October 21, 2021
The capacity of a business to identify and collaborate with the right influencers is critical to the success of an influencer marketing campaign. Finding the correct influencers and micro-influencers for your brand is increasingly difficult as the number of influencers and micro-influencers grows. We’ve outlined some recommendations to assist you to optimise your influencer search to provide some clarity.
When selecting influencers, we must guarantee that they have some level of trustworthiness. Do their fans have faith in them? We prefer someone who is an expert in their industry so that our supporters may have confidence in them.
Look up their name on Google to see how well-known they are both on and off social media. You’ll also need to figure out if they’re specialists in their sector before deciding how well they’ll fit in with your brand. Check to see if they’ve ever been invited to speak at an event, won an award, or received a recommendation from someone in the industry.
Before selecting influencers, we should consider whether or not the influencer interacts with their audience. It’s a red flag if your influencer has a large following yet speaks in a vacuum. Determine how engaged their audience is by observing what questions they ask and how well the influencer responds.
People who reply to queries and chat with fans make them feel more important. Not to mention the fact that interaction enhances reach, likability is crucial. Our brand does not benefit from a passive audience that does not take action and sits and watches the world go by. We want the influencer’s community to spread our message onto their community, which will hopefully spread it to theirs… and so on!
Before identifying influencers, reach is one statistic that should be added to the cocktail of metrics to look at to evaluate actual impact. Why? Because reach can tell us how many people are likely to see an influencer’s content. The more people who see our content, the better our chances of increasing brand awareness are.
It’s all well and good to choose influencers with a large following, but if their audience isn’t interested in our offer, we might as well not bother because the return on investment would be small. Deep dive into the community’s demographics to guarantee our brand is relevant to them – especially if we aim for a very specialised demographic.
Consider audience demographics like interests, gender, age group, and region when selecting influencers. Then ask yourself, “Will we be reaching the proper people if the message gets through?”
Remember that different social media profiles will have different audiences for influencers. Depending on the channel we’re targeting, the message may need to be changed.
Choosing influencers who have previously worked with other brands isn’t always a bad idea. Looking at whom they’ve worked within the past can assist us to figure out if our product will appeal to the influencer and their target demographic.
This would be an excellent person to consider if we were an ethical skincare brand and the influencers worked with other ethical brands. However, if the influencer has worked with a competitor for a long time, it may be tough to divert attention away from them because their relationship with the influencer may be permanent. When selecting influencers, keep this in mind.
We should search for someone who posts numerous times each week because frequency affects other metrics like engagement rate, reach, and loyalty.
Before you choose an influencer to work with, ask yourself these six questions.
read more: Why Reviews are essential in the customer journey?