How to choose an influencer correctly is an important part of influencer marketing success. Influencer marketing is an important part of companies’ marketing strategies nowadays. Choosing the influencer itself is quite a complex process, which is why some marketing agencies have been focusing on it lately. In today’s article, we’ll look at how to choose the right influencer to build your brand authentically.
Article content
- Set campaign goals
- One of the most important metrics: Engagement rate
- Target relevant audiences
- Choosing the influencer itself – how to choose the right influencer
- Checking the history of collaborations
Set campaign goals
With any campaign, you first need to set goals. influencer marketing is no different. On social media, you have many options to achieve different goals. Moreover, you can measure them in the long term using different metrics. Do you want to spread awareness of your product, increase traffic to your profile and website, or are you planning a long-term collaboration with an ambassador? Your goals must already be reflected in your campaign plan. We’ve already written about how to measure the effectiveness of working with influencers in this article.
One of the most important metrics: Engagement rate
Engagement rate tells you how much the influencer’s audience is engaged and interested in the content. This makes it easy to see if an influencer is creating posts that are interesting enough to keep their followers active. The general formula for calculating this is total interactions/total followers*100. Likes, shares and comments count as interactions.
Target relevant audiences
As with making business decisions, you need to consider the audience you want to target. Different audiences follow different influencers. So determine your target audience and choose your influencer accordingly. Just because your chosen influencer has hundreds of thousands of followers doesn’t mean they’re right for you.
Choosing the influencer itself – how to choose the right influencer
After the target group, we can finally focus on choosing an influencer. We’ve already discussed this topic in our article on how to know a good influencer, but this time we’ll pick the most important ones. The first principle when choosing an influencer is their relevance to your business. Closely related to this factor is the very authenticity that sells on social media. If your product is out of line with the influencer’s regular content, the collaboration itself won’t be as effective. Another important factor is the creation of regular content. Only by creating content regularly can your chosen influencer effectively spread awareness of your product or service. Selecting a relevant influencer can be very challenging on its own, so we recommend using the services of specialist marketing agencies to set up a full campaign. For example, we at InfluenCom select influencers for our clients from our extensive database of influencers.
Checking the history of collaborations
The next step you should not underestimate is the history of collaborations. Thanks to this you can find out:
- Quality of previous cooperation with brands
- Regularity of cooperation with brands
- The level of authenticity an influencer maintains when collaborating
This information is useful when making the final decision on which influencer to work with.
Evaluating the success of the campaign
Once the collaboration with the influencer is over, it is crucial to focus on campaign evaluation. Track whether the goals were achieved and analyze metrics such as brand awareness growth, engagement rates, follower growth or conversion rates. In addition to numerical data, it’s also important to evaluate the quality of the content the influencer created and its impact on your brand image. Evaluating the collaboration will not only help you optimize future campaigns, but also help you decide whether it is worthwhile to continue working with the same influencer in the future.
Influencer marketing is a very important component of modern marketing in the age of social media. InfluenCom is dedicated to connecting companies with relevant influencers. Are you interested in creating and following up a campaign or creating a complete influencer marketing strategy? Contact us and we will be happy to help you with your digital marketing.
