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Creating an Instagram Strategy for an influencer with 250K+ followers on Instagram
Hi all!
I’ve been managing an Instagram for an influencer who has 250K+ followers on Instagram, not including Facebook, TikTok, and Twitter. This is a personal relationship and I’m actually doing a lot more than just managing their social but I am not a social media expert. Neither the influencer or I have a clear strategy for running her IG which is why I am coming to you guys. We keep doing partnerships and collaborations with companies and when the results are -low- and they do not want to extend the partnership, we run into some issues where the Influencer feels like we need to have a better strategy.
For a holistic view, here is what we have. This influencer is not niched – they got their start on reality tv and has been coasting since even though they are no longer on tv. The influencer recently became a mother. Here are the pillars we focus on: Motherhood, Beauty (hair, makeup, fashion, etc.) and Wellness which can be anything such as physical wellness, mental wellness, spiritual wellness.
We have been trying to come up with a strategy that falls within each pillar for stories both personal and collabs and relating that with her existing blog and posts or reels. This is where we run into problems because we generally try to post what looks pretty on her feed as that’s what followers want but then it can cause issues with overall strategy.
I guess my question is, do any of you have experience with creating an IG strategy for an influencer. What do you recommend, what tools do you use, etc. Any tips would be appreciated.
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9 Replies
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byu/JonODonovan insocialmedia -
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There is a lot of info missing here for us to really understand the situation. For instance how are the partnership with brands done? What type of products? What is the influencer’s engagement on a regular basis compared to when she posts about brands she partner with?
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Influencers “mostly” get followers for their personalities… Making manage some one their accounts is treating your “page” as a business, which it is, but followers can tell that. Ones it’s become “business” people will not engage. Intimacy, real life, sharing excessive amount of personal life… We basically saw Chiara’s daughter coming her v… Something navy as well. Also Vivian hoorn, Rianne.meijer… amazing personalities, open, caring… Basically If you person how has the account doesn’t engage with their followers, followers will not engage with them. People doesn’t want to follow perfect lives anymore, they want real things. I hope it helps Good luck Xx. (If you’d ask who am I, I was content advisor for 5-6, 1M+ Instagram content creators.)
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Does she engage in her comments?
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I think you need to focus on testing what works and what doesn’t. Don’t define your strategy but test possible strategies, see what works and what doesn’t, and iteratively move towards what works. The good news is that you have a lot of followers to work with – that means data! Look to what you already have.
What I would do is create a sheet in Google Sheets. Create columns, column 1 is post id, column 2 is a summary, column 3 is your estimated quality, column 4 views, column 5 likes, column 6 comments, column 7 is the actual quality, column 8 is the date of the post.
Let me define those terms so you know what I’m talking about:
1. post id – A link to the post so you can easily review your spreadsheet and click on the link.
2. summary – describe the post in one or two words. You want broad categories that effectively say what the post it. Think: “Mom picture” or “Beauty product”.
3. estimated quality – Create a scale 1-5 and just give it a number based on how “good” you think the post is. Don’t overthink it, but it will be good for you to get a handle on what constitutes a “good” post.
4. views – Use Instagram’s analytics to find out how many views each post got.
5. likes – How many likes did the post get
6. comments – How many comments did the post get
7. Actual quality – This can get more complex, but you need to define a method for grading the posts. Use columns 4, 5, and 6 and define a formula. Something like X * (views / avg views) + Y * (likes / avg likes) + Z * (likes / avg likes) – where X, Y, and Z are coefficients that you pick to weight the relative importance of each value to you. Then, normalize the scores and go back to the 1-5 scale so you can compare it to your estimated quality in column 3.Fill in the spreadsheet with all of the previous posts on the Instagram account. Then, start making graphs. You want a bar graph showing the actual quality of topics. You want a graph showing posts with the highest likes/views ratio. You will also want to graph followers over time and actual quality over time. Pick the metrics that concern you and track them.
With the graphs you’ll know what “summaries” perform best for you. See if you can start to dial that in. Create more of the content that did well. Track your quality over time. If it is increasing, that suggests your current choices are working and you should continue. If it is stagnant or decreasing that suggests you need to change.
With each post read the comments and try to figure out why the response to the post was what it was. If this was a post that performed well, try to figure out why. What are people saying about it? How did you rate the quality subjectively? How did it rate objectively? Based on your intuition, talking to the influencer, and reading the comments, come up with a theory that explains what happened with the post. This post did poorly because we posted it at the wrong time of day, because the shot had low production value, because it looks too manufactured, because whatever. Then test that theory going forward – if you think the shot was too “produced” try something more candid next time, etc. Keep track of your theories and the results over time.
In this way you can try different things over time, isolate what is working and do more of it, and discard what doesn’t work. You need to be flexible and adaptive, but also track key figures over time so that you aren’t just groping about in the dark but intelligently going somewhere.
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What sort of content is the influencer producing for the partnerships? If they are only doing static photos with the product, and then offering a discount code in the caption, those usually do not produce good return for the companies. I work on the brand side, and we always avoid Influencers who only take a quick photo or story with the product or only talk about the product just once.
If your influencer focuses on producing high quality content about the products, such as testing out the product on video, making a how to/tutorial and showing results, they will probably produce a lot more sales for the company, thus making the company want to continue the partnership.
Also, avoid doing too many partnerships in a short span of time. When fans see that the influencer works with too many companies, it makes the message seem less authentic. On the brand side, we also avoid influencers who have too many products on their feed.
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I don’t understand why someone with 250k needs help. Its the ones like me with 1000 that need it…
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