Instagram will become increasingly important as a marketing platform in the future.Influencer campaigns on Instagram bring brands and consumers together in an authentic way. Unlike standard advertising formats, well-known Instagrammers become the mouthpiece of the promotion.Björn Wenzel, Managing Director of the influencer marketing agency Lucky Shareman, points out that the professionalization of the platform for marketing purposes is imminent: "At the moment, only theoretical reach and interaction rates for Instagram campaigns can be measured. The real figures will be much higher. It's only a matter of time before Instagram will show the actual reach."

1. interaction rate: not only a success indicator, but also a quality and fake detector

The interaction rate is the key performance indicator for measuring the success of influencer campaigns on Instagram. The Instagram API provides advertisers with the number of followers of the Instagrammers involved, the number of likes and comments. The interaction rate can be calculated from this. It is highest on Instagram compared to all other social networks, regardless of whether it is an organic post or an ad booking. Experience shows that it is between five and ten percent for a successful campaign. If the KPI falls below four percent, the interaction rate becomes a quality and fake detector. Either the fans have lost interest in the Instagrammer or they have been bought off.

2. followers and reach: ad impressions as a math problem

The number of followers of an Instagrammer determines the reach of influencer campaigns. In many cases, brands prefer to use ad impressions or views as a basis for calculation. Whether a campaign with seven million ad impressions is distributed via one Instagrammer with seven million followers or via seven Instagrammers with one million followers each is a question of the campaign concept.

3. use of the campaign hashtag: beyond #love and #instamood

A campaign-specific hashtag can also be used as a KPI. This involves calculating the dissemination of the hashtag by users. The brand therefore compares how many posts it or the commissioned Instagrammer has distributed with the hashtag and how many users have used the keyword. This can be used to determine the additional reach of the campaign.

4. followers of the brand account: more visibility as a positive side effect

The acquisition of followers for the brand Instagram account is not usually the main focus of campaigns, but it is a key figure that nevertheless says something about the success of the campaign. The Instagrammer should always post the company name with the image. This increases the visibility of the brand and the chance that the Instagrammer's followers will visit the brand account and follow it in turn.

Björn Wenzel, CEO of the influencer marketing agency Lucky Shareman, points out that the platform is on the verge of becoming more professional for marketing purposes: «Currently, only theoretical reach and engagement rates for Instagram campaigns can be measured. The real numbers will be much higher. It’s only a matter of time before Instagram reports the actual reach figures.» Instagram expert Wenzel explains which four metrics are important for measuring the success of influencer campaigns on Instagram:

1. Interaction rate: Not just a performance metric, but also a quality and fake detector

The engagement rate is the key metric for measuring the success of influencer campaigns on Instagram. Through the Instagram API, advertisers can access the number of followers of the participating influencers, as well as the number of likes and comments. This data can then be used to calculate the engagement rate. On Instagram, it is the highest compared to all other social networks, regardless of whether the posts are organic or sponsored. Experience shows that for a successful campaign, it ranges between five and ten percent. If this KPI falls below four percent, the engagement rate serves as an indicator of quality and a way to detect fake accounts. Either the followers have lost interest in the influencer, or they were paid to engage.

2. Followers and Reach: Ad Impressions as a Math Problem

The number of followers of an Instagrammer determines the reach of influencer campaigns. In many cases, brands prefer to use ad impressions or views as a basis for calculation. Whether a campaign with seven million ad impressions is distributed via one Instagrammer with seven million followers or via seven Instagrammers with one million followers each is a question of the campaign concept.

3. Use of the campaign hashtag: beyond #love and #instamood

A campaign-specific hashtag can also be used as a KPI. This involves calculating the dissemination of the hashtag by users. The brand therefore compares how many posts it or the commissioned Instagrammer has distributed with the hashtag and how many users have used the keyword. This can be used to determine the additional reach of the campaign.

4. Followers of the brand's account: greater visibility as a positive side effect

The acquisition of followers for the brand Instagram account is not usually the main focus of campaigns, but it is a key figure that nevertheless says something about the success of the campaign. The Instagrammer should always post the company name with the image. This increases the visibility of the brand and the chance that the Instagrammer's followers will visit the brand account and follow it in turn.

«Instagram is what Facebook was five years ago. Investment levels are still low. Brands should get on board now,» Wenzel advises in a statement.

Influencer Marketing: Should Brands Focus on Instagram Now? Check out our poll (on the right)!