Why Marketing On Instagram Requires Quality Criteria

Commitment Counts More Than Reach 

Instagram is booming, as evidenced by the rapidly growing number of users of more than one billion people worldwide, as well as the new features introduced in ever-shorter regularities that the service provides to its customers. According to company information , more than two million advertisers advertised monthly in the channel at the end of 2017. By now, this value is likely to have increased significantly again – in particular, FMCG brands barely pass Instagram.

Fake followers are an industry problem

Nevertheless, the influencer business has been taking criticism for years, not only because of the debate on the inadequately regulated advertising labeling on Instagram, but also as a result of inadmissibly high screwed follower numbers, by like groups and bot traffic pushed commitment values ​​by the influencers and lack of transparency in settlements. Demands for comprehensible and qualitative test criteria are becoming louder throughout the industry. Attention caught last summer Unilever CMO Keith Weed, mind you one of the global Top 4 Advertiser, with an appeal to platforms such as tech service providers to enforce more cross-industry transparency and quality and to reduce follower fraud.

With the growing popularity of Instagram as an advertising channel, the need for action is growing for all actors who generate revenues in order to create high-quality and transparent framework conditions. A recent survey by the BVDW , according to which 29 percent of all German online users rely on product recommendations from influencers, illustrates the potential of influencer marketing. Despite such optimistic forecasts, however, the concrete performance of campaigns and individual posts is often not questioned, but at best publicly discussed in the form of a particularly prominent #instafail.

Rethinking the evaluation

So how do you counter the fraud with clicks and followers? The decisive factor is a strategic approach with the goal of optimized campaign performance. Questioning the previous performance measurement can be a first step towards more effective planning and control. It has become established to define the follower number of an influencer as the sole or decisive evaluation variable of a cooperation on Instagram.

Instead, it makes much more sense to have a detailed look at the impressions that a single post generates. The reason is obvious: Influencers are more than just followers – and not all followers actually interact with each post. Instead of considering influencers as advertising partners that can be reduced to their real Instagram followers, advertisers are well advised to rely on their creative potential and to evaluate the outcome accordingly. The billing of real impressions directs the focus from the unconfined, potential reach to the actually reached target group.

For Marketer, it becomes so clear which type of spender provided which service, so that the impact of campaigns can be better assessed and the marketing budget can be optimally utilized. Actually generated impressions are a valid and transparent measure of success – especially when influencers have been screened for bot traffic in the first place using appropriate tools. Only when advertisers are able to track the impact of individual postings on a precisely defined contribution does influencer marketing have the chance to compete effectively with other digital advertising channels.

Brand Safety before Brand Fit

Strict test criteria are required even before the conclusion of the influencer cooperation. Influencer activation should therefore be preceded by a detailed review of the partners. Where manual processes reach their personal and temporal limits, AI-based analysis tools can help. They check each account for suspicious activity and allow for qualitative selection before starting the contract with the influencer, thus preventing wastage in campaign delivery. In the second step, the matching between the brand and the influencer, professional expertise is important. The right brand fit can have a big impact on the activation level of the followers, depending on the campaign goal.

Quality and creativity are crucial criteria in the digital advertising market, which does not stop at influencer marketing on Instagram. With increasing importance as a marketing channel, advertisers as well as platform providers are invited to contribute their part to the professionalism.



web design

Those websites which are displaying on the internet

It is kind of process of planning and conceptualizing. It is a collection of files that shows colours, styles, graphics, images and many more. These fees tires are directly delivered to visitors sites. Website Design is like an art where users can develop for online business. There is a professional team behind in every design. It helps to understand the project. It also increases the speed of your work. Every user can access the web pages with the help of web browser. This can only happen if you have internet access. Every businessman wants to create their own websites. So they can hire through online.

There are some key elements that a simple design includes are following:

  • Layout: Layout is like overall image of websites. It helps in arranging the graphics, ads, and text on a page. The user can view the information. It is maintaining the balance, consistency, and integrity of the design. It is not a difficult task. In which you can have all information about the sites. You have to arrange the visual elements on a page.
  • Colour: There are so many different colours of sites. The expert team can work on it. They can set for the demand of users. It may be black white or multi-collared.
  • Graphics: Graphics can include logos, photos, clipart or icons etc. In which it can enhance the design of the site. Without Graphics your site has no meaning? It is an important part of your website.
  • Fonts: There are various types of fonts. These can enhance a website design. Most of the users are very clear about the font. They are having different demands. In this team can make according to them.
  • Content: Content and design can work together. It is just like a message about your website. Messages can be visual or any other form. The written text should always be relevant and useful. Your reader may not be confused. It helps to still remain on the page.


There are several advantages which a designer chooses while designing a responsive website such as:

  • More Accessibility – You have to access only one single website design over the internet instead of accessing one or more than one for desktop, one for tablet and one for mobile application.
  • Usability- It is user-friendly and easy to operate. You can access at any place and anywhere.
  • Load Time- You has a good internet connection. Due to this, you can download any type of files. It contains less time.
  • Increase in Business- Your business is everything. It helps to increase the business in one go.
  • Lower Maintenance Needs: A good website does not need maintenance. The team can update the sites day by day. In which there is an option of additional testing and support.
  • Faster Web pages: A responsive websites are having an advanced option. There is a caching technique. It helps to improve your loading speed of web pages.
  • Lower Bounce Rates. A good websites having lower bounce rate. It can stick the user for a longer period of time on one site.