While it’s crucial to work with key influencers of your industry, choosing the right one who is not only engaging but also relevant to your brand is tricky. It’s generally perceived that those influencers with more followers are desired by brands; however, that’s not true because relevance plays an even greater role.
Types of Influencers:
There is no such thing as a versatile social media influencer. Influencers are broken down into different types based on their audience, interests, channel type, etc. So, it is necessary for brands to differentiate and choose the ones that meet their business goals.
Influencers are segmented as follows:
- Mega-Influencers: 1 million to 5 million followers (often viewed as celebrities by the media)
- Macro-Influencers: 500 K to 1 million followers
- Mid-Tier Influencers: 50 K to 500 K followers
- Micro-Influencers: 10 K to 50 K followers
- Nano-Influencers: 1 K to 10 K followers
While looking for the right influencer for your campaign, it’s important to research multiple parts like:
- Editorial and search engine results: Make use of strategic long-tail keywords on search engines while searching for influencers mentioned in articles, blogs, etc.
- Check out your follower list: Go through your follower list to see if you’ve got any nano or micro-influencers already following your page.
- Hashtags: Hashtags work as a great resource to find influencers
- Competitor research: Researching your competitor helps you understand the strategies used for attracting influencers. You also get to gauge how the audience could respond to your products and services.
- Similar accounts: You can use Instagram’s similar account feature to find accounts that are similar to the ones that interest you.
Benefits of Utilizing Influencers:
Brand Awareness: Influencers help brands engage with a huge audience because of their wide reach within their niches; which the brands can access with the help of their marketing campaigns. This also helps brands in attracting potential leads who were unaware of them previously. In terms of the customer journey, the brand will be popular among the audience during the awareness and consideration stages leading to an increase in sales.
Gaining Customers: According to an article published on the digitalmarketinginstitute.com – while 49% of customers depend on influencer recommendations, 40% purchase products after seeing them on YouTube or Instagram. Influencers have the ability to tap into targeted audiences which consists of customers who are surely interested in their products.
Brand Loyalists: Many influencers emphasize that they will promote only those brands they like and use. So having such influencers will help brands develop relationships of trust and loyalty. These influencers could even become brand advocates.
Things To Look Out for Before Choosing Influencers:
- Styles: Before picking out the influencer of your preference, it’s important to ensure that their content, style, and messaging match the personality of the brand. Is their content and messaging welcoming or warm; professional or aggressive. How does the audience react to all this? All these factors are important to know before you engage an influencer.
- Fake Engagements: Be cautious of influencers with high engagement rates, whichever type of influencer they may be. Because sometimes likes and followers could be bought which reflects that these may not be organic. There are many tools online like Heepsy and Influencity, which help you detect influencers with inorganic followers or likes.
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