How Much Are Your Instagram Posts Worth?

The Brief

Inkifi offer a simple solution to a problem which many face ... the ability to order physical prints from your Instagram photos as well as producing beautiful photo gifts.

Digitaloft were engaged to undertake a content-led SEO campaign to earn targeted links to the Inkifi eCommerce store from top-tier publications, through relevant content, to demonstrate growth in organic visibility.

They had previously had success via infographic-led campaigns, however the effectiveness of the format is somewhat less than in recent years and a fresh approach was needed.
Content Marketing
Using 3rd party data, we demonstrated just how valuable just one post on a popular Instagram account can be...

The Solution

During our ideation and research phase, we discovered a recently launched report titled 'The State Of Influencer Marketing 2017' which highlighted that, on average, each follower on your Instagram channel is worth £0.0043 alongside the fact that 48% of marketers plan to increase their influencer marketing spend in 2018.

Whilst this figure may initially seem small, when analysed across Instagram accounts of 1000 or more, this starts to mount up. In fact, Kim Kardashian can charge around £450k per post...this figure is in line with reported figures for actual promotions.

We developed an interactive calculator, using JSON to pull the follower count of any entered Instagram handle, allowing users to engage with the tool and enter either their own or anyone else's handle.

It's fun but VERY effective and there were great stories to be pulled from the data.
Very few consumers are aware that brands are paying big bucks to Instagram influencers and 48% of marketers plan to increase their spend in this area in 2018 and this made for a great story amongst top-tier press.

The Results

To date, the campaign has earned more than 800 links from some of the world's leading publications including The Sun, Glamour, Business Insider, Mirror, Manchester Evening News & many more as well as being visited by more than 260,000 unique users over the first 6 week period.
800+Links Earned
269Linking Root Domains
1100+Social Shares
260k+Page Views