Content creators have become increasingly popular in the past couple years. Present on Instagram, Youtube and more and more on TikTok, it’s now to them that companies turn to in order to create advertising content. The result is always more intimate and authentic in the eyes of the target audience. If you’re a business owner with a presence on social media, you may have already been interested in jumping on the influencer marketing bandwagon.
Accessible to all budgets, more companies are turning to this strategy. However, the ever-expanding world of influencer marketing highlights a problem: saturation. The growing number of users and influencers on platforms can be overwhelming, so how do you choose the right people to work with?
Our expert influencer marketing team gives you 5 key elements to keep in mind to select the right ambassadors and make your influencer campaigns a true success.
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1. Clearly identify your campaign objectives
What do you hope to achieve with your campaign? Are you looking to increase brand awareness, and engagement or simply get new leads? Who is your target audience? Starting with your objectives will help you pinpoint the details of the campaign. That way, you’ll be able to determine the most relevant platform(s) to use and the types of messages you’d like an influencer to share. You can then easily match the right influencer to your goals.
2. Determine the best platforms
Do you want your influencer campaign to reach as many people as possible? Do you want potential customers to be redirected to your website? Do you prefer video or photo content? Based on your predefined objectives, the ideal content on the platform of your choice will emerge, helping you to filter the pool of potential collaborators.
3. Work with influencers who share your brand’s values
When looking for influencers, think of your brand first. The person who supports, promotes, and demonstrates your product will become the face some customers might associate with the brand. Choose an influencer who posts content you want your brand to be presented in.
4. Select influencers who are experts in your target field
This is probably one of the most important rules in influencer marketing. Rather than stars or celebrities, seek to work with influencers whose communities fit the profiles of the people you’re trying to convert into customers (leads).
For example, if you sell video games, you need to work with gamers who are popular on Twitch, YouTube or TikTok, and whose fans are likely to be interested in your products so that they can buy or recommend them.
5. The importance of validating statistics
When building your list of potential influencers, it’s essential to validate certain metrics to ensure that you’re choosing the right person. Does the influencer in question have a good engagement rate based on their reach? Are his or her subscribers genuine, or is there a percentage of fake subscribers? Does the influencer’s audience match your target audience (age range, language, location, etc.)? These preliminary validations carried out with professional software, will enable you to avoid the “trial and error” method, putting all the chances on your side for a successful campaign.
Influencer marketing is an effective way for a brand to reach a new audience, increase traffic, and gain visibility. Taking the time to choose the right partners will help you to set up a campaign that generates the desired results.
Good success!
