You’re searching for influencers to work with and they’ve passed all the basic tests: their followers are of the right demographic, they have consistently good engagement and no fake followers. What do you look at now?
Here at Popular Chips, we suggest you take a look at their collaborations, or those whom they have worked with before. Collaborations among influencers typically come in one of two types: with brands and with other influencers. Today, we will tell you exactly what you can do with both of these types of information.
While every country has a number of influencers whose popularity extends so far that the brands they collaborate with become common knowledge (think: Kim Kardashian in the States), the typical influencer’s collaboration history is unlikely to be so well-known. This is especially the case if your brand wants to work largely with micro-influencers.
Finding out about an influencer’s past collaborations tells you two things immediately:
- Whether the influencer has worked with a competitor brand in the recent months
- Whom the influencer often features in their posts
Working with a Competitor Brand
In the case below, we show you an influencer who has worked with two competitor brands simultaneously.
Her best-performing posts with Pandora, a popular jewelry brand, were produced in April, July and August last year while her best-performing posts with Cartier, another jewelry brand, were produced in July, August, September and December of the same year.
As the Marketing Manager of a third jewelry brand, Tiffany and Co. for an example, knowledge that this influencer has worked with two other jewelry brands allows you to consider whether impressions of the influencer as a trusted source in this industry outweighs the possibility that working with her may dilute your brand’s image.
Of course, it is important not just to look at the brands the influencer has collaborated with, but also the success of their collaboration.
Comparisons Between Brands
It is especially important that you conduct comparisons between the collaborations that an influencer has made if these brands are from different niche areas. In the example below, we see that the same influencer’s posts receive high engagement when she mentions sports and athleisure brands, but do not fare so well when she mentions coffee and technology-related brands.
This perhaps suggests that the posts made in collaboration with Nespresso and Samsung do not meet the expectation of the influencer’s audience, causing the influencer to receive fewer likes and comments for them. While some influencers brand themselves as “lifestyle” influencers and work with a variety of brands from the fashion industry to the technology industry, the influencer’s followers tend to prefer collaborations with some brands over others.
With such information in hand, you can now decide, based on the industry your company is in, whether this is the right influencer for you to work with. More bluntly put, in this case, a marketing manager of Adidas or Nike should consider working with this influencer, while a marketing manager from Apple or Nescafé should give this influencer a pass.
Whom the Influencer Features
Finding out other individuals that the influencer features allows you to find out the names of other influencers you can potentially collaborate with or have the influencer feature in their collaborated post with you.
If the other influencer is mentioned multiple times and the influencer you are intending to hire has received a high engagement (whether in terms of likes or comments), then you could perhaps consider hiring them both. This allows them to collaborate with each other during upcoming campaigns such that both influencers are able to boost their engagement. Alternatively, you can suggest that the influencer you want to hire feature the other influencer in your marketing brief.