With the holiday season approaching, Instagram has released three guides that explore how to maximize Instagram Shopping, how to make Reel ads and how to collaborate with creators on the platform. I've gone over how to break down ad content like TikToks and Reels before so I thought I'd pivot to pull some key takeaways from Instagram's report on how to work with creators.
Here are Instagram's 5 suggestions when embarking on influencer partnerships:
1. Define
What are you trying to do? Create a scope so that creators can collaborate in a way that works towards your goals whether that be increasing owned media followings, brand awareness or site visits.
2. Discover
Find people your audience would actually be following. Don't get wrapped up in how big or small someone's following is right away, make a list based on creator alignment with your brand and narrow down from there.
3. Co-create
Take that scope from the first step and brief the creator on it. Give them both a paid and organic content perspective and see what aligns the most with their methods. You can still give a creator full control while ensuring that it aligns with your goals and their voice.
4. Scale
Consider taking organic content the creator made and boosting it on their account in a paid partnership.
5. Measure
Don't be afraid to ask creators about brand sentiment from their audience and how their posts were received plus general metrics on their content.
✨ An added pro-tip from Instagram is to not overlook the 'branded content' feature where a creator can tag your brand in partnership on organic content. Instagram says when these branded content tags are promoted into paid content, they see 53% higher click-through rates.
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