Reach, Collaboration and Ethics: The gamut of Instagram Influencer Marketing

This is a contribution post by Ashvini Naik

Instagram, for all we know, has colossally evolved to a gigantic marketing hub from being just a photo sharing app. And with over half the world population using social media, not just exploring but also entering this facet is now a necessary marketing strategy brands and firms need to adopt, irrespective of whether it’s a B2B or B2C form of advertising. So, if you’re not yet game for using Instagram Influencer Marketing as a prime promotion strategy, you’re surely missing your shots.

Why Instagram Influencer marketing beats Classic Marketing today: The USP of Relatability

Instagram Influencer marketing has gained significant popularity and is often seen as a more effective approach compared to traditional or classic marketing strategies. Here are some reasons why influencer marketing is considered advantageous in today’s landscape:

1. Authenticity & Trust: Influencers build a dedicated following by sharing their experiences, expertise, and opinions in ways not very fancy, not larger-than-life. Their audience perceives them as authentic and trustworthy individuals, more like a neighbor next door. And hence, when these influencers recommend a product, their audience is more likely to trust their recommendations, leading to higher and guaranteed conversions, over what one may find from celebrities on highway billboards or mundane TV ads.
2. Targeted Reach: Influencers specialize in niche markets or specific areas of interest. They have already cultivated a community of engaged followers who are genuinely interested in their value-based content. This allows brands to penetrate a highly targeted audience that aligns with their product or service, increasing the chances of resonating with potential customers.
3. Social Proof: Influencers have the power to influence consumer behavior through the concept of social proof. When an influencer endorses a product or service, it serves as social proof that others are using and benefiting from it. This can lead to a higher perceived value and credibility of the brand, encouraging others to try it as well.
4. Creative Content: Influencers are skilled at creating engaging and relatable content. They understand their audience’s preferences and can tailor their content to match their interests and tone. This helps brands to convey their message in an organic and appealing manner, making it more likely to interest the target audience.

Like mentioned before, the Unique Selling Proposition (USP) of audience relatability in influencer marketing refers to the ability of influencers to connect with their followers on a personal level. This relatability creates an emotional connection, fostering trust and loyalty among followers. This personal connection can significantly influence consumer behavior and drive purchasing decisions.

Influencers Vs Degrees of Deception

While influencer marketing can be highly effective, it is important to acknowledge that there have been instances where some influencers engage in deceptive practices while promoting sponsored products on Instagram or even other platforms, for that matter. Here are a few degrees of deception or common issues that are commonly observed:

1. Non-disclosure of Sponsorships: One of the most significant concerns in influencer marketing is the lack of transparency regarding sponsored content. Influencers may fail to clearly disclose their relationships with brands, leading their audience to believe that the endorsement is genuine rather than paid for. This lack of transparency can mislead followers and erode trust.
2. Misleading Claims: Some influencers may make exaggerated or false claims about a product’s benefits or efficacy to boost sales. They may provide misleading information or manipulate results to make the product appear more effective than it actually is. This can lead to disappointment and consumers feeling fooled.
3. Fake Reviews: In some cases, influencers post fake reviews about a sponsored product. These fabricated endorsements can deceive consumers into believing that the product has been widely praised or positively received, influencing their purchasing decisions.
4. Inauthentic Product Integration: Influencers may not genuinely use or believe in the products they promote. They may create content that appears natural but is actually staged, leading followers to believe that the product is a regular part of the influencer’s lifestyle.
5. Buying Fake Followers & Engagement: Some influencers resort to purchasing fake followers, views, likes, & comments to inflate their social media metrics and bring forth fluff that gets passed off as ‘highly engaging content’. This often misleads brands into collaborating with influencers who have an artificially inflated reach and engagement.
6. Engagement Pods and Loops: The omnipotent push from brands mandating a certain number of followers of an influencer in order to collaborate with them usually prods many wannabe Instagram users to engage in loops and pods which are aimed at quickly increasing followers and comments on their accounts and posts, respectively from similar users. And although no money is involved here, this shady practice mostly ends up with these ‘influencers’ getting repetitive, monosyllabic comments and emojis, devoid of the real audience who would care to see what they’re posting about. At the end of the day, since the Instagram algorithm is a bot not intuitive enough to spot ‘real’ engagement from human users, a post/reel with many views and comments also appears in the Explore page of many users.

It’s crucial to note that while there have been instances of deception and dishonesty within influencer marketing, not all influencers engage in such practices. Many influencers prioritize authenticity, transparency, and honesty in their collaborations, maintaining strong relationships with their followers and brands. However, out of not just ethics, but also to achieve the right, legit reach, consumers and brands should remain vigilant and exercise diligence and scrutiny while evaluating an Instagram influencer to market their name or gain insight from.

Case study on how Instagram Influencer marketing backfired at the Fyre festival, 2017

Let’s take a look at the Fyre Festival, which had a mammoth impact on the reputation of celebrity influencers involved.

The Fyre Festival was a highly publicized and disastrous music festival that was scheduled to take place in the Bahamas in April 2017. It was co-founded by entrepreneur Billy McFarland and promoted by high-profile celebrities and influencers, including models such as Kendall Jenner and Bella Hadid.

This event was heavily marketed through social media, with influencers posting glamorous images and videos promoting the event. However, when attendees arrived at the festival, they encountered subpar accommodations and lack of basic amenities. The event was eventually canceled, leaving attendees stranded, disappointed and obviously, enraged.

The celebrity influencers involved faced a massive jolt to their reputation. Many criticized them for their involvement in promoting an event that turned out to be a complete disaster. The influencers faced backlash for not properly vetting the festival and misleading their followers about its true nature and quality. Their association with the failed event damaged their credibility and trust with their audience.

A similar spectacle in the Indian scenario was the recent Noida Startup Scandal in January this year.

How to balance Value-based Content, Relatable content & Sponsored Content on Instagram

Creating authentic content that nurtures an audience base and helps brands identify & convert potential customers is crucial for successful marketing. Here are some strategies to achieve that:

1. Understand Your Audience: Gain a deep understanding of your target audience’s needs, preferences, and pain points. Conduct market research, analyze customer feedback, and utilize data to develop buyer personas. This knowledge will enable you to create content that resonates with your audience on a genuine and personal level.
2. Authentic Storytelling Style: Share stories that connect with your audience’s emotions and experiences. Authentic storytelling helps to establish a genuine connection, builds trust, and fosters engagement. Highlight real people and their experiences with your brand to showcase authenticity and credibility.
3. Be Transparent & Genuine: Transparency is key to authenticity. Clearly communicate your brand values and purpose. Be honest and genuine in your interactions with your audience. Avoid misleading claims or exaggerated promises. Building trust is vital for nurturing an audience base.
4. Encourage Discussions: Foster a two-way conversation with your audience. Encourage comments, feedback, and discussions. Respond genuinely to every audience query or comment. Engage with your audience on social media and other platforms to build relationships and grow a sense of community.
5. Showcase User-Generated Content: Incorporate user-generated content (UGC) into your content strategy. UGC adds authenticity and social proof. Encourage your audience to share their experiences, testimonials, or creative content related to your brand. This involvement empowers your audience and strengthens their connection with your brand.
6. Consistency and Authenticity in Brand Voice: Develop a consistent brand voice that aligns with your brand’s values and connects with your audience. Use this voice consistently across all channels and touchpoints. Authenticity comes from being true to your brand’s identity and consistently reflecting it in the content you create. By consistently delivering value, you establish yourself as a trusted resource.
7. Measure and Adapt: Monitor the performance of your content and measure relevant metrics such as engagement, reach, conversions, and customer feedback. Analyze the data to gain insights into what resonates with your audience and adapt or repurpose your content accordingly.

By focusing on authenticity, value, and genuine connections with your audience, you can create content that nurtures and grows your audience base while also helping brands identify and convert potential customers. Remember, building long-term relationships based on trust and delivering value should be the foundation of your content strategy.

Balancing between Direct and Subtle Ad disclosures

When it comes to ad disclosures on Instagram, it’s important to find the right balance between being direct and subtle. Here are some tips to help you achieve that balance:

1. Be Transparent and Clear: When posting sponsored content, it’s essential to be transparent and clear about the nature of the post. Use explicit language such as “#ad,” “sponsored,” or “paid partnership” to indicate that the post is an advertisement. Ensure that the disclosure is noticeable and easily understood by your audience.
2. Incorporate Disclosures Naturally: Strive to incorporate ad disclosures into your content in a way that feels organic and seamless. Avoid burying or hiding the disclosure within a long caption or using small or hard-to-notice fonts. Make sure the disclosure is visible and appears early in the post or caption.
3. Use Contextual Clues: While being direct with ad disclosures is crucial, you can also use contextual clues to provide additional transparency. For example, you can mention the brand you’re collaborating with, highlight the product or service, or explain how it has benefited you personally. These clues can help your audience understand that it is a sponsored post without explicitly stating it.
4. Educate Your Audience: Take the opportunity to educate your audience about the importance of disclosure and why you adhere to these guidelines. You can create a separate post or story explaining the rules and your commitment to transparency, which helps build trust with your followers.
5. Experiment with Creative Formats: Explore creative formats to make your ad disclosures more engaging and less intrusive. For example, you can use interactive stickers or insert disclosure messages in a visually appealing way. However, ensure that the disclosure remains clear & easily understood.
6. Be Consistent: Consistency is key when it comes to ad disclosures. Make it a habit to disclose sponsored content in every post where applicable, regardless of the format or the nature of the partnership. This practice helps build trust with your audience and avoids confusion.

Remember, the primary goal is to be transparent with your audience and avoid misinterpretations of any nature and kind. As a brand, or as an influencer, when it comes to leveraging Instagram Influencer Marketing, normalizing authentic tonality and striking the right balance between ethics and creativity at promotion, ensures that your audience is well-informed, empowered and allows for a genuine and authentic relationship with you, today and hereafter. Because they are your digital currency and community; both.

Ashvini Naik is a content writer, SEO manager, and health & fitness blogger. With a knack for crafting engaging articles, optimizing websites, and promoting wellness, Ashvini brings expertise and passion to her work, making a positive impact in the digital realm and inspiring others to prioritize their well-being.