Choose The Right Influencer For Your Brand With 5 Untold Ways
So, you already have your product or service, what you need now is an influencer that can make it viral! But how do you know who is the right person for your brand? There are plenty of options out there, but that doesn’t mean they’re all good options.
It’s easy for digital marketers to reach consumers these days but getting them to buy is a challenge. Consumers have become increasingly discerning in their purchasing decisions, building psychological filters for anything with the words “paid” or “ad” in them. Therefore, digital marketing agencies have to think of strategies with the aim to break through these cognitive barriers.
You need to choose carefully if you want to make sure your campaigns actually pay off. Here are some ways to help you choose the right influencer for your brand and make the most of that relationship.
Choose The Right Influencer For Your Brand#1: Relevance
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Are you looking for the budget-conscious traveller, fashionista, tolerant mom or coffee drinker? Is profanity or provocation part of your brand’s personality? These are important things to look for in an influencer’s content and audience, far more important than traffic.
Before looking at unique visitors and other static metrics of the influencers, it’s important to understand how well their content is aligned with your messaging. Read through their archived posts to find out what kind of consumer they are.
Just because a blogger posts recipes doesn’t necessarily mean they match an organic brand, and a tech-savvy sports fan doesn’t guarantee they’ll match your gaming app.
The right influencer should demonstrate the ability to understand the unique selling points of the product you want to market. Think of it this way, influencers representing a brand’s product are essentially an extension of the brand’s identity, so choose accordingly.
Choose The Right Influencer For Your Brand#2: Personalities
Image Credit: Conversionminded
You can be the smartest person in the room, but if you’re only talking about your IQ, it’s unlikely that anyone will want to listen to you. What separates technologists from influencers is their charisma. Successful influencers are able to use their passions and interests to persuade people to get involved.
For example, the popular YouTuber Binging With Babish has zero professional cooking experience, but hosts his own shows that get hundreds of thousands of views per video. appeal? His down-to-earth personality, sense of humour and relatability. If he doesn’t have fancy kitchen equipment, he’ll use whatever he has around the house or something the audience can identify with.
Essentially, the influencer you choose should have the personality you want your audience to associate with your brand.
Choose The Right Influencer For Your Brand#3: Engagement
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Engagementis an indicator of how engaged a influencer’s audience is with the content. Are these readers responding, commenting, and sharing? What is the percentage of returning customers compare to the new readers?
How many readers interact with influencer and how often they return indicates how meaningful these relationships are.
The next step is to study how influencers interact with their followers. Reciprocity is an important factor in building trust; therefore, when people feel recognized by an influencer, they respond better to them.
To measure this, keep an eye out for audience-facing content such as Q&As, livestreams, and phrases that “many of you have requested.” If an influencer makes an effort to be responsive to their audience and highly requested content, they will handle getting your product out the same way.
Another thing to consider is product-oriented interactions between influencers and their followers. If makeup influencers are constantly being asked about the products they use, it means their following isn’t just for fun, but for their expert opinion, making them a great candidate for makeup events.
Choose The Right Influencer For Your Brand#4: History
Image Credit: Louis Vuitton Analysis | Parklu Report
The first thing to consider here is the influencer’s reputation. The bigger the platform, the more scrutiny they get. If an influencer gets involved in a scandal, it could have a bad effect on your brand, so a thorough background check is imperative.
The next thing to review is the influencer’s past relationships with other brands. A general rule of thumb is that the less sponsored content you see on your influencer page, the more likely they will have a trustworthy and authentic reputation, and the more credible your campaignwill be.
Also, it’s important to make sure their past brand relationships don’t conflict with yours. Sharing a platform with a competing company will only confuse your audience and make it less likely that influencers will want to work with you.
Choose The Right Influencer For Your Brand#5: Frequency
Once you’ve settled on the perfect persona for your brand, it’s time to make up your mind. While high follower counts aren’t everything, it’s important to look at metrics like posting reach and frequency to make sure that the influencer actually has the numbers to support your campaign.
For many verticals, there is a direct correlation between how often influencer posts and their traffic and return rates. As with marketing any website, it often takes multiple exposures to get a visitor to click through and view your website, and you want to make sure they come back.
When influencers consistently publish high-quality content on a regular basis, readers are more likely to return, bookmark, and share. Influencers who post less often tend to have higher turnover, fewer returning visitors, and less loyalty.
Also, don’t forget to consider production costs. Not all influencers have professional equipment, so unless you provide in-house production staff, make sure you agree on the exact details of the quality of content you want.
Like any commercial enterprise, influencer marketing campaigns must be cost-effective. our suggestion? Get an offer from the influencer in question, then create an agreement that benefits all parties involved.
The KOC Live has been founded in Malaysia in 2021, we have been aiming to help our clients to reach out to their targeted audience within their social media platform and attempted to assist in influencing purchasing decisions of consumers.
We have always tried to ensure our clients in achieving their business goals and are passionate about connecting brands to the right audience and consumers. We understand that currently, businesses are struggling with their business by not being able to reach their target audience, especially now that everything is turning remote. We hope that we can help our clients in bringing the best to the world.
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