What To Look For In Influencers: From a Social Media PR Firm

social media PR firm

As our digital landscape continues to grow, it is no secret that every brand should be sourcing influencers to promote their brand or product. If you don’t already, you might be falling behind. If you’re looking to start, however, choosing the right influencers for your brand is absolutely critical. Whether you are a one man show, or you hired a social media PR firm because you simply don’t have time to learn the in and out’s all by yourself, we are here to help you.

There are over one billion active users per month on Instagram alone. Over 500,000 of those users are influencers. With so many out there, how do you pick the right ones? Here are five things to look for when sourcing influencers for your brand coming from our influencer marketing team. 



The number one rule in influencer marketing is to seek influencers whose content aligns genuinely with your brand’s values, ensuring that the influencer’s persona and lifestyle resonate authentically with the brand. People naturally gravitate to influencers who are authentically themselves, and don’t sound overly promotional. You want to find an influencer who might actually love and use your brand or product, so it won’t be a shock to their followers when they promote yours. 


Engagement Metrics

Whether you are doing a gifted or a paid campaign, high engagement rates such as likes, comments and shares are crucial. Look for influencers with an engaged and active audience, indicating genuine interest and interaction with their content. Take a look at the views to likes ratio on past posts. You can also peek in the comment section, this might be the most telling. 


Content Quality and Consistency

Everyone in influencer marketing will tell you the importance of evaluating the overall quality and consistency of an influencer’s content. Aesthetic appeal, creativity, and a consistent brand voice contribute to a positive perception for your brand. Look for someone who is creative with their content, posts consistently, and makes it pretty to the eye. For example, if you have a neutral bedding brand, you might want to look for influencers who specialize in interior design with a neutral color palette.


Relevance to Target Audience

The influencer’s follower demographics should always match the brand’s target audience. Be sure to assess whether the influencer’s followers align with the characteristics and interests of your brand’s ideal customers. If they do not, this is not the right influencer for your brand. For example, an influencer who is known for reviewing beauty products would not be a good fit to promote a fishing product because the target audience would not align.


Previous Brand Collaborations

Past collaborations can be indicative of an influencer’s professionalism and success in promoting products. It is crucial to  assess how well the influencer has integrated brands into their content in previous partnerships. You can tell by going to past collaborations and looking at the amount of likes, comments and shares. If they look good, this might be the right fit for your brand if everything else aligns. 


Social media has so much power over consumers in today’s day and age and has the ability to catapult your brand into the spotlight. The role of influencers in shaping consumer behavior and driving brand awareness has grown significantly in recent years. Social media platforms like Instagram and TikTok have become powerful marketing tools, and influencers play a crucial role in leveraging these platforms for brand promotion. If you can find the right influencers for your brand, it can blow up over night. To learn more about influencer marketing for our glowing social media PR firm, click here