What to Look for in an Influencer for a Marketing Partnership
You follow them, your friends follow them, anyone with a social media account follows them — whether you realize it or not. No ad blocker can remove them and brands love them. From micro influencers to mega influencers, influencer marketing has blown up over the past couple of years.
While the term “digital influencer” is relatively new, the concept of using someone relatable to the masses to promote a product or brand dates back to the 1700s. Fast forward to today’s digital age and influencers are running rampant across all digital channels.
Everyone is claiming to be an influencer whether they have 900 followers or millions. But how do you find that sweet spot between the micro influencers and celebrity influencers that will result in a successful ROAS? How do you find the right influencer?
Unfortunately, there a few challenges you will need navigate in your search for an influencer and to get your message out. eMarketer lists spotting fake followers and changes to social channel algorithms (that inevitably make content less visible) as two of the top challenges. But, if you know what to look for you can make a smart influencer partnership for your brand.
You should start by creating a clear and concise persona of the audience you want to reach. What are their demographics? What are their pain points? What triggers them to make a purchase? What are their goals?
From here, search for influencers that match this persona type.
Now that you know the type of influencer you should be scouting for, its time to talk about their number of followers. Should you consider follower numbers when deciding on an influencer? The short answer is yes.
Micro influencers, who can range from having 10-200k followers, have a more engaging and loyal following for advertising purposes than some of the larger celebrity accounts. Celebrity influencers like Selena Gomez have a far-fetched lifestyle compared to micro influencers who can provide a more realistic and tangible influence.
Because micro influencers are invested in building their own personal brand, they’re incentivized to engage and interact with their followers, which in turn, benefits the brands partnering with the influencer. Once these partnerships have been created, influencer marketing becomes a branch of native advertising; it gets your message in front of consumers without the pushy or overbearing feel traditional digital advertising can cause.
To continually build on their own brand, micro influencers are heavily involved with their followers. They generally have a good idea of when to post (both Instagram posts and/or stories) to capture their audience’s attention as well as build their following. The higher engagement these influencers have with their followers, the less likely they’re boosting their numbers with fake followers.
The important rule for you to remember is to make sure your brand follows and fits into the influencer’s brand. Nothing is more obvious than an overly staged post or story. You want your brand to feel natural to the influencer’s style; the more your product fits in with the influencer’s lifestyle, the more organic the ad feels to the consumer, which results in trust amongst consumers and leads toward greater product engagement, adoption, and ROI.