43% of Brands have experienced a bad ROI when they don’t work with the right set of Influencers.
Brands and social media Influencers face backlash when both parties do not fit each other.
Take the example of Chriselle Lim’s collaboration with the automobile giant, Volvo. The Korean-American YouTuber cum blogger specializes in the niches of fashion, lifestyle, and motherhood. Collaborating with a fashion and lifestyle Influencer did not match with the brand image of Volvo. Having an Influencer from a very different niche did not sit too well with the audiences.
Partnering with Influencers that are not a fit for your brand ends up leaving a poor impression on the audiences. Brand messaging plays a crucial role in shaping the brand image. As such, brands need to be very careful while picking Influencers to collaborate with.
The Influencer marketing industry is booming and is already a very crucial part of social media marketing. In fact, the Influencer marketing industry is expected to become a $ 10 billion industry by 2020. Out of this, India is slated to account for almost $ 75 million to $ 150 million of the total figure. Around 89 % of marketers believe that Influencer marketing is more effective in generating ROI than various other channels.
Peer reviews can play an important role in impacting the audience’s opinions. Influencer marketing works in the same way. Influencers being niche content creators with huge audience bases have built a strong presence on social media platforms. They have a huge impact on the way their followers make various lifestyle decisions.
As a brand, if you aren’t already investing in a good Influencer marketing campaign, you are losing out on a very major opportunity to build traction. Tapping into the power of Influencer marketing will allow you to leverage the impact that Influencers have on the audience. So, if you aren’t already investing in Influencer marketing, it is highly recommended that you take the plunge now.
(Want to learn how to run an effective Influencer marketing campaign? Check out this Influencer marketing guide to get started, now!)
But the real challenge comes when you have to go out to find Influencers for your brand. Finding the right fit for your brand is no easy feat. Hunting for Influencers on social media platforms can be a daunting, endless task. Unbox Social offers just the right solution for all the hurdles you face in your hunt for the right Influencer.
Finding the Right Influencers for Your Brand
According to statistics, up until 2 years, 73% of marketers faced difficulties in finding the right fit for their brand. At present, marketers give weightage to industry relevance, personality and content quality over popularity, when picking Influencers.
Finding the right Influencer is very crucial for running an effective Influencer marketing campaign for your brand. You can rely on an Influencer marketing platform such as Unbox Social for this.
When it comes to selecting an influencer for your brand, it is but natural, to go for those content creators who specialize in your niche/industry.
You may also want to filter out your options on the basis of geographic location. Depending on your campaign goals and structure, you can narrow down your search based on geographical areas.
Further, it is important to not be misguided by the vanity metrics of follower sizes. Looking at the follower size for the Influencers alone is not going to suffice. Is the Influencer generating engagement through his/her content? Is the Influencer creating a genuine impact amongst audiences? The Influencer marketing platform by Unbox Social helps you get data and insights on Influencers.
In order to make a well-informed decision for your campaign, most importantly, you need to look at the history of the brands that the Influencer has worked with. Conducting brand checks on the Influencers is crucial for many reasons. In the next section, we will help you understand how looking at the history of brands an Influencer has worked with matters.
Why You Need Vet Your Influencers (5 Reasons)
1) Watching Out for Fake Followers
The issue of fake followers plagues the Influencer marketing industry. Many brands may actually end up falling prey to this issue and in the process, recruit low-performing Influencers for their campaigns.
In order to avoid falling victim to the fake Influencers who buy followers and paint a false image, you need to conduct brand checks on the Influencer. By knowing which all brands an Influencer has worked with, you can check if they have a genuine following or not.
49% of consumers trust recommendations given by Influencers.
If you want to tap into this power of Influencers, you need to make sure to steer clear from Influencers with fake followers. Working with legitimate Influencers is only going to reward you with a more loyal audience.
Big brand names including Unilever are stepping up to take action against fake Influencers and other malpractices associated with it.
2) Analyzing Niche Expertise
Is hiring that Influencer worth your time, money and efforts? You can simplify the process of finding Influencers by conducting brand checks to get a sense of their niche expertise. If you are looking for an Influencer to collaborate with your apparel brand, then it would make sense for you to check if they have worked with apparel or fashion brands.
You can take inspiration from this brand and Influencer collaboration. Fleur de Force, a beauty, travel, life and style Influencer collaborated with Jo Malone. In doing so, this London-based perfume and scented candle brand attempt to tap into the 700 K+ strong followings of the beauty and fashion Influencer.
Conducting brand checks on the Influencer will help you get a sense of their expertise in the field and whether or not they are a fit for your brand. As a result, with brand checks, you can make a well-informed decision as to whom you recruit for your Influencer marketing campaigns.
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3) Checking for Content Creation Skills
While conducting brand checks, you can also explore Influencers’ content creation skills. Besides looking at what brands the Influencer collaborates with, you can dig deeper by looking at what campaigns they ran and what kind of content they created as a part of it.
Here’s a snapshot of content from YouTuber, Zoella’s Instagram feed.
Good content catches the audience’s attention and drives them to engage with it. Looking out for Influencers whose past brand campaigns demonstrate their content creation skills is important.
Given that you are investing your money into hiring the Influencers, it is important to check if they possess content creation skills that match your expectations. The more skilled they are, the more fruitful your campaigns are going to be. In fact, you may also be able to save up on costs that would otherwise be incurred on buying and using content production tools.
4) Checking for Audience Engagement
Looking at the history of brands an Influencer has collaborated with will also help you gather insight as to whether they were able to generate engagement on these campaigns, as well.
Conduct brand checks to find out all the brands with which the Influencer has worked. Then check out the campaign data to find out how engaging were those campaigns.
Here’s an example of an Influencer who has created engaging content for their partner brand.
Audience engagement is an important measure that you need to take into account while selecting an Influencer for your brand. Watch out for Influencers who have shown a good engagement rate. Bringing such Influencers on board will help you make the most of your campaigns.
5) History of Brands an Influencer Has Worked With
If you want to look up the history of an Influencer’s brand experience, then you can get the Influencer marketing platform by Unbox Social. Our multi-faceted Influencer marketing platform encompasses all the features to help you to not only find Influencers but also work with Influencers and effectively manage campaigns.
Unbox Social provides you with an extensive database of Influencers to collaborate with. Further, for every Influencer, you can find important insights including average interactions, follower size, and engagement levels.
To run through the history of brands an Influencer has worked with, you can run a brand check using our platform. Tap on the ‘brand check’ tab in the tool. Then, type the name of a relevant brand (s) and the tool will provide you a list of all the Influencers who have worked with that brand.
You are looking for Influencers for a campaign focused on your sneaker brand, for instance. You may want to check for Influencers who have worked with Nike or other major sneakers’ brands in the past.
The tool also provides you with insights into the number of content posts they have created for the given brand. As such, with Unbox Social, you can conduct brand checks and make mindful decisions for Influencer collaborations. Then, you can opt for the Influencers you want to work with and add them to your bucket. Now, you can send out campaigns to the selected set of Influencers.
You can also use our tool to monitor the progress of ongoing Influencer marketing campaigns and pull out detailed Influencer reports.
Summing it up
Finding the right set of Influencers can be a daunting task. But by setting the right criteria for selection, you can make sensible, well-informed business collaborations. After all, you are investing your time, money and efforts into the campaign.
One of the most important things to keep in mind while selecting Influencers is to conduct brand checks. Brand checks can be helpful in building authentic and fruitful partnerships with Influencers. Here’s how to do influencer vetting before working with them.
- Check if an Influencer has a genuine following by tapping into their past campaigns
- Analyze the niche knowledge and expertise of an Influencer
- Check for their content creation skills
- Check if they are genuinely evoking audience engagement
- Check their brand collaboration history
So, what are you waiting for, start finding the right Influencers for your brand now!