Do you know by the end of 2022 Influencer Marketing Industry is set to grow to approximately $16.4 Billion? We are sure “Damn” is the first word coming out of your mouth. Why? What’s the reason behind the sudden growth in the influencer marketing industry?
It’s because they act as a trusted link between your brand and its audience. However, it’s not easy to find the right influencer for your brand. So we have created this blog for you to help you reach your SMART goals for your upcoming influencer marketing campaign.
If you are considering including an influencer marketing program as a part of your new marketing campaign here are the things you need to keep in mind before starting
The main questions we’ll be covering throughout our blog are:
Why does your brand need influencer marketing?
How to identify the right influencer for your brand?
What to do after finding the right influencer?
Let’s explore the detailed strategies for finding the right influencer for your brand before collaborating and the warning signs you should watch out for.
Do you know what are you looking for before you start looking?
Once you start working with an influencer it has its own risk and rewards. An influencer has the potential to influence the audience, they are the ones who get to decide how to portray your brand value. That’s why it’s really important whoever you work with also believes in your values and is fond of your product and services.
By working with an influencer you are not only investing in the influencer, but you are also investing in the community you are creating with them and their audience. For example, you have a fashion brand, so you should collaborate with an influencer who is interested in making content in styling, product manufacturing, and how items are priced.
To make sure you achieve your desired result first review your organization’s mission and values. Jot down all the points included in your value list and highlight the important ones. Remember these points are very important when you are creating content as well as in your social messaging.
Knowing how to find the right influencer for your brand helps you differentiate between the campaign which helps your brand reach a new set of audience that increases the conversation rate and the campaign that flops with your audience. After analyzing what you are looking for now it’s time to know their social metrics.
What are the factors on which an influencer’s social metric depends?
If we say you have to go to a party you have two choices, either talk to a stranger or talk to your mutual friend. What would you prefer? You are not alone, 86% of people will prefer talking to a mutual friend. Why not the stranger? That’s because trust plays an important role here and there seems to be no harm in knowing someone who’s already friends with your friend. A social media influencer is just like your friend and their audience is just like your mutual friend.
Almost two-thirds of young adults trust what an influencer says about a brand more than what the brand says about itself in advertising. To leverage that trust without breaking it, you need to know how to research influencers whose values align with your brand.
1. Good Communication and meaningful content.
The content an influencer share is more important than their follower size. Look at their posts on all platforms to see if their content is something you're comfortable associating your brand with. Does their content inspire conversation? If so, what kinds of conversations are taking place in the comments section, and does that influencer takes the time to respond? You're looking for an influencer whose content aligns with your brand's values and who genuinely enjoys upholding those values.
2. Engagement matters the most.
Look at an influencer's posts that aren't popular and see if there is a difference in engagement. If an influencer posts something with the hashtag #Ad, is the engagement different than on posts that aren't sponsored? This will show if the influencer can connect with an audience that shares your brand's beliefs. Look for influencers who post about the issues your brand cares about and who get just as much or more engagement on those posts as on their other posts.
3. The credibility of an influencer in your industry.
To gauge an influencer's level of expertise and authority on topics your brand cares about, look at their content and comments. If their followers are inactive or fake, that's not a good sign. Another way to gauge an influencer's interests and expertise is to see who they follow on social media. If they follow thought leaders and publications your brand keeps up with, that's a good indication that you're on the same page.
4. A supportive and relevant audience is a must.
The goal of working with an influencer should be to expand your consumer base. Look for influencers whose followers will be receptive to learning more about your brand. Check the comments section on an influencer’s recent posts to see how their audience reacts to branded content and what kind of community they’re building. Social media often serves as a public square, so you need to be aware of any negative reactions to posts promoting a brand.
You found the perfect influencer. Now what?
After finding an influencer who shares your brand's values and has a receptive, engaged audience, ask for their media kit to ensure success. Media kits include an influencer's bio, social stats, and examples of past work with performance metrics, which can help confirm if they are a right fit for your brand.
You will also need to consider your budget and pricing when choosing an influencer. Ask whether their followers have made purchases based on their influencer marketing, and at what price point. This will help you determine whether the relationship will result in enough ROI and positively contribute to your goals.
Once you’ve identified an influencer, be sure to nurture that connection. There’s no better influencer than one who is truly in love with your brand.
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