While evaluating influencers you want to work with, typically you would check the number of followers, their interests and engagement rate. We’ve explained before that knowing the location and demographics of the audience is also essential. But here’s another feature on Affable– the influencer brand affinity that brands will find extremely useful.
Putting a face on products has always worked for a number of reasons-
- People like to buy from people. Logos and design are important but word of mouth recommendations do a lot more for sales.
- Ads are ubiquitous and amongst all the noise, a brand partner can reach the right people at lower cost.
- Because you can’t be everywhere at once, Brand ambassadors can take over some of it to champion a brand they love at events and more.
- Get all the insights you need about any social user to make sure you are focusing on the right people.
Feature: Brand Affinity
Once signed up with Affable, you can search for influencers through filters and visit their profile. Affable provides in-depth information you wouldn’t typically find on Instagram such as the demographics of the audience, engagement rate, % of suspicious followers, audience interests, and brand affinity among others. This feature shows the entire list of brands the influencer has worked, whether the post was sponsored or organic, when the image was posted and a link to those posts.
Here are some reasons why this feature is useful to you as a brand:
Whether you’re a big brand like Victoria’s Secret or the millennial watch company-Daniel Wellington, the right brand ambassadors have added to the reputation and growth of the brand.
Although quite an old incident, this reflects why brands should be cautious in choosing an influencer. In 2001, Britney Spears was signed on to be Pepsi’s brand ambassador for a 2-year period, however soon after she was caught drinking Pepsi in public causing a major blow to the image of Pepsi. Quite simply, you wouldn’t want to work with an influencer who has an active partnership with your competing company or brand. Our brand affinity tool lists all the brands the influencer has worked with and can also detect if a post has been sponsored (green dollar sign). We can also tell when the image was posted which is very useful to determine if the partnership is recent.
Be thoughtful about which social channels and campaigns you devote your marketing budget to—and make sure that if your competitors are there, promoting hashtags and boosting posts, you’re there, too. With the Affinity tool, you can keep an eye on your competitors’ sponsored posts with influencers and see what has been working for them so you can make smarter decisions using that information.
Very often, influencers share their experiences, tag brands and products without being paid to do so on Instagram. Affable’s Brand Affinity tool can detect those posts for an influencer. So if an influencer has tagged your product before and has organically shared her thoughts, partnering up with them can be a good idea. Not only with their association with your product seem natural but will also be easier to convert them from a user to a superfan.