How have your Instagram campaigns evolved over time?

[Dimaeiya333]

As TikTok started to grow, Instagram started to focus on more dynamic content like reels and stories. What has also changed is that our customers now ask for reels because they are more dynamic and connect better with the community.

Reels are working well in Spain . The reach is good. Brands are demanding this type of content because they realise that it is more viral and can reach more people.

What metrics do you focus on when reporting?
It depends on the social media platform and the type of campaign. It also depends on the client’s objectives. We recently did a campaign for a brand that was looking to target 60% men and at least 50% had to be in Spain, so geographic KPIs were very important . We also add reach to that, and if they want to use reels in the content plan, we also look at views to give them an idea of ​​the results they can get if they invest in a specific profile.

Finding profiles is not very difficult because we already know most of the managers. We use Kolsquare, which is very good because we use all the filters to easily find good profiles. The difficult part is when you start analyzing profile by profile and you realize that they don't fit the KPIs you need for the campaign. You might identify 15 profiles before you realize that you can only use 10. Then you check if they are capable of creating content for the budget and out of 10 you only get four or five.

How are you handling the rise in rates for influencer content?
It's quite difficult. We try to avoid the most popular profiles because we know they're going to be very expensive. We look for more specific profiles that we know will have good stats.

In Spain, on TikTok, people are becoming very popular, they are reaching a lot of people and they are earning a lot of money. We worked on a campaign with Nivea two months ago and some people were asking for 15,000 euros for a TikTok. It's crazy. They are very young and have millions of views and they are using this to defend their position and ask for more money. It's not like that on Instagram, where you can do a lot of things for 5,000 euros.

Do you think the quality of content has improved?
There is quality in the content that all influencers are creating. I see a difference in the new profiles who are willing to create more or give you something more because they are really interested in what they do and in connecting with the brand . The popular profiles are saturated, they have worked with the big brands and now they want to work less and charge more vice president software email database for the collaboration. But in both cases, the quality of the content is usually good.

Do you ever buy raw content to re-edit and use separately on other channels?
If a brand wants to do something like that, to use the content organically, you have to tell the influencer and include it in the contract. Sometimes it's quite difficult because they see it as their content and if you want these rights you have to pay for it. It's a business, and everything you want, you have to pay for it. Our job as an agency is to find the balance between what the profile wants, the idea, and what our clients want to do.

What are your “best practice” tips for influencer marketing in Spain?
Don't pay someone just because they are who they are. Use money wisely because you can do a lot with the right investment. It's important to guide our clients because sometimes they don't know the sector and they can't see the bigger picture, that other profiles work very well, they have communities with good engagement and the ROI is going to be better .

Time must be invested in finding and studying the profiles that fit the KPIs and the client's needs. And it is important to have good relationships with the profiles because it facilitates collaboration.