Influencer Marketing Campaigns are nuanced and have a lot of moving parts, but there’s perhaps no decision more important than the campaign design itself and determining the influencers who will be a part of it. As content creation makes the core of every campaign, it’s important that the influencers that you choose are genuine, effective, engaging, and brand safe.
Discovering influencers is not just about a quick Google search and a quick rundown of who has the most followers and gets the most engagements. As we create and run campaigns on an everyday basis, here are our tips to help you choose the right influencers.
1. Influencer Reach
When brands consider influencers for campaigns, one of the first things they want to know is the potential outreach. While followers, subscribers, and view counts provide a basic metric system for judging popularity and impact, it’s worth noting that with social media hacks like bots and pods, these numbers can get deceptive.
Always look for the profile which has enough reach (about 5k+) making sure the influencer you choose is socially active and most importantly, represents your brand’s lifestyle.
Engagement metrics provide in-depth insight into how people are interacting with influencer’s content. Engagement metrics (i.e. likes, comments, and shares) help brands identify how active an audience is and their responsiveness to different content formats. What always works for brands is the influencer’s ability to engage audiences and the community surrounding it through their content.
3. Brand Communication
Influencer marketing provides an opportunity for brands to communicate with their audience through the voices of trusted creators. Influencers also provide a significant boost in brand awareness and perception among audiences. Micro-Influencers provide less in the way of brand reach but they lead their following to a higher click-through rate and conversion.
Each Influencer possesses a unique voice; they approach content creation differently. Marketers should look closely at the influencer’s body of work to identify key factors like tone, substance, category, audio-visual quality, focus, and consistency to make sure it is in line with the Brand’s goals and image.
4. Reputation & Voice
Like public figures, influencers also have a reputation and an image that they project to their audience. They might be subject experts, tastemakers, or creative wunderkinds; leveraging their reputation in favor of brands (provided they’re positive and aligned with the brand ideals). Influencers also lend a degree of their audience-pleasing coolness to brands they work with and can assist in positioning brands as trusted entities.
The influencer landscape is crowded, particularly in categories like food, fashion, lifestyle, and travel, but the best influencers set themselves apart with a singular voice. Brands should look carefully at how influencers talk about people, places, and things, as well as the way they engage their audiences. Voice and personality go hand-in-hand, and brands should partner with the very best.
Influencer marketing is effective only when it’s focused on specific goals, and part of achieving those goals is a thorough understanding of who, exactly, a campaign is meant to reach. Influencers understand their audiences and partnering with them to communicate about the Brand’s products, services and experiences will be more effective and relevant.
A gourmet coffee brand like Classic Coffees would do well by partnering with food bloggers, YouTubers, and Instagrammers. They could also get more specific by partnering with influencers who promote and practice sustainability. Likewise, mommy bloggers are a natural fit for stroller or toy brands, but brands should dig deeper to find mommy bloggers who have toddlers to promote a toy intended for their children.
6. Affinity for your Brand
Many influencers — from beauty bloggers to those who make YouTube videos about building robots — already talk about the products that they use frequently. Brands should research and hunt down any influencers who are already talking about their products organically. Working with these influencers to become a part of their content and audience messaging is a move that feels genuine and authentic to audiences.
It isn’t just influencers who speak positively about a brand, but also those who point out flaws or cover a competitor’s products may be prime candidates. Partnering with these influencers allows brands to become part of a focused and relevant conversation.
7. Potential for Future Partnerships
Many campaigns may have brands partnering with influencers for a single post or series of posts, but it’s worth considering if there’s any potential to establish an ongoing relationship. Many brands already do this in the form of “Brand Ambassadors” — influencers who regularly promote a brand and their products on social media.
Having influencers that reach the right audience, create quality content, and work well with the brand is a valuable asset that saves time in formulating future campaigns. After all, you are tailoring your long term Campaign Strategy.