How To Find the Right Influencer for Your Brand
We’re living in a material digital world, where social media can make or break a brand. As social channels have become an integral part of our lives, influencers have continued to become a dominating force that shape consumer behaviour and brand perception. So it’s no wonder why brands are prioritising influencer campaigns and brand ambassadorships. With their large online followings and persuasive abilities, they possess the power to elevate your brand in ways that traditional marketing tactics cannot. But how do you find the right influencer for your brand?
Most influencers have a niche. Whether that is fashion, beauty, travel, lifestyle – they are going to promote brands that exist with that space. Always remember this. Influencer marketing is a two-way partnership. The influencer has to be right for your brand, just as your brand must be right for the influencer’s own personal brand.
So, let’s dive into the perfect strategies to find the right influencer for your brand!
Create an outline of your campaign goals and requirements.
To kick things off, lay the foundation of your influencer campaign by creating a comprehensive outline of your campaign goals and requirements. Begin by clearly defining your campaign objectives. Are you aiming to boost brand awareness, drive sales or enhance your online presence? Clearly defining your objectives will establish a clear direction for your influencer marketing efforts.
Define what success looks like.
Where we see a lot of brands go wrong with their influencer campaigns, is that they do not set KPIs (key performance indicators) which means they aren’t able to actually measure the success of the campaign. So make sure before you agree to a campaign or partnership, you agree what success looks like. This could include metrics such as engagement rates, follower growth, website traffic or sales. Determining these KPIs will provide you with tangible benchmarks to evaluate the impact of your influencer collaborations.
Understand your audience and which kind of influencers they will appreciate.
Before choosing the influencers you want to work with, first consider your target audience and ensure that their values, niche and demographics align with your brand. Thoroughly research potential influencers to find those with engaged and relevant followings, as well as content that resonates with your target audience. Authenticity and a genuine connection to your brand are key factors to consider when choosing influencers for your campaign.
List Influencers who align with your brand goals and KPI’s.
Okay, now the fun part. It’s time to actually start jotting down and selecting the influencers you are hoping to work with. Remember, they don’t have to have a significant following, but they do have to share a genuine connection with your brand’s values, target audience and desired outcomes. By aligning with influencers whose goals and values resonate with your own, you will create authentic partnerships that really drive meaningful engagement and impact.
Careful consideration should be given to factors such as the influencer’s content, audience demographics, engagement rates and previous brand collaborations to ensure a strong fit. This step sets the foundation for a successful influencer marketing campaign by establishing a mutually beneficial relationship that can effectively communicate your brand’s message and drive measurable results.
Calculate and be weary of influencer engagement rates.
Consider this doing your due diligence. By assessing how actively your chosen influencers’ audience interacts with their content, you can gain valuable insights into the impact they can have on your brand’s marketing campaigns.
To calculate the engagement rate, you would typically analyse metrics such as likes, comments, shares and saves across their social media platforms. By comparing these engagement metrics to the influencer’s follower count, you can determine the level of genuine interest and connection their content generates. This key step empowers you to make informed decisions when selecting influencers who have a track record of resonating with audiences in your industry, ultimately maximising the impact and return on investment of your influencer marketing strategies.
Ensure that your chosen influencers are relevant to your brand’s offering.
Okay, so you’ve found value-aligned influencers with an appropriate following and strong engagement rates. But do they align with your product? Does their content align with your brand’s image and target demographic. Relevance is key because it establishes a genuine connection between the influencer, your brand and the audience, fostering credibility and trust. By choosing influencers whose niche, expertise or interests intersect with your products, you increase the likelihood of effectively reaching and engaging the right audience.
This step involves thorough research, assessing an influencer’s past collaborations, content quality, engagement rates and audience demographics to ensure that their platform aligns with your brand’s objectives and resonates with your target market.
Authenticity always matters.
Seek out influencers who don’t just tell their followers how raw, real and honest they are, but that are actually known for their authenticity. Now more than ever, consumers are weary of sponsored posts and #ads on social media channels. Which means authenticity plays an even more important role today as it fosters trust and credibility among followers.
Influencers who are true to themselves and transparent in their content creation create a genuine bond with their audience, making them more influential in promoting your brand. By selecting influencers who share your values and prioritise authenticity, you can ensure a more impactful and authentic representation of your brand message.