Influencer marketing, while popular, is not as easy as it seems. It’s not just a matter of selecting influencers with high follower count and good photos. In order to reach your goals, you need to strategically select influencers that are a good fit for your brand. There are so many considerations when choosing influencers, such as voice, tone, aesthetic, engagement, and reputation. As a PR firm that specializes in influencer marketing, we know that while this process is important, it can also be overwhelming and stressful. Luckily, here at BLND, we’ve put together our 5 favorite tips that will help you find the right influencers for your brand.
Make Sure Their Content Is Relevant
While influencers with a large following may always seem like the way to go, they will only be useful if their content is relevant to your brand. For example, if you’re a technology brand, working with a skincare influencer won’t do much for your business. So before you do too much deep digging, make sure the influencer’s values, content and aesthetics align with your brand.
Check Their Engagement
Even if you’ve found an influencer that has a large following and seems to be a great fit for your brand, you still need to check their engagement. Make sure people are actually interacting with their posts. More engagement often signals more authentic relationships, which is key to successful influencer marketing.
Research Their Audience
On a similar note, you’ll want to make sure that the people who are commenting and sharing their posts are people who would be interested in your brand. Do some basic demographic research and see what kinds of things their followers are interested in. The last thing you want is an influencer sharing your brand to a bunch of people who don’t care.
Check If They Are Respected
This one may seem like a no brainer, but you’d be surprised how often it gets brushed over. Do a little bit of research and make sure that the influencer is respected. If they are constantly caught up in controversy or receiving negative media coverage, they may not be the best fit for your brand. The more respected an influencer is, the more people are going trust what they have to say.
Research Their Past Partnerships
Researching an influencer’s past partnerships can be a great indicator of how effective they will be for your brand. Have they worked with similar brands before? Did their posts with these brands have high engagement rates? Did they seem authentic in their messaging? Going through this quick checklist will give you a better idea of their potential work.
Now that you know how to find the right influencers for your brand, here are some other tips for effective influencer marketing.