Selecting Ambassadors and Collaborations on Instagram
Sometimes beating your own drum on Instagram won’t get you too far. The best advertising is when other people endorse you. Extra points if these people are knowledgeable in the industry, trustworthy and have enough followers to make a difference for your baseline.
First, you need to get straight some terminology. In this game, you have bloggers, influencers, and ambassadors. The first can range from a very local influence to national, household names. Usually, the number of followers dictates the status, and most influencers have at least 10K fans. Ambassadors are selected from influencers and develop a closer relationship with the brand.
When selecting your ambassador or just a collaboration you need to start by researching their profiles. Look at the hashtags they use, the reactions they get per post and even the color scheme. All these elements need to be in tune with your communication.
Research their endorsement terms and check if these match your projected budget. Inquire if they only take cash or would be happy with a product exchange. Usually, the higher the rank of the influencer, the less likely they will work just in exchange for products. It never hurts to ask. Create a list of “most wanted,” “highly preferred”, and “ok”.
Look at the numbers
Speaking of numbers, fill in the previous list with relevant metrics. These include the total number of followers, the average number of reactions per post (engagement rate) and demographics.
Don’t be afraid to ask the potential collaborators for relevant statistics from their back-end. It is not intrusive; it’s just due diligence. If they refuse to offer their engagement rates or other statistics that is a major red flag.
The key is to go for the sweet spot which balances the reach, engagement, and budget.
Picking the wrong ambassador
Selecting the right ambassador is a delicate matter, and sometimes even big brands fail. For example, using Oprah (14.8M followers) for Windows 8 was not the smartest move.
The key to social media marketing is authenticity. Although people know sponsored posts exist, and ambassadors make money, they still want to feel a connection.
Another mistake not being on the same page with your ambassador, either the message or even as tone. They already are a brand on their own, don’t try to change them to match yours. Just select wisely from the available pool.
Do you think you know how to select a brand ambassador or you feel overwhelmed by the number of possible choices? Give us a message if you think you could use some guidance in choosing the Instagram face of your company.