How to choose the right influencer
We understand that selecting the right influencers for your brand can be difficult. Here are some tips that we use and recommend for you on how to choose the right influencer(s).
Know who your audience aspires to
It is critical to have a thorough understanding of your target audience before choosing an influencer. Influencer marketing works by appealing to audiences through role models they admire, so you'll need to figure out who they are. Key demographics of your target customers, such as age, location, and so on, should be known to you. In addition, you should understand their interests, such as what they like to do, what they watch and listen to, and the channels they use. You can use this information to determine which public figures they admire.
When using influencer marketing, you will understandably want to evaluate the effectiveness of your efforts, such as traffic, engagement, and conversion rates. Review the engagement rates of any influencer you're interested in, such as how many followers they have, how many likes or comments they receive, and any other useful metrics.
It would help if you also looked at the influencer's press coverage and social media comments to get a sense of how people feel about them. Furthermore, once you begin discussions with an influencer, they may be able to provide insight into their performance and the outcomes of previous campaigns on which they have worked.
Look out for red flags
While we all hope it never happens to our company, marketing can go wrong at times, and working with a third party – such as an influencer – can increase the risk. As a result, it is critical to be on the lookout for any warning signs and avoid risks whenever possible. For example, past controversy, negative press attention, or public sentiment could all be red flags. Similarly, if you have heard negative things about the influencer from other people who have worked with them, such as being difficult or untrustworthy, it may indicate that it is not worth the hassle. You should always look at the influencer's press coverage and social media comments to get a sense of how people feel about them. Furthermore, once you begin discussions with an influencer, they may be able to provide insight into their performance and the outcomes of previous campaigns on which they have worked.
Some influencers can be prohibitively expensive, even for a single post, so there is little point in choosing someone if you don't know if you can afford them.
Communicate with the Influencer
Sometimes you think that just by looking at their page, they're already in line and ideal for your brand. It is, in fact, much more than that. This is why it's also important to reach out to and learn more about your options ahead of time. For example, you can inquire about previous projects and campaigns they've run, as well as the outcomes.
If they are newer to the business, you can inquire about how they handle problems in general. These minor details are critical to the marketing strategy's success. But, at the end of the day, choosing the influencer is a job interview in which both parties must put forth the effort to build a good relationship.
The influencers you choose to work with must be dependable for your collaborations to run smoothly and effectively. If an influencer, for example, is a slow communicator, it may prevent you from completing partnerships on time. Reliable influencers are proactive, and they should respond to all of your messages quickly and professionally. If influencers take more than a week to respond to your messages, it could be a sign that they will be slow to communicate once you begin working together.
Some influencer marketing platforms also have a review system in place. You can read through the feedback brands left them in previous collaborations to see their experiences.
Genuine influencers are more likely to have a dedicated following. By becoming experts in their niche, such as food and drink or fashion, they can gain audience loyalty and trust. They demonstrate their expertise by including genuine, personal stories, tips, and advice with their posts.
You can scroll through the influencers' Instagram captions on both normal and sponsored posts to gauge authenticity. Look for captions that tell stories and are well-thought-out. The influencers' captions for sponsored posts should be helpful to their audience. Influencers may explain why they promote a brand's products or services, how they can be used, or why they like the brand. Your collaborations with them will be more authentic, and they'll be great ambassadors for you.
Hopefully, these tips have aided you in your quest to increase brand engagement and select the right influencer for your brand.
By Asia Williams, Digital Communication Trainee
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