Leveraging Micro-Influencers on Instagram

Natural-products brand, Tom’s of Maine, is working to engage micro-influencers on Instagram to build their following on the platform. These influencers have a modest following of ~1,000 – 5,000 followers but regularly engage a very high percentage of them around the niche topic of earth-friendly products.

So far, Tom’s has built its community of Instagram users about 8% in two weeks to 1,000, with a goal of doubling the number this year, Ms. Burns said. Engagement rates have also been stronger than on Facebook and Twitter, she said.

What seems to work so far are posts of products being used (selfies of people brushing their teeth with Tom’s for example) and photos of Tom’s employees taking advantage of a benefit that gives them 5% of their paid time to use volunteering for community organizations.

Basically, members of the Tom’s Instagram community “unlock rewards” over time as they complete a variety of actions, such as sharing brand photos, with the plan being to tailor the rewards to groups of users – such as new moms – as the community grows.

Instagram has more than 300 million members who share more than 70 million photos daily. A Forrester study last year found Instagram delivers more than 58 times as much engagement per follower than Facebook and 120 times more per follower than Twitter.

The article in AdAge also references a Shareable study from the first quarter that found Instagram accounted for 1.9 million engagement actions (likes, shares, comments, etc.) per brand among the 100,000 tracked in the U.S. — more than double the total number for Facebook and Twitter combined.


Read more from AdAge here.


Why is this Hot

We’re always looking for ways to leverage the Instagram community for our brands and clients. This latest case study showcases the power of influencers who might have a small following, but have created a niche audience for themselves, can become brand advocates and help spread the brand message further among their network.