Finding the right influencer is not an easy task, and brands just cannot finalize an influencer based on the number of followers they have. It is important that marketers choose influencers that are brand-safe, productive, and engaging.
Here are the five key factors brands should consider while choosing influencers for their Influencer Marketing Campaigns:
What is their Reach?
Simple metrics like followers, subscribers, and views on influencers’ posts and videos can help brands determine their popularity. But brands need to be aware of bots and pods to eliminate fake accounts.
What is their Engagement?
Engagement is an important factor because it helps marketers determine how active an influencer’s audience is based on the likes, comments, and shares their content receives. It helps them understand how active an influencer’s audience is and how the audience reacts to their content.
How can they help lift the Brand?
People tend to trust and believe influencers they like. So, when brands make use of big influencers, they can significantly help boost their brand awareness.
On what platforms are they available?
There are several platforms where influencers post their content. Since each platform has its advantages and disadvantages, it is important for brands to consider influencers based on the brand’s business goals and objectives.
That being said, influencer marketing on Instagram is a $1 billion industry. While Facebook has a larger user base it’s not as popular for influencer marketing. Data like this should be considered before choosing the platform for your campaign.
What is their Reputation?
All public figures have different reputations based on how they project themselves to the world. Influencers with a good reputation will provide a boost in brand awareness, whereas influencers with a bad reputation can be unfavorable for your brand image. Hence brands need to be careful while choosing influencers.
Before choosing an influencer, brands need to research their target audience and ensure that the values of influencers match their brand values.