Finally, you’ve decided to explore influencer marketing for your brand. Now that it’s done, all that’s left to do is approach a few influencers, offer them your goods or services, and let them conduct the content production before launching the campaign, right? Actually, it’s not that easy. Without careful consideration and investigation, choosing influencers might cause more harm than good. To find influencers that are right for your campaigns takes time and research.
There’s a technique to everything. It’s not rocket science but surely needs care and attention. So let’s start by asking an important question, how do brand-influencer solid collaborations look, and how do brands choose the influencers for their successful influencer marketing campaigns?
But wait! Before you learn to select the right influencers, you should have these things in place. Let’s quickly take a look at it –
- Objective: The campaign objective/goal needs to be decided
- Strategy: Decide the platform the campaign will go live. Plan your content concept of the campaign according to the platform. What the campaign is going to be about and how to convey that to the audience
- Budget: It is necessary to choose a campaign budget and specify how much will be allocated for influencer marketing
Finding the best influencer for the campaign is impossible without considering the factors mentioned above.
We can start looking for the ideal influencer when these things are planned by carefully weighing a few aspects. So let’s get into further depth about them.
Marketers frequently avoid collaborating with influencers they admire or who are well-liked on their own social media networks. While these are the things, one must consider before collaborating with influencers. There are many more considerations that must be made when choosing influencers. Let’s take a look at those.
Ask yourself if the influencer’s tone is aligned with the message your brand wishes to convey to its audience? Then, analyze the influencer’s social media sites in detail, paying close attention to their tone of voice and aesthetic preferences.
The brand should also consider the influencer’s personal branding and public persona. Is the influencer you’re considering regarded as a thought leader in their particular specialized community? Are their audience and the industry interested in what they have to say? Verify whether their comments and personal views align with those made while working with a brand. Even though everything here looks simple and apparent, it may often be challenging to understand. And this is where the majority of brands err.
For instance, working with a premium influencer is pointless if your brand is minimalist in its views and ideals.
Analyze Their Audience
It is pretty valuable to thoroughly understand an influencer’s audience as they are the ones you want to target. Carefully review the demographic information of the influencers’ audience. If the right consumers are not reached, a campaign makes no sense. A creator’s audience and your target market should have a high degree of overlap. But how do you find that out? Audience information is a personal detail that needs to be discussed with the influencer themselves. Feel free to request the same from them. Also, look for exchanges between your audience and their audience. For example, if you want to encourage high engagement rates and sales, it can determine if their audience is or is not interested in their content.
Niche Oriented Influencers
It suffices to say that the influencer’s category significantly impacts the types of brands that seek them. Therefore, consider the influencer’s niche and the type of content for which they are best known before making your selection.
A fashion influencer would be better suited to work with a clothing brand, while an Ed-tech brand can work with tech influencers and parenting influencers. Even if you collaborate with someone whose specialty is entirely unrelated to what your brand stands for, you must ensure that the content they produce ties flawlessly into the narrative you are attempting to tell and that their inclusion in the campaign is appropriate.
Content Quality Check
The calibre of the influencer’s content cannot be ignored, even if you find one whose niche and audience exactly match your brand’s needs. Creating a memorable and effective campaign is no alternative to great content. The level of effort creators puts into their work and their commitment to a project is clearly demonstrated by the quality of the content they produce. There’s no compromising with quality.
The best method to evaluate an influencer’s work is in this impartial manner- Keep a close eye on the influencer’s performance indicators. This also refers to their engagement and reach. Engagement measures how interactive a creator’s audience is with their content. See if the audience reacts, shares or comments on it. These are all excellent examples of how significant their connection to the creator is.
Times have changed now. People need reliability and authenticity in content. If all of these figures are extremely low, it is evident that the engagement for your campaign will also be extremely low since the influencer doesn’t have a real connection with their audience.
Another crucial measure to take into account is an influencer’s reach. The amount of traffic and leads you anticipate from the campaign will be provided as an estimate. We at The Good Creator Co. have an Insights tool to retrieve all of an influencer’s performance metrics. Simply enter the influencer’s profile handle into the tool, which will provide you with the information you need to evaluate their profile.
Right Platform for the Campaign
This is a significant deal. Every platform has its distinct content type, style and audience. Influencers have the potential to excel at what they do and have enormous power within the communities. However, it does not follow that they will be able to produce content of the same impact on other platforms just because they are very successful on particular platforms and in specific content formats. For instance, a well-liked creator for their beautiful Instagram photos can struggle to produce interesting YouTube videos. You can also find out if a creator’s audience reacts to a particular type of content more favorably than others.
Pricing is based on various variables, including the influencer’s size (nano, micro, macro, or celebrity), the platform they utilize, the quantity and quality of their posts, videos, and stories, and their platform of choice. Bring in a variety of influencers from different categories.
There is currently no industry standard for the amount an influencer should be paid. These days, influencer charges vary greatly! Ensure you are not spending too much or too little on a content producer for their work. To determine the appropriate rate, it is best to cross-check with other sources and compare quotations from different influencers. Naturally, the influencer you select will also rely on the campaign’s overall budget.
Portfolio of the Influencers
What led a brand to collaborate with a particular influencer? Your initial interest in a specific influencer must have been motivated by some factor. Look a little farther, even if you loved anything that drew your attention. You may learn more about an influencer’s past brand campaigns and the kind of content they have produced for them by looking through their whole media kit. You might discover that they might have collaborated with your competitors or promoted goods or services that do not align with your brand’s ideals.
Consider looking at the outcomes the influencer produced for other brands as well. But, again, influencers are frequently happy to provide these figures to prospective customers.
To find influencers suitable to your campaign, ask these 3 questions
Are their audiences genuine?
You might discover that things are not quite as they seem if you look closer. Do not be misled by inflated following and subscriber counts. Instead, analyze the influencer’s audience to determine how much of it is accurate and how much is made up of bots and bought followers. Even a cursory glance at their followers and the types of comments left on the posts can quickly do this.
Is the influencer’s profile overly full of paid advertisements?
You wouldn’t want to pick a profile overloaded with only paid promotions. Their audience may already be losing faith in the influencer since they are starting to see them as unreliable and sell-outs. So the profile should include a good blend of promotional and non-promotional content to keep the audience interested.
Is their content authentic?
People now prefer suggestions of Micro and Nano influencers to whom they can relate. Although it may seem counterproductive, audiences tend to trust creators who produce less paid material and view them as more genuine. Therefore, even though they mention the item or the brand, the stories they publish should appear authentic.
These are the essential criteria that one should consider while dealing with influencers. After viewing all of these variables, it may seem nearly challenging to identify and sign on the appropriate influencers who would be the ideal fit for your brand’s influencer campaign. The endeavour is practically impossible, given how crowded the influencer market is with influencers.
Even today, companies and agencies still need to actively search through each influencer’s social media platforms to find the relevant ones. Not everyone has that time, but if you’re looking for a reliable partner, we’re here. Let’s talk about some business and rock your upcoming influencer marketing campaign.