In influencer marketing today, it may seem easiest to simply pick and choose the influencers with the highest follower count. Though, there’s more to influencer marketing than just followers. Based on my survey of digital marketers, similar factors were prioritized when choosing the right influencer to benefit their brand.
When deciding if an influencer may be the right match for your brand, consider these things about their profile:
- Who is their audience? Factors such as age, gender, and race all encompass an influencer’s demographic. These can help your brand decide if they match your target audience.
- What is the influencer posting? Videos, photos, and blog posts are all forms of entertaining content. Also, where are they posting? Popular social media platforms with influencers include Instagram, YouTube, and Facebook.
- Based on an influencer’s follower count, how many of their followers are properly connecting with their content? Engagement can be summed up by the audience’s comments, likes, and overall interaction with an influencer’s content.
- Post Frequency
- How often do they post content? Maybe they have thousands of followers, but they’re only posting once a week or less. Or, they may post too much and be considered spammy.
Can Any Influencer Work For Your Brand?
Once you’ve evaluated these variables, consider how they relate to you and your company. If the influencer’s statistics and content don’t match your target market, they won’t be an influencer you want to work with. If their statistics are similar to your business’s, this influencer is more likely relevant to you and worth contacting.
It’s okay if an influencer’s brand does not fit yours. Not every influencer is meant to sell everything. While some companies hire every willing influencer in an effort to get visibility, it’s not always the best tactic. Not only is it expensive, but the influencers they’re hiring may have audiences who don’t care about a mobile fighting game or a plant-based protein shake.
By honing in on your target audience, you can invest smarter rather than harder. That way, the right people are seeing and hearing about your brand, not just anybody.
You’re advertising your party planning business and want to partner with influencers. Your two options are Allen G., who has 300k followers, and Miranda S., who has 50k followers. By simply addressing follower count, Allen G. seems like your best option. The more visibility your brand has the better, right? While that may be true, Allen G.’s followers range from the ages 8-14 and he is well-known for live streaming games on Twitch and YouTube. Children that young normally won’t need to hire a party planner nor have the finances.
Miranda S., on the other hand, has a base demographic of women ages 24-35. She’s popular for her lifestyle content and pictures with her family. Her advertising your party planning service for her daughter’s second birthday would be relevant to her adult, employed followers. Her followers may have upcoming weddings, birthdays, and other events they could hire your service for. Not only is her content more tailored to advertise a party planning service, but her demographic is a target market for party planners. She fits your message.
While Miranda S has less followers, she likely has a closer relationship with them and thus has gained their trust better than Allen G. might have. Also, a study by Markerly found that as an account’s follower count rises, their engagement decreases. So, Miranda S. will likely have higher engagement than Allen G. Consequently, her niche following will be more swayed by her recommendations.
Micro vs. Macro Influencers: Which Is Better For Your Brand?
In influencer marketing, there are two types of influencers:
Micro-Influencers: 1k – 100k followers
Macro-Influencers: 100k+ followers
Both are considered internet personalities, though how they work and benefit your brand can differ. A micro-influencer has a stronger relationship with their followers and is going to be cheap. Unfortunately, they do have a smaller audience and will have less reach than a macro-influencer. Though, they may have a better grasp on their market and niche, which can benefit your brand.
A macro-influencer has a sizable audience and they can have a larger return on investment. Though, their audience may not trust their sponsored content and they’ll likely cost more per campaign. Is it a better investment for your company to prioritize engagement or reach?
Ultimately, both macro and micro influencers can benefit your company differently. As a smaller business on a tight budget, it’s smarter investing in a micro-influencer. That way, you can test the market and see if it’s even worth working with influencers. If you’re curious to read more on working with micro-influencers, read our Micro-Influencer Marketing Strategy for 2020. Though, if you have a larger budget, trial both and compare to see which is the right type of influencer for your brand.
Finding influencers to work with your brand depends on your understanding of your target market. What audience do you want seeing your product or services? Once you’ve considered this, choosing the right influencer to partner with and getting customers is easy. By properly gauging potential influencers for your brand to partner with, you and your brand can get great results.