Choosing the right influencers to collaborate with is as important as what content they create for you. What makes someone the ‘right influencer’ for my brand? There isn’t a cookie-cutter answer to that question. The answer to that depends on many factors relating to your brand and your objectives, however, we are going to give you some things to keep in mind when you begin looking for your next influencers.
Your target audience and the audience of your social media influencer must be similar. Identifying a match between your audience and the influencers’ audience builds the foundation for driving relevant engagements. Something to keep in mind when identifying audience parallels are audience overlaps. For example, if you are marketing healthy fruit juice, there are so many audiences that would be interested in healthy fruit juice (fashion, travel, fitness, parenting, etc.).
Content Quality & Style:
You will learn a lot about the content an influencer will produce for you by doing your homework in advance. Take a few minutes to look at each prospective influencer’s social channels. Examine their content. How does it fit with your brand? Your campaign vision? It shouldn’t feel like you are trying to ‘make a square peg fit in a round hole’ when it comes to the content an influencer typically creates. They know what they are best at and what their audience is most receptive to.
Frequency & Engagement:
You want your influencers to have established connections with their audience. How engaged is their audience? When working with micro influencers, see how often they are responding to questions in the comments. Another thing to consider is what brands are they or have they worked with? How often are they posting content that is based on a brand collaboration? You need to consider their past and present brand relationships.
Before starting the process of identifying influencers you’d like to work with, take some time to determine what you think need in an influencer. This will save you time and headaches down the road. There isn’t a right or wrong way to identify influencers. Every brand is unique. Depending on what you are looking for the process will look slightly different for each brand and in many cases for each campaign. Get to it.
Here’s to better influencer marketing!