How Instagram Influencer Marketing Enhances Your ROI

How does Instagram influencer marketing work?

If shortly, through engagement, authenticity, and trust!

Heard of Gymshark's "66 Days: Change Your Life" campaign?

As a sports apparel brand targeting both professional athletes and amateurs, Gymshark aimed to achieve a wider global audience, boost brand awareness, and increase sales. Did they succeed? (Spoiler: yes, yes, yes!)

Because the influencer Instagram campaign genuinely blended challenge and Gymshark’s apparel promotion at the same time. How? The brand found and hired fitness influencers with the same audience who shared their personal journeys for 66 days using the hashtag #gymshark66. 

The creators wore Gymshark’s clothes in their reels, posts, and even included affiliate codes. 

You see that it’s a paid advertisement but you don’t feel that way because it fits naturally, like a personal recommendation. There is no obtruding demonstration of clothes, instead — natural training — so clothes look cool and people seeing such an inspiring lifestyle want to buy it. And if there are tags and affiliate marketing codes – it just enhances the offer.

This approach not only promoted Gymshark's apparel but also fostered a community around personal growth and fitness goals.

The results? You can find over 750,000 Instagram posts and reels, many of them becoming viral. Plus, other Instagram users also started sharing their fitness results, contributing to natural UGC content and word-of-mouth marketing. 👇

UGC Gymshark influencer Instagram campaign with fitness influencers. Image source.

The campaign was mentioned in over 46,000 articles and 79,000 social media posts between 2018 and 2020.

While specific traffic data directly attributed to the campaign isn't publicly available, Gymshark's website received 11 million visits in April 2025, with an average session duration of 6 minutes and 33 seconds.

People tend to trust fitness influencers that provide fitness tips and show results more than static traditional ads, due to the sense of trust and connection they foster.

Instagram facilitates this through a range of features.👇

Instagram perks for your influencer marketing success

Instagram offers a suite of features that brands and influencers can leverage to create impactful campaigns:

• Reels. Need to create short, stop-scrolling GRWM videos, personal stories, tutorials, product showcases, or behind-the-scenes glimpses? The reels are best for brands leveraging these formats and targeting Gen Z and young millennials.

• Stories. Real-time interaction due to polls, quizzes, and links makes it ideal for repeating ad offers. 

• Carousel Posts. Need to create detailed product displays, step-by-step guides, before & after challenges? Multiple images or videos in one post are ideal for these formats.

• Instagram Live. Real-time video sessions for Q&As, product launches, or interactive events. Perfect for niche communities, B2B sector, and millennial customers.

• Shopping Tags. Direct product links within posts, streamlining the purchase process for viewers.

• AR Filters. Need to promote brand identity in an engaging and creative way? Customisable filters can do it.

• Instagram Edits App. A companion app providing robust tools for creating Reels, including viral templates, cutting, speeding, volume control, teleprompter, and advanced video filters.

All these listed features make Instagram an all-in-one platform for brands aiming to promote their product in an authentic, creative, and differentiated way. 

It's ideal for startups and small brands with limited budgets that aren't ready to invest in separate editing apps.👇

Why is influencer marketing on Instagram worth your budget?

Statistically, businesses earning up on Instagram to $4.12 for every $1 spent. I have witnessed Instagram, TikTok, and YouTube campaigns, and came to the conclusion that Instagram is the best channel. Why? Besides features mentioned above, you get: 

🚀 Broader reach & engagement due to trust

When your friend recommends a product, you're more likely to try it, right? That's the power of trust. As has been mentioned above, influencers are more trusted than traditional ads. It’s because they have built genuine relationships with their followers over years. 

Take, for example, Osea skincare brand partnering with a hair & beauty influencer @kristline_. Christiana shared her personal experience using their products through a GRWM IG video reel. 

Followers, who trust her, are more inclined to try the product themselves. It proves engaged comments under the video:

Image source.

In fact, 63% of consumers trust influencer opinions more than what brands say about themselves.

🚀  Faster purchase decisions due to in-app shopping opportunities

You know today I was just casually scrolling through Instagram, and suddenly saw my favorite fitness influencer wearing the coolest grey leggins? To be honest, I was struggling to find the same shade. The brand was tagged, and with a simple tap, I bought it.

It's like Instagram has become this seamless shopping platform. In fact, over 130 million users tap on shopping posts every month 

And 72% of users have made a purchase decision based on something they saw on Instagram .

🚀  All-in-one Instagram formats

Instagram stands out by offering a diverse range of content formats, making it a versatile platform for various audiences:

• Reels: Perfect for engaging short videos like "Get Ready With Me" (GRWM) clips, tutorials, and behind-the-scenes glimpses. Reels are especially popular among Gen Z and young millennials.

• Posts: Ideal for storytelling and detailed content, making them great for connecting with a broader audience, including older generations.

• Stories: Excellent for real-time interaction through polls, quizzes, and links. They're cost-effective and allow for repeated content exposure, making them suitable for product displays and promotions.

• Instagram Live: Facilitates real-time video sessions for Q&As, product launches, or interactive events. It's particularly effective for engaging niche communities, the B2B sector, and millennial customers.

Sounds great? However, before searching creators, you have to understand what type you need.👇

5 Types of influencers to work with on Instagram

Struggling to understand the different types of influencers? Then, you definitely need a detailed breakdown of five influencer categories based on their follower counts. 

Let’s look at their average engagement rates, reach, and average pricing to help you grasp their unique strengths and potential drawbacks.

• Nano Influencers (1K–10K followers) usually have a more engaged and loyal audience with 7.2% average engagement rate. Their followers often feel a personal connection, leading to higher trust and interaction.
  The pricing ranges from $10–$100 per post.

• Micro Influencers (10K–50K followers) maintain niche-focused audiences and boast an average engagement rate of 3.86% on Instagram. They keep a balance between reach and authenticity, making them ideal for targeted campaigns.
  Micro influencers averagely charge $100–$500 per post.

• Mid-tier Influencers (50K–500K followers) offer a broader reach while maintaining decent engagement. Their average engagement on Instagram ranges from 2% to 5%. These creators offer substantial visibility without the high costs of top-tier influencers.
  Typical Instagram rates: $500–$5,000 per post. 

• Macro Influencers (500K–1M followers). Large and diverse international audiences. The average engagement rate is equal to 0.87%. They are great for widespread brand awareness campaigns.
  Their Instagram rates vary from $5,000 to $10,000 per post.

• Mega Influencers (1M+ followers). Enormous reach due to a broad global audience. However, the engagement rate is much less and averagely is 1.7%. They can provide unparalleled exposure, especially for major product launches.
  Their pricing begins from $10,000+ per post. 

💡 TL; DR: Nano and micro influencers typically have knit-tight loyal communities with strong engagement, and their pricing varies from $10 to $500 per post. 

And macro creators? They offer vaster reach, but less engagement rate. The pricing typically varies from $500 to over $10,000.

🔍 Pro Tip: I recommend to hire micro, nano, and mid-tier Instagram creators if you aim to sales, and macro & mega influencers   —- for brand awareness boost.

After understanding the types of Instagram influencers, it’s time to think about how to do Instagram influencer marketing campaign. To do it effectively, you need a tailored marketing strategy. 

How to build Instagram influencer marketing strategy

Drawing from my experience in influencer marketing, I've observed numerous successful campaigns executed by IQFluence's clients. Every step is battle tested.👇

Define your goals

Every success story of an IQFluence client started from defining the goal. For that they asked themselves first what they wanted from the campaign.

Like traffic or driving more sales? No…Too vague and not specific enough.

Heard of a SMART method that is actually really smart? The method helps to understand what you really want. 

Here are the key statements of the results you drive. If after reading and comparing to your goal, you answer “yes”, congrats, you are halfway there.

• Is your goal specific? What will be accomplished? What actions will you take? 

• Is it measurable? What data will measure the goal? (How much? How well?)

• Is it achievable? Is the goal doable? Do you have the necessary skills and resources?

• What about “relevant”? How does the goal align with broader goals? Why is the result important? 

• And finally, is it time-bound? What is the time frame for accomplishing the goal?

How do I decide the right scope for my SMART Goals? 

Think of scope as the "how much" and "how big" part of your plan. It's about determining the scale of your efforts to achieve those goals effectively.

Here’s how to approach it:

• Budget. How much are you willing to invest? Your budget will influence the platforms you use, the quality of content you produce, and the influencers you can collaborate with. 

• Resources. Consider your team's capacity. Do you have the manpower to manage a large-scale campaign, or would a smaller, more focused approach be more feasible?

• Timeline. Align your campaign's duration with your goals. For instance, if you're aiming to increase brand awareness before a product launch in three months, your campaign should be structured accordingly.

• Target Audience. Define who you're trying to reach. A broader audience might require a more extensive campaign, while a niche audience allows for a more targeted approach.

For example: 

Anastasia, Chief Content Marketer at IQFluence: 

“You aim to boost sales of your bags up to 20%,  to get $12k revenue by the end of the 4th month. We know that 2% of website visitors make a purchase (per 1000 clicks). The cost of the bag is $100. Therefore, $2000 revenue per 1000 clicks.

To know how much clicks we need to get $12,000 revenue, we have to:

To reach the $12,000 revenue goal:

Required Visitors = $12, 000 ​: $2, 000 = 6 ×1,000 = 6,000 visitors”

That means that we need to hire no less than mid-tier influencers. They typically have 50,000 to 500,000 followers, so charge between $500–$5,000 per post.”

Ah, the final decision about the number of influencers and posts would depend on many of other factors.👇

Choose criteria of the influencer that fits your brand

All we need is precise and quality targeting. Like once, my colleague Elen shared a story that proves how important the total match is. A fashion brand collaborated with a model influencer whose audience was predominantly male, whereas the brand's products were primarily targeting women. As a result, the brand received a lot of engagement — mainly compliments from men on the influencer’s appearance. Was it the brand’s goal? No!

The results? No sales, despite the influencer's large follower count.

These factors should match with your brand for a better authenticity and trust (Plus, guiding questions):

• audience alignment. 

• influencer’s values and reputation.

• influencer’s quality content.

• engagement rate. 

• recent post activity. 

Now it’s time to find the right influencers — just make sure you do it right.

Find influencers smartly

The most obvious solution? To find the creators manually. 

1️⃣ Search by hashtags, mentions, and keywords. For example, let’s say we need to find fitness influencers.

First, you’ll find influencers who create relevant content in that niche. Secondly, you can instantly check their visuals, follower count and comments-to-like ratio to assess their alignment.

2️⃣ Search on Google 

Google is full of ranking articles with detailed information about influencers in your niche. Simply enter “top/best [your industry] Instagram influencers” or top/best Instagram influencers in [your industry].

To narrow down your search — enter the size of Instagram creators — for example, micro or mid-tier. For more inspiration and lifehacks, read how to find Instagram influencers.

OOOOR automate this process with influencer marketing platform 

Although, doing it manually will kill a lot of time and you still can not be sure about the quality, as followers could be mainly bots. The solution? The Instagram influencer marketing software!

Influencer discovery dashboard in IQFluence. Test a 7-day free trial for free.

With one click, IG influencer marketing tools like IQFluence help you to discover the creators filtered by your own parameters. It ensures precise and quality targeting. Control audience alignment, content quality, engagement rate, and recent post activity.

Vet Creators

As has been said above, it is important to check the influencer's engagement rate. The main reason for it is to be sure that the creator has real people, not bots.

Pro-tip: You can check it manually, by comparing the influencers follower count with the number of likes and comments. Divide the average number of likes per post by their total follower count, then multiply by 100 to get a percentage. You get the engagement rate. 

Generally, an engagement rate between 1% and 3.5% is considered average to good, while rates above 3.5% are seen as high. If you see that the creators have a good follower count but too low engagement rate and low-quality comments — it’s more likely they have bots.

But still you can't be totally sure about it. 

So again influencer analytics tools like IQFluence help a lot.

After you have a list of influencers you need, press the “analyze’ button to get in-depth reports. Scroll till the audience to see the vetting reports.

Audience vetting dashboard in IQFluence. Test a 7-day free trial for free.

Compare the ratio of real people, mass followers, influencers, and suspicious accounts in a single click. 

Please, keep in mind that 5-10% of suspicious accounts are considered typical and not necessarily a cause for concern. This can also result from inactive users, or spam accounts that follow profiles indiscriminately.

Check How Much Does Instagram Influencers Charge and If it Meets Your Budget?

Before you reach out to an influencer, it’s a good idea to have a rough idea of how much they might charge. Why? Because it saves everyone time. You don’t want to start a great convo, get excited about a collab… and then find out their rate is way over your budget.

So, how do you figure it out?

 Check their stats: Follower count, engagement rate, and content quality all play a role in pricing.

 Use Instagram influencer marketing hub calculators like AirTable to get an estimate.

Read our influencer collaboration pricing and payment guidelines article for more inspiration.

Look at past collabs (if visible) and the brands they work with — it can give you a ballpark idea.

Having a budget in mind and knowing what’s realistic helps you approach influencers with confidence — and makes the whole process smoother for both sides.

Choose a collab format

Instagram offers a range of visual formats to tailor your content accordingly. If you’ve got the budget, take advantage of all the formats for better results. 

If not, just keep in mind that each format comes with a different price tag (you can check the average cost for mid-tier influencers by format).

• Instagram Feed Posts ($1,100). These are the classic posts that appear on an influencer's main profile grid. They can be single images or carousels (multiple images/videos in one post). Feed posts are permanent and ideal for high-quality visuals that represent your brand's aesthetic or step-by-step tutorials, items displays, before & after photos

• Instagram Stories ($800). Stories remain the main channel of sales, that is cheap, less-pesky, and story telling. They're perfect for natural repeating of time-sensitive promotions, exclusive offers, behind-the-scenes content, or interactive elements like polls and Q&As. Stories can also be saved as themed Highlights on the influencer's profile for prolonged visibility.

• Reels ($1,700). Reels are short-form videos (up to 90 seconds) that can reach a broader audience through the Explore page. They're ideal for creative, entertaining content that showcases your product in action. Reels have a longer shelf life compared to Stories and can significantly boost brand awareness.

• Instagram Collab Posts. This feature allows a single post to appear on both your brand's and the influencer's profiles, sharing likes, comments, and reach. It's a great way to maximize exposure and engagement from both audiences.

Which one to choose? Here is a short advice:

• For broad reach and virality reels are your go-to.

• For detailed storytelling carousels or feed posts work best.

• For real-time engagement stories are ideal.

• For shared exposure consider collab posts

For more inspiration and collab formats please find the article: influencer concept collaboration examples.

Outreach them

First, you have to choose where to write – email or dms. Is your goal to sound more professional, formal, and develop long-term relationships? Choose Email. Want to try a one-time collab and sound more personal? Then you need DMs.

As for the copy, here you find 22 working influencer outreach email templates (and dms) to copy.

Monitor results

So back to your goal to track how well your campaign is going. If you hire a manageable number of influencers, monitoring their results manually can be bearable. Here's how you can do it:

• Create an Excel Tracking Spreadsheet. Create columns for influencer names, post dates, content URLs, likes, comments, saves, shares, and any specific metrics relevant to your campaign.

• Use UTM Parameters. Generate unique UTM codes for each influencer's shared links. This allows you to track website traffic and conversions originating from their posts via Google Analytics.

• Monitor Engagement Metrics. Regularly check each influencer's posts to record engagement metrics. This helps in assessing which content resonates most with the audience.

On the other hand, when you have multiple campaigns, it is way simpler to control everything by yourself with tools. An IG influencer marketing platform like IQFluence allows you to divide your campaigns by influencer, dates, and statuses.

Campaign monitoring dashboard in IQFluence. Test our 7-day free trial.

You monitor key metrics as views, likes, shares, and engagement rates. Besides, you evaluate performance  through CPA, CPC, CPR. That makes IQFluence a go-to platform for campaign monitoring.

And what about law compliance?👇

Tagging Sponsored Posts on Instagram

Brands also need to remember about Instagram influencer ads transparency, prioritizing ad disclosure. Today, governments and regulatory bodies strengthen guidelines around ethical implementation of Instagram influencer marketing with paid ads. 

Compliance with these evolving regulations is critical, as influencers are legally required in many regions to clearly disclose paid partnerships, using tags like #ad, #sponsored or #[Brand]Partner to avoid misleading consumers. 

Ad disclosure examples on Instagram. Image source.

The U.S. Federal Trade Commission (FTC) is actively enforcing these guidelines, and non-compliance could lead to significant fines and reputational damage for both brands and influencers.

Now, it’s time to look at leading brands that successfully leverage influencer marketing Instagram approaches.👇

4 Instagram influencer marketing campaign examples

Here, we highlight the four best recent Instagram influencer paid partnerships campaigns. They serve as ideal examples of what content to create, which formats are most watched, and how to engage with subscribers.

Sponsored Posts: NikkieTutorials for Maybelline

Heards of NikkieTutorials? She is a mega beauty influencer with over 19M followers on Instagram. Her name says it all — she’s all about makeup tutorials. 

Her audience? Passionate beauty lovers, makeup professionals, mostly women who are eager to learn and experiment with new looks. That’s why she was a great fit for such a beauty giant as Maybelline.

Maybelline influencer Instagram campaign with NikkiTutorials. Image source.

With her signature humor and flair, NikkieTutorials took on Maybelline's viral glitter mascara in a sponsored Instagram Reel. She crafted a dazzling makeup look that perfectly showcased the mascara's shimmering effect, giving her audience a firsthand glimpse of its sparkle. The collaboration was a seamless fit, blending Nikkie's vibrant personality with Maybelline's innovative product.

Results? Amazing! This collaboration significantly boosted Maybelline's online presence and product sales. According to Business Insider, their collab brought averagely $8.4 million in revenue, exceeding 150,000 units sold at $56 per product. NikkieTutorials' authentic and engaging content resonated with her audience, leading to increased brand awareness and consumer trust in Maybelline's product.

This Instagram influencer advertising illustrates the effectiveness of paid posts in the beauty industry, where an influencer can integrate their authentic style, provide reviews, and ultimately drive brands visibility and consumer engagement.

Affiliate program: James Andrews for Curiosity Box

Scientific games for everyone? Curiosity Box speaking! It is a major retailer of science-themed toys like chess sets and educational card games. They focus on people who love science, nature, and mind-bending games. Thus, teaming up with James Andrews was a perfect match. His content is all about physics and cool science facts, attracting different ages, genders, and countries. His audience totally aligns.

In an Instagram influencer advertising Reels, James showcased an anatomy cards made with transparent material, giving a detailed look at the human body. He also shared an affiliate marketing code “JDS25” for 25% off.

Curiosity Box influencer Instagram campaign with James Andrews. Image source.

All in all, the Curiosity Box's recent influencer Instagram campaign achieved remarkable results:

•  5.2M+ views

• 600+ engaged comments

• The brand strengthened its position as an educational and entertaining brand.

Giveaway: Amazon & Kennedy Wooster

As a fashion retailer, Amazon teamed up with Kennedy Wooster, a fashion and haul influencer known for her minimalist, stylish looks — perfect for her audience of women seeking trendy, affordable everyday outfits.

The collaboration was through a fun giveaway — offering two $150 Amazon gift cards to lucky winners.

The rules to enter were simple:

• Like and save the post

• Tag a friend in the comments

• Follow both Kennedy and Amazon on social media

In the post, she showed off her outfits, giving her audience some serious style inspo while making the giveaway feel supernatural and on-brand.

Amazon influencer Instagram campaign with Khennedy Wooster. Image source.

The results? Amazing!

• The reel brought 910K+ views (please keep in mind that Khennedy is just a mid-tier creator)

• Over 3,400 comments

• And more than 1,000 saves and shares.

A total win for visibility, engagement, and brand buzz!

Brand Ambassador Program: Shohei Ohtani and New Balance Baseball

Baseball player presenting New Balance! Shortly about one of New Balance greatest Instagram influencer campaigns.

Shohei Ohtani is a famous Japanese baseball player and sport influencer, playing for the Los Angeles Dodgers in Major League Baseball (MLB). 

New Balance's audience consists of both professional athletes — thanks to its sub-brands for tennis, baseball, running, and more — and amateurs who value style, elegance, and minimalism.

That’s why Shohei Ohtani was a perfect match. He has become an ambassador for New Balance, frequently appearing in posts showcasing New Balance products, such as various sneakers and T-shirts. Together with New Balance, they even released The Ohtani Signature Collection. 

New Balance influencer Instagram campaign with Shohei Ohtani. Image source.

One of the standout lines is the New Balance Ohtani 1 baseball sneakers, featuring the Ohtani signature cleat. These shoes are engineered to meet the performance demands of elite hitting and pitching.

Results:

• The New Balance influencer collaboration has significantly impacted the sports apparel market. In 2023, New Balance reported record global sales of $6.5 billion, a 23% increase from the previous year.This growth is partly attributed to strategic athlete partnerships, including Ohtani's endorsement.

• The release of his signature cleat, the Ohtani 1, in June 2024 further bolstered sales. The cleats feature a 10-spike configuration designed for enhanced performance across various positions.

• While exact sales figures for the Ohtani 1 cleats are not publicly disclosed, New Balance's overall sales reached $7.8 billion in 2024, marking a 20% growth from the previous year.

This example underscored the success of the Instagram influencer ads and became one of the top influencer collaborations.

And what experts say?👇

What Experts Advise for Better Instagram Collabs ROI

And as promised, here you find expert advice. What to avoid, apply, and what Instagram perks to use — from Anastasia, Elen, and Alex.

Leverage Stories

Elen, Chief Product Officer at IQFluence: 

“If a post or reel doesn't perform as expected, don't hesitate to give it another chance by sharing it in your Stories. Stories offer a more casual and ephemeral way to connect with your audience, and sometimes, content that didn't gain traction in the feed can find new life there. Just remember to add some context or a personal touch to make it feel fresh and engaging.”

Diversify Content Formats to Maximize Engagement

Anastasia, Chief Content Marketer at IQFluence: 

“Instagram has evolved from a simple photo-sharing app to a multifaceted platform offering a range of content formats. It's crucial for brands and influencers to diversify content across these formats to engage the audience effectively and maximize reach.

Utilizing a mix of Reels, Stories, Carousels, and IGTV can cater to different audience preferences and enhance visibility.”

Empower Influencers with Creative Freedom

Elen, Chief Product Officer at IQFluence:

"Influencer marketing thrives on the unique and imaginative content that influencers can produce, even when it's sponsored. The advantage? It alleviates the burden on your team, freeing them from the exhaustive process of ideation and creative development. The key strategy here is to grant influencers sufficient creative autonomy. Research has shown influencers favor collaborations with brands that allow them this freedom."

What to Do If an Influencer Goes Off-Brand or Makes a Big Mistake?

Elen, Chief Product Officer at IQFluence: 

“Sometimes things don’t go as planned. Maybe the influencer didn’t stick to your brand positioning, or worse — they posted something with a major error, like the wrong product name, and it’s already getting views.

Here’s what you can do:

• Reach out quickly and politely. Point out the issue and ask if they can edit the post or add a correction.

• If edits aren’t possible (like in Stories or Reels), ask to post a follow-up with the right info.

• Stay professional. Mistakes happen — how you handle it can actually build a stronger relationship.

• Review your briefing process. Make sure your instructions are clear and easy to follow to avoid similar issues next time. “

What If the Influencer Asks for 100% Upfront Payment?

Anastasia, Chief Content Marketer at IQFluence:

“First, don’t panic — it’s not uncommon, especially with those who’ve had issues with brands in the past. But it’s totally okay to negotiate. Suggest a split payment — for example, 50% upfront and 50% after the content goes live.

Offer an influencer collaboration contract that outlines deliverables, timelines, and payment terms to calm an influencer and build trust on both sides. Be honest about your concerns — good influencers will understand and usually be open to finding a fair solution.”

Want to know what tool can level up your Instagram influencer marketing? Stick with us.

Discover How IQFluence Boosts Your Instagram Influencers Collabs 

IQFluence is an Instagram influencer marketing software that is also designed to work across TikTok and YouTube. The tool helps brands of all sizes grow their marketing presence from searching creators to monitoring their success all in one place.

To be precise, IQfluence offers the following Instagram influencer marketing services:

• Instagram Influencer Discovery. Search for Instagram influencers using 15+ filters as location, age, gender, interests, engagement rate, last post activity, lookalikes, and more.

• Instagram Influencer Analysis. Then, analyse them in one click getting in-depth reports on creator metrics, his audience, and viral posts performance.

• Instagram Audience Vetting. Besides, secure your budget with our vetting insights to track the ratio of suspicious accounts to real people.

• Instagram Campaign Monitoring. Analyze influencer campaigns before, during, and after collaboration. Monitor, likes, comments, shares, saves, and engagement rates and performance metrics as Cost Per Action (CPA), Cost Per Registration (CPR), and Cost Per Click (CPC).