I was shopping for Father’s Day last week, and about 24 hours later I was being aggressively retargeted by some random boxer brief company on Facebook and Instagram. FRUSTRATING. I don’t want to see the ad. I’m not interested.
I don’t feel this way about all ads, though, and we’re guessing neither do you. And that’s because not all ads are ads. When I see a sponsored post from @beachyogagirl swearing by a new yoga mat, I’m in. I click. I read. Why? Well, because she’s a real person, and I trust her.
More and more brands are realizing the significant impact influencer marketing has. But how does one go about finding the right influencer? Chill, rest in savasana. We’ve got you covered.
Influencers (ugh) are regular people who’ve developed niche audiences with authentic, transparent practices. They’re open about the companies who contact them, offer no-holds-barred opinions, and regularly engage with their followers. Their relationships aren’t contrived so much as they’re cultivated.
But not all influencers are the same. Find those that are right for your brand’s voice, those that’ll serve your target audience … and determine whether they can positively impact your ROI.
Three things to consider:
Not all influencers are the same. Yes, they’re regular people with niche audiences and authentic opinions. But you have to choose the right one for your brand’s voice, persona, and target audience, as well as determine whether they can positively impact your ROI. Here are three ways to begin your influencer hunt:
This is essential in discovering the correct influencer. You need influencers who closely and contextually fit within your brand, so that the content being shared reaches an appropriate audience.
A notable name means nothing if the person isn’t right for your brand. For example, Kendall Jenner doesn’t fit the mold for a B2B software solution. The name game isn’t the end word in the world of influencing.
Names and numbers don’t mean everything, but they do have a significant impact when determining your brand’s influencers.
Reach refers to the number of online audience members an influencer has and can be measured through the number of followers, website or platform visits, and subscribers. The average reach for each industry varies, so look at a number of influencers within your industry to define a baseline of their following on each platform – Facebook, Instagram, Snapchat, Twitter, YouTube, and perhaps their blog.
You may find that some influencers have a very specific niche and may even have a stronger following on specific platforms like Instagram and Snapchat. It’s up to you to determine what the right fit would be for your brand and which averages make the most sense for your industry. Don’t be too quick to make a final decision without considering the engagement that each influencer receives.
Relevance and a solid following, check! No engagement? WHAT!? It goes without saying that it means absolutely nothing if the influencer doesn’t have an active audience.
Resonance refers to the influencer’s impact on their audience. Is their content shared? Heck, does it become meme-worthy? And does their content take on a life of its own? It can all be measured and tied back to the impact the influencer has.
As influencer marketing flourishes over time, you may find those involved speak at industry-related events, publish articles or book,, or even get some awards under their belts. Don’t be distracted by the shiny lights. Remember to ask and evaluate how people share their content, how audience members engage with their content, and what actions they’re really able to influence.