Choosing the Perfect Influencer for Your Brand
2020, and now 2021, changed a number of industries, and although the influencer marketing industry is one that has continued to flourish, it hasn’t been without its changes, struggles and adaptations – in more ways than one.
And over the last 18 months or so, one thing that has become ever more apparent is the need to create the perfect match between brands and influencers.
Brand love is pivotal to creating a successful influencer marketing campaign, as is building trust and creating an honest and organic relationship between everyone involved.
Shared values and alignment
When working with a social media influencer on an influencer campaign, it is important to decide on your main goals, your mission and objectives, as well as what it is you hope to achieve by working with an online creator.
The aim of the game is to build brand love and authenticity, right? And the best, most organic way to do so, is by teaming up with somebody who already knows and loves your brand, or at the very least, are recognised for shouting about your particular niche or product-style.
This may sound contradictory, but influencers spend their time engaging with their audience, garnering all-important trust and respect. And so, if an influencer has previously spoken about your brand organically, then their audience is much more likely to positively reciprocate paid-for campaigns and collaborations - in turn, generating more sales and leads.
For example, you wouldn’t find gaming YouTuber and music star KSI sharing the latest beauty launch. But you would expect to see him promote a new game or streaming service. Influencers have their own niche, so it is important for brands to find theirs, too.
It’s all about matching influencers with brands, and it makes all the difference when it comes to the success of an influencer campaign. And we believe that shared values and alignment is the key here.
Choosing the right influencer
It is no longer deemed acceptable to simply send an influencer a product and expect free press and content creation.
Time, effort and expertise goes into delivering such high-quality content and brands must begin to figure out where they’d like this content to sit, where it will work best and who they would like to be a part of the campaign.
For example, if an influencer is particularly well-known across Instagram or TikTok perhaps, then it wouldn’t be right to ask them to film a YouTube video as part of the influencer campaign. Brands should take into consideration the audience of an influencer, their demographics and their niche – if these don’t align with the brand, then perhaps they aren’t the influencer for them.
There's a plethora of influencers around today, however, it is important to remember it isn’t a one-size-fits-all situation.
How to find Instagram influencers for your brand
Instagram influencers are particularly popular and will continue to thrive, sitting at the very top of the social media ladder for the foreseeable and beyond. So, with that in mind, brands and businesses should aim to work with such, and can do so by working alongside an influencer marketing agency.
Ensuring all values are aligned, an agency will work to match influencers with brands in order to achieve the utmost success.
Finding the right influencer to collaborate with can be a pretty daunting task, and it isn’t quite as simple as choosing somebody with a large following.
Gathering data, conducting research and developing a relationship with an influencer is all part of the task in hand and will aid brands in their search to find the perfect influencer.
Unless, as a brand, you have access to industry insights and invaluable data, it can be difficult to find your dream match. However, by working with an influencer marketing agency, all of the hard work is done for you.
Rest assured that everything will be taken into consideration – from contracts, social media platforms, engagement rates and niche to helping form trusting relationships, an influencer marketing agency can do it all.
Things to consider
Content can be created and shared across an influencer’s social media platforms in order to raise brand awareness, however it can also be utilised by the brand, too.
In this way, influencers can act as a brand ambassador as well as allowing the brand to offer their audiences a friendly and relatable human element, as opposed to using social media as a hard sales tool – this way, brands are able to start a long-standing and successful partnership with influencers and eventually, consumers.
When it comes to working on collaborative content, it is crucial to ensure you are not only working with the right influencer, but with the right platforms, too – and this will differ for each influencer and campaign.
Just because a social media platform is proving to be particularly popular, doesn’t mean that it will generate positive results for your brand - it’s what makes every influencer, brand and campaign, unique.
It is important to ensure that your niche, goals, audience and social media platforms all align in order to achieve the best results. Find out what works for you.
What’s more, brands and businesses should really listen to consumers and what they want and need from their products or services. To find the perfect influencer, brands should study analytics, metrics and insights in order to gage a true and accurate representation of the influencer and the relationship they have with their audience.
Monitoring comments, shares and engagement is a great way to do just that and will help brands to decide whether they really do share the same niche and audience as said influencer.
In the early days of influencer marketing, it was all about promoting a new product and its launch. But today, as we continue our journey through 2021 and beyond, it is so much more than that.
Influencers can be used to raise brand awareness, generate sales, attend events and create an honest and authentic relationship between brands and potential consumers.
And, as the coronavirus pandemic has quite clearly demonstrated, things can change at any given moment, so brands and influencers must remain vigilant and think quickly in order to adapt to the ever-changings needs of consumers.
An example of this is Vodafone’s recent campaign to celebrate the launch of their 5G network and due to UK lockdown restrictions, the brand took the campaign entirely virtual! And, whilst it may have been a risk, it was one worth taking as it paid off and was a huge success, proving that influencer campaigns are capable of much more than meets the eye.
If brands and influencers fail to adapt to the changing needs of consumers, then this demonstrates a lack of relatability, which is ultimately, what brings an audience to the surface.
So, if you’re looking to find Instagram influencers or are struggling to find the perfect match, get in touch with our friendly team of experts by emailing firstname.lastname@example.org or give us a call on 02039 580 427.