These days, companies are taking the idea of celebrity endorsement to promote products, brands, websites, and companies. Influencers are taking over the role of marketers by working with brands to create social media content for upcoming campaigns and promotions. In order to be an influencer, you simply have to have a platform with an engaging audience. Social influencers can be bloggers, industry leaders, celebrities, or any person specializing in a specific niche. The big questions is, how do you find the right influencer for your brand?
Once you have your goal, audience, key performance indicators, and have come up with your marketing strategy, you can then decide which influencer will help you reach these goals.
If the goal is to increase brand awareness, an established influencer with a bigger following might be your go-to. Looking to boost beauty product sales? Partnering with a beauty blogger to increase brand reputation might lead to a huge increase in sales in no time at all. Looking to reach a new audience for your restaurant? Partnering with a local chef from a different style cuisine would be ideal.
You see, the options are endless when it comes to social influencers. The idea is to have a strategy in place for what it is you’re looking to accomplish.
Niche based social influencers are reaching thousands, sometimes millions of consumers. They are all distributing relevant content in an authentic way that help give plenty of traffic to brands and companies.
It’s easy to look at follower counts, subscribers, likes, etc. However, when finding the right social influencer, remember to dive deeper than the number and focus on how influential the person truly is. First, find an influencer who is in line with your vision and message. Then, make sure the person you find is engaging with their audience. Are they responding to messages, providing feedback, sharing stories? Make sure to find someone who is present and engaging with their audience.
When working with an influencer it’s easy to say “we will pay you x to receive y.” However, it is important to look at the bigger picture. Will this influencer tell your story in an authentic way? If the answer is yes, move forward with confidence knowing they will share your brands story with their audience. If the answer is no, it might be a good idea to keep looking for someone who is in line with your topic and can share your product, brand, and story in an authentic way. You see, being authentic is powerful. An influencer who can be authentic feels comfortable not being perfect. As human beings, it is relatable because perfectionism is a façade. The message of, “I use this product, therefore you should too” from the influencer will be very relatable.
If this was your first time with social influencers, make sure to review the campaign and see if it measures up to your initial vision of what you were looking to achieve.
Try messaging different influencers with various following sizes and find someone that will take part in your story. Remember that this can be a life long partnership or a quick brand deal.