So your business is interested in partnering with an influencer! You’ve seen brands who do it, you believe that it can be a powerful tool, but when you start looking into applying the strategy to your own business, things start getting complicated. We get it, influencer marketing is a relatively new field and it can be tough to know what to look for when looking for the perfect influencer for your brand. Despite its ability to be a very profitable marketing strategy, influencer marketing can also be a waste of investment if you are not working with the right people. Be sure to look for these 3 things when choosing an influencer to partner with.
First you need to answer the following question: Who is your target client? Once you figure out your target client, then you can start looking for influencers who appeal to that demographic. Search Instagram using hashtags that correlate with your business and then compile a list of the influencers who you think represent the core values of your brand. Then decide what kind of reach you are seeking. If you are looking for mass appeal and have a larger budget, narrow down your list to influencers with a 10,000+ following. If you’re interested in a more niche audience, you can still get great results for a low cost by seeking out micro influencers–influencer’s with less than 10,000 followers. Always choose quality over quantity. Make sure that the influencer you choose doesn’t only have a lot of real followers but their engagement rate backs up their follower count and their follower base is specific to your brand.
One of the biggest mistakes brands make is investing in influencers who appear inauthentic on Instagram. Users can easily see through a disingenuous endorsement (i.e., a fashion blogger, who has never posted about gaming, endorsing a video game) so don’t spend your money on influencers who appear to be promoting a multitude of products that they probably don’t personally use. Or even worse, an influencer who is promoting competing products. Your best bet is to find an influencer who really does believe in your brand, who really does like your product and who doesn’t often spam their feed with paid partnerships. In these cases, users are more likely to trust the influencer’s endorsement and try out your brand for themselves.
3. Engagement Rate
Finally and most importantly, be sure to check out the engagement rate of the influencers that you are interested in utilizing. It can be hard to tell if a user had bought their likes or followers but the engagement rate is a good tool to weed out some of the fakes and see how much users care about an influencers content. At Creative Label, we use PeopleMap.com to search influencers and easily see their follower count, average likes per post and engagement rate and Social Blade for determining whether or not a user’s follower count is legitimate. We recommend using influencers with an engagement rate of 4% or higher.
Follow these 3 concepts and you’ll be off to a good start in choosing the right influencer for your brand. Don’t rush the process–narrow down your list and test out a few of your favorite influencers before making the final decision on who to invest in.
If you are a brand seeking to partner with an influencer or if you are an influencer seeking to partner with a brand, shoot us an email at firstname.lastname@example.org, we would love to talk to you about how Creative Label can be of assistance.