Influencer marketing on Instagram is essential for brands. Discover the types of influencers, their impact and their remuneration on this essential platform.
Influencer marketing has become an essential element of brand communication on social networks, particularly Instagram. Influencers, who are digital opinion leaders, have significant power to influence the purchasing behavior of their followers. There are three main types of influencers: mega-influencers, macro-influencers and micro-influencers. These influencers can promote products and services, share their experiences and opinions, and act as role models for their followers. An influencer's salary varies according to their industry, number of followers and the types of partnerships they have. What's more, the cost of an influencer depends on their notoriety, the size of their audience, the type of content and the scope of the campaign. For example nano-influencers can charge between €10 and €100 per post, while micro-influencers can charge between €50 and €500. In France, influencers such as Squeezie and Nabilla are among the most popular on Instagram, with 8.17 million and 8.34 million followers respectively. Influencer marketing is therefore an essential tool for brands wishing to reach their target audience in an effective and relevant way.
Influence marketing on Instagram
Instagram has become an essential tool for brands looking to promote their products and reach their target audience. One of the most popular methods used on this platform is influencer marketing. This strategy involves working with influencers to promote products and services to their audience.
The importance of influencer marketing for brands on Instagram
Influencer marketing has become an indispensable element of brand communication on social networks, and Instagram is no exception. With over a billion monthly active users, Instagram offers brands a unique opportunity to reach a wider audience and establish a more personal relationship with their potential consumers.
Influencers are digital opinion leaders who have a powerful influence on the buying behavior of their followers. Their authentic, engaging content enables brands to reach their target audience more organically and authentically.
The emergence of influencers on social networks
In recent years, we've seen a real emergence of influencers on social networks, and Instagram has become the preferred platform for them. Influencers have gained notoriety thanks to their creative publications and innovative discourses.
Thanks to Instagram, influencers can share their passion, expertise and creativity with a wider audience. This increased visibility has attracted the attention of brands looking to leverage the audience and credibility of influencers to promote their products and services.
The benefits of influencer marketing on Instagram
Influencer marketing has many advantages for brands on Instagram. Firstly, it allows them to reach a wider, more diverse audience. Influencers generally have an engaged and loyal audience, which means brands can reach potential consumers who would otherwise be inaccessible.
In addition, influencer marketing allows brands to benefit from the credibility and trust associated with an influencer. An influencer's recommendations are often perceived as sincere and authentic, which can reinforce consumer trust in the brand.
Finally, influencer marketing on Instagram offers brands the opportunity to create user-generated content. Influencers can share their experiences and opinions on the brand's products and services, creating authentic, engaging content for the influencer's followers.
Types of influencers on Instagram
There are three main types of influencer on Instagram: mega-influencers, macro-influencers and micro-influencers.
Mega-influencers
Mega-influencers are the most famous and most followed influencers on Instagram. They usually have millions of followers and a high profile in the social networking world. Their posts are often seen by millions, and they have a significant impact on their followers.
Macro-influencers
Macro-influencers are also very popular on Instagram, but they generally have fewer followers than mega-influencers. However, their audience is still significant and they can have a big influence on their followers.
Micro-influencers
Micro-influencers have a smaller audience than mega-influencers and macro-influencers, but their influence is more targeted. Their followers are generally highly engaged and loyal, enabling brands to reach a more specific audience and create a closer bond with their potential consumers.
Influencer roles on Instagram
All influencers on Instagram play several important roles. Firstly, they can promote products and services. Brands can collaborate with influencers to create sponsored content, in which the influencer mentions and recommends the brand's products.
Secondly, influencers share their experiences and opinions. They can create authentic content in which they share their personal experiences with a brand's products or services. This approach allows consumers to see how products really work in everyday life.
Finally, influencers serve as role models for their followers. They often create content that inspires and motivates their audience, whether through fashion tips, travel ideas or personal success stories. Followers of influencers often seek to emulate their lifestyle, which can lead to sales and greater brand awareness.
Mega-influencers
Mega-influencers are the most influential players on Instagram. Their notoriety and number of followers are the highest of all influencer types.
Definition and characteristics of mega-influencers
Mega-influencers usually have millions of followers and a high profile on Instagram. They are often celebrities or well-known personalities who are part of the entertainment industry, sports or other popular fields.
One of the hallmarks of mega-influencers is their ability to generate massive engagement from their audience. Their publications are often liked, commented on and shared by thousands or even millions of people.
Their impact on Instagram
Mega-influencers have a huge impact on Instagram. Their posts can reach a massive audience, which means brands that collaborate with them can benefit from exceptional visibility.
What's more, mega-influencers have a powerful influence on their followers. Their notoriety and credibility make them opinion leaders, and their recommendations are often perceived as sincere and authentic. This means that brands working with mega-influencers can benefit from the trust and credibility associated with these personalities.
Examples of mega-influencers on Instagram
Mega influencers on Instagram include celebrities such as Cristiano Ronaldo, Beyoncé and Kim Kardashian. These personalities have millions of followers and considerable influence over their followers. They are often asked by brands to promote their products and services on Instagram.
Macro-influencers
Macro-influencers are also highly influential on Instagram, although their follower count is generally lower than that of mega-influencers.
Definition and characteristics of macro-influencers
Macro-influencers often have several hundred thousand or even several million followers on Instagram. They are experts in their field or have a particular passion that they share with their audience.
Macro-influencers are generally well known in their niche and have established a relationship of trust with their audience. Their content is often focused on a specific topic, attracting an engaged audience interested in that area.
Their impact on Instagram
Macro-influencers have a significant impact on Instagram. Their audience, while smaller than that of mega-influencers, is extremely engaged and loyal. Followers of macro-influencers often regard them as experts and trust their recommendations.
By working with macro-influencers, brands can benefit from their expertise and credibility. Recommendations from macro-influencers are often perceived as sincere and authentic, reinforcing consumer trust in the brand.
Examples of macro-influencers on Instagram
Macro-influencers on Instagram include experts in various fields such as fashion, fitness, cooking and travel. Accounts such as Chiara Ferragni (12 million followers) in fashion, Kayla Itsines (11.3 million followers) in fitness, Chefclub (10.7 million followers) in cooking, and Murad Osmann (4.7 million followers) in travel, are just a few examples of popular macro-influencers on Instagram.
Micro-influencers
Micro-influencers have a smaller audience than mega-influencers and macro-influencers, but they have a more targeted and engaged influence.
Definition and characteristics of micro-influencers
Micro-influencers typically have between 1,000 and 100,000 followers on Instagram. Their audience is often very specific, which means they can reach a more precise target audience and create a closer bond with their followers.
One of the characteristic aspects of micro-influencers is their high level of engagement. Micro-influencer followers are often highly active and responsive, enabling brands to create closer relationships with their audience.
Their impact on Instagram
Although their audience is smaller than that of mega-influencers and macro-influencers, micro-influencers have a significant impact on Instagram. Their audience is often more engaged and loyal, which means that a micro-influencer's recommendations can have a big influence on their followers.
By working with micro-influencers, brands can benefit from authentic content and a more personal relationship with their audience. Recommendations from micro-influencers are often perceived as more sincere and authentic, boosting consumer trust in the brand.
Examples of micro-influencers on Instagram
There are many popular micro-influencers on Instagram. These include travel bloggers who share their adventures around the world, beauty experts who offer tips and tricks, and fitness enthusiasts who share their fitness journeys. Some examples of popular micro-influencers on Instagram are @thetravelcult, @huda.beauty, and @kayla_itsines.
Influencer actions on Instagram
All influencers use Instagram as a platform to promote products and services, share experiences and opinions, and serve as role models for their followers.
Promotion of products and services
One of the main roles of influencers on Instagram is to promote products and services. The brands can collaborate with influencers to create sponsored content, in which the influencer mentions and recommends the brand's products.
These posts can take different forms, such as photos, videos or stories, and be accompanied by captions and links to the brand's website. Influencers often use their creativity to showcase products in an attractive and engaging way.
Sharing experiences and opinions
Influencers also use Instagram to share their experiences and opinions with their audience. This can take the form of "vlog" videos where the influencer recounts their daily adventures, or written posts where they share their point of view on a specific topic.
This type of content allows followers to get to know the influencer better and feel closer to them. Influencers can share their tips, tricks and personal stories, creating a more intimate relationship with their audience.
Models for their followers
Influencers on Instagram also serve as role models for their followers. Their posts and lifestyles can inspire their followers, whether in fashion, beauty, fitness or other fields.
Followers of influencers often seek to emulate their lifestyle and draw inspiration from their choices and values. This can lead to greater brand awareness and sales for brands that collaborate with influencers.
Influencer salaries
An influencer's salary varies according to several factors, such as their industry, number of followers and the types of partnerships they have.
Factors influencing influencer salaries
Influencers with a high profile and a large number of followers can generally command a higher salary. Their larger audience means their content reaches more people, which increases the perceived value of their services.
In addition, the types of partnerships also influence the influencers salary. Long-term collaborations with a brand, for example, can lead to a higher salary compared to a one-off partnership.
Salary variations by business sector
Influencer salaries can vary according to their sector of activity. Certain sectors, such as fashion and beauty, often offer higher salaries due to their popularity and appeal to brands.
Other sectors, such as fitness, travel and cooking, also offer interesting partnership opportunities for influencers, but salaries can vary according to demand and competition in these fields.
Examples of influencer compensation on Instagram
Influencer salaries can vary considerably depending on many factors. For example, a mega-influencer with millions of followers can charge several thousand euros for a sponsored post.
Similarly, a macro-influencer with an engaged audience may charge several hundred euros for promotional services. Finally, a micro-influencer may charge tens or hundreds of euros for a sponsored post, depending on his or her notoriety and engagement.
The cost of an influencer
The cost of an influencer depends on several factors, such as awareness, audience size, content type and campaign reach.
Factors influencing the cost of an influencer
The notoriety of the influencer is one of the main factors influencing the cost of a collaboration. The most famous and followed influencers on Instagram are often the most expensive to hire due to their large audience and credibility.
Audience size is also an important factor. The larger an influencer's audience, the higher the cost of collaboration can be, as the content reaches a greater number of people.
The type of content and the scope of the campaign are also factors to consider. If a brand wants the influencer to create more elaborate content or participate in a campaign that requires greater involvement, the cost of the collaboration may also increase.
Influencer awareness
An influencer's notoriety is a key factor in determining the cost of collaborating with a brand. The most famous and followed influencers on Instagram often have a higher cost due to their large audience and credibility.
However, notoriety should not be the only criterion taken into account when a brand wishes to collaborate with an influencer. It's also important to consider the influencer's relevance to the brand, as well as their commitment and authenticity.
Audience size
The size of an influencer's audience is another important factor influencing the cost of their partnership with a brand. The larger an influencer's audience, the higher the cost of collaboration can be.
This is because the content created is likely to reach a greater number of people, increasing the perceived value of the collaboration for the brand. However, it's important to consider audience engagement too, as a large audience doesn't always mean high engagement.
The type of content and the scope of the campaign
The type of content and the scope of the campaign a brand wants can also influence the cost of an influencer. If a brand wants the influencer to create more elaborate content or participate in a campaign that requires greater involvement, the cost of the collaboration may increase.
In addition, the scope of the campaign can also influence the cost of the collaboration. If a campaign aims to reach a wider audience or achieve specific objectives, it may require a greater financial investment.
Influencer rates
Influencer rates on Instagram vary according to awareness, audience size and engagement.
The cost of nano-influencers on Instagram
Nano-influencers are often the cheapest to hire on Instagram. Their audience is generally smaller than 10,000 followers, and their reputation is more limited. Fees for nano-influencers can range from €10 to €100 per sponsored post.
However, it's important to note that nano-influencers can offer significant value to brands thanks to their high engagement and closer connection with their audience.
The cost of micro-influencers on Instagram
Micro-influencers typically have between 10,000 and 100,000 followers on Instagram. Their audience is larger than that of nano-influencers, which means their perceived value is higher.
Micro-influencer fees can vary from 50 to 500 euros per sponsored post, depending on their reputation, commitment and niche.
Examples of influencer rates on Instagram
Influencer rates on Instagram can vary considerably depending on many factors. For example, a mega-influencer with millions of followers can charge several thousand euros for a sponsored post.
Similarly, a micro-influencer with a committed audience may charge several hundred euros for promotional services. Finally, a nano-influencer may charge tens of euros for a sponsored post.
Examples of influencers on Instagram
Instagram is full of examples of popular influencers who have managed to build a loyal following and collaborate with major brands.
Squeezie, a popular French influencer on Instagram
Squeezie is a French influencer who is also very popular on Instagram. With over 8.17 million followers, Squeezie is known for his creativity and humor. He regularly shares entertaining and engaging content with his audience, which has helped him become one of France's most influential influencers.
Nabilla, an influential French influencer on Instagram
Nabilla is another popular French influencer on Instagram. With 8.34 million followers, Nabilla is known for her glamorous lifestyle and partnerships with leading fashion and beauty brands. She regularly shares fashion tips and beauty tricks with her audience, making her a highly influential influencer in France.
You are a influencer and would like to collaborate with a brand on an influencer marketing campaign?
Contact us via our ValueYourNetwork instagram account so that we can offer you exclusive influencer marketing campaigns with our partner brands!
If you are an advertiser and would like to launch a campaign with our influencersplease contact us at the following address: contact@valueyournetwork.com or fill in the contact form to launch your next influencer marketing campaign.
Published by Sophie on 04/01/2024 in Influencer campaign - influencers - B2B