An influencer is someone who is considered a thought leader in the industry. Regardless of which sector your organisation is in, or which demographic you want to target, a key opinion leader can help your business soar. We understand that brand-crafted content is useful and helps build trust with customers, but sometimes the most influential content comes from people that your customers already have a virtual relationship with and trust.. Let’s have a look at how to select the right influencers for your brand, product or services.

  1. Relevance: Be careful when selecting who you want to partner with. Ask yourself, is their content relevant to your brand? For example, you don’t want to promote a dessert cafe on a fitness blogger’s page, as the fitness blogger will have a much higher concentration of fitness enthusiasts on their page. Relevancy is extremely important. There is no point in wasting marketing dollars on pushing your sponsored post to people who will never buy your product.
  2. Engagement: Yes, you want to use an influencer who has a large audience, but an influencer with more followers is not necessarily the best choice for your brand. What really matters is engagement. How much do influencer’s fans care about their content? How many likes and comments do they get? To see their engagement rate, we recommend calculating a standardized metric called the engagement ratio. For an influencer with less than 20k followers, an engagement ratio of above 2% is good — they are in the top 50% of influencers. An engagement ratio of 7.5% is exceptional – they are in the top 10% of influencers.
  3. Authenticity: Before working with influencers  check if their followers, subscribers, and viewers are authentic. Some influencers often use various methods to increase their numbers. This is why a qualitative analysis of an influencer’s profile is essential before you decide to work with one. Key things to check are: has their follower-count grown steadily over time? Do they have a consistent number of likes on each post? Do their comments look varied and real?
  4. Frequency: It is important to make a note of what the influencer’s posting habits are. Right from how frequently they post to how much sponsored content they push out along with regular content, a good balance is necessary.It is also important to keep an eye  on the nature of engagement and comments, as too many negative comments might indicate that the influencer might be promoting too many brands.

To conclude, the important factor that will make or break your influencer campaign is choosing the right influencers. If you do your homework, you can get really great results from working with influencers. As with most things, the more research you do before you get started, the better your results will be in the end. Visit our website today for more information or get in touch with us by email.