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Influencer Marketing
ARTICLE #109
How to choose the right influencers for your brand?
Influencer Marketing
Written by:
3 min read
Updated on: September 04, 2024
Iryna Osadcha
Project Manager
Creative Operations, Project Coordination
Iryna Osadcha
Project Manager
Creative Operations, Project Coordination
Social media has turned into the wild west of brand collaborations where pop icons market vacuum cleaners and football heroes plug scented candles. Yet glitz alone doesn’t guarantee a great match. In fact, booking a pricey A-lister who barely resonates with your audience can feel like burning a stack of cash in front of your loyal followers. For small to medium businesses, a down-to-earth influencer with genuine passion often works better than a chart-topping celeb. The trick is to find someone who shares your values and appeals to your crowd without looking like a second-rate commercial break.
Let’s dig into how to select personalities who actually elevate your brand, keep your messaging honest, and secure a marketing strategy that feels sincere instead of forced.
Social media has turned into the wild west of brand collaborations where pop icons market vacuum cleaners and football heroes plug scented candles. Yet glitz alone doesn’t guarantee a great match. In fact, booking a pricey A-lister who barely resonates with your audience can feel like burning a stack of cash in front of your loyal followers. For small to medium businesses, a down-to-earth influencer with genuine passion often works better than a chart-topping celeb. The trick is to find someone who shares your values and appeals to your crowd without looking like a second-rate commercial break.
Let’s dig into how to select personalities who actually elevate your brand, keep your messaging honest, and secure a marketing strategy that feels sincere instead of forced.
Study your target audience
Study your target audience
Before reaching out to anyone with a massive following, it’s wise to figure out who you’re trying to win over. Research shows that 66% of consumers prefer brands that speak their language and show genuine empathy for their needs. If you know exactly whom you’re serving, your marketing resonates far more effectively.
Age, gender, and location: Identify basic demographics such as birth year ranges, dominant gender, and unique geographic regions to gauge your audience’s cultural context.
Hobbies and passions: Discover common interests your audience pursues for fun, whether it’s sports, art, or travel, to further refine overall content relevance.
Pain points: Identify the concerns that keep them awake at odd hours like product quality, tight budgets, or specific time management and target those needs.
Preferred social media platforms: Figure out which digital hangouts they visit most—Instagram, LinkedIn, TikTok so you can engage them exactly where they feel at ease.
Engagement habits: Observe how they interact online through commenting, sharing, or simply browsing, to truly personalise your approach for maximum relevance and enduring, long-term interest.
The better you understand their behaviour, the easier it is to pick an influencer who naturally clicks with them. Don’t jump straight into emailing every random influencer with a polished feed. Take the time to understand your audience profiles first. Here’s the kicker: your audience isn’t static. Their tastes evolve faster than the latest TikTok dance trend. Stay curious, keep analysing, and you’ll not only nail your influencer marketing but also keep your brand as relevant as tomorrow’s headlines
Before reaching out to anyone with a massive following, it’s wise to figure out who you’re trying to win over. Research shows that 66% of consumers prefer brands that speak their language and show genuine empathy for their needs. If you know exactly whom you’re serving, your marketing resonates far more effectively.
Age, gender, and location: Identify basic demographics such as birth year ranges, dominant gender, and unique geographic regions to gauge your audience’s cultural context.
Hobbies and passions: Discover common interests your audience pursues for fun, whether it’s sports, art, or travel, to further refine overall content relevance.
Pain points: Identify the concerns that keep them awake at odd hours like product quality, tight budgets, or specific time management and target those needs.
Preferred social media platforms: Figure out which digital hangouts they visit most—Instagram, LinkedIn, TikTok so you can engage them exactly where they feel at ease.
Engagement habits: Observe how they interact online through commenting, sharing, or simply browsing, to truly personalise your approach for maximum relevance and enduring, long-term interest.
The better you understand their behaviour, the easier it is to pick an influencer who naturally clicks with them. Don’t jump straight into emailing every random influencer with a polished feed. Take the time to understand your audience profiles first. Here’s the kicker: your audience isn’t static. Their tastes evolve faster than the latest TikTok dance trend. Stay curious, keep analysing, and you’ll not only nail your influencer marketing but also keep your brand as relevant as tomorrow’s headlines
Make clear campaign objectives
Once you’ve pinned down your audience, set some goals: brand awareness, web traffic, leads, or direct sales. Aiming for clear outcomes helps you assess success and confirm if your chosen influencer supports that purpose. Around 51% of marketers say influencer marketing boosts lead quality, while 71% claim those leads top every other source. Impressive, but it won’t matter if your influencer doesn’t align with your brand’s objectives.
So define goals that mesh with your broader marketing plan, whether that’s brand visibility, sign-ups, or tangible sales. Then measure the numbers that matter: engagement, clicks, or conversions. If the dial shifts once you launch, you’ll know you’ve nailed it. That focus firmly stops you from scattering efforts and keeps your campaign on track.
Once you’ve pinned down your audience, set some goals: brand awareness, web traffic, leads, or direct sales. Aiming for clear outcomes helps you assess success and confirm if your chosen influencer supports that purpose. Around 51% of marketers say influencer marketing boosts lead quality, while 71% claim those leads top every other source. Impressive, but it won’t matter if your influencer doesn’t align with your brand’s objectives.
So define goals that mesh with your broader marketing plan, whether that’s brand visibility, sign-ups, or tangible sales. Then measure the numbers that matter: engagement, clicks, or conversions. If the dial shifts once you launch, you’ll know you’ve nailed it. That focus firmly stops you from scattering efforts and keeps your campaign on track.
Analyse the types of influencers
Influencers come in various shapes, sizes, and price tags. Some command massive followings, while others focus on niche communities. Your choice depends on how broad or specific your reach needs to be, not to mention your budget. Once you know what you want, it’s easier to decide which influencer tier fits best.
Mega Influencers
When your goal is to make a grand entrance, Mega influencers can be huge crowd-pullers. They’re celebrities or A-listers, but they also come with a hefty bill. At that level, genuine engagement can be tricky, so make sure you’re ready for the cost. If you’re focused on maximum visibility and you’ve got a budget to match, it might be worth the splash.
Macro Influencers
If you’re after a broad audience but not looking to blow your entire budget, macro influencers are an appealing midway option. Typically clocking in at around 100,000 to a million followers, they’re used to courting diverse crowds in fields like fashion, fitness, or tech. On the downside, you might not get the laser-focused niche you’d find with smaller influencers, so double-check whether that’s in line with what you need.
Micro-Influencers
Micro-influencers sit in the 1,000 to 100,000-follower range, offering a more intimate vibe than their larger counterparts. That closeness often translates to better engagement, as followers feel genuinely connected. Despite their smaller numbers, these creators can drive real impact, particularly if they align with your brand’s niche. If you value depth over breadth, micro-influencers can be surprisingly effective and cost-efficient.
Nano Influencers
Nano influencers fly below the 1,000-follower mark, attracting modest but tight-knit audiences. The beauty here is authenticity: their fans are often friends, family, or dedicated enthusiasts who trust their opinions. While reach is often small, the impact can be mighty if they cater to your exact niche. Think of them as local heroes who champion your product with genuine passion.
Influencers come in various shapes, sizes, and price tags. Some command massive followings, while others focus on niche communities. Your choice depends on how broad or specific your reach needs to be, not to mention your budget. Once you know what you want, it’s easier to decide which influencer tier fits best.
Mega Influencers
When your goal is to make a grand entrance, Mega influencers can be huge crowd-pullers. They’re celebrities or A-listers, but they also come with a hefty bill. At that level, genuine engagement can be tricky, so make sure you’re ready for the cost. If you’re focused on maximum visibility and you’ve got a budget to match, it might be worth the splash.
Macro Influencers
If you’re after a broad audience but not looking to blow your entire budget, macro influencers are an appealing midway option. Typically clocking in at around 100,000 to a million followers, they’re used to courting diverse crowds in fields like fashion, fitness, or tech. On the downside, you might not get the laser-focused niche you’d find with smaller influencers, so double-check whether that’s in line with what you need.
Micro-Influencers
Micro-influencers sit in the 1,000 to 100,000-follower range, offering a more intimate vibe than their larger counterparts. That closeness often translates to better engagement, as followers feel genuinely connected. Despite their smaller numbers, these creators can drive real impact, particularly if they align with your brand’s niche. If you value depth over breadth, micro-influencers can be surprisingly effective and cost-efficient.
Nano Influencers
Nano influencers fly below the 1,000-follower mark, attracting modest but tight-knit audiences. The beauty here is authenticity: their fans are often friends, family, or dedicated enthusiasts who trust their opinions. While reach is often small, the impact can be mighty if they cater to your exact niche. Think of them as local heroes who champion your product with genuine passion.
How to choose the right influencers?
You’ve seen the types, but who suits your vision? Start by clarifying which values or aesthetics define your brand. Then, check if a particular influencer’s content lines up with those qualities. The aim is a partnership that feels authentic to followers, rather than a forced promotion that ends up looking shallow.
1. Ensure they match your brand’s values and voice
Consider your brand’s core identity. An influencer known for comedic skits might clash if you’re all about minimalist design. Checking for alignment goes beyond a quick scroll; sample their content, read comments, and see if their community feels genuine. Remember, your collaborator becomes an informal ambassador, so if they’re sharing memes that contradict your message, people will notice. Aim for someone whose style and ethics seamlessly blend with your brand message.
2. Align their approach with your brand tone
Influencers often develop distinct personalities; some rely on slapstick humour, while others go for polished, sophisticated storytelling. If your brand thrives on playful jabs, you might want someone known for comedic flair. On the flip side, a strictly professional brand could mesh better with a calm, authoritative figure. Pay attention to the actual content they produce, like captions, editing style, and even colour palettes. Consistency between your brand voice and the influencer’s vibe makes the campaign feel natural, rather than a mismatched sales pitch.
3. Check their engagement rate
Don’t be dazzled by a huge follower count. Dive deeper and gauge how real their interactions are. Do people leave thoughtful comments, or do you see suspiciously generic praise? A strong engagement rate suggests fans genuinely value the content, which can spill over to your brand. On the other hand, inflated numbers with minimal discussions scream inflated popularity. Tools like Social Blade can give you a rough sense of authenticity. Ultimately, you’re aiming for influencers whose followers actually care deeply.
You’ve seen the types, but who suits your vision? Start by clarifying which values or aesthetics define your brand. Then, check if a particular influencer’s content lines up with those qualities. The aim is a partnership that feels authentic to followers, rather than a forced promotion that ends up looking shallow.
1. Ensure they match your brand’s values and voice
Consider your brand’s core identity. An influencer known for comedic skits might clash if you’re all about minimalist design. Checking for alignment goes beyond a quick scroll; sample their content, read comments, and see if their community feels genuine. Remember, your collaborator becomes an informal ambassador, so if they’re sharing memes that contradict your message, people will notice. Aim for someone whose style and ethics seamlessly blend with your brand message.
2. Align their approach with your brand tone
Influencers often develop distinct personalities; some rely on slapstick humour, while others go for polished, sophisticated storytelling. If your brand thrives on playful jabs, you might want someone known for comedic flair. On the flip side, a strictly professional brand could mesh better with a calm, authoritative figure. Pay attention to the actual content they produce, like captions, editing style, and even colour palettes. Consistency between your brand voice and the influencer’s vibe makes the campaign feel natural, rather than a mismatched sales pitch.
3. Check their engagement rate
Don’t be dazzled by a huge follower count. Dive deeper and gauge how real their interactions are. Do people leave thoughtful comments, or do you see suspiciously generic praise? A strong engagement rate suggests fans genuinely value the content, which can spill over to your brand. On the other hand, inflated numbers with minimal discussions scream inflated popularity. Tools like Social Blade can give you a rough sense of authenticity. Ultimately, you’re aiming for influencers whose followers actually care deeply.
How to find the right influencers
Finding a suitable influencer isn’t pure luck. You need a method to sort through the countless accounts vying for attention. Scrutinise hashtags and competitor partnerships or try dedicated influencer marketing platforms. The real aim is identifying creators who already speak to your target crowd, so your product feels like a natural extension of their content.
Hashtags
Hashtags can act like digital signposts. Search for those linked to your niche—#CleanBeauty, #TechUpdates, #FitnessJourney and see who uses them consistently. This method uncovers individuals who already share content related to your desired brand direction. If their followers match your buyer persona, you could have a ready-made audience waiting. A quick scroll through their posts can reveal tone and engagement quality.
Influencer marketing platforms
Tools like AspireIQ, Upfluence, and Traackr streamline the discovery process by offering massive databases of creators. Many also provide analytics tools, so you can check follower growth or average engagement before reaching out. If you’re handling multiple campaigns, a good platform handles coordination and reporting in one place. That frees you to focus on content strategy and building real connections.
Competitor analysis
Look at the influencers your rivals have worked with, then dig into how that played out. Did it trigger excitement, or was it met with apathy? You can either replicate what’s working by putting your own spin on it or fill gaps they’ve left. Observing their missteps also saves you from repeating the same stumbles, helping you refine your approach for better impact.
Finding a suitable influencer isn’t pure luck. You need a method to sort through the countless accounts vying for attention. Scrutinise hashtags and competitor partnerships or try dedicated influencer marketing platforms. The real aim is identifying creators who already speak to your target crowd, so your product feels like a natural extension of their content.
Hashtags
Hashtags can act like digital signposts. Search for those linked to your niche—#CleanBeauty, #TechUpdates, #FitnessJourney and see who uses them consistently. This method uncovers individuals who already share content related to your desired brand direction. If their followers match your buyer persona, you could have a ready-made audience waiting. A quick scroll through their posts can reveal tone and engagement quality.
Influencer marketing platforms
Tools like AspireIQ, Upfluence, and Traackr streamline the discovery process by offering massive databases of creators. Many also provide analytics tools, so you can check follower growth or average engagement before reaching out. If you’re handling multiple campaigns, a good platform handles coordination and reporting in one place. That frees you to focus on content strategy and building real connections.
Competitor analysis
Look at the influencers your rivals have worked with, then dig into how that played out. Did it trigger excitement, or was it met with apathy? You can either replicate what’s working by putting your own spin on it or fill gaps they’ve left. Observing their missteps also saves you from repeating the same stumbles, helping you refine your approach for better impact.
Be transparent and build long-term relationships
Once you’ve picked an influencer or two, establish clear terms such as content schedule, format, deadlines, and payment structure so everyone’s on the same page. That clarity prevents last-minute chaos and builds trust from the start. If they deliver well, think about maintaining a longer partnership. Repeated collaborations create consistency, letting the influencer’s followers see your product frequently without feeling spammed. Plus, a strong rapport can prompt the influencer to go above and beyond, sharing heartfelt endorsements rather than mere ads. They might even highlight behind-the-scenes details.
Over time, this familiarity can expand your reach and strengthen brand loyalty. Be open about performance metrics too like did you hit your targets, or come up short? Transparency builds respect both ways, encouraging continuous improvement and deeper mutual investment.
Once you’ve picked an influencer or two, establish clear terms such as content schedule, format, deadlines, and payment structure so everyone’s on the same page. That clarity prevents last-minute chaos and builds trust from the start. If they deliver well, think about maintaining a longer partnership. Repeated collaborations create consistency, letting the influencer’s followers see your product frequently without feeling spammed. Plus, a strong rapport can prompt the influencer to go above and beyond, sharing heartfelt endorsements rather than mere ads. They might even highlight behind-the-scenes details.
Over time, this familiarity can expand your reach and strengthen brand loyalty. Be open about performance metrics too like did you hit your targets, or come up short? Transparency builds respect both ways, encouraging continuous improvement and deeper mutual investment.
Frequently Asked Questions
How do you approach an influencer for your brand?
Check their profile or website for their preferred contact details. Send a short, straightforward pitch explaining why you believe you’re a good match, and show how they’ll benefit too. If they’re not interested, respect that and move on—no one enjoys being badgered.
How can you know if an influencer is good for your brand?
Evaluate their content style, engagement levels, and audience reactions in the comments. If their approach lines up with your brand personality and the followers seem genuinely interested, that’s a green light.
What are the 3 R’s of influencer marketing?
They’re relevance, reach, and resonance—meaning your chosen influencer should mesh with your brand’s identity, command enough followers to make a real impact, and spark an honest connection that keeps everyone genuinely interested.
Final Words
Influencer marketing isn’t some magic button you press and forget. It’s a smart, ongoing collaboration that demands strategy, monitoring, and a big dose of authenticity. When you team up with influencers who share your brand’s vibe, you can reach corners of the internet otherwise off your radar. Just remember to watch your chosen metrics such as engagement, clicks, and sign-ups to see if you’re hitting the mark.
Adjust the plan as you go: maybe fine-tune the budget or tweak the creative approach. Ultimately, the goal is a campaign that feels natural, resonates with your audience, and delivers real results. Done right, influencer partnerships do more than push products, they spark loyalty, build trust, and keep your brand in the spotlight long after other digital trends fade away.
Frequently Asked Questions
How do you approach an influencer for your brand?
Check their profile or website for their preferred contact details. Send a short, straightforward pitch explaining why you believe you’re a good match, and show how they’ll benefit too. If they’re not interested, respect that and move on—no one enjoys being badgered.
How can you know if an influencer is good for your brand?
Evaluate their content style, engagement levels, and audience reactions in the comments. If their approach lines up with your brand personality and the followers seem genuinely interested, that’s a green light.
What are the 3 R’s of influencer marketing?
They’re relevance, reach, and resonance—meaning your chosen influencer should mesh with your brand’s identity, command enough followers to make a real impact, and spark an honest connection that keeps everyone genuinely interested.
Final Words
Influencer marketing isn’t some magic button you press and forget. It’s a smart, ongoing collaboration that demands strategy, monitoring, and a big dose of authenticity. When you team up with influencers who share your brand’s vibe, you can reach corners of the internet otherwise off your radar. Just remember to watch your chosen metrics such as engagement, clicks, and sign-ups to see if you’re hitting the mark.
Adjust the plan as you go: maybe fine-tune the budget or tweak the creative approach. Ultimately, the goal is a campaign that feels natural, resonates with your audience, and delivers real results. Done right, influencer partnerships do more than push products, they spark loyalty, build trust, and keep your brand in the spotlight long after other digital trends fade away.
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Work with us
Click to copy
work@for.co
- FOR® Brand. FOR® Future.
We’re remote-first — with strategic global hubs
Click to copy
Helsinki, FIN
info@for.fi
Click to copy
New York, NY
ny@for.co
Click to copy
Miami, FL
mia@for.co
Click to copy
Dubai, UAE
uae@for.co
Click to copy
Kyiv, UA
kyiv@for.co
Click to copy
Lagos, NG
lagos@for.ng
Copyright © 2024 FOR®
Work with us
Click to copy
work@for.co
We’re remote-first — with strategic global hubs
Click to copy
Helsinki, FIN
hel@for.co
Click to copy
New York, NY
ny@for.co
Click to copy
Miami, FL
mia@for.co
Click to copy
Dubai, UAE
uae@for.co
Click to copy
Kyiv, UA
kyiv@for.co
Click to copy
Lagos, NG
lagos@for.ng
Copyright © 2024 FOR®