In this ever-evolving age of social media where trends change like the seasons, we’ve got to be entertaining and relevant. Influencers are a big part of driving traction and engagement for brands. Influencer marketing should be part of a full-funnel strategy. It builds awareness and trust through powerful, authentic content that resonates with consumers on an emotional level. Here are some core points that will help you to choose the right influencer for your brand.
When you’re selecting an influencer for your brand, both these aspects are crucial in order to determine the right results. The first and foremost requirement is the niche. You have to ensure that the content that an influencer produces should align with your brand. A secondary but equally important aspect is the reach. The Influencer should have an ample amount of followers and an engaging audience that interacts with the content. This increases the visibility of your brand!
2. Focus on relevance
Wouldn’t it be funny if a fashion influencer promotes a cookware brand? You’ve got to ensure that the niche aligns with the type of content produced by the brand. You must choose an influencer who values the insights of your brand. If a brand were to use personnel that suits them, it would improve visibility and credibility and would portray a strong sense of responsibility.
3. Know your audience:
Crafting buyer personas is yet another important aspect of targeting the right pick for your brand. Influencer marketing works strongly by appealing to audiences through someone that they look up to. You should know your target customers’ key demographics, such as age, location, and so on. Additionally, you should understand their interests, including what they like to do, what they watch and listen to, and the channels they engage with. From this, you can analyze which public figures they respect and follow.
4. Consider their content engagement
It’s all about numbers, when utilizing influencer marketing, you’ll understandably want to assess the impact of your efforts, including traffic, engagement, and conversion rates. These metrics are reliant on the influencer’s own performance and capacity to achieve visibility for your brand. So, you need to work with someone who you know can deliver.
5. Fine-tune the tone
The next step in identifying the perfect influencer to represent your brand is to familiarize yourself with their current content. Influencers already have a personal brand with distinctive personalities, tones of voice, values, and aesthetics. Any content they put out on social media – including sponsored or paid content – needs to fit within a certain expectation and clarity.
6. Look out for Red Flags
A negative PR incident in the past, if any, or behavior that has hurt audience sentiments can be a big red flag. Being embroiled in a PR crisis can be bad for your brand. If it is a paid collaboration, do a background check on past collaborations with other brands and understand the content that they have put out.
7. Take the leap