While we have expressed the effectiveness of influencer marketing in our past posts, finding the right influencer is still an important factor in the success of your campaign.
Instead of basing your decision on vanity metrics like the number of followers, keep the below 8 factors in mind to get the most out of your marketing budget.
Relevance is defined as how closely an influencer’s post matches your brand’s targeted keywords. Since the best partnerships work when both parties are able to gain value, it’s important to find influencers who are interested or are advocates of your brand.
For example, although a celebrity will have more followers than a local golfer, if your brand deals with golf products then the latter is the better choice for your campaign.
2) Audience Demographics
An Instagram profile with millions of followers may seem like a quick way to increase your brands reach but these numbers will not be helpful if the influencer’s audience is outside your target demographic.
It’s a common mistake to believe that most of an influencers followers are similar to him/her so even if they align with your brand, it’s not always true that his/her audience does too.
For the best results, start with creating customer personas for your brand— what age groups, location, and interests make up your biggest customer segments? Then look for influencers who have an audience that falls within those specific targets. Since it is not possible to conduct a reverse search on Instagram, we added the audience filter feature on affable.ai to help marketers target the exact audience they want.
While this kind of marketing provides many benefits whether its increasing brand awareness and driving sales, it can also have a negative effect if an influencer falls out of favor with his/her following, damaging brand image consequently.
For example, Logan Paul had a considerable following of 10.5 million followers on Instagram which led to successful partnerships with huge brands like Nike, Walmart, Pepsi, Verizon, and HBO. However after Paul’s disturbing vlog filmed in Japan’s Aokigahara or “the suicide forest’, several brands backed away from the rising Instagram star, according to marketers and analytics companies.
While there is no magic number of how much an influencer should post, being connected with their audience in a sustained way decides how much of an influence they hold. Besides being active on Instagram helps them build authority over a niche or interest, create connections to promote their content, learn about trends, and interact with their fans.
“61% admit to unfollowing an influencer who worked with “inappropriate” brands or who “endorsed too many products.”
Excessive promotion of any brand or product also is no good as it feels like spam and consequently less credible. It gives off a sentiment that an influencer is simply doing it for the money and not because of belief in that brand’s products.
5) Geographic Location
If you deal with a product or service that is impacted by location– for example, if you are a Singapore-based bakery– it is critical to limit your marketing to the island country because that is where most of your potential customers live.
A manual way to figure out where an influencer is based is to check their profile bio to see if any location is mentioned or to check the Geotag on their images. Not the most efficient way to do things if you’re considering working with many influencers.
Engagement is a crucial metric marketers use to make a decision, is a measure of how relevant and popular an influencer. Analysing an influencer’s engagement rate can give you an estimate of how many people usually interact with his/his posts and can help you estimate the return on investment (R.O.I) on your campaign.
For example, An influencer with 100,000 followers may charge you USD$1,000 per post and has an engagement rate of 1.5%. This means you will receive approximately 1500 interactions per post at a cost of $0.67 per engagement.
Whereas, an influencer with only 50,000 followers may charge you USD$500 per post and has a high engagement at 10%. This means you should expect to receive approximately 5000 interactions at an average cost of only $0.1 per engagement.
(where total engagement is a number of likes and comments.)
It is almost impossible to calculate manually and if you are comparing several influencers it can be very time-consuming, which is where Affable comes to the rescue by providing not only the engagement metric of the influencer but also how it fares with similar influencers on Instagram.
We’ve seen that the more trustworthy your influencer seems, the higher is their engagement rate. And among the host of influencers on Instagram, micro-influencers have been proved to have better engagement rates as they are more in-tune with their audience, create more trusted content among other factors. Essentially, you want the influencer to share personal and authentic posts which are creative but also a part of the brands’ storytelling.
It also goes without saying that you would definitely not want to work with influencers who purchase a large number of ‘fake’ followers. Affable’s engagement data also relays with amazing accuracy the % of suspicious following a particular influencer may have.
8) Influencer & Brand Alignment:
Since authenticity and creativity is a valued factor in advertising successful campaigns, it would be self-defeating for an influencer to not have a personal style or interests and to simply adapt to any and every product.
For example, although David Beckham is a strong brand ambassador to many brands, his campaign for AIA’s life insurance failed to generate interest in the product itself according to a CSG report. Many of the surveyed were of the opinion that there wasn’t a strong and authentic connection between Beckham and the financial product.
Once you’ve short-listed a number of influencers who check all the above boxes, you should then contact these influencers, negotiate a price and be on your way to a successful campaign.