Instagram and Influencer Marketing

2022-02-25 by Ronn Torossian

It’s not always easy to stay on top of all of the changes happening in the digital and social landscapes, given their speed. Between social media platforms finding new ways for creators to generate income, Facebook rebranding into Meta, and different platforms pushing short-form video content, there are plenty of changes to social media platforms that have happened in the last year alone. One thing that hasn’t changed for influencer marketing has been the platform where most campaigns take place. Instagram has a big and highly engaged audience, and this audience consumes thousands of pictures or videos on a daily basis, which makes it a perfect promotional platform for marketers and brands.

Instagram vs TikTok

Since the start of the pandemic, TikTok has seen a huge increase in the number of users. That increase started to slow in 2021, but it was still growing a lot faster compared to Instagram. According to TikTok, over half of the users are under the age of 24. On the other hand, Instagram noted a small increase in the number of users aged between 25 and 34 in the last year. Right now, Instagram remains one of the most important channels for influencer marketing campaigns. Nearly 70% of all brands rely on Instagram for their promotional efforts. Since its creation, Instagram has launched a professional analytics platform for its creators, has made link stickers available to every account, and has increased the length of its Reels feature to 60 seconds.

Instagram Opportunities

In terms of influencer marketing campaigns, Instagram is an ideal place for companies looking to reach new audiences or create direct access to their target audiences. With over 2 billion monthly active Instagram users around the world, companies have plenty of opportunities to market their products or services in authentic ways with the help of influencers. That’s largely because the traditional barriers of advertising efforts have been removed due to the platform, and now customers can learn about a brand from a person they trust. That learning process also happens on a platform that consumers are using on a daily basis, which means whenever an Instagram influencer recommends a product or service, it’s going to come across as a trusted recommendation to consumers, which is an advantage for many brands.

Biggest Brands

Plenty of companies have turned to Instagram for their promotional efforts. Some of the most popular brands that have been frequently tagged by influencers in the United States have been Target, Spotify, Amazon, Netflix, and YouTube. And companies that are looking to work with influencers on the platform should understand the earned media value of the creators they want to work with. This can help them better understand how efficient influencer marketing campaigns are, and what is the accepted industry standard for measuring the performance of influencer campaigns.

Ronn Torossian is a Public Relations executive.

Ronn Torossian: Insights from a Native New Yorker and CEO of 5WPR

Ronn Torossian is the founder and CEO of 5W Public Relations, one of the largest independently-owned PR firms in the United States. With over 20 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected Public Relations professionals. Since founding 5WPR in 2003, he has led the company's growth, overseeing more than 250 professionals in the company's headquarters in midtown Manhattan. With clients spanning corporate, technology, consumer and crisis, in addition to digital marketing and public affairs capabilities, 5WPR is regularly recognized as an industry leader and has been named "PR Agency of the Year" by the American Business Awards on multiple occasions. Throughout his career, Torossian has worked with some of the world's most visible companies, brands and organizations. His strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards 2020 Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, Metropolitan Magazine's Most Influential New Yorker, a 2020 Top Crisis Communications Professional by Business Insider, and a recipient of Crain’s New York 2021 Most Notable in Marketing & PR. Torossian is known as one of the country's foremost experts on crisis communications, and is called on to counsel blue chip companies, top business executives and entrepreneurs both in the United States and worldwide. Torossian has lectured on crisis PR at Harvard Business School, appears regularly on CNN & CNBC, is a contributing columnist for Forbes and the New York Observer, and has authored two editions of his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations," which is an industry best-seller. A NYC native, Torossian lives in Manhattan with his children. He is a member of Young Presidents Organization (YPO), and active in numerous charities