You should be able to control every aspect of your campaign through the platform.
  • The platform should also provide a good selection of real-time analytics and reporting tools.
  • You should also get built-in payment and transaction facilities to pay your influencers.
  • Don’t forget to check what others are saying about the platform. Check user reviews along with how long the platform has been around before registering.

Here are a few examples of influencer marketing platforms to get you started:

  • TapInfluence: It is a cloud-based influencer marketing platform. According to TapInfluence, their platform can result in an 11x increase in ROI of your influencer marketing campaigns. It also comes with an ROI calculator that lets you know whether your sales goals are worth investing in a marketing campaign.
  • Famebit: It initially focused on YouTubers, but now Famebit supports almost all social networking sites. You can find social media influencers starting with 5000 followers belonging to varied niches.
  • HYPR: HYPR claims that over 30 percent of the world’s largest brands, agencies, and influencer marketing platforms trust their data. This feature-rich platform comes with several tools based on sophisticated algorithms to help analyze the registered influencers.

Parting Words

Influencer marketing is catching up, particularly on Instagram.

However, only the right influencer can help you succeed. So, you need to focus your efforts on finding the perfect match for your business.

Hopefully, these four tips will help you find the best fit for your brand.

Have you used Instagram influencer marketing before? Tell us more about it in the comments box below.

More resources:


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No Algorithmic Actions For Site Reputation Abuse Yet

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Looking up at an angle at the Google sign on the Head Office for Canada

Google’s Search Liaison, Danny Sullivan, has confirmed that the search engine hasn’t launched algorithmic actions targeting site reputation abuse.

This clarification addresses speculation within the SEO community that recent traffic drops are related to Google’s previously announced policy update.

Sullivan Says No Update Rolled Out

Lily Ray, an SEO professional, shared a screenshot on Twitter showing a significant drop in traffic for the website Groupon starting on May 6.

Ray suggested this was evidence that Google had begun rolling out algorithmic penalties for sites violating the company’s site reputation abuse policy.

However, Sullivan quickly stepped in, stating:

“We have not gone live with algorithmic actions on site reputation abuse. I well imagine when we do, we’ll be very clear about that. Publishers seeing changes and thinking it’s this — it’s not — results change all the time for all types of reasons.”

Sullivan added that when the actions are rolled out, they will only impact specific content, not entire websites.

This is an important distinction, as it suggests that even if a site has some pages manually penalized, the rest of the domain can rank normally.

Background On Google’s Site Reputation Abuse Policy

Earlier this year, Google announced a new policy to combat what it calls “site reputation abuse.”

This refers to situations where third-party content is published on authoritative domains with little oversight or involvement from the host site.

Examples include sponsored posts, advertorials, and partner content that is loosely related to or unrelated to a site’s primary purpose.

Under the new policy, Google is taking manual action against offending pages and plans to incorporate algorithmic detection.

What This Means For Publishers & SEOs

While Google hasn’t launched any algorithmic updates related to site reputation abuse, the manual actions have publishers on high alert.

Those who rely heavily on sponsored content or partner posts to drive traffic should audit their sites and remove any potential policy violations.

Sullivan’s confirmation that algorithmic changes haven’t occurred may provide temporary relief.

Additionally, his statements also serve as a reminder that significant ranking fluctuations can happen at any time due to various factors, not just specific policy rollouts.


FAQ

Will Google’s future algorithmic actions impact entire websites or specific content?

When Google eventually rolls out algorithmic actions for site reputation abuse, these actions will target specific content rather than the entire website.

This means that if certain pages are found to be in violation, only those pages will be affected, allowing other parts of the site to continue ranking normally.

What should publishers and SEOs do in light of Google’s site reputation abuse policy?

Publishers and SEO professionals should audit their sites to identify and remove any content that may violate Google’s site reputation abuse policy.

This includes sponsored posts and partner content that doesn’t align with the site’s primary purpose. Taking these steps can mitigate the risk of manual penalties from Google.

What is the context of the recent traffic drops seen in the SEO community?

Google claims the recent drops for coupon sites aren’t linked to any algorithmic actions for site reputation abuse. Traffic fluctuations can occur for various reasons and aren’t always linked to a specific algorithm update.


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WP Rocket WordPress Plugin Now Optimizes LCP Core Web Vitals Metric

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WP Rocket WordPress Plugin Now Optimizes LCP Core Web Vitals Metric

WP Rocket, the WordPress page speed performance plugin, just announced the release of a new version that will help publishers optimize for Largest Contentful Paint (LCP), an important Core Web Vitals metric.

Large Contentful Paint (LCP)

LCP is a page speed metric that’s designed to show how fast it takes for a user to perceive that the page is loaded and read to be interacted with. This metric measures the time it takes for the main content elements has fully loaded. This gives an idea of how usable a webpage is. The faster the LCP the better the user experience will be.

WP Rocket 3.16

WP Rocket is a caching plugin that helps a site perform faster. The way page caching generally works is that the website will store frequently accessed webpages and resources so that when someone visits the page the website doesn’t have to fetch the data from the database, which takes time, but instead will serve the webpage from the cache. This is super important when a website has a lot of site visitors because that can use a lot of server resources to fetch and build the same website over and over for every visitor.

The lastest version of WP Rocket (3.16) now contains Automatic LCP optimization, which means that it will optimize the on-page elements from the main content so that they are served first thereby raising the LCP scores and providing a better user experience.

Because it’s automatic there’s really nothing to fiddle around with or fine tune.

According to WP Rocket:

  • Automatic LCP Optimization: Optimizes the Largest Contentful Paint, a critical metric for website speed, automatically enhancing overall PageSpeed scores.
  • Smart Management of Above-the-Fold Images: Automatically detects and prioritizes critical above-the-fold images, loading them immediately to improve user experience and performance metrics.

All new functionalities operate seamlessly in the background, requiring no direct intervention from the user. Upon installing or upgrading to WP Rocket 3.16, these optimizations are automatically enabled, though customization options remain accessible for those who prefer manual control.”

Read the official announcement:

WP Rocket 3.16: Improving LCP and PageSpeed Score Automatically

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Optimizing Interaction To Next Paint: A Step-By-Step Guide

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Optimizing Interaction To Next Paint: A Step-By-Step Guide

This post was sponsored by DebugBear. The opinions expressed in this article are the sponsor’s own.

Keeping your website fast is important for user experience and SEO.

The Core Web Vitals initiative by Google provides a set of metrics to help you understand the performance of your website.

The three Core Web Vitals metrics are:

This post focuses on the recently introduced INP metric and what you can do to improve it.

How Is Interaction To Next Paint Measured?

INP measures how quickly your website responds to user interactions – for example, a click on a button. More specifically, INP measures the time in milliseconds between the user input and when the browser has finished processing the interaction and is ready to display any visual updates on the page.

Your website needs to complete this process in under 200 milliseconds to get a “Good” score. Values over half a second are considered “Poor”. A poor score in a Core Web Vitals metric can negatively impact your search engine rankings.

Google collects INP data from real visitors on your website as part of the Chrome User Experience Report (CrUX). This CrUX data is what ultimately impacts rankings.

Image created by DebugBear, May 2024

How To Identify & Fix Slow INP Times

The factors causing poor Interaction to Next Paint can often be complex and hard to figure out. Follow this step-by-step guide to understand slow interactions on your website and find potential optimizations.

1. How To Identify A Page With Slow INP Times

Different pages on your website will have different Core Web Vitals scores. So you need to identify a slow page and then investigate what’s causing it to be slow.

Using Google Search Console

One easy way to check your INP scores is using the Core Web Vitals section in Google Search Console, which reports data based on the Google CrUX data we’ve discussed before.

By default, page URLs are grouped into URL groups that cover many different pages. Be careful here – not all pages might have the problem that Google is reporting. Instead, click on each URL group to see if URL-specific data is available for some pages and then focus on those.

1716368164 358 Optimizing Interaction To Next Paint A Step By Step GuideScreenshot of Google Search Console, May 2024

Using A Real-User Monitoring (RUM) Service

Google won’t report Core Web Vitals data for every page on your website, and it only provides the raw measurements without any details to help you understand and fix the issues. To get that you can use a real-user monitoring tool like DebugBear.

Real-user monitoring works by installing an analytics snippet on your website that measures how fast your website is for your visitors. Once that’s set up you’ll have access to an Interaction to Next Paint dashboard like this:

1716368164 404 Optimizing Interaction To Next Paint A Step By Step GuideScreenshot of the DebugBear Interaction to Next Paint dashboard, May 2024

You can identify pages you want to optimize in the list, hover over the URL, and click the funnel icon to look at data for that specific page only.

1716368164 975 Optimizing Interaction To Next Paint A Step By Step GuideImage created by DebugBear, May 2024

2. Figure Out What Element Interactions Are Slow

Different visitors on the same page will have different experiences. A lot of that depends on how they interact with the page: if they click on a background image there’s no risk of the page suddenly freezing, but if they click on a button that starts some heavy processing then that’s more likely. And users in that second scenario will experience much higher INP.

To help with that, RUM data provides a breakdown of what page elements users interacted with and how big the interaction delays were.

1716368164 348 Optimizing Interaction To Next Paint A Step By Step GuideScreenshot of the DebugBear INP Elements view, May 2024

The screenshot above shows different INP interactions sorted by how frequent these user interactions are. To make optimizations as easy as possible you’ll want to focus on a slow interaction that affects many users.

In DebugBear, you can click on the page element to add it to your filters and continue your investigation.

3. Identify What INP Component Contributes The Most To Slow Interactions

INP delays can be broken down into three different components:

  • Input Delay: Background code that blocks the interaction from being processed.
  • Processing Time: The time spent directly handling the interaction.
  • Presentation Delay: Displaying the visual updates to the screen.

You should focus on which INP component is the biggest contributor to the slow INP time, and ensure you keep that in mind during your investigation.

1716368164 193 Optimizing Interaction To Next Paint A Step By Step GuideScreenshot of the DebugBear INP Components, May 2024

In this scenario, Processing Time is the biggest contributor to the slow INP time for the set of pages you’re looking at, but you need to dig deeper to understand why.

High processing time indicates that there is code intercepting the user interaction and running slow performing code. If instead you saw a high input delay, that suggests that there are background tasks blocking the interaction from being processed, for example due to third-party scripts.

4. Check Which Scripts Are Contributing To Slow INP

Sometimes browsers report specific scripts that are contributing to a slow interaction. Your website likely contains both first-party and third-party scripts, both of which can contribute to slow INP times.

A RUM tool like DebugBear can collect and surface this data. The main thing you want to look at is whether you mostly see your own website code or code from third parties.

1716368164 369 Optimizing Interaction To Next Paint A Step By Step GuideScreenshot of the INP Primary Script Domain Grouping in DebugBear, May 2024

Tip: When you see a script, or source code function marked as “N/A”, this can indicate that the script comes from a different origin and has additional security restrictions that prevent RUM tools from capturing more detailed information.

This now begins to tell a story: it appears that analytics/third-party scripts are the biggest contributors to the slow INP times.

5. Identify Why Those Scripts Are Running

At this point, you now have a strong suspicion that most of the INP delay, at least on the pages and elements you’re looking at, is due to third-party scripts. But how can you tell whether those are general tracking scripts or if they actually have a role in handling the interaction?

DebugBear offers a breakdown that helps see why the code is running, called the INP Primary Script Invoker breakdown. That’s a bit of a mouthful – multiple different scripts can be involved in slowing down an interaction, and here you just see the biggest contributor. The “Invoker” is just a value that the browser reports about what caused this code to run.

1716368165 263 Optimizing Interaction To Next Paint A Step By Step GuideScreenshot of the INP Primary Script Invoker Grouping in DebugBear, May 2024

The following invoker names are examples of page-wide event handlers:

  • onclick
  • onmousedown
  • onpointerup

You can see those a lot in the screenshot above, which tells you that the analytics script is tracking clicks anywhere on the page.

In contrast, if you saw invoker names like these that would indicate event handlers for a specific element on the page:

  • .load_more.onclick
  • #logo.onclick

6. Review Specific Page Views

A lot of the data you’ve seen so far is aggregated. It’s now time to look at the individual INP events, to form a definitive conclusion about what’s causing slow INP in this example.

Real user monitoring tools like DebugBear generally offer a way to review specific user experiences. For example, you can see what browser they used, how big their screen is, and what element led to the slowest interaction.

1716368165 545 Optimizing Interaction To Next Paint A Step By Step GuideScreenshot of a Page View in DebugBear Real User Monitoring, May 2024

As mentioned before, multiple scripts can contribute to overall slow INP. The INP Scripts section shows you the scripts that were run during the INP interaction:

1716368165 981 Optimizing Interaction To Next Paint A Step By Step GuideScreenshot of the DebugBear INP script breakdown, May 2024

You can review each of these scripts in more detail to understand why they run and what’s causing them to take longer to finish.

7. Use The DevTools Profiler For More Information

Real user monitoring tools have access to a lot of data, but for performance and security reasons they can access nowhere near all the available data. That’s why it’s a good idea to also use Chrome DevTools to measure your page performance.

To debug INP in DevTools you can measure how the browser processes one of the slow interactions you’ve identified before. DevTools then shows you exactly how the browser is spending its time handling the interaction.

1716368165 526 Optimizing Interaction To Next Paint A Step By Step GuideScreenshot of a performance profile in Chrome DevTools, May 2024

How You Might Resolve This Issue

In this example, you or your development team could resolve this issue by:

  • Working with the third-party script provider to optimize their script.
  • Removing the script if it is not essential to the website, or finding an alternative provider.
  • Adjusting how your own code interacts with the script

How To Investigate High Input Delay

In the previous example most of the INP time was spent running code in response to the interaction. But often the browser is already busy running other code when a user interaction happens. When investigating the INP components you’ll then see a high input delay value.

This can happen for various reasons, for example:

  • The user interacted with the website while it was still loading.
  • A scheduled task is running on the page, for example an ongoing animation.
  • The page is loading and rendering new content.

To understand what’s happening, you can review the invoker name and the INP scripts section of individual user experiences.

1716368165 86 Optimizing Interaction To Next Paint A Step By Step GuideScreenshot of the INP Component breakdown within DebugBear, May 2024

In this screenshot, you can see that a timer is running code that coincides with the start of a user interaction.

The script can be opened to reveal the exact code that is run:

1716368165 114 Optimizing Interaction To Next Paint A Step By Step GuideScreenshot of INP script details in DebugBear, May 2024

The source code shown in the previous screenshot comes from a third-party user tracking script that is running on the page.

At this stage, you and your development team can continue with the INP workflow presented earlier in this article. For example, debugging with browser DevTools or contacting the third-party provider for support.

How To Investigate High Presentation Delay

Presentation delay tends to be more difficult to debug than input delay or processing time. Often it’s caused by browser behavior rather than a specific script. But as before, you still start by identifying a specific page and a specific interaction.

You can see an example interaction with high presentation delay here:

1716368165 665 Optimizing Interaction To Next Paint A Step By Step GuideScreenshot of the an interaction with high presentation delay, May 2024

You see that this happens when the user enters text into a form field. In this example, many visitors pasted large amounts of text that the browser had to process.

Here the fix was to delay the processing, show a “Waiting…” message to the user, and then complete the processing later on. You can see how the INP score improves from May 3:

1716368165 845 Optimizing Interaction To Next Paint A Step By Step GuideScreenshot of an Interaction to Next Paint timeline in DebugBear, May 2024

Get The Data You Need To Improve Interaction To Next Paint

Setting up real user monitoring helps you understand how users experience your website and what you can do to improve it. Try DebugBear now by signing up for a free 14-day trial.

1716368165 494 Optimizing Interaction To Next Paint A Step By Step GuideScreenshot of the DebugBear Core Web Vitals dashboard, May 2024

Google’s CrUX data is aggregated over a 28-day period, which means that it’ll take a while before you notice a regression. With real-user monitoring you can see the impact of website changes right away and get alerted automatically when there’s a big change.

DebugBear monitors lab data, CrUX data, and real user data. That way you have all the data you need to optimize your Core Web Vitals in one place.

This article has been sponsored by DebugBear, and the views presented herein represent the sponsor’s perspective.

Ready to start optimizing your website? Sign up for DebugBear and get the data you need to deliver great user experiences.


Image Credits

Featured Image: Image by Redesign.co. Used with permission.

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