Influencer Marketing: How to choose the right influencer for your brand?

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Choose the Best Influencer For Your Brand

Influencers are everywhere. You may have noticed several #sponsored and #gifted posts on your social media feeds today. Influencer marketing is a potent growth tool for brands. It goes without saying that if you own a social media business, you have heard about influencer marketing. Due to the rise in popularity of platforms such as Instagram and TikTok, an increasing number of business owners are turning to these media for advertising.

Identifying suitable influencers for your brand can feel like searching for a needle in a haystack. With 37.8 million influencers worldwide on platforms like Instagram, TikTok, and YouTube, it’s understandable why influencer marketers consider locating influencers to be their main difficulty. According to the Influencer Marketing Hub’s 2023 Benchmark Report, 63% of influencer marketers intend to employ machine learning (ML) or artificial intelligence (AI) in 2023 to find influencers or design successful campaigns. 

Are you a business owner? That’s why you should read this article. We’ll talk about how to choose an influencer who best fits your brand. 

What is an influencer?

An influencer is an individual on social media who creates content centered around a specific business, such as beauty, fashion, or fitness, and effectively connects with the industry’s target audience. Put simply, they can “influence” consumers to buy things they endorse.

Influencers frequently get followers by being perceived as credible experts in their specific expertise on their platform. Influencers receive payment for promoting businesses, endorsing items, and forming enduring ties with companies.

Do people trust influencers?

Consumers follow influencers that share content relevant to their interests. Finding a few handpicked influencers that people can relate to is easy because there are a variety of them out there. People are more inclined to trust influencers over celebrities in advertising due to their relatability and perceived expertise in their sector. 

According to research by Morning Consult, 72% of Gen Z and Millennial respondents follow influencers. According to the survey, 50% of millennials trust influencers for product suggestions, whereas only 38% trust their favorite celebs.

Related: Learn how to market your ecommerce business with our comprehensive guide.

What are the levels of influencers?

Prior to contacting influencers, it is beneficial to classify them based on their followers. These numbers fluctuate, but below is a broad categorization of influencer levels:

  • Nano-influencers often have from 1000 to 10,000 followers.
  • Micro-influencers often have a following of 10,000 to 50,000 followers.
  • Mid-tier influencers often have between 50,000 and 250,000 followers.
  • Macro-influencers typically have a follower count ranging from 250,000 to 1,000,000.
  • Mega-influencers have over 1,000,000 followers.

An influencer’s fee for a sponsored post or endorsement increases with the size of their platform, therefore consider this while looking for influencers.

What to consider when choosing an influencer?

When conducting your search, there are a number of things to take into account. Let’s explore some of them.

  • Outline your campaign goals:

Specify your desired results and establish measurable indicators to monitor your advancement.

  • Identify influencers who are in line with these objectives:

Examine their specific market and extent of influence. Consider the demographics of your audience and select influencers that match your target age, gender, location, or purchasing patterns.

  • Determine the engagement rate:

Aggregate the likes and comments from a selection of their branded posts, then divide this sum by the total number of followers of the influencers mentioned, and then multiply the quotient by 100. Analyze a minimum of 10 posts to grasp the average engagement rate.

  • Ensure that these chosen influencers are pertinent:

While engagement rate is significant, prioritizing the relevance of your article on their feed and to their audience is crucial.

  • Select influencers who align with your values: 

For example, if your brand is focused on sustainability, avoid collaborating with influencers that endorse quick fashion or do not prioritize environmental consciousness.

Five promotion strategy ideas

Need help executing your campaign? Here are a few tips.

  • Send influencers your product for free

You can greatly benefit by sending products to influencers you’re interested in forming a partnership with. If they genuinely like and would use your product in without any kind of payment, then they should be the sole ones to decide on representing your brand. By giving them free products, you’re also showcasing your business.

  • Pay for a sponsored post

Begin with a single sponsored post. For an Instagram sponsored post, for instance, you may provide the influencer guidelines on what to post in terms of photos and captions. They can change the text to better reflect their “voice” and avoid being fake. 

After they email you the post for approval, you might have some comments. They’ll post after you’ve made the necessary adjustments. Ensure that these posts always state “sponsored” or “ad” in order to stay in line with advertising regulations.

  • Offer promotion codes

Working with an influencer to offer discount codes for your items is one approach to use influencer marketing to get your audience interested. Increased sales, brand awareness, and website traffic could result from this promotional offer.

Related: Want to increase your sales and learn digital Marketing? Here’s How?

You found the perfect influencer. Now what?

Make sure your influencer is the right fit for you before you draft a collaboration agreement. Examine the material that they are producing. Does it reflect the ideals of your brand? Are they interacting with it meaningfully?

Additionally, make sure your influencer is knowledgeable about your product and has the experience or expertise necessary to market it effectively. The majority of well-known influencers have media kits that you can use to screen possible business partners. These kits provide information on the influencer’s audience, niche, follower growth, demographics, engagement metrics, content formats, and platforms.

Another crucial piece of advice is to imagine the possible structure of a partnership. Look through some examples of influencer marketing campaigns so you have specific ideas for talking to your influencer when you make your pitch.

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Use influencer marketing to boost your business

Selecting the appropriate influencer is essential for reaching your target audience and increasing brand awareness. When done correctly, it can have a significant effect on your brand’s success.

Would you like to spend more time marketing your brand by optimizing your in-store and online operations? Speak to a Zrafted specialist now. Find real creators, control full campaigns, assess your progress, and confidently drive the expansion of your brand.

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