Have you ever wondered how brands decide what influencers to work with?
Lucky for you, that’s sort of my area of expertise.
While brand partnerships are essential to the success of businesses, so are influencer campaigns.
Well… first things first.
When social media platforms first began to take off, influencer marketing wasn’t a thing. But, these days? It’s pretty much ALL you see when scrolling through Instagram.
Influencer campaigns are how brands and businesses market their products or services by using influencers, and influencers are individuals on social media who have a dedicated follower base.
These influencers are almost seen as “experts” within their niche.
Their followers like every post. They get excited when they see a new product to try out. Overall… followers TRUST their favorite influencer, and they BUY what the influencer promotes.
If you’re a brand trying to get the word out about your new product, having someone IG-famous to promote it is one of the best things you can do.
I’m sure you’re thinking, “That’s great… but how do I find an influencer? What do I look for?”
There are a few key points to consider when bringing on an influencer as a part of your marketing strategy and campaign.
Don’t ghost your socials! Look for influencers who post quality content multiple times a week. If they’re not posting consistently for themselves, how can you be sure they’ll do the same for you? Remember: show up and provide VALUE to your audience
Stories are a quickly growing area of social media and a way to connect with your audience. When I first start researching a potential influencer to work with, I always watch what stories they share. It lets me catch their vibe, which tells me a lot about their energy. Through the “themes” of posts, I also understand whether or not they align with the brand I’m representing for the campaign.
Finally… Engagement. I have access to tools that give me the full picture about your online presence. But the most important thing I look for? Engagement rate. High engagement rates from your socials overall are important. And, if you’re someone I’m interested in, I’ll check comments on your posts to gauge the actual quality of engagement.
Notice how I didn’t mention ANYTHING about follower count?
That’s because followers aren’t everything—sometimes bigger isn’t always better!
Followers don’t indicate influence or provide value to any of the points above. Creating engaging, quality content is the most important thing!
BONUS TIP: Social proof is highly important to attract clients, right? Sharing current “client wins,” results, or testimonials. Well, it works for attracting brands, too—we love seeing proof!
So get out there and start finding the perfect influencer to run your campaign.
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