How to Tap into Instagram’s Influencer Network to Amplify Your Crowdfunding Campaign
Choosing the proper process and direction of your crowdfunding campaign is essential in determining its success. With over 7,000 active campaigns on Indiegogo and 4,000 on Kickstarter at any given point, the challenge for any campaign is to make it as attractive as possible to potential backers.
That is why many turn to Instagram influencers for promotions or collaborations. Influencers have the connectivity and social networks that can help increase awareness and visibility for any campaign. But more importantly, choosing the right one can reach your target audience, establish credibility, and encourage user engagement.
Most of the successful crowdfunding campaigns have partnered with appropriate influencers to help them raise enough funds to launch a product or service.
Peak Design, designers and manufacturers of travel bags and camera gear, for example, found collaborations with influencers that fit right into its niche. It collaborated with photographer and filmmaker Alex Strohl to reach its target audience. With over five campaigns crowdfunded through Kickstarter, the company was able to raise a total of $7,130,163 in a span of five years.
Peak Design has since launched additional Kickstarter campaigns, with their most recent raising over $12 million.
Tapping into Instagram’s Influencer Network
Turning to influencers for your crowdfunding campaign can be a gratifying means to raise the funds needed for success. However, reaching out does involve a process and will take time and effort attracting the right influencers for your campaign. Here are some aspects that need to be taken into consideration.
1. Identify your Instagram influencers
The simplest way to find influencers within your campaign’s sphere of interest is by searching through apt hashtags (if you don’t already have targeted influencers in mind). It can be overwhelming, but narrow your list of prospective influencers down to those you can realistically reach out to. Depending on your budget and the breadth of your campaign, you’ll need to discern which tier of influencer will fit right into your campaign or niche, and what you can offer in return.
Switchpod, the first tripod made for vlogging, partnered with influencers in photography and videography offering a 5% commission through Kickbooster. In total, Switchpod was able to raise a total campaign goal of $415,718. Some of the influencers they tapped included YouTubers and filmmakers Armando Ferreira and Jeven Dovey to try out their vlog-specific gear.
2. Consider reaching out to smaller influencer tiers
There are five tiers of influencers specific to Instagram depending on the number of followers: Nano (1K-10K), Micro (10K-50K), Mid-Tier (50K-500K), Macro (500K-1M), and Mega (1M+). Smaller influencer tiers like nano and micro-influencers have a more intimate relationship with their audience. These types are in tune with the whole point of influencer marketing which depends on the trust and authenticity between influencers and their followers.
RIOtaso, a sustainable fashion brand that recycles scrap fabric and secondhand clothing, targeted local nano-influencers with a similar environmental perspective to help fund its crowdfunding campaign. Nano-influencers who were friends of the business owner were given sample products that they posted on their Stories on their own accord and style to raise awareness about the brand and promote its products.
3. Build relationships with influencers
After a thorough search of the influencers that are within your campaign’s sphere, follow them and research by going through their posts and stories. Double-check if these people resonate with your campaign’s vision and mission, and use that distinction as a way to connect with them once you do contact them. Share information about your campaign and your reasons for choosing them. Don’t prod for money or blatant promotions. Influencer marketing is founded on partnerships and collaborations.
4. Make the most of In-Network and Out-of-Network influencers
In-Network influencers are those within your social media following. Out-of-Network influencers are those outside of your current following. When searching for these types of influencers, they usually include a large audience and a connection to your campaign.
With In-Network influencers, it’s important to reach out during the soft launch to create momentum for your campaign. It is during the soft launch where you recruit your core supporters through these In-Network influencers. This way, they can help spread your message during the early phase of your campaign to build hype.
Using Out-of-Network influencers can be trickier but is a great way to help spread your message. You can rally your supporters, including supporting In-Network influencers, to reach out to larger influencers to get them to try to share content (in the form of a video or photo) for your campaign. If that works, you’ll be able to access a whole new audience altogether.
Of course, your Instagram feed needs to look attractive to captivate such influencers and their audience. You can use certain tools and apps like Instasize to ensure that each post is perfectly curated to fit your campaign’s theme.
5. Offer proper incentives and rewards to your chosen influencers
Choose a type of commission you can offer your influencers and look for a rate you can both agree upon whether it’s a paid post or a percentage per referral. Kickbooster offers an automated referral program for crowdfunding campaigns for supporters to refer their network in exchange for a reward when that referral leads to a pledge.
Influencer marketing is all about finding the right influencers for your crowdfunding campaign. Once you are able to get their attention and support, it opens doors for countless opportunities for future campaigns.
This post was written by Instasize: the toolkit for social creatives.