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7 TIPS HOW TO FIND A PERFECT INFLUENCER FOR YOUR MARKETING CAMPAIGN
INTRODUCTION Influencer marketing is on the increase which means more and more companies and brands are seeking to engage and reach out organically and with authenticity. Influencer marketing has become a very powerful tool but you need to know how to use it because otherwise if you aren’t working with the right influencers, it could be a real waste of time, money and resources. The key is researching influencers to see which ones you would benefit the most from working with. That way, you get the most out of influencer marketing. To make the most of your campaign, check out these 7 tips to help you.
TIP 1
SET YOUR GOALS AND KPI It is important before you start your campaign that you know what your objectives are. There are a variety of ways that influencers can be used in different areas of business and branding. Knowing your objectives and goals initially makes it simpler to choose and be mindful of throughout the process. Of course, prior to setting those objectives, you need to to know and understand what your message is, who you want to reach out to the action(s) that you expect from that audience.
03 17
Consider: What is the brand’s message? Who are we reaching out to? What do we expect from our audience once they engage and as a result of the overall campaign?
Once you have clear and definitive answers to those questions, next think about targets and goals, being as specific as possible. Follow the smart rule: Specific, Meaningful, Achievable, Relevant, Time-Bound. So, you have chosen a goal and next thing is to think about how you will measure whether you have met your goal at the end of the campaign. Picking qualitative and quantitative goals can assist you to measure the success of the campaign and your strategies. The qualitative data adds context to hard numbers (audience) and the quantitative data adds context to those numbers.
04 17
TIP 2
FIND RELEVANT INFLUENCER It is really important to find the right influencer that will reach out to your required audience. Don’t always focus on the reach side of things and think about the message that your influencer is sending out to their audience. The right influencer could be a great investment long term as opposed to a one off celebrity endorsement, which could just give you a short term gain. The right and relevant influencer beats audience reach because, for each subject matter that an influencer has an expertise in and a dedicated following of, comes solid relationships built with their audience, trust and honesty. These are invaluable when it comes to marketing a brand or product because if they trust the influencer, who is marketing that product, then that audience trusts you too, as a brand. Great influencers won’t even market a brand unless it’s relevant to them and their followers.
05 17
TIP 3
VALUE ENGAGEMENT OVER FOLLOWERS As we now know, influencers and bloggers can buy fake followers, likes and comments. Unfortunately although this increases an audience size, it definitely does not increase their influence. It’s not a bad metric to see how many followers an influencer has, of course, if that influencer only had 100 followers, across all of the social channels that they are active on, then of course, this isn’t ideal. However, the number of followers isn’t the only thing that you should be focusing on.
06 17
Start researching and identifying those influencers that have an impressive amount of followers but then next, closely look at the engagement of those followers. The engagement of an influencer’s audience is an indicator of the importance of the content and also shows how positive and trusting those followers are about their influencer and their relationship, and also their the posts. It’s easy to look check out the engagement rate of your influencer by looking at the Engagement section at Auditor for Instagram’s report.
07 17
TIP 4
CHECK THE FREQUENCY OF PUBLISHED POSTS If you want to work with a popular Instagrammer, you need to completely focus on the frequency in which that person posts on Instagram. The influencers that have a highly engaged followers usually post regularly. Always check the last post on the Instagram account and if for example, the last one was posted around one month ago, then this person is committed to posting on Instagram and therefore you should find somebody more active.
08 17
TIP 5
LOOK AT SPONSORED CONTENT RATIO Although it is not written in stone, influencers that share sponsored posts regularly could be reducing their credibility with their followers. If your influencer’s feed is full of sponsored posts, it may be worth reconsidering working with them — on the basis that followers follow influencers based on their frank and honest opinions on any product or service, however, if you see an influencer that is constantly sharing sponsored posts, they may be inclined to think that the influencer may only be interested in making money and not providing a genuine and open opinion. Those digital influencers that have a strong bond and engagement rate of followers show their authenticity by spreading the frequency of promoting sponsored items or services. 09 17
TIP 6
BE AUTHENTIC Authentic influencers promote brands or services by being natural and giving an unbiased opinion which is what appeals to followers. Some like to include personal stories or experiences and this adds to the trust. It is recommended that a brand trusts the influencer to be creative and innovative with their own style and words to promote their product or service without having to provide them with a script of what to say and how to say it.
10 17
Influencers know their audience and know how best to create great content and it is their creativity and freedom that attracts their audiences and followers. They know how to reach their followers and how to maintain and grow their following whilst being mindful of the product or service that they are promoting, which of course, is great earning potential for them. When an influencer trusts a brand that transfers on to their audience, which in turn, brings their trust in your product or service. Authenticity is highly valued in Influencer Marketing as it is something that stands out from the usual marketing crowd, so to speak. Applying to both influencers and brands, each need to remain true to their product/service, for brands by choosing the right influencer for their product and for influencers when providing a review and an opinion on a product. This shows authenticity which only leads to trustworthy and loyal relationships and followers.
11 17
TIP 7
EVEN IF YOU FIND THE PERFECT MATCH, CHECK THEIR AUTHENTICITY You may think that you have found your perfect match when it comes to influencers, one that shares your values and who has a great history, however, always check their authenticity first! The competition is fierce for influencers and this means that some will buy fake followers, likes and comments just to enhance their chances of being chosen by brands!.
12 17
The best way to check any Instagram influencer for fake followers or likes is by using Auditor for Instagram. It uses machine learning to find behavior patterns that correspond with real people vs automated bots or sporadic usage. Here are some of the features: Audience insights: follower’s geo and gender. Compare influencer’s audience with your target audience.
13 17
Authenticity of followers, likes and comments. We use machine learning to find behaviour patterns that correspond with real people vs automated bots or sporadic usage.
14 17
Followers Reachability: find out how many followers might see your sponsored post.
Influencers benchmark: compare engagement metrics across other influencers.
15 17
Audience Quality Score (AQS): measure the quality of the audience that will see and react to the sponsored post. AQS helps to decide in a minute is it worth to work with this blogger or not.
16 17
INTRODUCTION Influencer marketing is on the increase which means more and more companies and brands are seeking to engage and reach out organically and with authenticity. Influencer marketing has become a very powerful tool but you need to know how to use it because otherwise if you aren’t working with the right influencers, it could be a real waste of time, money and resources. The key is researching influencers to see which ones you would benefit the most from working with. That way, you get the most out of influencer marketing. To make the most of your campaign, check out these 7 tips to help you.
TIP 1
SET YOUR GOALS AND KPI It is important before you start your campaign that you know what your objectives are. There are a variety of ways that influencers can be used in different areas of business and branding. Knowing your objectives and goals initially makes it simpler to choose and be mindful of throughout the process. Of course, prior to setting those objectives, you need to to know and understand what your message is, who you want to reach out to the action(s) that you expect from that audience.
03 17
Consider: What is the brand’s message? Who are we reaching out to? What do we expect from our audience once they engage and as a result of the overall campaign?
Once you have clear and definitive answers to those questions, next think about targets and goals, being as specific as possible. Follow the smart rule: Specific, Meaningful, Achievable, Relevant, Time-Bound. So, you have chosen a goal and next thing is to think about how you will measure whether you have met your goal at the end of the campaign. Picking qualitative and quantitative goals can assist you to measure the success of the campaign and your strategies. The qualitative data adds context to hard numbers (audience) and the quantitative data adds context to those numbers.
04 17
TIP 2
FIND RELEVANT INFLUENCER It is really important to find the right influencer that will reach out to your required audience. Don’t always focus on the reach side of things and think about the message that your influencer is sending out to their audience. The right influencer could be a great investment long term as opposed to a one off celebrity endorsement, which could just give you a short term gain. The right and relevant influencer beats audience reach because, for each subject matter that an influencer has an expertise in and a dedicated following of, comes solid relationships built with their audience, trust and honesty. These are invaluable when it comes to marketing a brand or product because if they trust the influencer, who is marketing that product, then that audience trusts you too, as a brand. Great influencers won’t even market a brand unless it’s relevant to them and their followers.
05 17
TIP 3
VALUE ENGAGEMENT OVER FOLLOWERS As we now know, influencers and bloggers can buy fake followers, likes and comments. Unfortunately although this increases an audience size, it definitely does not increase their influence. It’s not a bad metric to see how many followers an influencer has, of course, if that influencer only had 100 followers, across all of the social channels that they are active on, then of course, this isn’t ideal. However, the number of followers isn’t the only thing that you should be focusing on.
06 17
Start researching and identifying those influencers that have an impressive amount of followers but then next, closely look at the engagement of those followers. The engagement of an influencer’s audience is an indicator of the importance of the content and also shows how positive and trusting those followers are about their influencer and their relationship, and also their the posts. It’s easy to look check out the engagement rate of your influencer by looking at the Engagement section at Auditor for Instagram’s report.
07 17
TIP 4
CHECK THE FREQUENCY OF PUBLISHED POSTS If you want to work with a popular Instagrammer, you need to completely focus on the frequency in which that person posts on Instagram. The influencers that have a highly engaged followers usually post regularly. Always check the last post on the Instagram account and if for example, the last one was posted around one month ago, then this person is committed to posting on Instagram and therefore you should find somebody more active.
08 17
TIP 5
LOOK AT SPONSORED CONTENT RATIO Although it is not written in stone, influencers that share sponsored posts regularly could be reducing their credibility with their followers. If your influencer’s feed is full of sponsored posts, it may be worth reconsidering working with them — on the basis that followers follow influencers based on their frank and honest opinions on any product or service, however, if you see an influencer that is constantly sharing sponsored posts, they may be inclined to think that the influencer may only be interested in making money and not providing a genuine and open opinion. Those digital influencers that have a strong bond and engagement rate of followers show their authenticity by spreading the frequency of promoting sponsored items or services. 09 17
TIP 6
BE AUTHENTIC Authentic influencers promote brands or services by being natural and giving an unbiased opinion which is what appeals to followers. Some like to include personal stories or experiences and this adds to the trust. It is recommended that a brand trusts the influencer to be creative and innovative with their own style and words to promote their product or service without having to provide them with a script of what to say and how to say it.
10 17
Influencers know their audience and know how best to create great content and it is their creativity and freedom that attracts their audiences and followers. They know how to reach their followers and how to maintain and grow their following whilst being mindful of the product or service that they are promoting, which of course, is great earning potential for them. When an influencer trusts a brand that transfers on to their audience, which in turn, brings their trust in your product or service. Authenticity is highly valued in Influencer Marketing as it is something that stands out from the usual marketing crowd, so to speak. Applying to both influencers and brands, each need to remain true to their product/service, for brands by choosing the right influencer for their product and for influencers when providing a review and an opinion on a product. This shows authenticity which only leads to trustworthy and loyal relationships and followers.
11 17
TIP 7
EVEN IF YOU FIND THE PERFECT MATCH, CHECK THEIR AUTHENTICITY You may think that you have found your perfect match when it comes to influencers, one that shares your values and who has a great history, however, always check their authenticity first! The competition is fierce for influencers and this means that some will buy fake followers, likes and comments just to enhance their chances of being chosen by brands!.
12 17
The best way to check any Instagram influencer for fake followers or likes is by using Auditor for Instagram. It uses machine learning to find behavior patterns that correspond with real people vs automated bots or sporadic usage. Here are some of the features: Audience insights: follower’s geo and gender. Compare influencer’s audience with your target audience.
13 17
Authenticity of followers, likes and comments. We use machine learning to find behaviour patterns that correspond with real people vs automated bots or sporadic usage.
14 17
Followers Reachability: find out how many followers might see your sponsored post.
Influencers benchmark: compare engagement metrics across other influencers.
15 17
Audience Quality Score (AQS): measure the quality of the audience that will see and react to the sponsored post. AQS helps to decide in a minute is it worth to work with this blogger or not.
16 17
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