In today’s world, social media has become an integral part of everybody’s lives, we all follow our favourite influencers across multiple platforms and let them influence us without even realising.
When running influencer activity, you might have wondered how you can leverage these influencers to drive more conversions for your brand. Influencer marketing has always been a top of the funnel activity getting you plenty of awareness and reach, however, with the aid of boosting you can really use influencer marketing to drive and track conversions.
Instagram launched Partnership Ads (formerly known as Branded Content Ads) in 2019 and TikTok followed suit with Spark Ads in 2021.
What are Partnership Ads (Instagram) and Spark Ads (TikTok)?
Partnership Ads and Spark Ads are ads that feature an influencer’s post, which is then targeted to a specific audience via ads manager.
Boosting influencers organic content from their profiles via Partnership Ads or Spark Ads looks authentic, can include a CTA, and can be put in front of predetermined audiences.
So, why is boosting influencer content through these types of ads so effective?
When an influencer shares content about your brand, the consumer is more likely to trust and engage with it. This combined with a clickable CTA and ads manager’s targeting capabilities makes for an extremely powerful marketing solution. This combination can lead to increased brand awareness and ultimately, more conversions.
Another benefit of boosting influencer content through these ads is the ability to target specific demographics. By using the influencer’s audience as a starting point, you can then narrow down your targeting even further to reach the exact audience you want to reach. This can result in higher engagement rates and again, more conversions.
Is boosting influencer campaigns expensive?
Splitting your influencer budget between paying the influencers and also boosting their content is a very cost effective way to reach your goals. In fact, splitting your budget between influencers and boosting can reduce your overall campaign costs as it’s less expensive to gain reach via paid social than it is via influencers.
At indaHash we would recommend putting around 20% – 30-% of your campaign budget towards boosting the content depending on the size of the campaign. It’s a relatively cost effective way to put influencer posts in-front of targeted audiences WITH a clickable CTA such as Shop Now, Learn More or other options.
Partnership Ads
Instagram recently shared some research on campaigns that combine partnership ads with business-as-usuals (BAU) ads:
- They drove 53% higher click through rates,
- 19% lower cost per actions
- 99% probability to outperform BAU ads alone
Spark Ads
Tests run by Replug done on Spark Ads vs Non Spark Ads have shown:
- Reduction in CPM’s up to 17%
- 40% higher CTR.
- Conversion rates from click to install were always greater than regular ads (up to 72% greater install rates)
- Reduced final cost per acquisition using Spark Ads, both in terms of CPI (up to 57% lower) and the CPA, which was 61% lower in the exact scenarios.
Source and Case Studies
How can I get involved?
In conclusion, boosting influencer content from influencer profiles via Partnership Ads or Spark Ads is a highly effective way to drive conversions. By leveraging CTA’s, targeting specific demographics, and building social proof, you can create a powerful marketing strategy that will help your brand succeed on socials.
If you are currently working with influencers to gain reach and brand awareness but not boosting their activity via Spark Ads or Partnership Ads you could be missing out!
indaHash’s data obsessed in-house paid social team is able to amplify your influencer posts within a few simple clicks. We can analyse which posts have performed well organically and then boost them to relevant audiences knowing they are high performing pieces of content.
The benefits of boosting with indaHash:
Partner status
We have our account managers for each platform (Facebook, TikTok, Google) that provide us with invaluable assistance in resolving issues more quickly than normal platform support. We stay up to date with the latest platform developments and regularly re-test on Google, Facebook, and TikTok to maintain our Partner Status.
Media planning
Accurate media planning is a crucial aspect of the quotation process, especially when working across multiple regions and platforms. Our team’s extensive historical campaign experience across countries and platforms allows us to deliver more precise forecasts to satisfy our clients’ needs
Fast execution and support
One of the primary advantages of running ads with indaHash is the speed of execution and support. With our established processes and expertise, we can quickly launch and optimize campaigns, resulting in faster results and ensuring that issues are resolved promptly, and campaigns run smoothly.
If you would like to learn more about how indaHash can manage your influencer marketing campaigns from discovering creators, all the way through to driving conversions via boosting please feel free to reach out to me at bradley.keen@indahash.com. 👋
