Perfect Match. How to Choose Influencers for Your Marketing Campaign?
According to the Association of National Advertisers, around 75 percent of brands use Influencer Marketing. And almost a half of them are planning to increase their budgets next year, according to Linqia studies.
But before choosing to spend your budgets on Influencer Marketing check out our recommendations to ensure you’ll make the most of your investments. This article will also be handy to those, who have been already using Influencer Marketing Tools to double check and improve their campaigns.
Influencer Marketing Campaign objectives.
Start off writing down your campaign’s objectives. Influencer Campaigns are no different from any other type of advertising campaigns. While doing it, you should keep in mind the following milestones: target audience (age, gender, location, education, income, etc.) and Influencer’s role in your campaign.
The first problem every marketer is facing and, probably, the most important one is finding the right Influencers. According to Tapinfluence and Alimeter, 67.6 percent of marketers consider finding relevant influencers a challenge.
There are several points one should pay attention to, based on the milestones you wrote down: Influencer metrics (location, topic, number of subscribers, collaborations with other brands, the quality of content, engagement rate)and Influencer audience metrics (location, gender, age, interests).
It might seem difficult and time-consuming to find an Influencer that corresponds to all your requirements. It is even more challenging if you are not using an Influencer Marketing Platform to help you out with it.
Influencer Marketing Platforms provide you with discovery tools, that will help you. For example, InfluencEye discovery tools enable you to choose influencers from a database of more than 8 mln Influencers:
Location. That feature is important if you are targeting the audience in a particular region. There is no point in collaborating with someone, who is popular on the other part of the Globe.
Gender. Usually, subscribers have the same gender as the Influencer. That would be strange if a man would promote girlish stuff. But in some cases it differs, so you will have to check subscribers metrics later on. If it is a male pop singer, lots of girl fan may be on his subscriber list, for example.
Number of subscribers. Actually, size doesn’t matter that much anymore. It’s far more lucrative for your brand be promoted into the targeted following of a micro-influencer than an untargeted, disengaged crowd that has low engagement rate.
Working with micro influencers, is more effective due to higher engagement rate. And it’s more cost-efficient. Learn more about Influencer Marketing costs and ROI in our article.
Hashtags & topics. It is extremely important to collaborate with someone who posts on relevant topics. It is highly unlikely that a post about baby nutrition would bring you many customers in Influencers feed dedicated to music.
Language. Choose an Influencer, who posts in the same language as your TA.
Location. As it was mentioned above — it is especially important for local businesses.
Top interests and key topics. These are the points, that help you understand how relevant this or that Influencer is for your campaign.
Real followers. It is a common problem nowadays when some Influencers try to cheat spinning up their accounts. The thing that you should remember — fake subscribers don’t bring you any benefits.
Likes. Counting number of likes is a way to measure engagement rate.
Comments. Counting the number of comments shows you how likely subscribers are to interact with an Influencer.
Engagement rate. Engagement rate shows you how many people are usually interacting with the content. It is also one of the important metrics used to measure ROI (learn more — добавить ссылку на нашу статью с измерением ROI)
Other brands.InfluencEye will automatically show you all the mentioned brands in Influencer’s feed. A number of sponsored posts is also shown. You should think twice about collaborating with an Influencer with a huge number of sponsored posts. The level of trust usually gets lower, when subscribers see lots of ads in an Influencer feed.
Influencer audience metrics.
After you decided on the short list, you should switch to analyze Influencer’s subscribers.
Gender. Check that the majority of subscribers are of your your targeted gender.
Age. Check that age corresponds your brand’s target audience.
Language. Make the post in a language that most subscribers use.
Location. Double check that subscribers are situated in the location, that you are targeting.
Reachability. This metric will help you predict the reach and engagement rate of your future post. In order to succeed most of the audience should be easily reachable (60 percent and higher).
Find similar Influencers.
Another great tool that InfluencEye is offering is finding similar Influencers. Going through previous steps you most likely ended up with several Influencers that correspond all your needs and requirements. But you might want to find more Influencers to increase the reach. It is also common knowledge that people are more likely to get interested in a brand if they come across the information from several different sources. It also creates the hype around brand among a particular audience. Have a look at Influencers with a similar audience to deeper your reach and create a hype around your brand. Use filters like location, hashtags, and others to improve search results.
Another option to find similar is finding accounts with similar content. Will be useful if you are searching influencers in particular narrow sphere, such as pizza lovers, for example.
Last but not least things to be checked is whether the shortlisted Influencers fit the brand’s image, tone of voice and make a right impression. For example, that would look strange for a serious law firm building highly professional positioning to collaborate with a meme account. Though it is always up to you to decide how effective each collaboration promises to be.
- Choose Influencers by analyzing not only their accounts but also their subscribers’ accounts.
- Check Influencers for “fake” subscribers.
- The higher the engagement rate is — the better.
- Be careful in collaborating with Influencers with a lot of collaborations. The level of trust usually gets lower, when subscribers see lots of ads in an Influencer’s feed.
- Check out “find similar” options to deepen your reach.
- Make sure shortlisted Influencers fit the brand’s image, tone of voice and positioning.
Get started now. Try InfluencEye:
– To search millions of influencers on Instagram, Youtube, Twitter, and Twitch.
– Uncover influencers’ content statistics and learn every detail about their audience.
– Build your own network of influencers and never lose valuable contacts.
– Refine your search using filters to find particular influencers or audience.
– Track Instagram and Youtube posts performance and audience in real-time.
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