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The Dark Arts Of Choosing Influencers

Updated: Apr 27, 2023

With so many influencers to pick from, these tips will help you get started on identifying the most appropriate partners for your campaign.

choosing influencers

In the world of marketing, influencers are the cool kids on the block. They're the ones with thousands (or even millions) of followers, the ones whose every post gets hundreds of likes and shares. So, naturally, you want to get in on that action. According to Mediakix, 80% of marketers found influencer marketing effective for their brand. But choosing the right influencers can be a daunting task. So before you start throwing money at any old influencer, you need to know how to choose the right ones for your brand. Here are some tips to help you do just that:

First things first: know your goals. Are you trying to boost sales? Increase brand awareness? Get more followers on social media? You also need to keep things realistic based on your level of budget. Once you know what you want to achieve, you can start looking for influencers who are a good fit.

Next, think about your target audience. Who are you trying to reach? If you're selling baby products, you probably don't want to partner with an influencer whose followers are mostly teens. Look for influencers whose followers match your target audience. You can use social media monitoring tools to find influencers interested in your brand, and audience analysis platforms to understand the follower demographics of influencers you have in mind.

Once you've got a list of potential influencers, it's time to start evaluating them. Look at their overall reach across social media platforms, as well as their engagement rates and “viewability”. You want to prioritise influencers who consistently generate high engagements or organic views of their content. And don't forget to check their reputations! You don't want to partner with an influencer who has a history of posting controversial or offensive content.

Now for the fun part: negotiations. Be clear about what you expect from the partnership, and don't be afraid to ask for what you want. A valuable metric when evaluating influencer fees is forecasting their cost per engagement or cost per view. These calculations alone can help predict the cost effectiveness of each influencer before they even get started! Just remember, influencers are people too, not robots or adservers. They have bills to pay, and they deserve to be compensated for their work. Campaigns are only successful in win-win relationships.

Finding the right influencers for your brand takes some effort, but it's worth it. By following these tips, you can increase your chances of creating a successful influencer marketing campaign. And who knows, you might just make some new friends along the way (or at least get a few more followers on Instagram).


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