With all the buzz going around for influencer marketing, it is not hard to scroll pass Instagram and see at least one or two sponsored posts from familiar faces that we follow. Brands are increasing their efforts in influencer marketing as they prove to be highly effective in generating brand awareness and engagement among the audience. As users of this generation moves towards appreciating more genuine form of experience sharing rather than hard selling advertisements, influencer marketing is definitely here to stay.
However, brands often face a huge challenge in identifying the right influencer. If not done properly, all efforts in the influencer marketing may go down the drain as the message is not conveyed to the intended audience. It is not surprising for brand managers to start doubting their influencer marketing efforts when huge popular influencers that they hired did not seem to be performing at all.
Here, we are going to identify all the key points to take note when choosing an influencer for your next campaign. We did not use any big theories for these but just some useful analytics that can prove a whole load of difference.
First and foremost, brands have to ask themselves what is their main campaign objective – is it to create brand awareness for a new product, is it to encourage purchase and trial for existing product or to introduce features of a product/service?
Although it may seem that all these objective are rather similar and brands can simply just go for any of the top influencers to achieve all three goals – it may not be so.
For brands who are going for creating brand awareness and exposure, these huge influencers may be one of the best way to allow brands to reach the most number of followers (regardless of demographics, interest) with each post. Take Selena for example, who posted a simple photo with Coke and received a staggering 6.8 million likes from her 125 million follower base!
While top influencers/celebrities may be excellent in their follower size, they may not be the best in creating in depth engagement for particular product or services and they are also harsh on the wallet. If the brand is aiming to encourage trial or introduce specific features of a product/services, a smaller but more niche influencer would be a better bet as they are considered to be opinion leaders in their field. For example, fitness model @airkiss777 sharing her experience with GuavaPass which allows her to attend different types of fitness classes.
Following from the previous point, brands should definitely look beyond just the number of following when deciding an influencer. “More followers equals to better performance” is definitely a common myth for influencer marketing! While it may apply to some top influencers, many a times, we see that it is usually the smaller influencers who are better in engaging their audience and building a rapport.
Beyond the follower size, brand should look at other performance metrics such as engagement rate – a measurement of likes and comments against the following. This figure gives brands a good idea of an influencers’ average performance for organic and sponsored posts; how well his/her content is able to spark followers’ interest and engage them in a conversation.
Influencer Marketing analytics platform such as Popular Chips is able to provide brands with just the right information prior to engagement of influencer.
Beauty influencer for make up products; fitness influencer for gym passes; travel influencer for travel packages. As intuitive as it may seems, there are still a number of brands who may have approach the wrong type of influencers for their brand. This may be partly attributed to the fact that many influencers have moved towards and brand themselves in a more general way as a lifestyle influencer, a blurring of clear definition of verticals.
Take for example: A high following lifestyle-beauty influencer who usually posts about photos of her outfits and make up products. Now, she is endorsing for a packet drink brand as she takes a photo of herself holding on to the drink while sharing how good it tastes. Interesting but will her audience be interested and is there a good fit? We let you decide!
Endorsement history: To understand if an influencer is a good fit for the brand, one of the key aspect to note is to understand their style and endorsement history.
- Brands can avoid engaging an influencer who has previously worked with their competitors (eg: Uber will not want to hire an influencer who has work with Grab before)
- Brands can also choose to work with influencers who had previously worked with brands in similar industry (eg: ASOS hiring an influencer who has been working with different fashion brands)
By using Popular Chips’ analytics platform, brands can access all the brands that every influencers have mentioned before in their Instagram posts. On top of that, brands can also understand the average performance that these influencers’ sponsored posts received.
Personality and Style: By engaging influencers, these individuals become the faces and voices for the brand. Even though the appearance may not be frequent (1 or 2 sponsored post per influencer), finding the right influencer with the personality and style that fits the brand is crucial for every campaign.
Every influencer is different in their own ways, some are more outgoing and prefer brightly colored feed while some goes for a more sophisticated theme. Brands have to understand their style before making the decision to engage them as the content created for the brand will reflect strongly on the influencers’ own personality and style.
Types of Audience
Lastly and most importantly, what can be more important than understanding the types of followers the influencers have. Afterall, all the influencer marketing efforts is to ultimately reach out to these potential customers. However, it is a common challenge among brands that there is a lack of demographic information for every influencers’ follower base. As such, brands often opt for the best bet of engaging those they think are the most popular in their market who may not have the best mix of audience that the brands want.
Many a times, influencer marketing campaign perform below expectation because of reasons such as targeting the wrong set of followers: imagine a brand engaging a local influencer for a local service but this influencer only has 20% of local following among her base of 1 million!
Now, hard science is available. Popular Chip’s analytics platform allows brands to search for influencer base on the intended target audience demographics and provide detailed demographic breakdown for each and every influencer in the world. With that, brands no longer have to worry about hiring an influencer with followers who are not their target consumers.
Don’t let the challenge of hiring the right influencer prevent you from creating something fun and exciting for both your brand and consumers. With a little help from technology and hard science, choosing the right influencer is not that difficult!