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Finally, you’ve made up your mind to explore influencer marketing for your brand. Now that it’s done, all that’s left to do is approach a few influencers, offer them your goods or services, and let them conduct the content production before launching the campaign right? Actually, it’s not that easy. Without careful consideration and investigation, choosing influencers might cause more harm than good.
There’s a technique to everything. It’s not rocket science but surely needs care and attention. Let’s start by asking an important question, how do strong brand-influencer collaborations look, and how do brands choose the influencers for their successful influencer marketing campaigns?
But wait! Before you learn how to select the right influencers, you ought to have these things in place. Let’s quickly take a look at it –
Finding the best influencer for the campaign is impossible without taking the aforementioned factors into account.
When these things are planned out, we can start looking for the ideal influencer by carefully weighing a few aspects. Let’s get into further depth about them.
The marketers frequently make the error of collaborating with influencers they personally admire or who are well-liked in their own social media networks. While these are the things one must consider before collaborating with influencers. There are many more considerations that must be made when choosing influencers. Let’s take a look at those.
Ask yourself if the influencer’s tone is aligned with the message your brand wishes to convey to its audience? Analyze the influencer’s social media sites in detail, paying close attention to their tone of voice and aesthetic preferences.
The influencer’s personal branding and public persona should also be taken into consideration by the brand. Is the influencer you’re considering regarded as a thought leader in their particular specialized community? Are their audience and the industry interested in what they have to say? Verify whether their comments and personal views align with those made while they are working with a brand. Even though everything here looks simple and apparent, it may often be very difficult to understand. And this is where the majority of brands err.
Working with a premium influencer, for instance, is pointless if your brand is minimalist in its views and ideals.
Analyze Their Audience
It is quite valuable to have a thorough understanding of an influencer’s audience as they are the one you want to target. Carefully review the demographic information of the influencers’ audience. If the right consumers are not reached, a campaign makes no sense. A creator’s audience and your target market should have a high degree of overlap. But how do you find that out? Audience information is a private detail that needs to be discussed with the influencer themselves. Feel free to request the same from them. Also look for exchanges between your audience and their audience. If you want to encourage high engagement rates and sales, it can find out if their audience is or not interested in their content.
Niche Oriented Influencers
It suffices to say that the influencer’s category has a significant impact on the types of brands who seek them. Consider the influencer’s niche and the type of content for which they are best known before making your selection.
A fashion influencer would be better suited to work with a clothing brand, while an Ed tech brand can work with both, tech influencers and parenting influencers. Even if you choose to collaborate with someone whose specialty is entirely unrelated to what your brand stands for, you must ensure that the content they produce flawlessly ties into the narrative you are attempting to tell and that their inclusion in the campaign is appropriate.
Content Quality Check
The caliber of the influencer’s content cannot be ignored, even if you find one whose niche and audience exactly match the needs of your brand. There is no alternative for great content when it comes to creating a memorable and effective campaign. The level of effort a creator puts into their work and their commitment to a project are clearly demonstrated by the quality of the content they produce.. There’s no compromising with quality.
The best method to evaluate an influencer’s work is in this impartial manner- Keep a close eye on the influencer’s performance indicators. This also refers to their engagement and reach. Engagement measures how interactive a creator’s audience is with their content. See if the audience reacts, shares or comments on it in any manner. These are all excellent examples of how significant their connection to the creator is.
Times have changed now, people need reliability and authenticity in content. If all of these figures are extremely low, it is obvious that the engagement for your campaign will also be extremely low since the influencer doesn’t have a real connection with their audience.
Another crucial measure to take into account is an influencer’s reach. The amount of traffic and leads you can anticipate from the campaign will be provided as an estimate. We at The Good Creator Co. have an Insights tool to retrieve all of an influencer’s performance metrics. Simply enter the influencer’s profile handle into the tool, and it will provide you with the information you need to evaluate their profile.
Right Platform for the Campaign
This is a major deal. Every platform has its distinct content type, style and audience. Influencers have the potential to excel at what they do and have enormous power within the communities. It does not follow that they will be able to produce content of the same impact on other platforms just because they are very successful on particular platforms and in particular content formats. A creator who is well-liked for their beautiful Instagram photos, for instance, can struggle to produce interesting YouTube videos. You can also find out if a creator’s audience reacts to a particular type of content more favorably than others.
Pricing is based on a variety of variables, including the influencer’s size (nano, micro, macro, or celebrity), the platform they utilize, the quantity and quality of their posts, videos, and stories, and their platform of choice. Bring in a variety of influencers from different categories.
There is currently no industry standard for the amount an influencer should be paid. These days, influencer charges vary greatly! Make sure you are not paying a content producer too much or too little for their work. To determine what the appropriate rate should be, it is best to cross-check with other sources and compare quotations from different influencers. Naturally, the influencer you select will rely on the campaign’s overall budget as well.
Portfolio of the Influencers
What led a brand to collaborate with a particular influencer? Your initial interest in a certain influencer must have been motivated by some factor. Even if you loved anything that drew your attention, be sure to look a little farther. You may learn more about an influencer’s past brand campaigns and the kind of content they have produced for them by looking through their whole media kit. They might have collaborated with your competitors or promoted goods or services that do not align with your brand’s ideals, you might learn.
Consider looking at the outcomes the influencer produced for other brands as well. Influencers are frequently happy to provide these figures to prospective customers.
Questions to Ask Yourself Before Onboarding an Influencer
Are their audiences genuine?
You might discover that things are not quite as they seem if you look a bit closer. Do not be misled by inflated following and subscriber counts. Analyze the influencer’s audience to determine how much of it is real and how much is made up of bots and bought followers. Even a cursory glance at their followers and the types of comments left on the posts can quickly do this.
Is the influencer’s profile overly full of paid advertisements?
You wouldn’t want to pick a profile that is overloaded with only paid promotions. Their audience may already be losing faith in the influencer since they are starting to see them as unreliable and sell-outs. The profile should include a good blend of promotional and non-promotional content to keep the audience interested.
Is their content authentic?
People now prefer suggestions of Micro and Nano influencers to whom they can relate to. Although it may seem counterproductive, audiences tend to trust creators who produce less paid material and view them as more genuine. Even though they mention the item or the brand, the stories they publish should come off as genuine.
These are the basic criteria points that one should keep in mind while dealing with influencers. After taking into account all of these variables, it may seem nearly difficult to identify and sign on the appropriate influencers who would be the ideal fit for your brand’s influencer campaign. The endeavor is practically impossible given how crowded the influencer market is with influencers.
Even today, companies and agencies still need to actively search through each influencer’s social media platforms to find the relevant ones. Not everyone has that kind of time but if you’re looking for a reliable partner, we’re here. Let’s talk about some business and rock your upcoming influencer marketing campaign.
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