Industry

3 Ways to Build an Influencer Program Without Spending a Fortune

Influencer marketing is now de rigueur for any marketing strategy. In fact, according to a recent study published by Statista, the influencer marketing industry has more than doubled since 2019, growing from $6.5 billion to $13.8 billion.

While many brands expect to spend upwards of 20% of their marketing budget on influencer marketing alone, we’ll let you in on a little secret: you don’t need to spend a fortune to get results.

At Gatsby, we help you unlock the power of your own customers. That’s right, you don’t have to work with mega-influencers to get mega impact. We argue that your best ROI will likely come from those with smaller and more engaged audiences.

Here are three ways to grow and improve your influencer marketing program without breaking the bank:

1. Discover your influential customers

So simple, it almost seems too obvious! If you are an established brand, you probably already have an army of micro-influencers at your disposal, sharing about your brand with their followers. So how do you reach them? Gatsby not only reveals your most influential customers, but provides you with their social media stats (including our proprietary “G Score”, which ranks micro-influencers’ potential). Whether they’re a nano-, micro- or mega-influencer, you get the tools to connect and track their partnerships. Using the Gatsby dashboard, you will also be able to access media insights, such as engagement rates, likes, comments, and captions on every influencer post mentioning you. Our data is updated regularly, so you can be sure you won’t miss anything. The best part? You don’t have to spend hours on your brand’s Instagram to identify your best performing UGC.

2. Smart targeting

One of our newest features adds demographic insights in your Gatsby dashboard. This means that in addition to everything listed above, you are now able to filter Instagram posts by the influencers' age, gender and multi-cultural appearance. Are you organizing an awesome new hype campaign aimed at Gen Z-ers? Find your Gen Z customers with a click of a button, and start reaching out for partnerships! To further ensure you reach the right audience, you can also import your customer insights from Gatsby into your Facebook Ads Manager to create a lookalike audience for more targeted ads.

3. Scale your program

As your business grows, your needs change. Whether you are expanding into new categories or new markets, you may find the need for multiple Instagram accounts. Perhaps an Instagram account per geography or per sub-brand. Well, with our newest update, you can track influencer engagement from all the Instagram Business accounts you manage. You only need one login (and only one Gatsby subscription!) to access data across multiple IG accounts.

In conclusion

Influencer marketing doesn’t have to be tedious or expensive! With Gatsby, you can completely automate your influencer marketing program, from vetting to tracking. For an even more streamlined approach, check out our ESP integrations with Klaviyo, Omnisend, and more!

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