People have become smarter, more skeptical, and more savvy in this digital age. They research a brand on their own and judge it by the recommendations from someone they trust.
When it comes to consumer spending, online content and social conversations have a huge impact on how and what people choose to buy.
A single positive review, recommendation or testimonial from a trusted source greatly impacts your decision to buy a product. So, you see, social conversations have a huge impact on buying decisions.
More and more businesses are relying on influencers to add credibility to their brand. Since consumers are increasingly wary about trusting what businesses tell them, this is one way brands can still have a voice.
An influencer with a large number of followers on social media will certainly promote your brand to their audience, however if they are not ideal and relevant to your brand then it will not get you the desired results.
There’s one important aspect that we left out: how to pick the best influencers. Whether you need them for a campaign, or you just want to expand your brand reach by partnering with influencers, or for whatever other reason – how do you know which influencers are the best to work with? How do you pick the best influencers to make your next campaign or endorsement a success?
Check List before hiring an Influencer
There are 5 main things you need to look out for when choosing influencers to work with:
- Relevance: the influencer needs to be relevant to your brand and to your campaign. Now, they don’t have to be an expert in your industry or an expert in what you do, but they do need to be relevant to either your brand or your planned campaign.
- Reputation: there are influencers which you may not want to work with based on the negative perception around them. Working with an influencer won’t leave your brand sentiment unchanged, as the influencer’s perception can easily rub off on your brand: a partnership with a positively received influencer may work well in favor, while working with an influencer who’s being received quite negatively may cause a backlash against your brand. This includes people who are currently going through highly publicized legal troubles, or people who are notoriously disliked on social media.
- Brand perception: check if they’ve spoken positively or negatively about you. Don`t forget to do the same exercise looking at your competitors. While the influencer may not have mentioned you in the past, they may be big fans of your competitors – or perhaps they absolutely hate your competitors. Either way, you need this background information before you choose which influencer you want to contact.
- Engagement: always check how engaged each influencer is online. This is essential information that you need when putting together the KPIs for your campaign. Don’t only check how engaged they are online, but also how much engagement they get as a result of what they put out, and the sentiment of that engagement. You do get some influencers who still get a considerable amount of engagement even when they don’t post anything on social media. By doing this research, you’ll know what kind of comments and feedback to expect from their audience and their extended reach.
- Potential reach: perhaps you know how many times you want your influencer to post about your campaign or brand (at minimum). However, what will the effect of that be? How will they amplify their posts? How many people are likely to see content when it’s posted from their account(s) vs. yours? This is very important to know especially if you’re planning on using paid reach for your campaign posts. If you have a target reach you want to achieve, you first need to know how much that influencer achieves on a regular basis before you can then calculate how much more you need to spend to get to your desired reach. For example, if you’re aiming for a total reach of 1 million people and this influencer has a potential reach of 2 million people on Twitter alone (organically), you may not need to spend much money to amplify your reach. You may even choose to simply rely on the combined organic reach from your own accounts and your influencer, although some investment is always recommended.
The success of your influencer marketing campaign rests squarely on the influencer you choose. A bit of research up front can save you from choosing one who won’t help you achieve your goals. The five strategies above will help with this.
Posted by Maya S.