4 Things to Look for in a Brand Influencer
Finding the right brand influencer is an incredibly important decision. You want to choose influencers who fit with your brand and will help spread the word about everything your company has to offer. But how do you know you have chosen a good fit? Look at these four qualifying questions.
1. Do They Have the Right Reach and the Right Audience?
In order for an influencer to be a good fit for your brand, they need to reach the right people. When you’re considering working with a specific influencer, consider who their target audience is. How many members of that target audience do they reach on a regular basis?
In some cases, influencers might have a relatively small number of followers. To get started as an influencer, new up-and-coming stars might have as few as 3,000 followers. Those influencers usually are best for brands that are just starting to increase awareness of their business or who want to partner with an influencer just as they get started. Long term, the brand can remain partners as that influencer’s reach continues to grow.
Micro influencers, on the other hand, may have an estimated 6,000 to 10,000 followers. They may be ideal for a brand that is looking for a hyper-local or highly specific audience. The advantage with small followings is that you’re more likely to have a better idea of exactly who the influencer’s target audience is.
Conversely, if you’re looking for an influencer who speaks to a much broader audience, you need to find someone with a considerably larger following. An influencer with 100,000 followers has a much greater influence over a wider target audience than one who has only three or four thousand followers.
As you consider the influencer’s reach, however, it’s critical that you carefully evaluate who the influencer’s audience is. Are they the people you are trying to reach? Do your target audiences overlap? It can be tempting to choose an influencer who simply has a wide overall reach. If that influencer doesn’t have an audience that matches your target audience, you may not generate the sales you’re hoping for through that partnership.
At Reach.Dog, we can help connect you with influencers who are most likely to fit your specific needs–and give you a better idea of exactly what those needs are.
2. Does the Influencer Post the Right Type of Content?
Before partnering with an influencer, take a look at the influencer’s other posts. What type of content does the influencer usually post? Does their profile include posts that go up on a regular basis?
Influencers must provide a strong representation of your brand. Consider the influencer’s tone and the type of content that they’re most likely to produce. For example, if you produce natural goods for moms and babies, you’ll want to convey a nurturing, peaceful image. A mommy influencer who frequently produces snarky, sarcastic content might not fit your needs.
On the other hand, imagine you are an athletic brand. You may look for an influencer who will share the details of what it’s really like to use your product. You’ll want an influencer who regularly puts up posts about his gear and what results he’s seeing while he uses it.
Reach.Dog can help you get a quick overview of the type of content an influencer is posting. Under their profile, you’ll see the main platforms they use. From there, you can easily link to their accounts.
3. How Professional–and Serious–are They?
Early in their careers, many influencers are eager to jump in. They may post daily and make sure that all of their content is fresh and exciting. Over time, however, that enthusiasm may wane considerably. You don’t want to partner with an influencer who is hot in the moment, but who may not offer the support your brand needs for long-term growth.
Look over the influencer’s page. Evaluate how frequently they post and the quality of the posts. Is there a steady improvement in overall quality over time? Or does the influencer’s quality seem to deteriorate or to go back and forth regularly?
In addition, consider the influencer’s professionalism when you connect with them. Did you get a prompt response to your query? Does the influencer have a genuine interest in your products? If the influencer reached out to you first, did you feel that it was a professional request? Or did it sound like an entitled social media user who simply wants discounts and free services?
By evaluating the influencer’s professionalism upfront, you can often get a much better idea of what it will be like to work with them long-term. You may find that influencers who work with Reach.Dog have a more professional attitude, since our influencers are dedicated to increasing their reach.
4. How Engaged is the Brand Influencer’s Audience?
If you want to measure the influencer’s actual influence, take a look at how engaged their fans are. An influencer can have tens of thousands of followers. But if only a handful of those seem to actively engage with the posts, chances are, you won’t get the results you’re hoping for from your partnership.
Some of the elements of audience engagement, the influencer can control. Keeping an engaged audience starts with producing engaging content. This means content that brings followers back to check out what the influencer has to say again in the future, as well as the type of content that encourages a response. That content will also prove more likely to convince the influencer’s followers to trust your brand.
Next, it depends on the influencer’s engagement with their audience. If they never respond to their followers or simply throw out conversation starters without actually taking part in the conversation, they will have a less-engaged audience. That translates to audience less invested in the influencer. An influencer with an engaged audience usually has a relationship with those followers that means a higher level of overall trust and a deeper connection that can encourage them to trust your brand simply because of your influencer partnership.
Are you looking for an influencer to partner with you–one who will help expand your reach and connect with potential customers on a deeper level? Reach.Dog is a free influencer marketing platform, developed by James Cashiola. Check out our “Learn More” page for tips and tricks, information on the latest industry trends, and strategies that can help you make the most of your influencer partnerships.
By The Reach.Dog Team