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Workshop Scenario

Please think of yourself in the following scenario as you complete this workshop.

You recently signed up to be an ambassador with 24/7 Teach because you’ve heard about affiliate marketing and you know it can be incredibly lucrative. You have a job, but you want to explore affiliate marketing for some side income– especially since you’ve heard it only takes a few hours a day. 

You’re excited to use social media for your affiliate marketing campaign as a 24/7 Ambassador. Now that you’ve explored some of the features available on Facebook, you’re curious to find out why some people prefer Instagram. Which platform will be a better fit for your marketing goals?

Your objective for today is:

Thoughtfully critique an affiliate marketing campaign on Instagram.

Important Questions to Consider While Reading:

In order to be successful in this lesson, you must be able to answer these important questions.

1. What impact do micro-influences have on Instagram?

2. What are the differences in affiliate marketing through Instagram compared to Facebook?

Lesson 7: Marketing on Instagram

7.1) Instagram Overview

Created in 2010, Instagram is a social media platform with more than one billion active monthly users. Unlike Facebook, Instagram is known exclusively for its visual content. Users post photos and videos that can be enhanced with built-in filters and editing tools. Text content on Instagram is supplemental, consisting of just short captions and hashtags. 

For many influencers and celebrities, Instagram is the go-to marketing tool of choice. While Facebook boasts a larger user base, Instagram's visual appeal, younger demographic, and high engagement rates make it a more attractive platform for influencers specifically. According to a survey by Pew Research Center, 71% of adolescents  in the U.S. have Instagram profiles, while only 51% have Facebook. Instagram also has a more engaged audience,  with 53 minutes per day of interaction on average compared to just 38 minutes per day on Facebook. 

Some of the features that make Instagram an excellent option for affiliate marketing include:

• Instagram Stories -  Stories allow users to share content that disappears after 24 hours. Influencers create IG stories to share time-sensitive promotions, sneak peeks of products, and behind-the-scenes looks at the affiliate's brand. 

• Instagram Live - Affiliates can start a live broadcast video directly through the app by inviting viewers to watch in real time. Instagram Live is the perfect opportunity to showcase the product and engage with the audience.

• Instagram Reels - Reels allow users to create short-form videos of up to 30 seconds with music and intriguing visual effects. For affiliate marketing, Reels can be used to showcase products in a more creative and entertaining way.  Affiliates can add text overlays or hashtagged captions to reach a wider audience through their Reels.

• IGTV - Instagram TV  (IGTV) is a feature that allows users to share longer-form videos of up to 60 minutes in length. These videos provide in-depth content about products and can include longer testimonials or interviews with industry experts. 

• Shoppable Posts - Affiliates can tag products with a link directly on their Instagram posts, making it easy for followers to purchase products with one click. You can create an entire eCommerce business directly through these shoppable posts!

These features have led to an influx of Instagram “micro-influencers” - accounts between 1k - 10k followers that still have great marketing value. Examples could be as simple as a food blogger promoting a meal kit service or a travel influencer sharing their favorite luggage brands. According to a survey by Statistia, these micro-influencers can earn approximately $193 per sponsored post. When you think about the number of opportunities to create posts, this can really add up!

7.2) Instagram Tips and Strategies

If Instagram is the best platform for your affiliate marketing campaign, you’ll want to use the tips below to maximize your engagement.

1. Tell a deeper story by creating multi-image carousels.  Use eye-catching content on the first image to hook the audience and feature a sequence of photos and video content that unfolds a distinct story from start to finish. 

2. Write  a catchy, compelling caption for your posts.

3. Use an informal, personable tone in all text content and video speech. People want to engage with someone to whom they can relate.

4. Include relevant hashtags to make your content visible. Aim for no more than 4 hashtags per post. 

5. Boost your Instagram post with a paid campaign. Consider the audience goal, budget, and duration. You will be prompted to include these details.

6. Create a content calendar that organizes the when, where, and what you will post to keep track of your output goals.

7. Share the inspiration behind your journey. Storytelling can be a very powerful tool.

8. Use stickers and animated GIFs to make your stories more engaging.

The easiest way to get started is to follow, like, and comment on Instagram posts by those who already successfully target your niche market. What are these influencers doing well and how can you provide novel value to the same customer base?

 You can use the blueprint scripts below to start planning your first affiliate marketing Instagram posts.

7.3) Instagram Content Frameworks

Below are five example scripts you can use as possible frameworks for your Instagram marketing. Think short, engaging content with high visual appeal and limited text. Feel free to modify these for your specific product and get creative! What will make your Instagram presence memorable?

In addition to a persuasive script, you’ll need to create powerful visual components in the form of short video clips or graphics. The best marketing campaigns will capture attention within the first few seconds and effectively communicate the value of the product immediately. The content should be authentic and feel personal to the customer. Affiliate marketing is all about having a genuine connection to both the product and the audience.

7.4) Instagram Analytics: ‘IG Insights’

To access Instagram’s analytics, you must first create a business account. This is an easy switch to make in the settings directly on your  app. Because Instagram is owned by Facebook (now Meta), you can track the same data using the Insights feature as are available for Facebook.

Instagram Insights provide crucial, timely data about your posts, stories, and audience. You can track your engagement rates, reach, and performance for your affiliate marketing posts. This can help you determine which of your posts and promotions perform best with your audience, so you can adjust your content strategy accordingly. Instagram’s analytics can also show you which hashtags drive the most engagement to your posts. Use this data to optimize for the most relevant, high-performing hashtags on all your products. 

You can even create Instagram (or Facebook) analytics reports for ANY public social media account! This positions you to better understand how your affiliate marketing strategy measures up to the competition. Overall, Instagram Insights is a powerful tool that can help you to improve your Instagram presence, reach more people, and grow your audience.

Closing Assessment:

Select the Assessment button below to answer the following questions:

1. What are micro-influencers and how do they impact affiliate marketing on Instagram?

2. Compare and contrast affiliate marketing on Facebook and Instagram. Which platform is best suited for marketing 24/7 Teach? Defend your answer.

Discussion Questions:

1. Please answer the following question in the comment section below and interact with learners from around the world.

• Critique an existing Instagram marketing campaign of your choice. Was it persuasive and engaging? How could it be improved?

• Did the campaign you critiqued align to any of the video script frameworks presented in this lesson? Explain your reasoning.

2. Please read and reply to other learners’ answers in the forum. Your replies should offer new substantiated ideas or thoughtful questions.

Course Created by: Samantha Nally, Laura Campion, Jan Deniece de los Reyes, and Rimandeep Kaur