Does Instagram influencer marketing make sense for your business?
Posted: Thu Jan 23, 2025 4:24 am
The business impact of influencers on Instagram is clear. Having influencers show off your products and shout you out can build awareness fast. Much quicker than what’s possible organically, anyway.
But there’s no denying the legwork that goes into any given campaign. Brands need to weigh their options when seeking creators to work with.
Thinking back on what social media management meant a decade ago, the word that comes to mind is tactical. When brands first started using social media, it was mainly for publishing content and estonia b2b leads light community engagement. For some it was an experiment. For many, a chore to be left for the intern who “got it.”
Social was built originally for consumers, not businesses or teams, and we set out to build the software for any organization to be successful. Our early product helped social teams build content calendars, find and respond to relevant comments, publish posts across multiple channels with ease, and track proxy metrics of success (remember Klout scores?).
Over time, social activity ballooned, matured and fractured as new networks, content formats and communities emerged. Consumer usage became mainstream and multi-generational. Brands’ investment in social began to reflect this wider and more committed adoption. Today, more than 4.9 billion people worldwide use social media, and 30% of consumers plan to increase their social media usage in 2025. Social ad spending in the US alone is expected to surpass $80 billion by 2025. None of these patterns show signs of reversing course.
Consumers now see social as a connection to the companies and causes they care about—a faster, richer experience than support@ email addresses and 1-800 numbers. No longer just a frontier marketing or niche conversational channel, social is fast becoming the nexus of customer relationships and the primary digital face of brands.
But there’s no denying the legwork that goes into any given campaign. Brands need to weigh their options when seeking creators to work with.
Thinking back on what social media management meant a decade ago, the word that comes to mind is tactical. When brands first started using social media, it was mainly for publishing content and estonia b2b leads light community engagement. For some it was an experiment. For many, a chore to be left for the intern who “got it.”
Social was built originally for consumers, not businesses or teams, and we set out to build the software for any organization to be successful. Our early product helped social teams build content calendars, find and respond to relevant comments, publish posts across multiple channels with ease, and track proxy metrics of success (remember Klout scores?).
Over time, social activity ballooned, matured and fractured as new networks, content formats and communities emerged. Consumer usage became mainstream and multi-generational. Brands’ investment in social began to reflect this wider and more committed adoption. Today, more than 4.9 billion people worldwide use social media, and 30% of consumers plan to increase their social media usage in 2025. Social ad spending in the US alone is expected to surpass $80 billion by 2025. None of these patterns show signs of reversing course.
Consumers now see social as a connection to the companies and causes they care about—a faster, richer experience than support@ email addresses and 1-800 numbers. No longer just a frontier marketing or niche conversational channel, social is fast becoming the nexus of customer relationships and the primary digital face of brands.