In June 2018, Instagram reached 1 billion active monthly users worldwide, with 500 million of those logging in and interacting with content daily. This makes it a powerhouse for consumer engagement, and it is partially because users are more willing to engage with brands on Instagram than they are on other platforms. This is why it is more important than ever to engage the power of long tail influencers.
What is the Long Tail?
The theory of the ‘long tail’ was first applied to business by the founder of Wired, Chris Anderson, in 2004. He argued that modern consumption habits are shifting away from widespread consumption of a small number of outlets, and towards a number of smaller niches. Though on the surface it may seem like a risky way to market, products in low demand or with a low sales volume can collectively make up a market share that rivals or even exceeds the relatively few, large-scale marketing strategies.
As a result, there is an increased drive towards reaching highly individualised spaces on the internet, beginning with the Instagram influencer.
For example, we have all shopped on Amazon, and been given a list of products related to something we have recently purchased or are already looking at. In doing so, Amazon targets multiple niches likely to have an increased interest in the product being advertised to them.
Long Tail Influencers
Long tail influencers usually have a following of between 700 and 7000 people, appealing to a very specific audience. This is a niche yet loyal and interactive following, giving these influencers a huge amount of clout and making them the kings and queens of their small communities. These influencers have full creative control over their image, which allows them to create organic, branded content that resonates with their audience. This leads to higher levels of engagement and amplification, and over-inflated popularity suddenly loses its monopoly over authenticity.
In fact, posts containing user-generated content (UGC) has a 4.5% higher conversion rate than non-UGC posts. This rate further increases to 9.6% if consumers interact with a picture or post.
Hotel marketing strategists can take advantage of this market dynamic by investing in Instagram campaigns. Instagram is a grossly under-priced platform, with the price point for features such as swipe-up campaigns on Instagram stories being extremely low for the amount of attention and business development opportunities it provides. Instagram stories allow influencers to use their stories to promote to people who may not have recently clicked on their profile. It is affordable and efficient, driving ROI up to 11x higher than traditional methods of advertising.
How can hotels and influencers exploit the long tail?
When looking for influencers and micro-influencers to work with, it is not always a case of searching for the most followers. Brands should instead look for keen engagement from an influencer’s audience. An influencer’s audience trusts the endorsements they see on Instagram, and as a result they will trust your brand too.
From there, the most efficient way to keep audiences engaged, and thus to maximise the efficiency of long tail influencer marketing, is to create and distribute content consistently. You can achieve this in a variety of ways
1) Create Collateral Content – when taking photographs and videos of a place or experience, take more photos than you need. Keeping a reserve of content which may not seem immediately relevant can be immensely helpful in the future.
2) Brand Pillars – orient your content around multiple brand pillars, not just a singular interpretation of what you are doing.
3) Audience Contextual Content – market your content towards segments of your audience – focused, individualised content will quickly drive up ROI.
For more tips on how to use Instagram stories to their full potential, click here.
Interested in working with high quality, pre-vetted influencers? Click here to find out how Swayy can help you. If you are an influencer interested in this kind of collaboration, read up on what we can do for you.
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