Choosing the right influencer
When deciding on an influencer to represent your brand, research is everything. With so many social media influencers to choose from, it’s no wonder why 70% of marketers are having a tough time deciding!
Before taking the plunge, it’s important ask yourself the right questions.
1. What’s my budget?
While the cost differs from influencer to influencer, we generally use the £100 per 10k followers rule. Many influencers, (depending on their size), often provide their services free of charge in return for the products or services they’re promoting. It’s good to keep an open mind when negotiating with influencers, as it’s likely a middle-ground can be achieved.
Get more bang for your buck by offering incentives through the influencer you partner with. Giveaways, competitions and discounts are all great ways to drive more traffic to your website and increase sales.
2. Who am I trying to reach?
As with any marketing campaign, identifying who you want to reach is essential. If you’re considering working with an influencer, ask for their media kit and dive into the demographics. Who are their followers? Where are they located? What are their interests? Are they potential customers? Reaching 100,000 people on Instagram is great, but if they’re not the right 100,000, what’s the point? Make sure your target audience overlaps with theirs.
3. Does your target audience ENGAGE with the influencer?
A key indicator of good engagement is an influencer’s engagement rate. This can be calculated by adding up the number of engagements from a single post and dividing it by their number of followers. You then times this number by 100 to get your engagement rate percentage. If the engagement rate is over 3.5% you’re on to a winner! But don’t just look at the numbers, read the comments and see who’s engaging with their content.
4. Does the influencer reflect your brand’s values?
Before you answer this question, ask – what are your brand’s values? If your brand was a person, would they be friends with the influencer? Do they have the same interests? Yes metrics are important, but if your values don’t align with theirs, it might be detrimental to your brand’s reputation. On the other hand, if you’re looking to change brand perceptions and reach new customers, it might be worth looking at influencers outside your current audience.
5. Are they authentic?
Put yourself in your customer’s shoes. Does their content feel false, staged or too commercial? If so, they’re probably not right for you. In fact, many studies show that consumers trust influencer messages more than brand messages, leading to believe that the more genuine/less commercial the influencer appears, the more influential they’ll be. In any case, when working with an influencer, give them the freedom to post and express themselves naturally. After all, authenticity equals trust, and trust equals brand loyalty.
For more information on finding the right influencer for your brand get in touch with us today for a free consultation.