Brands across niches and industries are turning to Influencers to market their brand on social media platforms. Apart from bringing access to huge audience bases, Influencers also bring with them their niche experts. From product reviews to social media takeovers and product collaborations, there are many different ways in which Influencers can add on to your social media strategy.
Unlike celebrity endorsements, Influencer partnerships are not as expensive and come with a sense of authenticity. Since Influencers are content creators themselves, the audience trusts them for their word and are impacted by their content.
If you go on to 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 specializing 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.
For a very long time, many brands followed the practice of picking Influencers on the basis of their follower sizes. But now, as brands are making more well-informed decisions, they are looking beyond the typical vanity metrics of follower sizes.
Finding Influencers across social platforms, without a concrete strategy in place, can be an overwhelming task.
But we’re here to help! Here’s a quick guide on what you can do to find the right set of Influencers for your brand-
Identify Your Social Media Goals
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 for finding 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.
Keep 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.
Identify Niche Content Creators
Look for creators with niche expertise, when finding Influencers for your brand. So, for your range of beauty products, you’d want to work with beauty bloggers and Influencers.
Working with niche Influencers comes with its perks. It is easier to work with niche Influencers as they are mostly well-aware of the nitty-gritty. Such Influencers also understand the audience sensitivities and how to create content that they will engage with. Further, niche Influencers can help add on to your content creation strategy with their knowledge of their niche.
Focus on a particular niche that aligns with your brand when finding Influencers to collaborate with. The idea is to leverage the content creation skills of Influencers to co-create engaging content.
Dig Deeper Into Relevant KPIs
Follow a well-informed strategy in finding Influencers for your content. It is important to remember that follower count is not the only important KPI to look at. In fact, follower count is a vanity metric and these numbers alone do not validate the impact that an Influencer has.
You cannot overlook other important metrics such as engagement rates, and interactions with the audience. A campaign becomes fruitful only when it generates response and reactions from the audience.
When selecting Influencers, dig deeper into the level of engagement and interactions that their content is generating. Run fruitful Influencer campaigns by partnering with Influencers having good engagement levels.
Look For Appropriate Brand Experience
Narrow down your search by finding Influencers who have worked with brands similar to yours.
Working with Influencers having an experience of working with brands similar to yours will make the job easier for you. You can rely on Influencers having previous experience of working with brands similar to yours, to create good quality content.
Influencer Marketing Platform To Find Influencers
Now that you know what all factors you need to take into account while finding Influencers, let’s cut to the chase. To help you find the right set of Influencers for your brand, you can get a reliable Influencer marketing platform. Unbox Social offers an Influencer marketing platform to help you find Influencers for your brand.
Unbox Social allows you to find Influencers in a well-informed manner. The platform offers you with a list of Influencers that you can curate according to your preference.
To begin with, you can select the category of Influencers you want to partner with. For instance, if you are looking for a fashion Influencer, you can select ‘Fashion’ as the category of Influencers. Add the preferred location of Influencers that you are looking at. Further, you can narrow down the results by brands that the Influencers have worked with.
The tool will then provide you with a list of all the Influencers filtered by the criteria that you set. Apart from providing you with the list of Influencers, the tool also provides you with valuable insights about them. You can find data on the engagement rates, follower sizes, and average interactions for each Influencer.
So, you can make a well-informed decision about picking Influencers by using Unbox Social.
Summing It Up
Influencer marketing can help you get expand brand exposure, generate engagement, and bring new followers on board. But how do you identify the right set of Influencers to partner with?
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
- Filter by niche specialization
- Dig deeper into KPIs that matter
- Find Influencers who have experience working with brands similar to yours