Influencer marketing campaigns are only as good as the influencers themselves. That’s why finding and connecting with people who are the right fit for your brand is key. But it’s important to keep in mind that bigger isn’t always better. Marketers are now seeking micro-influencers who procure authentic interactions, rather than macro-influencers who have a large following with a flatter rate of engagement.
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Micro-influencers are smaller-scale personalities, but hold influence within a focused community or niche topic.
Here are a few key questions to keep in mind in your search:
Are They Relevant?
Relevancy is one of the most important factors to consider before choosing an influencer. You want to target audiences with content that makes sense for the brand representative to feature. Brands should be sure they are relevant to the target audience and make sense as a brand representative.
While it may be tempting to choose someone with the highest follower count, prioritizing relevance can be a much more effective strategy. Social media users are loyal to influencers and trust their credibility. Influencers are considered by much of their audience to be friends. Don’t underestimate the power of a small but loyal audience.
Are They Engaging?
Checking the average number of interactions on an influencer’s posts is a good way to gauge how successful they are within their community. It also provides a snapshot of who is engaging with their posts. Checking who is liking their posts and what is being said in the comments section will tell you if and how they are engaging with their community—and reveal red flags if the influencer’s engagement is low or nonexistent. Ideally, you want to work with influencers with high engagement and a meaningful follower count.
Are They On-Brand?
Thanks to social media, anyone can establish a personal brand. Influencers capitalize on this by connecting with people and partnering with organizations who share the same values or interests.
When trying to find a match for your brand, there are several factors to consider, like the content’s focus, location, authenticity and style. Carefully evaluate each influencer to make sure people associated with your organization are on brand.
Are They Real?
When working with influencers, what you see isn’t always what you get. Commercialization has encouraged some people to buy fake followers. Check the influencer’s like-follower ratio to see how active their audience is and if it seems authentic. There are plenty of online tools to help you discover the truth.
Finding Your Brand’s Social Media Soulmates
Searching for a micro-influencer that checks all the boxes can be a challenge, but finding the right fit can drive higher levels of engagement, create authenticity for your brand and gain the trust of your target audience.