Are you considering jumping on the bandwagon of Influencer marketing? You’ve seen it for a while now, but you may be unsure of where to start when it comes to finding the right influencer to work with. Does your message require a big name to make a splash, or would a smaller, niche expert provide a better fit? Don’t worry, we’ve done the work for you. In this blog, we will discuss the crucial questions to ask when planning your influencer marketing campaign.
The first thing to remember is influencer marketing is all about building relationships with mutual benefits.
Brands can partner with influencers who have a loyal following of people that trust their opinions and recommendations. Through collaboration, the brand gets exposure to a new audience and the influencer gets to provide content that they know their network will appreciate. It should result in a win-win for everyone.
For your campaign to have the best results, it’s important to pick the right influencers.
How do you know who to look for and how to find them?
Top places to find influencers
Research different social communities like Facebook, Instagram, and LinkedIn Groups that focus on relevant topics to see who consistently contributes ideas and content. Use social media listening tools to follow keywords and trending hashtags and get familiar with potential influencers that talk about topics of interest.
Take advantage of your own network by asking existing customers and clients who they follow and engage with. It may be beneficial to see who your competitors interact and partner with as well. Dive into media platforms within your industry and consume articles, blogs, and even podcasts to find out who is being interviewed, quoted, or used as a source. Some thought leaders may have their own network of followers that are worth targeting.
Industry events (via Zoom these days) are also great places for influencers to gather and learn about the latest trends, try new products and interact with peers. Make it a point to network and make connections with different people at events.
How to identify the right influencers
Much more goes into picking the right influencers than simply finding people who have a lot of social media followers. It takes time, dedication, and research to identify the ones that are worth the effort of building meaningful relationships. Remember, the type of influencers you want to reach have credibility within their communities. If they share something with their network, it’s because they believe in it and they know their followers will also benefit.
Keep these three tips in mind when researching influencers:
- Find influencers who share similar values.
Avoid a mismatched partnership. The influencer you choose to associate with should be someone who shares like-minded values and tone of voice. Do their ideas and how they talk about them align with your brand? Research the kind of content they create, promote and share on their channels and who else might be a partner.
It isn’t just about what they are saying and doing now. Look through an influencer’s historic activity. A key part of preserving your brand is upholding a good reputation. Don’t let an incompatible influencer relationship poke a hole in it.
- Look at the important metrics.
Don’t let large follower numbers fool you. A following made up of 500,000 people doesn’t necessarily mean everyone is paying attention. An influencer with only 5,000 followers may have a tighter-knit group that has a higher engagement rate. A good way to evaluate engagement is to measure click-throughs. If links are included in social posts, how many people are bothering to click? Read the comments and type of feedback the influencer typically receives.
- Research different types of influencers.
“Influencer” isn’t a one-size-fits-all description. There are many different kinds, and depending on the goals of your campaign, one might be better for you than another. Here are a few different types of influencers:
Nano Influencers - the smallest level of influencers, they have anywhere from 1K-10K followers, their community is usually very loyal and actively engaged.
Micro-Influencers - have a smaller reach and typically boast anywhere from 10K to 50K followers within a niche community. Their network often demonstrates a high level of trust and engagement.
Mid-Tier Influencers - with 50K to 500K followers, this tier has a large following, but you begin to see their engagement rate drop while their reach and cost to work with goes up.
Macro Influencers - with 500K to 1M followers, these influencers are thought leaders in their industry and may include executives, bloggers, or even members of the media. They are viewed as credible sources and their following looks to them to learn about new trends, industry advancements, and their general perspective on relevant topics.
Mega/Celebrity Influencers - usually have more than 1M+ followers and are broader in their interests and content dissemination. Teaming up with a celebrity influencer will most likely come with a price tag.
Influencer marketing can maximize the reach of your campaign. If you put in the work to find the right one, initiating an influencer partnership can add tremendous value.
Are you considering Influencer Marketing for your business? With the rapid growth of platforms such as Instagram, Snapchat and TikTok, Influencers allow savvy brands to connect with a pre-built audience of engaged consumers. At Good Commerce, we can connect our clients with a roster of industry-relevant Influencers that can transform your digital marketing efforts. Book a discovery call with us today to learn more!