How to choose the right influencer for your Influencer Marketing Campaign
Choosing the right influencer for any campaign is a difficult task. You’ve decided that you’ll incorporate influencers in your marketing campaigns. The trick to hitting your campaign goals is to invest heavily in finding one or more of these influencers to promote your brand.
But who are those influencers?
This is where the challenge starts. It takes thorough research and dedication to identify the ones that are worthy to promote your brand.
We’ve seen the danger of mismatched partnerships before and we don’t want that to happen. So without further ado, we come up with several helpful tips when choosing the right influencer.
Try to find Influencer Fit
It is very important that you connect to the right customer. After identifying potential influencers, it’s time to move past the numbers and take a look at their audience. Check their previous posts and paid content, and see how relevant their content is to your target audience.
Consider their creativity and technical knowledge
Working with influencers means you are giving them the freedom to create paid content for your brand. That is why they must know how to convey promotions subtly by creating content that is useful, informative, entertaining, and most importantly, authentic. Authenticity draws more attention from followers, and if they do, it’s a win-win for the influencer and your brand.
Evaluate their engagements on their Channels
If you want people to talk about your brand, then you need someone who knows how to talk to people. To evaluate this, check the influencers’ engagements. How do people react to his or her content? How does the influencer respond? How do they keep their platforms alive and kicking? While a high follower count is important, it’s the engagement that seals the deal. If they take the time to respond to their audiences, then they’re a keeper.
Set your goals clearly
One of the biggest mistakes when doing influential marketing for brands is the lack of clarity from both parties. Before doing any collaboration, you should know first who you are trying to reach, what’s your desired outcome, and what message do you want to convey. On the other hand, the influencer must understand their role, and is confident that they can achieve your goals. These influencers are the extension of your marketing team, and a clear outline of your goal is a must.
Different types of influencers
There are so many types of influencers nowadays, and they can be differentiated into four main categories:
Celebrity influencers – these influencers are more on being famous than influential. They have a following of more than a million, and teaming up with them usually comes with a hefty price.
Macro Influencers – these are the trend-setters who rose to fame through the web. They can be bloggers, YouTubers, podcasters, and more. Their audience size is between 100,000 to a million followers. If your goal is brand awareness, macro-influencers are ideal.
Micro-Influencers – these are the influencers who have 1,000 to 100,000 followers. Their followers may be smaller but they are ideal if you are looking for a close-knit audience. Most of them stick to one niche and usually are an expert on a certain topic.
Expert influencers – these are the thought leaders in a certain industry. They provide credible information, and their following looks to them to know their perspective on a relevant topic, or learn about new advancements and trends.
As we’ve mentioned earlier, choosing the right ambassador for your brand is a lot of work. But if you take the time and do your research, you’re more likely to create a partnership that is immensely valuable for your brand and your audience alike.
And if you do not want to do all the hard labor, tropSe can do that for you