Case Study: Influencer Marketing on Instagram Delivers Instant Success
August 25, 2017
This case study is short – because the marketing tactic struck like lightning.
An online clothing boutique made a connection with and sent some new clothing items to the popular contemporary Christian music singer, Kari Jobe.
Kari is really popular. She has a million followers on Instagram.
This qualifies her as a powerful social media influencer.
Think of an influencer like the most popular kid in class when you were in middle school. She wears a new style of shoes, and next week a dozen other kids are wearing the same thing. The difference is the reach of these influencers is amplified by social media platforms like Instagram.
This business got Kari to do more than just wear their styles. She shared her enthusiasm for her new clothes in an Instagram story, and even offered a coupon code just for her friends:
Her Instagram story showed her her opening the package from the boutique, trying all of the outfits on and commenting on them.
In the 30 days prior to these posts, the boutique had 10 online sales.
In the 24 hours after these posts, the boutique got:
- 187 sales
- $24,098 in revenue
- 5000 new Instagram followers
That’s a massive jump that no other advertising tactic could match.
If you can get an influencer of this magnitude to include your product on their social media posts, the results can launch you into the stratosphere.
But even an influencer of less celebrity than Kari Jones can be effective, particularly if they are well known within the niche of your target audience.
The big advantage to influencer marketing is that it doesn’t come across as promotional. Even as Kari promotes a coupon code, it seems more like she’s doing her friends a favor than advertising for the boutique – even though an advertisement would say the same thing.
The boutique was lucky enough to have Kari reach out to them because she’s a fan of their clothes, but most major influencers at Kari’s level charge for this type of marketing. So if you go for big fish you have to consider your return on that investment.
But other, more niche influencers will mention your product for no more than the cost of a freebie.
The trends are clear. Traditional ads tend to struggle unless they’re highly targeted. People use ad blockers to eliminate irrelevant material. Unwanted solicitation is more likely to turn people away from your brand that encourage their interest.
But the natural appearance of your products on an influential social media channel has instant appeal – and delivers instant results.
They don’t call it Instagram for nothing.
*Results are based on past client performance. Individual account performance may vary. Results are not guaranteed.
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