So, you’re ready to dabble into the world of influencer marketing to promote your brand. However, you might not know where to start. Influencer marketing at its core is quite simple, but there are some factors you want to consider first. The biggest key is choosing influencers who are a good fit for your brand. We personally recommend paying attention to the following four categories when selecting influencers.
First and foremost, you’ll want to pay close attention to the influencer’s engagement. This includes their engagement rate, and how they engage with their audience.
Every social media account has an engagement rate. The average branded engagement rate on Instagram hovers around 1.22%, though this varies heavily by industry. You generally want to shoot for anywhere between 1% and 3%. However, many influencers see numbers way higher than this.
Engagement rate is calculated based on the number of followers and the average likes, saves, shares, and comments per post. You’ll learn that influencers with low engagement rates don’t see a high return on investment.
The second part of engagement is their engagement style. This means how they interact with their audience. If they are actively talking to their audience, responding to comments, and forming a relationship, they’re a good influencer. If they “post and ghost” they most likely aren’t close with their audience at all, thus not worth working with.
You’ll also want to be wary of influencers who turn off or limit their comments. This could be for a variety of reasons, but most social media users don’t appreciate having their voice limited.
The second key factor to consider is follower quality. To determine whether the followers are genuine, you can analyze the ratio of comments to likes or use reporting tools like DeepDeets. If the follower list is visible, you can manually review it as well. It’s easy to spot fake accounts with thousands of followers but no posts. Steer clear of accounts with fake or spam followers.
Some influencers have a high amount of followers, but only because they follow thousands of people. Beware of influencers who follow more people than follow them. This can be a sign they hop on “follow trains” which is horrible for engagement.
Lastly, take a look at how the followers comment on the influencer’s posts. If the comments are mostly negative or spam comments, again, you’ll want to avoid this influencer. An influencer who receives good feedback and has good follower dialogue is a great option.
Content style is a huge factor in the success of your influencer marketing campaign. Not only should you look for influencers who put effort into making their content professional, but you want influencers who have content related to your brand. This means sticking within your niche and choosing the best influencers out of that niche. Influencers who have clear photos and videos, look clean and presentable, and put the effort in are great options.
The last factor to look for when selecting influencers is consistency. You want to partner with influencers who are consistent with their content. Look for someone who’s on a posting schedule and has a record of sticking to it. These influencers know the game of social media and prove to be reliable.
Overall, these four categories will help you select the best influencers for your brand. Once you identify skilled, content-savvy, and brand-aligned influencers, leave the rest to DeepDeets. With real-time campaign metrics and reporting, you can achieve successful campaigns effortlessly.
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