Ever sitting there with ‘Gram-Whiplash’ thinking what the hell just happened with the time?
You went to check Instagram for a couple of minutes to pass the time, only to end up losing 48 minutes of your day…
Your favourite influencers and brands probably had something to do with that.
…and the main culprit for attention grabbing and sending you down a deep, dark rabbit hole?
In 2017 Instagram launched this new carousel format, which allows users to add up to ten images or videos to a swipeable single post. It didn’t take long for the new feature to gain popularity, especially in the influencer and fashion space which expectedly, adopted it in a warm embrace.
Additionally, high roller brands have been quick to pounce, using the carousel to promote look books, entire collections in one post, and capsule wardrobes in one ‘gram.
Attention is a key metric for brand success. If you don’t have it, you don’t have an audience, and if you don’t have an audience…
Some of our favorite influencers that our brands at The Normal Company work with are out there showing brands why they’re missing out if they haven’t made carousel posts a regular and integral part of their content flow.
Influencers leverage the feature to add an extra layer to their partnerships, and showcase everything from their carefully procured trips to Hvar, selfie styles in the bedroom mirror, to 5 different ways to wear a blazer in Winter 2019.
With this becoming a top trend to stay relevant, and with the average engagement per post being around 35%+ on a standard post, (The Normal Company campaign analytics September 2019) we highly recommend that you stay ahead of the curve, and get your influencers to post your products in a carousel layout.
Giulia Nati’s account @giulianatiofficial posts mainly single image shots, however to mix it up she will post carousel images that depict a ‘story’ of her day, or in this instance on a brand collab, the carousel image comes into it’s own to showcase how the front and back of her outfit is truly unique, giving an instant experience with her audience as to how unique her particular daily wear is.
Giulia not only knows how to work her angles in the latest fashions, but she knows how to put her content to work too, which makes her a very good choice for our luxury womens labels to work with on a consistent basis.
The data on the back of these posts is astounding, and when used in comparison to single image content posts, we also see the back end metrics lining up nicely for us to add in our Normal Formula, to scale brands in this peak part of the calendar. High quality traffic gets generated, which allows us to fully leverage the influencer collaboration to maximum capacity and sales ROI.
There you have it; the hidden lever for content performance on Instagram for some of the top brand influencers.
With the Instagram algorithm always swinging in strange ways, you need to up the ante when it comes to how you collaborate with influencers to get maximum returns. Influencers work, and always will work, but only with the right system in place and staying ahead of your environment.