During a panel on “The Evolution of Influence” hosted by The Infatuation I was struck by a statement from panelist Karen Robinovitz, Chief Creative Officer of Digital Brand Architects:
“Finding the right influencer for your brand is like finding an apartment in New York City; no one person checks every box.”
Having moved apartments myself no less than three times in three years, and having navigated the ever-changing world of influencers on behalf of clients more than a time or two, I can confidently say her evaluation of both the city’s real estate, and the elusive experts that rule the internet, were spot on!
Just like apartments, the volume and variety of influencers can be overwhelming. When you’re selecting an apartment you have to figure out what you’re willing to compromise, whether it’s the location, size, amenities or price (StreetEasy gets it!).
And when you’re selecting an influencer to participate in a campaign, it’s just as important to weigh your options and priorities.
To help you get started, check out my top four considerations when identifying influencers:
- Reach: Just because someone has a lot of followers on Instagram doesn’t mean she’s the right person to represent your brand and deliver a high return-on-investment. Micro-influencers (influencers with between 10,000 and 100,000 followers) might have relatively small followings but they may have a huge impact for your target audience. According to Digiday, micro-influencers “see a 2.4 percent like rate, compared to 1.7 percent for those with 1 million to 10 million followers and more. Comment rate follows a similar pattern.”
- Voice: One of the benefits of working with influencers is their ability to personalize a story. Some influencers are funny, some are serious. Some are sophisticated, some are more down-to-earth. Before selecting an influencer, spend some time reviewing their social presence to get a sense of who they are. Your influencer voice should align to your brand voice.
- Location: It feels like there’s a new social media platform popping up every day. Facebook. Instagram. YouTube. Snapchat. Periscope – but there’s no need to be on every new social media site. Before engaging influencers, do some research to learn the platforms your target audience engages with most and learn who’s really making an impact there.
- Connection: Arguably the most important thing to look for when selecting an influencer is their organic connection to your brand. Influencers audiences are incredibly familiar with what she does and doesn’t like – if your brand doesn’t seem like a natural fit, her fans will know from a mile away. Consumers are also savvier about identifying sponsored content, and both influencers and brands are more insistent on including appropriate disclosure to comply with the FTC’s requirements. As a result, there is a tendency for this paid promotion to feel less authentic— but, if the content clearly fits the influencer’s preferences it will still breakthrough with your consumer.
This piece was originally posted on Allidura’s blog here.