No matter how you slice it, we’re living in the age of the influencer.
In the past few years alone, influencer marketing has rocketed to the top of every digital marketer’s wishlist. The truth is, it’s for good reason: with an ROI of $5.20 for every $1 spent on influencer marketing, it’s hard to overlook the magic of this strategy!
But when it comes to smaller brands, you might hesitate over taking that leap. After all, do you really need a brand ambassador? And even if you do, how can you narrow down your options? Let’s take a look at the benefits of partnering with an influencer, and how to find the right one for your brand.
Do You Need a Brand Influencer?
The truth is that standing out on social media was easier five years ago than it is now. Today’s digital world is drowning in brands, meaning you’ll need to do more than ever to catch your audience’s eye.
Instead of being one more corporate brand vying for their attention, why not let one of your audience’s trusted friends make a recommendation for you? Because of the peer-to-peer nature of influencer marketing, the right influencer can help you get your foot in the door with your target audience in a way that feels organic for your customers.
Research has shown that your audience will trust influencer-based content twice as much as they’d trust an ad. There’s a reason why 75% of national advertisers use influencer marketing, after all!
How Do You Pick the Right Influencer?
The trick, of course, is choosing the right influencer. After all, influencers who are more aligned with your brand and audience are more likely to help you make better connections. There are a few key factors to consider when it comes to making the choice.
- Your audience: Above all else, find influencers who are big with your chosen demographic. If you’ve considered your market segmentation, you may have an easier time finding someone who works with a specific segment instead of your audience as a whole.
- Relevance: Find someone who’s aligned with your brand’s offerings, personality, and story. Ideally, this person will also represent your brand’s values as well.
- Engagement: Your influencer should have a high engagement rate across multiple posts. This goes hand in hand with post consistency, as influencers who post more often and on a more defined schedule tend to have higher overall engagement.
- Authenticity: You’ll need to partner with an influencer who is trusted and authentic within their sphere, not someone who actively appears to be promoting an endless cycle of products. Find someone who resonates with your audience by sharing valuable information and stories, not hard sales.
From here, it’s time to start looking. Whether you’re looking for an Instagram influencer or you’re hoping to find one for other platforms like TikTok or Snapchat, searching through relevant hashtags can help. Follow prospective influencers you may want to partner with, and do your research to see if they’re a good fit!
Of course, influencer marketing alone isn’t enough to propel your brand to new heights. Don’t forget to pair it with other strategies, like the ones on my blog, for a well-rounded campaign.