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Instagram Influencer Marketing For Ecommerce: What You Need To Know

Feb 20, 2023

Social Media Platforms

Instagram Influencer Marketing For Ecommerce: What You Need To Know

Influencer marketing is one of the most profitable ways to grow your ecommerce business. With 1 in 4 marketers currently leveraging its power, now is the perfect time for you to jump on board.

Influencers are a rapidly growing breed, with selling power beyond our imagination.

Their secret? Authenticity.

The modern day consumer is no longer fooled by lacklustre banner ads and forced celebrity endorsements. Instead, they seek out brands built on meaningful messages and interact with ads that prioritise genuineness.

Instagram influencer marketing for ecommerce has taken centre stage in recent years, after the platform made a handful of significant changes to encourage ecommerce trading through them. Business profiles are now able to set up store fronts, allowing customers to shop their products without having to leave Instagram, and the introduction of Collabs increases a brand’s exposure and engagement when partnering with an influencer.

In this blog we’ll do a deep dive into how your brand can benefit from Instagram influencer marketing for ecommerce.

Instagram influencer marketing 101

Ecommerce is the trading of goods and services online. 

Influencers are currently the dominators of the online marketing realm. 

It just makes sense that they should combine forces to create something wonderful. 

With over 1 billion monthly active users on the platform, it is no surprise that Instagram has become the leading choice for businesses looking to promote themselves and sell their products. 

But what does the current state of influencer marketing on Instagram look like? And is it the right time to get involved? 

The simple answer is yes, and here’s why:

  1. 72% of marketers used Instagram for their influencer marketing campaigns in 2022. This number is predicted to grow by 4.1% in 2023.
  2. Lifestyle and beauty were the most popular categories among global Instagram influencers in 2021.
  3. Instagram was the most used influencer marketing platform in the United States in 2022.

The benefits

If those statistics aren’t enough to convince you, perhaps the following list of business benefits might be.

  1. Cost effectiveness: instead of handing a huge chunk of the budget over to celebrity endorsements, marketers can now achieve equally impressive results with a smaller budget.
  2. Scale: brands can rapidly scale up marketing efforts by working simultaneously with multiple influencers.
  3. Relevance: the Instagram Explore page, correct hashtags and partnering with influencers give brands access to their target audience.
  4. Higher ROI: 48% of marketers say the ROI of influencer marketing is better than through other methods. 

Cost

Instagram influencer marketing for ecommerce has no definitive cost. Instead, it depends on the following factors:

  1. The number of content pieces (Reels, images, Stories) you want
  2. The duration of the campaign
  3. Average engagement rate
  4. Usage rights
  5. Production costs
  6. Industry and specialisation
  7. Exclusivity
  8. Timeline

An influencer’s audience size is a major defining factor when it comes to the cost of your campaign. On average, you can expect to pay these ballpark rates:

Nano influencers (1k-10k) → $10-$100 per post

Micro influencers (10k-100k) → $100-$500 per post

Macro influencers (500k-1M) → $5,000-$10,000 per post

Mega influencers (1M+) → $10,000+

Running an influencer campaign on Instagram

Ultimately, the success of an influencer marketing campaign depends on those you choose to collaborate with. Influencers hold the key to the consumers who will purchase your products and engage with your content. 

However, before the selection process, you must first define the goals for your campaign. Defined goals will help you select more aligned influencers. 

Glossier, whose ethos is ‘skin first, makeup second’, has done a great job at accumulating a following of over 2.7M followers by partnering with influencers who prioritise skincare and wellness. 

 

View this post on Instagram

 

A post shared by Glossier (@glossier)

Once you’ve defined your goals and outreached to your chosen influencers, your Instagram influencer marketing for ecommerce strategy should look something like this:

  1. See what your competitors are doing – we’re strong believers in ‘if it ain’t broke, don’t fix it’, however, there are always things that can be improved upon. You never know, this could become your competitive advantage.
  2. Research marketing tools that can help you – trying to manage everything alone will be the cause of your demise. Utilise tools out there to keep you on track and generally afloat. 
  3. Add more channels once you’ve found your footing – once your influencer marketing for ecommerce campaigns are up and running, expand to other channels. 
  4. Automate as much as possible – the more you can run hands-off, the better.
  5. Personalise your communication – customers love being understood and not just receiving another generic email. Personalise ads, emails, SMS messages etc. 
  6. Measure, refine, reuse – track the ROI of your campaigns and whichever ones aren’t bringing results, they are not worth wasting more money on. For those that are, try to use them on a bigger audience, rinse and repeat.
  7. Build loyalty into your strategy – customer loyalty boosts profits, improves your brand image, attracts new customers etc. 
  8. Focus on profitability, not just sales – one-off sales can come out as more expensive for you because of ad prices. Focus on driving repeat sales to current customers.

FAQ’s

Is Instagram good for ecommerce?

Yes. As well as having over 1 billion monthly active users, Instagram has many features beneficial to ecommerce brands; such as store fronts, Collabs, Reels, the Explore Page, live shopping streams and influencers.

How do you sell ecommerce on Instagram?

Top tips include:

  1. Use product tags
  2. Run Instagram ads
  3. Partner with influencers
  4. Use live shopping streams
  5. Publish Reels
  6. Curate user-generated content
  7. Use the right hashtags
  8. Use video to showcase your products
  9. Automate customer support with DMs

Our Influencer marketing agency and Social agency are located worldwide, with our agency network based in the USA, UK, UAE and China.

If you want to receive our industry insights, visit our Influencer Marketing & Social Media blog.

@ Socially Powerful

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Author

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James Hacking

Writer

Socially Powerful, founded in 2017, stood as pioneers of the influencer marketing industry. Today we are a global social marketing agency and technology company.

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