6 Things To Look For When Shortlisting An Influencer For A Waiting List Campaign
The word is out: Social Media Influencers are an incredibly valuable asset to your marketing strategy. Millions of dollars are poured into Influencer Marketing every year - and it's not without some very solid outcomes.
But here's the thing: influencer marketing is just as effective as the influencers themselves! When looking for the right influencer for your campaign - there's a bunch of things to keep in mind:
1. Quality Over Quantity:
It's easy to get blindsided by the number of followers your prospective Influencer has. They might even have a decent engagement rate. But none of that trumps the quality of their content. How original is the content they're posting? How frequently are they rolling out fresh content? Have they been able to develop a niche audience for themselves? All of these factors must make the top of your list! After you've gauged the content quality, it's time to look at the numbers.
2. Repetition Matters
Whatever experience you craft for your Influencers to market your business - stick to it. There's no such thing as the perfect booking - it's important that you keep reaching the same target audience with the same experience, and focus on getting a regular stream built into operations.
3. Numbers Still Matter
Of course they do! The only quantifiable way to compare your influencers is the numbers. The main numbers you should be analyzing involve the engagement rate of the influencers. The Instagram Insights of the influencers, that the merchant will have access to, are the followers’ gender, age range and location split into top cities and countries. Analyze this data carefully. Can your Influencer target the audience you're looking for? Do they have enough engagement going on with their posts? Do their demographics work in your favor? All of these things are integral to their success with your campaign.
4. Look At What Others Have Said
Now that you can have some insight into the Influencers' reputation with other people - make sure to leverage it to the fullest! If you're done analyzing all the numbers but still unsure who to choose - use the Review tab to look at other people's reviews. This will help you judge the professionalism, commitment level and overall attitude of your prospective Influencers. What could be more helpful?!
5. Don’t Be Too Specific
Here's the thing: there's no such thing as the perfect influencer(s). It's likely you won't find a person who ticks off every single box. And that's OK! Focus on the main factors, and leave room for differences in the small things. It's acceptable to branch out in terms of the requirements for the influencer. So long as they can carry your message effectively!
6. Look at who feels like they will represent your brand the best, and what seems the most “you”
You've judged the content quality, analysed the numbers, and made all the other required judgments. Now it's time to make the final call. Consider the following questions: Do you have a specific type of person in mind who can be a better carrier of your brand message? (For example, a personal trainer for a fitness campaign). Should you choose someone who may have a slightly lower engagement rate, but posts the kind of content that is more conductive to your brand? You need to find someone who can effectively represent your brand to a large audience. These things matter way more than you might think. And they should make it easy to make the final call!
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