Brands today work with multiple influencers in each of the campaign they run. The reason companies are doing it because influencers connect with their audiences as trusted peers. The followers of these influencers trust their words and find their words authentic. However, finding influencers who are a right fit for the brand isn’t easy. A brand cannot just choose any influencer for their brand. To understand it better, we need to understand 3 questions:
– Why does the brand need influencer?
As a customer, there is a high possibility that you won’t choose a product from a market if you haven’t heard about it before, even if it is relatively cheaper than a brand you already know about. However, if the same brand is promoted by an influencer you follow, there is a high possibility that you’re more likely to give the product a try. And this is what the brands have realized. In the social media age, majority of millennials turn to social media recommendations before deciding on a purchase. Influencers create the content for your brand, and recommend it to their followers.
– Where can you find the right influencer?
1. Social media – Look for the influencers who are talking about the brand similar to yours. Blog posts about the products will help you find influencers.
2. Using hashtags – Hashtags make content searchable and easily available on social platforms. Brands should regularly be searching for hashtags relevant to their brand. Start by searching the relevant hashtags (#sponsored, #blogger etc.). Once you find the desired post, check the creator’s profile, followers and engagement rate.
3. Influencer marketing platforms – Influencer marketing platforms can help you find influencers who are right for your business quickly and easily. They allow you search their databases of influencers and filter by reach, category, engagement, social platforms, and many more.
– How to find influencers?
1. Know the audience – Many brands fail to ensure that their target audiences are the ones following a particular influence. A brand may be selling face cream for men aged 40 years and plus. Their product won’t sell if the influencer they chose has an audience of men under 30 years of age. You need to ensure that your target audiences are the same as that of your influencer’s. Finding the right influencers ensures that your products are shown to relevant audiences who may be actually interested.
2. Know your influencer – It is important to evaluate the influencer you have chosen to promote your brand. You must ensure they have a decent reach with the right amount of influencers. Even more important than reach is the engagement rate of an influencer. It gives an indication of how many of the followers are truly interested in their content. Another important aspect is to find if their niche aligns with your brand.