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Loosely defined, an Instagram influencer is an Instagram user with a large number of followers, established credibility, and high engagement rates: Influencers leverage their trust and reach to influence their audience and thus provide an above-average impact on the market. Of course, that’s just the basic definition. With influence, it’s all relative: Audience size, engagement, and other factors vary by industry and even by niche. They might be well-known social media podcasters, fashion gurus, or food critics with columns in well-known publications. Often, influencers are regular people with regular Instagram accounts, who, through either hard work or happenstance (a.k.a. “going viral”), now assume key roles in social media conversations and communities. Though an influencer’s niche, reach, role, and other details may vary by industry and influencer, one thing never changes: an Instagram influencer is an evangelist – a beacon for a certain lifestyle, or product type, or brand. For many companies, engaging Instagram influencers is a good substitute for (or complement to) an Instagram ad campaign. |