While we have expressed the effectiveness of influencer marketing in our past posts, finding the right influencers is still a crucial factor to your influencer campaign management. Instead of basing your decision on vanity metrics like the number of followers, there are 6 factors you should keep 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 identify influencers who are interested or are advocates of your brand. Over the last couple of years, marketers have shifted their influencer marketing strategy towards micro-influencer and nano-influencers as they can help brands better engage with relevance niche audience.
Another factor of relevance that brands should take into consider is the Brand Affinity. If your brand is a fashion brand, then working with influencers who have reputation of parnering with fashion industry is a smart choice for your influencer campaign management.
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.
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. affable.ai is an influencer campaign platform that can help you conduct a research on Instagram profiles and analyze their exact audience.
3) Geographic Location
Your influencer marketing campaign would create less impact if you don’t operate your campaign in the right location. If your company has a great product that is limited to say, Singapore for the moment, hiring an influencer with follower-base in Thailand will be an inefficient use of your resources. For this reason, we allow brands to search for relevant influencers by specific countries and provide data about their follower base to ensure brands are reaching out to the right market.
Engagement is the first thing brands should take into account when it comes to influencer campaign management. Analysing an influencer’s engagement rate helps brands estimate how much reach their campaign can create as well as the return on investment (R.O.I).
For example, An influencer with 100,000 followers may cost USD$1,000 per post, and has an engagement rate of 1.5%. This means brands will receive approximately 1500 interactions per post at a cost of $0.67 per engagement. Whereas, an influencer with only 50,000 followers may cost USD$500 per post and has a high engagement at 10%. This means brands can expect to receive approximately 5000 interactions at an average cost of only $0.1 per engagement.
Macro influencers, in general, receive lower engagement rate compared to micro and nano-influencers. Such activity can be explained that with smaller audience, influencers can reply to more comments, be aware of audience reaction and generally be more engaged with them on a day to day basis.
However, it is almost impossible to measure the reach and calculate it manually. As an influencer campaign platform, Affable can rescue brands by providing not only the engagement metric of influencers but also how it fares with similar influencers in the campaign!
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, influencers should also 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.” With this statistic in mind, 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.
As explained above, micro-influencers and nano-influencers have been proved to generate better engagement as they are expert in their niches and they are more connected with their audience. This is essential as brands always want influencers to create authentic post which is also in-tune with the brands’ storytelling.
Additionally, it also goes without saying that brands would not want to work with influencers who have a record of ‘fake’ followers as it could impact the effectiveness of the campaign. Affable’s engagement data also relays with amazing accuracy the % of suspicious following a particular influencer may have.
As social media influence is turning into a billion dollar industry, Affable is one of the best influencer campaign platforms that saves significant hours of manpower and helps you choose the right influencer to leverage your influencer campaign management. Register for early access at https://www.affable.ai or write to us at firstname.lastname@example.org