Are you tired of throwing money at influencers and not seeing the results you expected? Influencer marketing can be a tricky game, and choosing the wrong influencers can cost your brand a lot of money and time. Moreover, your future ideas for your brand campaigns will shatter within seconds and your conviction in influencer marketing can come down. Trust me, the key to success lies in selecting the appropriate influencers, similar to picking the best players to win a game. I'm here to guide you through the five vital factors you need to consider to choose the perfect influencers for your brand.
First things first, let's talk about the crucial part without which there’s no point in this blog, so what is influencer marketing?
Influencer Marketing has come a long way since its inception. In the early days, brands simply looked at the number of followers an influencer had to decide if they were a good fit for their campaign. However, as the industry has matured, this approach is no longer effective. The number of followers an influencer has does not necessarily translate to influence or impact on their audience.
Nowadays, brands need to consider a variety of factors when selecting an influencer to work with. As it’s not an easy process, they need to look beyond the number of followers and take into account engagement rates, audience demographics, content quality, and the influencer's overall brand alignment. By doing so, brands can ensure they are working with influencers who can authentically connect with their target audience and drive real results.
So, what is the right way to pick influencers? It's all about finding the right fit for your brand and campaign goals. This means taking the time to research and identify influencers who have an authentic connection with your target audience, and who align with your brand values and messaging.
1. Defining Your Goals and Target Audience
But before you go off searching for influencers to collaborate with, make sure you have a clear understanding of your campaign goals. Do you want to increase brand awareness, create content, drive sales, or grow your social media following? Depending on your goals, you'll want to collaborate with different types of influencers.
To effectively use influencer marketing, it's crucial to understand your target audience and the influencers they follow. You can't just pick any influencer with a massive following and hope for the best - that's so 2010.
In today's influencer marketing landscape, it's important to conduct thorough research and focus on key metrics such as gender split ratio, age split, and other relevant data points. The gender split ratio measures the percentage of an influencer's followers who identify as male or female. This metric is especially useful for identifying whether an influencer's audience matches your target demographic.
Age split, on the other hand, measures the percentage of an influencer's followers within a specific age range. This metric can help you determine which influencers are most likely to resonate with your target audience.
By taking these metrics into account during your influencer research and selection process, you can improve the effectiveness of your campaigns and increase the likelihood of achieving your desired results.
Overall, defining your goals and target audience is the foundation of a successful influencer marketing campaign. You can either hit up the influencer and ask for this info or use an influencer marketing platform like Flutch that gives you all the details in a neat little recommendation list.
2. Evaluating Influencer Relevance and Authenticity
When evaluating influencers, it is essential to check many things. Firstly, relevance is crucial. It is essential to assess if the influencer is a good fit for your brand and if they align with your values and messaging. Despite the number of followers, the quality of the audience is what matters most. A study by Influencer Intelligence found that 70% of consumers feel that influencers must be relevant to their interests to consider following them.
While a high number of followers may seem impressive, it's the quality of the audience that truly matters. To evaluate this, engagement metrics such as likes, comments, and shares should be considered alongside qualitative research. Other engagement metrics are also relevant and should be taken into account, like Follower growth, impressions and reach, shares and saves, clickthroughs, etc.
Consistency is also important. A dedicated team should be assigned to check the influencer's comments and see the kind of engagement they're getting. Brands should look for influencers who consistently receive positive engagement from their followers, indicating a genuine interest in the influencer's content.
Working with an influencer marketing platform or agency can help brands evaluate potential partners and make informed decisions.
3. Assessing Influencer Reach and Impact!
When predicting an influencer's reach and impact, it's not just about the number of followers they have. Metrics like Cost Per View (CPV) can help predict an influencer's potential reach and impact on their audience. Additionally, assessing the engagement rate and quality of their content is crucial. Hopper HQ's study found that micro-influencers with 1,000 to 100,000 followers have a higher engagement rate than larger influencers. Marketers also consider engagement to be a critical metric when evaluating influencer performance, according to a survey by Linqia.
Don’t forget to check these metrics too - Cost Per Click (CPC), Click Through Rate(CTR), Cost per Engagement(CPE) etc.
Assessing the quality and consistency of an influencer's content is also essential. It is crucial to ensure that the content aligns with your brand values and messaging. A study by Influencer Marketing Hub found that 67% of consumers believe that influencers have the responsibility to ensure their content is not offensive, harmful, or hateful.
4. How to Contact Influencers?
Now that you've identified potential influencers, it's time to contact them. There are different ways you can contact them, like
• Influencer Marketing Agency :
Trying to manage and execute an influencer marketing campaign can be hectic for brands, and it’s easier to hire an influencer marketing agency to contact the influencers you have in mind. One of the biggest benefits of using an influencer marketing agency is their expertise and experience in managing influencer campaigns. These agencies have a deep understanding of the influencer landscape and can help you identify the right influencers for your brand, negotiate contracts, and ensure that campaigns are executed successfully.
Another advantage of working with an influencer marketing agency is their access to a wide network of influencers. They have existing relationships with influencers and can quickly and easily contact them on behalf of your brand. This can save you time and effort, as well as increase your chances of working with influencers that you have in mind.
In addition, influencer marketing agencies can provide valuable insights and data to measure the success of your campaigns. They have access to tools and analytics to track campaign performance, monitor engagement rates, and measure return on investment.
Connect Now to collab with Flutch for effortless influencer marketing services
• Direct messaging or e-mails:
One of the most direct ways to reach out to an influencer is through direct messaging on social media platforms such as Instagram, Twitter, or through Facebook. This approach can be effective for initiating contact and starting a conversation, but it's important to remember that influencers receive a lot of messages, so be sure to personalize your message in a way that stands out from the crowd.
Another effective way to contact influencers is through email. Many influencers list their contact information, including their email address, on their social media profiles or websites. When sending a personalized email, it's equally important to be professional too, concise, and clear about what you're offering and what you hope to achieve. Keep in mind that influencers receive many emails, so it's important to be respectful of their time and follow up only if necessary.
• Contact their Agents or Managers:
While the influencers more than anyone will have a busy schedule, they might be managed by different agents or some influencers have their own managers. So it would be better if you try to approach them in a respectful and professional manner.
5. Reviewing Influencer Affordability and Availability.
Influencer marketing can be costly considering your idea of the campaign, so it's important to determine whether the influencers you are interested in partnering with are within your budget assigned for your campaign. Some influencers charge a flat rate for sponsored content, while others may negotiate a commission-based agreement or request free products or services in exchange for promotion which is basically the barter system.
Additionally, it's important to consider the availability of the influencers. Many popular influencers have busy schedules and may have limited availability for sponsored content. It's important to reach out to influencers early and be flexible in scheduling content to accommodate their availability and your expectation.
When contacting influencers, it's essential to have a clear proposal outlining the terms of the partnership, including compensation, content expectations, and any deadlines. By being transparent and respectful of the influencers' time and value, you can build a positive relationship and increase the likelihood of a successful partnership.
In conclusion, choosing the perfect influencers for your brand requires careful consideration of these five vital factors: defining your goals and target audience, evaluating influencer relevance and authenticity, assessing influencer reach and impact, contacting influencers in a respectful and professional manner, and reviewing influencer affordability and availability. Don't fall for the influencer hype and waste your marketing budget on irrelevant or untrustworthy influencers. Take the time to do your research and choose wisely, and you'll see the desired results for your brand