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With the increasing ubiquity of social media as a source connecting brands and individuals, using sources like Instagram to discover and engage with influencers is becoming a critical component of brands' strategy. 43% of smartphone users 18-29 use Instagram; that age group possesses $200 billion in buying power, far too much for your brand to ignore! But what measurements should you use in assessing influencers' degree of social influence? In this presentation, you will find ten important measures to assess influencers' degree of influence.
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10 Important Measurements in
Influencer Marketing: Instagram
43% of U.S. smartphone users ages 18-29 use Instagram*
$200 billion estimated buying power of consumers ages 18-29†*Source: Pew, “Photo and Video Sharing Grow Online,” October 28, 2013.†Source: U.S. Chamber of Commerce Foundation, “The Millennial Generation Research Review.”
Those are numbers no brand can afford to
ignore!
But how can you ensure that the influencers you work with
on Instagram are making a difference for your brand? Use
the following ten measurements as a guide.
1. Follower countHow many users follow the influencer on Instagram?
2. Engaged followersHow many followers have engaged with the influencer’s Instagram account at least once during the reporting period? Engagement includes likes, comments, and mentions.
3. Hashtag mentionsHow many times in the month has the influencer received hashtag mentions from other Instagram users?
4. Follower interactionsWhat is the total follower engagement on the influencer’s posts, as well as mentions?
Follower interactions = hashtag mentions + likes on posts + comments on posts + likes on hashtag mentions + comments on hashtag mentions
5. Potential reachHow many users is the influencer potentially reaching with posts and engagement?
Potential reach = (posts x followers) + sum of followers of users who hashtag mentioned influencer
6. Number of likes on influencer photos and videos
How many times have users liked the influencer’s posts?
7. Number of comments on influencer photos and videos
How many times have users commented on the influencer’s posts?
8. Influencer mentions of brand’s Instagram handle
How frequently has the influencer mentioned the brand’s handle? This is an indicator of brand awareness.
9. Number of likes on brand mentions
How many likes do the influencer’s mentions of the brand receive?
10. Number of comments on brand mentions
How many users comment on the influencer’s brand mentions?
Considering these measurements will allow you to get a thorough assessment of the degree of influence of Instagram influencers who you work with.
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