We’ve all heard how important
influencer marketing is to the success of a brand. It can help create
brand awareness, generate a higher ROI and gain access to a larger
audience. So, when Rebel Gail began curating the guest list for our
ASDSSkinnovation event we knew how important it was to not only invite a
crowd of influencers but to invite the right influencers.
we are about to tell you may be surprising, but you don’t need an
expensive influencer tool or a smartly named “proprietary tool” from an
influencer agency. We’re going to let you in on a secret – there’s no
magic to finding brand advocates. Brands have been doing it for decades
through different mediums. In the social media decade, it just so
happens to be Instagrammers and YouTubers but the premise of the
“influencer” remains as it has always been. Find someone who has a lot
of people listening to talk about your brand. We’ve wasted hours
scrubbing through non-relevant influencers from various marketing tools
at our disposal and most of time these influencers have no relevance to
our clients and are out of budget. We accomplish more organically
searching for influencers than we have with any costly influencer
marketing tool and all it takes is time. Here’s the top five things you
need to know about finding the right influencers.
Are they working across the right platforms and/or multiple platforms?
you’re running a campaign on a specific channel, make sure they have
enough engagement on that channel. Looking to execute a more
well-rounded campaign, make sure they have engagement across all
platforms. They might have 250,000 followers on Instagram, but their
Facebook, YouTube and Twitter channels are non-existent. Finding an
influencer who’s well versed across multiple platforms can double or
even triple your brand exposure.
Do they align with your brand message?
topics are they talking about and does the brand fit in with their
message. Look through their feed to see if they have partnered with
similar brands in the past that share your company values. If the
influencer has worked with multple brands that are not in your niche
market, then that influencer is not right for you.
Can you spot the real followers from the fakes?
marketers will judge an influencer solely on their following and
unfortunately this isn’t always the best measure. Make sure their likes,
comments and follower amount measure up against each other. If an
influencer has a large following and a lot of likes but no comments,
this is a major red flag. A true influencer engages their audience in a
dialogue. Reach is good, but engagement is better.
Does their quality of work align with your brand?
their photos clear, did they take the time to edit them, are they
tagging relevant brands and, what hashtags are they using? Being an
influencer is a full-time job and brands are paying them good money to
endorse their products/services. Search for influencers who have clear
and eye-catching images, their caption explains the product in detail
and the influencer follows up with a call to action on where you can buy
the product or find more information.
How often are they posting?
so much competition on social media consistency is key when creating
engaging social content. Influencers should be posting at least once a
day, maybe even twice a day depending on the social platform. But,
equally as important is making sure they are not overexposed. Too many
paid brand partnerships and their content may not seem authentic to
you have a database of influencers for your brand keep the engagement
going. Include the influencer’s stats that are relevant for your brand
or client - link to their website, email address, etc. An authentic
database of influencers is priceless and all it takes is the know-how
and time to organically search for them.
always ready and able to help our clients create engaging influencer
programs but we would never mislead our clients into thinking that they
need an expensive tool or some “proprietary tool” to make it a