Influencers can make or break your brand’s influencer marketing campaign. Adding to this, brands often struggle to find influencers who are in sync with their brand goals and values.
So how to find influencers that match your campaign needs?
Well, before we jump to that, let’s understand the significance of influencer marketing.
As a brand, if you are still wondering whether you should put in so much effort for influencer marketing, these statistics might change your mind!
A look at the state of influencer marketing in India, reveals a lot. In a study conducted on more than 700 Indian brands and marketers, it was found that 75% of the brands view influencers as one of the top priorities (THAT MEANS EVEN YOUR COMPETITORS ARE OPTING FOR IT). In fact, 63% of them are working with up to 50 influencers.
For those who are just starting with this digital marketing technique, here’s a brief explanation!
Influencer marketing is a marketing process where brands connect with influencers to reach their target audience on social media. This collaboration can be for various reasons like promoting a product or service, launching a new product, improving brand presence, and much more.
Let’s understand the type of influencers a brand can broadly opt for-
Top influencers– Usually, Influencers having more than 100k followers are termed as top influencers. This set of influencers is extremely well-versed with their niche and are known for their massive reach.
Micro influencers– Generally, Influencers having 10,000-50,000 followers are termed as micro influencers. Though their reach is lesser than that of a top influencer, they are known for their opinions and knowledge.
Nano influencers– And the newbies, nano influencers are those with a following of1000-10,000 users. Well, even with less number of followers, their content can be very impactful and can work wonders for a brand.
Finding authentic influencers for your brand is important for building fruitful influencer marketing campaigns.
If you go on to manually find Influencers on social media platforms, it can be a very difficult and daunting task.
There are various Influencers out there, at different tiers and specialising in diverse niches and categories. It is important to collaborate with the right set of Influencers. After all, you are investing your money, time and efforts into running Influencer campaigns. You need to be as thorough as possible in selecting Influencer partners for your brand.
Even with the influencer database, influencer search can be painstaking. Well, we’re here to ease out this process! Follow these steps and get the right influencers for your campaigns.
Here are 5 steps to find Influencers who are the right fit for your brand-
1) Find influencers based on your brand objectives
If you want to make the most of your influencer campaigns, you need to be clear about what you want to achieve. Your objectives will play an important role in directing your strategy to find influencers.
You may want to generate brand awareness, build a buzz around your new product launch or push for conversions.
By having clarity on what you want to achieve, you can be more specific about what tier of Influencers you are looking at- macro-Influencers, micro-Influencers or nano-Influencers?
What kind of experience do you expect these Influencers should have? Are you looking for Influencers with expertise in product reviews for beauty brands? Or are you looking for someone who has worked on pre-launch promotions for other brands in the past?
Your goals, in this sense, can play an important role in giving you a sense of direction while picking the Influencers for your brand.
2) Find influencers keeping your target audience in mind
Catering to your target audience’s likes and preferences, passion points and sensitivities is equally important in determining your selection. Using a social media analytics tool such as that of Unbox Social, you can jump into audience insights to understand your audience. The tool can help you gather important data about your audience including their gender split, location, and age composition.
Based on these aspects of your audience, you can frame a basic audience persona. Depending upon the age, gender, and location of your target audience, you can set criteria for the kind of Influencers you’d want to work with. Ideally, look for Influencers who have an audience similar to that of your target audience.
3) Create a well-thought-out campaign brief
Setting clear campaign requirements is the key to generating more ROI.
Depending on your target audience and social media goals, you can figure out what kind of content you’d want your influencer partners to put out.
Would you like the influencers to write a guest blog for your product?
Would you like them to take over your social media account for a day?
Are you going to provide them a script to shoot and post a video on Instagram?
Are you going to host an event with different influencers and cover it on social media platforms?
No matter which approach you go for, your influencer search will heavily depend on the kind of content you want to market.
Conduct due diligence on your planning before working with influencers. Check whether they have relevant work experience. Are there any past projects to prove their experience in working around certain kinds of products and/or content formats?
There are many ways to implement an influencer campaign. Select the process that best suits your agenda and then go ahead with your influencer search.
4) Choose the right social media platform
Your brand presence on every social media platform may look appealing but the same may not be true for influencer campaigns. See what platform best suits your goal and then find influencers accordingly.
Depending on what kind of content format you want to focus on, you can make a choice as to which platforms will work well. For instance, Instagram stories are great for account takeovers. This can help you generate more traction on the platform, as account takeovers by influencers build buzz for brands.
If you want to lead your audience through your products then it is best to have YouTube influencers on board who can clearly demonstrate the details.
It is also important to take into account your target audience. On which social media platform is your target audience present, and most active? You may even choose multiple platforms for your campaign. Factors such as content format, and target audience will help you make a decision here.
1) How to Generate Sales With Your Influencer Marketing Campaigns
2) Best Influencer Marketing Platforms (as of 2020)
3) What is Influencer Marketing? A Simple (But Complete) Guide
5) To find influencers, get an Influencer Marketing Tool
Relying on an influencer marketing tool like Unbox Social can simplify your influencer search to a great extent.
Unbox Social has a list of 20000+ influencers you can work with. This influencer database is all you need to get started with finding influencers.
Choose the platform for which you need your influencers: Instagram, YouTube, and Twitter.
Select the category or niche for which you want to find Influencers.
Instead of having to look for influencers manually on social media platforms, you can explore the huge influencer database on Unbox Social’s influencer marketing platform.
To find Influencers in a well-informed manner, you can curate the list of influencers according to your preference.
We’ll now take you through a tour of our influencer marketing platform and how you can use it to discover the right set of influencers for your brand.
a. Find influencers from across niches
To begin with, you can select the category of influencers you want to partner with. On Unbox Social, you can find influencers from several niches like fashion, luxury, sports, fitness and more.
For instance, if you are looking for a fashion Influencer, you can select ‘Fashion’ as the category of Influencers.
The tool will then provide you with a list of all the influencers filtered by the criteria that you set. So, you can make a well-informed decision about picking the relevant influencers.
The image below shows a glimpse of the influencer database on the Unbox Social tool.
b. Find influencers platform-wise
Unbox Social’s influencer marketing platform allows you to find influencers from across social media platforms.
Looking for reliable YouTube influencers? Our influencer marketing platform has got you covered.
Apart from looking for YouTubers, our influencer marketing platform allows you to find Instagram and Twitter influencers. The image below shows the advanced filters of the tool.
c. Find Influencers from across the pyramid
Looking for micro-influencers for your brand? Or you want to work with macro-influencers?
Our influencer marketing platform allows you to discover influencers from across the pyramid. Depending upon your influencer marketing budget, as well as goals, you can make a call as to which tier of influencers on the pyramid you want to work with.
If you want to work with micro-influencers, you can set the follower size filter accordingly. The tool will then provide you with a filtered list of all the micro-influencers.
d. Conduct Influencer Brand Checks
You can find influencers who have worked with relevant brands or brands similar to yours using brand checks. Looking at the history of brands an influencer has worked with, can help you make a well-informed decision about your influencer collaborations.
So, for instance, you are looking for influencers for your brand of sportswear, you may want to look up those who have worked with prominent sportswear brands like Nike and Adidas.
This tool will then provide you with a list of all the influencers who have relevant campaign experience with such brands.
e. Dig into Influencer Insights
India has the third-largest number of fake followers in the world. As such, it is important for you to go beyond the vanity metrics of followers.
With Unbox Social, you can access important data about influencers including their reach, engagement, and interactions. These metrics will help you find influencers who have established their presence through quality content.
The image below shows the engagement rate of an influencer along with the engagement rate on each of the content forms.
f. Use the Summary Feature
Once you select a set of influencers, you can explore the summary feature to get a sense of how your influencer marketing campaigns are likely to pan out.
With this feature, you can find out :
- The number of influencers, as well as the percentage of influencers across the pyramid- How many macro-influencers, are there? How many micro-influencers are there?
- The category split of the influencers- What percentage of the selected influencers belong to each category?
- The influencer demographics- age, gender and geographical composition of the selected influencers.
- Total reach and average engagement for the selected influencers.
- Contribution to reach and contribution to interactions for every influencer.
So, with the help of Unbox Social’s influencer marketing platform, you can access all the vital data and features to find influencers and build effective influencer marketing campaigns.
The key to a high-ROI yielding influencer marketing campaign lies in finding the right set of influencers for your brand. With our influencer marketing platform, finding influencers becomes easier, and convenient for you.
Here’s a quick round-up of how you can find the right influencers for your brand:
- Gain clarity on your social media goals
- Let your target audience direct your decision-making strategy
- Create a well-thought out campaign brief
- Pick the social media platform you want to focus on
- Use a reliable influencer marketing platform
Now that you know how to find influencers, you must also know what makes for a credible influencer. Consider the points below!
An influencer should be well-versed with the niche
An influencer who randomly posts about every niche can be tricky for a campaign. Make sure you analyse the influencer’s content before going ahead with the selection. See whether they are apt for your brand and industry.
Check how frequently the influencer posts
Only an active influencer can help you promote your brand on social media. See how many posts on an average the influencer has in a month. See if they are prompt in replying to their audience!
Check the audience of the influencer
It is necessary to check the audience quality of influencers. FAKE FOLLOWERS ALERT! See what kind of audience is engaging with the influencer’s posts and track the number of likes garnered on the content to get a clear picture of the audience engagement and audience quality.
To give you a little more insight into the world of influencer marketing, take a look at these brands that successfully created a stir on social media!
Influencer Marketing Examples
The brand is doing everything it can to keep its audience engaged. Sephora often comes up with strategies that require audience participation. Other than reviews from influencers and product launches, the brand makes it a point to involve its followers too.
The skincare and beauty brand Shiseido is also not behind on social media. The brand not only posts about its products but also hosts makeup tutorials with experts for its audience.
The clothing brand Shein strives on its Instagram popularity! The brand has time and again roped in influencers for its product marketing. Their brand page on Instagram gains a lot of engagement!
LinkedIn as we all know is an employment-oriented online service. The brand’s social media presence is super strong. Recently, LinkedIn launched the World Of Work campaign to highlight the changemakers of different professions.
Samsung India has successfully used influencer marketing to promote its new devices. The brand ropes in both lifestyle and tech influencers for its campaigns.
Many top brands are turning to Unbox Social for finding influencers and managing influencer marketing campaigns. Besides allowing you to find influencers, Unbox Social also allows you to measure campaigns through the influencer campaign reports.
We frequently make updates to our tool to enhance your experience. Sign up for a demo or send us an e-mail at firstname.lastname@example.org and give Unbox Social a spin.