6 tips on how to choose the right influencer for your campaign
Are you interested in running an “influencer campaign?” Well, you’re not alone. Brands of all shapes and sizes run influencer campaigns each and every day. Some are absolute game-changing successes, while others end up being a complete bust. With the number of “influencers” on social media and the Internet surpassing the million mark, how the heck does or can a brand go about choosing the RIGHT tastemaker?
Well listen up (okay more like read up!) Here are 6 tips on how to choose the RIGHT influencer for your next campaign.
1. Establish a budget.
You may or may not know this, and for those whom don’t I apologize for the reality check, but it is becoming more and more common for influencer features to come with a price tag. Generally speaking, the bigger the influencer the heftier the cost. Thus, before you even start to think about WHO your ideal influencer may be, it’s critical to determine how much you’re willing to spend. That number will quickly help open or eliminate opportunities and selections.
2. Know YOUR target audience.
In order for an influencer campaign to be successful, you have to first know your target audience as a brand. Why? Well, in order to accomplish your objectives, your chosen influencer needs to be able to reach and have influence over your target audience. If you ignore this foundational strategy to campaign building you can expect a major flop in your future.
3. Do your research.
This tip is simple – do your research! Get to know the influencers you are considering. Who is their audience? What is their posting style? Do they charge? If so, what do they charge? Do they have any campaign case studies available for review? Does their image compliment your brand? How many followers do they have? What channels are they relevant on (i.e. Instagram, blog, Facebook etc.) I think you’re starting to get the picture here…basically, ask ALL the questions.
4. Don’t be blinded by numbers.
Because there are SO many influencers these days, they have since been sub-categorized by number of followers. Micro-influencers have roughly between 5,000 and 25,000 followers. Small influencers are next, rounding up to 100,000 followers. Big influencers have between 100,000 and one million followers. And finally, Macro-influencers have between one and seven million followers. Beyond that, an influencer has officially achieved celebrity status.
Now here’s the tip. The bigger the following does not always equate to bigger results. Thus, don’t be too focused on the numbers. Instead…
5. Look for engagement.
Instead of being laser-focused on an influencer’s number of followers, look instead at their engagement rate. Comparative to their follower count, how many people are actively engaging with their accounts and platforms? Furthermore, do those who do continually engage fall within your target audience? If it seems so, then you’ve likely hit your sweet spot!
6. Looks matter.
No, no, no, I’m not talking about their physical appearance. Rather, I’m speaking to the overall look and feel of their account/platforms. Does said influencer have a complimentary brand aesthetic to yours? For example, if you sell blue tank tops and you find an influencer who tends to have a pink hue in all of her photos, you two may not be the best fit.
Following these tips should confidently lead you in the right direction towards choosing the best influencer for your next campaign. Past selection however, make sure you have outlined a well-thought-out plan or strategy to ensure you accomplish your campaign objectives.