Instagram has established itself as one of the most important social channels and can be a valuable part of your marketing strategy. With the most engaged community and over a billion users, you can’t afford to ignore it.
Our calculator helps you estimate the cost of running a series of paid posts and stories on Instagram. The cost generally depends on two main factors:
Once you know what kind of audience you can reach with your budget, the next step is finding influencers to work with. Influent’s search tool is a great way to do this. You can:
You can even target the demographics of the influencer’s followers, so you can get your content in front of the precise audience you’re targeting.
The influencer profiles on the Influent platform go one step further. You can view statistics, like how many of an influencer’s followers are fake, and a measure of how well paid posts usually perform compared to that influencer's normal posts (we call it paid post performance!).
Impressions counts how many times your content is viewed. For each post or story, a user seeing your content in their feed counts as an impression.
Over a campaign, you might buy multiple posts and stories. The impressions for a campaign is the total of impressions for each post or story.
Estimating the impressions a post will get can be tricky. It depends on things like how many followers an influencer has and how engaged their followers are with the influencer's content.
You can get more impressions by using influencers with a bigger audience (more followers) or by buying more posts or stories. More impressions usually means more eyes on your content, and better results for your campaign.
Engagement counts how many people interact with a post. A post has a higher engagement rate if more of the people that see it decide to like or comment on it.
Engagement rate is an important metric on Instagram since it’s easy for influencers to artificially inflate their follower count by buying fake followers. These fake followers aren’t real people, so paying more for an influencer with a high follower count only makes sense if their followers are genuine. Fake followers usually don’t interact with an influencer’s posts, so a high engagement rate is one indicator of a high quality audience.
Influencers whose posts normally have a high engagement rate command higher fees, but usually get better results for your campaign.
The impressions you aim for depends a lot on your budget and who you’re targeting. Big brands running huge campaigns for mass market products could aim to get hundreds of thousands, or millions of impressions over the course of a campaign. Small brands can still get great results from an influencer marketing campaign that only aims to reach an audience of a few hundred.
The engagement rate to aim for depends on the size of influencer you want to work with. For the largest influencers (>100,000 followers), 1% is a reasonable engagement rate. For the smallest micro-influencers (<10,000 followers), 8% is more common. The average is somewhere around 3%.
For most campaigns, you’ll be trying to find the right balance of impressions and engagement to suit your budget. Get in touch and we can share our expertise to help you find the right audience for you.
Influent also runs an influencer marketing agency service. Following an in-depth consultation on your campaign goals, we can find the perfect influencers for your campaign, reach out to them, negotiate terms, help you sign contracts, issue content guidelines, and then help you monitor the outcome of your campaign.