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How to Request PR on Instagram: The Process and Key Points When Companies Work with Influencers
For companies that want to request PR on Instagram: how to use feed posts, Reels and Stories, what to decide before requesting, the request process, what matters in creating posts, and points to watch on disclosure and secondary use, explained from a casting company’s practical perspective.
“We want to request PR on Instagram, but we don’t know what kind of posts to ask for or who to ask.” We often hear this.
Instagram is a platform where a product’s appeal comes across easily through the look of photos and videos. There are several post formats, such as feed posts, Reels and Stories, and the right one depends on your goal. This article summarizes the process of requesting PR from influencers on Instagram and the points to watch, from the perspective of people who work in casting.
What makes Instagram PR different
Instagram PR has features that differ from other social media.
Appeal comes across visually On Instagram, the mood, colors and overall aesthetic of photos and videos matter. It works especially well for products whose appeal shows visually, such as cosmetics, fashion, food and travel.
Influencers are close to their followers For followers who see their posts every day, an influencer’s recommendation feels like advice from someone they know. Conversations through comments and messages also arise easily.
Posts are saved and revisited People often save posts they like and look at them again before shopping. Even without an immediate response, a post can prove useful later.
For how to choose people, see our article on how to choose influencers.
Post formats and when to use them
Instagram PR requests mainly involve the following post formats.
- Feed posts: Show the product in detail with a photo or several images. Because they stay on the profile, they are easy to find later.
- Reels: Short vertical videos. They can reach people who don’t follow the account and suit showing the product in use or a before-and-after change.
- Stories: Posts that disappear after 24 hours. They suit announcements that need to go out now, such as launch dates or campaigns, and can include a link to your site.
Rather than choosing just one, you can also request a combination, such as building awareness with Reels and announcing with Stories.
What to decide before making a request
Sorting out the following internally before requesting PR on Instagram helps things go smoothly.
Goal Decide whether you want to spread the product name widely, explain how to use it and its strengths, or bring people to your site or store. The right post format depends on your goal.
What must be said and what to avoid Organize the product name, features and expressions that must not be used. Take particular care with cosmetics and health foods, as laws such as the Pharmaceutical and Medical Device Act restrict certain expressions.
Budget and posting timing Decide how many people to ask and roughly when you want them to post. If you are matching a launch date or campaign, start early and allow time for delivering the product, filming and review.
The process of requesting PR on Instagram
The typical process is as follows.
- Clarify your goal, target audience, budget and timing
- Find suitable influencers and shortlist candidates
- Agree on the request and terms (post format, number of posts, posting date, usage scope, fees, etc.)
- Sign a contract
- Deliver the product, and the influencer shoots and prepares the post
- Review the content before posting
- Post and review the results
When choosing candidates, we recommend checking not only follower counts but also the feel of their usual posts and the kind of responses they get from followers.
What matters in creating posts
What matters most in Instagram PR is making the most of the influencer’s own aesthetic.
Followers follow an influencer because they like the feel of their photos and the way they write. A post that simply uses images and text prepared by the company stands out from their usual posts and may not reach viewers as well.
We recommend limiting what the company specifies to the essentials, such as the product name, must-include features and expressions to avoid, and leaving how to shoot photos and write captions to the influencer. Asking in advance how they would like to present the product can bring out ideas the company would not have thought of.
Points to check before posting
Disclosing that it is PR
Since October 2023, advertising that hides the fact that it is an ad (stealth marketing) has been regulated under Japan’s Act against Unjustifiable Premiums and Misleading Representations. On Instagram too, it is important to make this clear in the caption or hashtags with labels such as “PR” or “Ad.” Instagram also has an official label showing that a post is a paid partnership with a company.
For the disclosure rules, see our article on the stealth marketing regulation.
Secondary use of posts
If you want to use the influencer’s photos or videos on your own account, website or ads, the scope and period of use need to be agreed in advance. Deciding later means renegotiating terms, so we recommend settling this at the start.
Audio and things in the background
Instagram has rules on the audio that can be used in Reels. Care is also needed with other products or logos visible in the background. Check these during review.
How to review the results
After posting, look beyond likes to the numbers that match your goal, such as saves, comments, shares and visits to the profile or link. Some figures can only be seen by the influencer, so agreeing at the request stage that they will share post-performance numbers makes things smoother.
Comment sections often gather impressions and questions about the product, which can give hints for your next campaign.
If you are unsure which influencer to ask, nicoichii will propose a selection that fits your goals and budget.
Talk to us about casting →Talk to nicoichii about Instagram PR
Instagram PR involves many things to watch, from choosing influencers and agreeing on terms to reviewing posts and following disclosure rules.
At nicoichii, we have supported promotions across many social platforms, including Instagram tie-up campaigns as well as TikTok and YouTube. You can see our past work on the Works page, and our services on the Marketing page.
It is fine to start at the stage of “we want to try PR on Instagram but don't know where to begin.” If you are unsure about Instagram PR requests or casting, feel free to Contact.
Talk to nicoichii about influencer and talent casting
From TikTok, Instagram, and YouTube influencers to talent and artists, we propose the right people and campaign ideas for your budget and goals. Feel free to reach out even if you are still at the “I don’t know who to ask” stage.