How to Find the Right Influencers for Your Brand
Image Source: Forbes
We’re now nine (?) months into the pandemic and brands that once relied heavily on experiential marketing to connect with consumers are (wisely) exploring more non-traditional platforms (think Twitch and TikTok). In other words, influencer marketing is only getting stronger.
Today, it is more important than ever to incorporate influencers into your marketing campaign from the very beginning and it’s equally as important that you do your research. Beyond follower and engagement numbers, there are other questions to consider when vetting influencers for your brand. Here are some questions to ask yourself as you get started:
Which social media platform(s) make sense for your target audience?
This may seem obvious, but be honest, had you even heard of Twitch before reading this? Twitch boasts more than 15 million users per day — that is how fast the social media landscape changes. Keeping up to date on social media trends and thoroughly analyzing how each platform will work for your brand is critical.
What are your goals and limitations?
There are several outcomes a brand could be hoping for in partnering with influencers. Some goals may take priority over others and goals can also be influenced by limitations. A smaller brand may have fewer creative resources, thus relying on influencers to help produce content for their social media feed. If that’s the case, aesthetic is going to be a prominent factor in determining which influencers to partner with.
Does this influencer align with our brand’s values?
Too many times have companies learned that an influencer was not on brand after they’d already partnered with them. An honest mistake that can do some serious damage to a brand’s reputation. It’s important to do research on past content to ensure that the influencer is a good fit for the brand.
Who else have they partnered with?
This is going to tell you a lot about what your brand’s potential partnership will look like. Do the companies that the influencer partnered with in the past align with your brand and your brand’s target audience? It’s also going to give you a better idea of their audience’s preferences. Did some partnerships garner more engagement than others?
What type of influencer campaign do you want to run?
As you’re selecting influencers, consider what type of campaign you’re looking to run. There are several different kinds of campaigns and some influencers will be better suited for one over another. A few examples of campaigns types are gifting, sponsored content, takeovers, contests and giveaways, brand ambassadors, etc.
Think your brand isn’t a fit for influencer marketing? Think again! With new platforms being introduced all the time, the industry is only going to keep growing. And, if you need some help with your strategy, you know just who to call!
Posted by Abby