Book a Call
Influencer Marketing
Influencer Partnerships
Campaign Performance
Influencer Selection
B2B Influencer Marketing
ARTICLE #109
How to choose the right influencers for your brand?
Influencer Marketing
Influencer Partnerships
Campaign Performance
Influencer Selection
B2B Influencer Marketing
Written by:
3 min read
Updated on: September 04, 2024
Toni Hukkanen
Head of Design
Creative Direction, Brand Direction
Toni Hukkanen
Head of Design
Creative Direction, Brand Direction
Toni Hukkanen
Head of Design
Creative Direction, Brand Direction
Influencer marketing has introduced a meaningful way for brands to authentically reach potential customers using influencers. Running marketing campaigns through celebrities is old school now. Surely many big brands still do it, but only because they have the budget. Influencer marketing is best for small to medium businesses or the ones who have just started.
Influencers are the ones who have gathered a considerable amount of fan following through their unique way of expression. They have built a mutual relationship of trust with their audiences. However, we cannot say that every influencer is suitable to represent your brand's voice and values.
To get the best from your influencer marketing campaigns, you must carefully choose brand influencers who would naturally appeal to your target audience and check all the right qualities. Let's discuss in detail how to choose the right influencers that can really enhance the reach of your brand and make you stand out in front of your target audience.
Influencer marketing has introduced a meaningful way for brands to authentically reach potential customers using influencers. Running marketing campaigns through celebrities is old school now. Surely many big brands still do it, but only because they have the budget. Influencer marketing is best for small to medium businesses or the ones who have just started.
Influencers are the ones who have gathered a considerable amount of fan following through their unique way of expression. They have built a mutual relationship of trust with their audiences. However, we cannot say that every influencer is suitable to represent your brand's voice and values.
To get the best from your influencer marketing campaigns, you must carefully choose brand influencers who would naturally appeal to your target audience and check all the right qualities. Let's discuss in detail how to choose the right influencers that can really enhance the reach of your brand and make you stand out in front of your target audience.
Influencer marketing has introduced a meaningful way for brands to authentically reach potential customers using influencers. Running marketing campaigns through celebrities is old school now. Surely many big brands still do it, but only because they have the budget. Influencer marketing is best for small to medium businesses or the ones who have just started.
Influencers are the ones who have gathered a considerable amount of fan following through their unique way of expression. They have built a mutual relationship of trust with their audiences. However, we cannot say that every influencer is suitable to represent your brand's voice and values.
To get the best from your influencer marketing campaigns, you must carefully choose brand influencers who would naturally appeal to your target audience and check all the right qualities. Let's discuss in detail how to choose the right influencers that can really enhance the reach of your brand and make you stand out in front of your target audience.
Study your target audience
Study your target audience
Study your target audience
For every marketing campaign, your purpose is to attract the maximum target audience and convert them into leads. So, when you are thinking of hiring some influencers for marketing, the first thing to settle should be the ones for whom you are doing it.
66% of people think that a brand should understand what they want and need. This statement shows the perspective of your target audience and the importance for a business to keep them on a priority list. So, to study your target audience, you can analyse some factors.
What is their age, gender, interests, and demographic location? You must also study about their hobbies, passions, pain points, and preferences. Which social media platform do they prefer to use the most, and what kind of content do they like to watch? Or what is their behaviour online and their ways of engagement?
You need to study and analyse everything. Only then you can think of the next step to hire an influencer for marketing.
For every marketing campaign, your purpose is to attract the maximum target audience and convert them into leads. So, when you are thinking of hiring some influencers for marketing, the first thing to settle should be the ones for whom you are doing it.
66% of people think that a brand should understand what they want and need. This statement shows the perspective of your target audience and the importance for a business to keep them on a priority list. So, to study your target audience, you can analyse some factors.
What is their age, gender, interests, and demographic location? You must also study about their hobbies, passions, pain points, and preferences. Which social media platform do they prefer to use the most, and what kind of content do they like to watch? Or what is their behaviour online and their ways of engagement?
You need to study and analyse everything. Only then you can think of the next step to hire an influencer for marketing.
For every marketing campaign, your purpose is to attract the maximum target audience and convert them into leads. So, when you are thinking of hiring some influencers for marketing, the first thing to settle should be the ones for whom you are doing it.
66% of people think that a brand should understand what they want and need. This statement shows the perspective of your target audience and the importance for a business to keep them on a priority list. So, to study your target audience, you can analyse some factors.
What is their age, gender, interests, and demographic location? You must also study about their hobbies, passions, pain points, and preferences. Which social media platform do they prefer to use the most, and what kind of content do they like to watch? Or what is their behaviour online and their ways of engagement?
You need to study and analyse everything. Only then you can think of the next step to hire an influencer for marketing.
Make clear campaign objectives
Next, you must define clear objectives for your influencer marketing campaign. What precisely are you trying to achieve? Is it brand awareness, website traffic, leads, or sales? When you have clear objectives for your campaign, then you ultimately have clear guidelines to measure metrics and gauge your performance. You know which factor to measure and how it performed before and after the campaign. This can also tell you if you have chosen the right influencer or not.
51% of marketers have reported that influencer marketing has helped them get better customers. In addition, 71% of marketers believe that the quality of customers they get from influencer marketing is better than any other marketing source. That’s why choosing the most suited influencers according to your objectives is always important.
When you are setting your goals for the marketing campaign, first define the desired outcome of your campaign. Then, you have to set a target, i.e., how much time it would take you to complete the goals, etc.
Ensure your objectives are realistic and attainable, and set some standards to measure them as well. And the last thing you have to do is align your goals with your marketing strategy so everything operates smoothly.
This will help you define clear campaign objectives, which will make you more focused on creating an influencer marketing strategy that suits your brand.
Next, you must define clear objectives for your influencer marketing campaign. What precisely are you trying to achieve? Is it brand awareness, website traffic, leads, or sales? When you have clear objectives for your campaign, then you ultimately have clear guidelines to measure metrics and gauge your performance. You know which factor to measure and how it performed before and after the campaign. This can also tell you if you have chosen the right influencer or not.
51% of marketers have reported that influencer marketing has helped them get better customers. In addition, 71% of marketers believe that the quality of customers they get from influencer marketing is better than any other marketing source. That’s why choosing the most suited influencers according to your objectives is always important.
When you are setting your goals for the marketing campaign, first define the desired outcome of your campaign. Then, you have to set a target, i.e., how much time it would take you to complete the goals, etc.
Ensure your objectives are realistic and attainable, and set some standards to measure them as well. And the last thing you have to do is align your goals with your marketing strategy so everything operates smoothly.
This will help you define clear campaign objectives, which will make you more focused on creating an influencer marketing strategy that suits your brand.
Next, you must define clear objectives for your influencer marketing campaign. What precisely are you trying to achieve? Is it brand awareness, website traffic, leads, or sales? When you have clear objectives for your campaign, then you ultimately have clear guidelines to measure metrics and gauge your performance. You know which factor to measure and how it performed before and after the campaign. This can also tell you if you have chosen the right influencer or not.
51% of marketers have reported that influencer marketing has helped them get better customers. In addition, 71% of marketers believe that the quality of customers they get from influencer marketing is better than any other marketing source. That’s why choosing the most suited influencers according to your objectives is always important.
When you are setting your goals for the marketing campaign, first define the desired outcome of your campaign. Then, you have to set a target, i.e., how much time it would take you to complete the goals, etc.
Ensure your objectives are realistic and attainable, and set some standards to measure them as well. And the last thing you have to do is align your goals with your marketing strategy so everything operates smoothly.
This will help you define clear campaign objectives, which will make you more focused on creating an influencer marketing strategy that suits your brand.
Analyse the types of influencers
Before choosing an influencer, you must have an idea about the types of influencers. This will help you decide better which type to choose based on your budget and requirements.
Mega influencers
A mega influencer usually has a lot of followers, normally more than a million. They generally have a wide reach and are good at increasing the brand's visibility. With this much following, they are expensive to work with. Mega influencers also do not have as high level of engagement as expected. Macro influencers can get more engagement than them.
Macro influencers
Macro influencers have a fan following of 100,000 to one million and typically have a very strong online presence. You can hire them to target an industry rather than a niche, and they are generally experienced in increasing website traffic as well.
Micro-influencers
Next are the micro-influencers, who have a following of 1000 to 100,000. They are niche-centric influencers and can have a very strong influence on their followers. Because they have a manageable audience, they can easily handle and influence their decisions. Also, hiring them is cost-effective.
Nano influencers
These are individuals who have a very small number of followers, usually less than 1,000. With such a small following, these influencers can be hired to target a very specific audience.
Before choosing an influencer, you must have an idea about the types of influencers. This will help you decide better which type to choose based on your budget and requirements.
Mega influencers
A mega influencer usually has a lot of followers, normally more than a million. They generally have a wide reach and are good at increasing the brand's visibility. With this much following, they are expensive to work with. Mega influencers also do not have as high level of engagement as expected. Macro influencers can get more engagement than them.
Macro influencers
Macro influencers have a fan following of 100,000 to one million and typically have a very strong online presence. You can hire them to target an industry rather than a niche, and they are generally experienced in increasing website traffic as well.
Micro-influencers
Next are the micro-influencers, who have a following of 1000 to 100,000. They are niche-centric influencers and can have a very strong influence on their followers. Because they have a manageable audience, they can easily handle and influence their decisions. Also, hiring them is cost-effective.
Nano influencers
These are individuals who have a very small number of followers, usually less than 1,000. With such a small following, these influencers can be hired to target a very specific audience.
Before choosing an influencer, you must have an idea about the types of influencers. This will help you decide better which type to choose based on your budget and requirements.
Mega influencers
A mega influencer usually has a lot of followers, normally more than a million. They generally have a wide reach and are good at increasing the brand's visibility. With this much following, they are expensive to work with. Mega influencers also do not have as high level of engagement as expected. Macro influencers can get more engagement than them.
Macro influencers
Macro influencers have a fan following of 100,000 to one million and typically have a very strong online presence. You can hire them to target an industry rather than a niche, and they are generally experienced in increasing website traffic as well.
Micro-influencers
Next are the micro-influencers, who have a following of 1000 to 100,000. They are niche-centric influencers and can have a very strong influence on their followers. Because they have a manageable audience, they can easily handle and influence their decisions. Also, hiring them is cost-effective.
Nano influencers
These are individuals who have a very small number of followers, usually less than 1,000. With such a small following, these influencers can be hired to target a very specific audience.
How to choose the right influencers?
When hiring an influencer, you should not focus only on their follower count. There are some other very important things you must analyse as well.
They should match your brand’s values and voice
Make sure that the influencers you are shortlisting compliments your brand values and voice. For example, if you are a technical agency but you are choosing an influencer in the gardening niche, it just does not make any sense. The content will look fake, and the audience will see right through the paid campaigns.
Their way of expression should complement yours
You should also ensure that the influencer’s way of expression matches your brand message and tone. Everyone has their own identity. There are a lot of tech influencers, and their ways of creating content are different. If one uses a humorous approach, the other might prefer a more subtle and professional tone.
You have to pick the one whose tone matches your brand style. Obviously, their audience already likes their tone and content style, and if it matches yours, it will not only seem authentic, but will be appreciated as well.
Check their engagement rate
Followers can be bought, so you have to check the engagement rate on the influencer’s post. A high engagement rate means they have a good connection with their audience. Also, do not forget to check the comments to see if they are positive or negative and if they have a genuine conversation with their audience. These metrics ensure the credibility of the influencer, and you can judge if they will be the right fit for you.
When hiring an influencer, you should not focus only on their follower count. There are some other very important things you must analyse as well.
They should match your brand’s values and voice
Make sure that the influencers you are shortlisting compliments your brand values and voice. For example, if you are a technical agency but you are choosing an influencer in the gardening niche, it just does not make any sense. The content will look fake, and the audience will see right through the paid campaigns.
Their way of expression should complement yours
You should also ensure that the influencer’s way of expression matches your brand message and tone. Everyone has their own identity. There are a lot of tech influencers, and their ways of creating content are different. If one uses a humorous approach, the other might prefer a more subtle and professional tone.
You have to pick the one whose tone matches your brand style. Obviously, their audience already likes their tone and content style, and if it matches yours, it will not only seem authentic, but will be appreciated as well.
Check their engagement rate
Followers can be bought, so you have to check the engagement rate on the influencer’s post. A high engagement rate means they have a good connection with their audience. Also, do not forget to check the comments to see if they are positive or negative and if they have a genuine conversation with their audience. These metrics ensure the credibility of the influencer, and you can judge if they will be the right fit for you.
When hiring an influencer, you should not focus only on their follower count. There are some other very important things you must analyse as well.
They should match your brand’s values and voice
Make sure that the influencers you are shortlisting compliments your brand values and voice. For example, if you are a technical agency but you are choosing an influencer in the gardening niche, it just does not make any sense. The content will look fake, and the audience will see right through the paid campaigns.
Their way of expression should complement yours
You should also ensure that the influencer’s way of expression matches your brand message and tone. Everyone has their own identity. There are a lot of tech influencers, and their ways of creating content are different. If one uses a humorous approach, the other might prefer a more subtle and professional tone.
You have to pick the one whose tone matches your brand style. Obviously, their audience already likes their tone and content style, and if it matches yours, it will not only seem authentic, but will be appreciated as well.
Check their engagement rate
Followers can be bought, so you have to check the engagement rate on the influencer’s post. A high engagement rate means they have a good connection with their audience. Also, do not forget to check the comments to see if they are positive or negative and if they have a genuine conversation with their audience. These metrics ensure the credibility of the influencer, and you can judge if they will be the right fit for you.
How to find influencers?
Finding the right influencers requires thorough research. First, identify which influencers resonate with your brand values and target audience. Then, leverage social media platforms, influencer databases, and industry-specific websites to discover potential influencers.
Through hashtags
Hashtags can be a huge source of information for finding influencers. If you search for relevant hashtags, then you might get an idea about which influencers are already talking about topics related to your brand or niche. Through their content and interaction, you might get an idea of how passionate the influencer is toward your brand or niche.
By influencer marketing platforms
Influencer marketing platforms usually make it easier to search for and manage influencers. The platform provides a database of influencers and can help you reach them. They also provide tools to manage campaigns, track performances, and analyse data.
Some of the popular platforms are AspireIQ, Upfluence, and Traackr. When choosing one, you have to keep a number of things in your mind.
The platform you are selecting needs to have greater exposure to a large and diversified database of influencers. It should have advanced search filters that help you find influencers based on specific criteria. Further, it offers the best analytics and reporting tools to check the performance of your campaigns.
Doing competitor analysis
Through the competitor analysis, you can explore which influencers your competitors have hired and how those benefit their marketing campaigns. Monitor your competitor's performance and track their reach and engagement. You can then choose the best influencers to outperform these competitors.
Finding the right influencers requires thorough research. First, identify which influencers resonate with your brand values and target audience. Then, leverage social media platforms, influencer databases, and industry-specific websites to discover potential influencers.
Through hashtags
Hashtags can be a huge source of information for finding influencers. If you search for relevant hashtags, then you might get an idea about which influencers are already talking about topics related to your brand or niche. Through their content and interaction, you might get an idea of how passionate the influencer is toward your brand or niche.
By influencer marketing platforms
Influencer marketing platforms usually make it easier to search for and manage influencers. The platform provides a database of influencers and can help you reach them. They also provide tools to manage campaigns, track performances, and analyse data.
Some of the popular platforms are AspireIQ, Upfluence, and Traackr. When choosing one, you have to keep a number of things in your mind.
The platform you are selecting needs to have greater exposure to a large and diversified database of influencers. It should have advanced search filters that help you find influencers based on specific criteria. Further, it offers the best analytics and reporting tools to check the performance of your campaigns.
Doing competitor analysis
Through the competitor analysis, you can explore which influencers your competitors have hired and how those benefit their marketing campaigns. Monitor your competitor's performance and track their reach and engagement. You can then choose the best influencers to outperform these competitors.
Finding the right influencers requires thorough research. First, identify which influencers resonate with your brand values and target audience. Then, leverage social media platforms, influencer databases, and industry-specific websites to discover potential influencers.
Through hashtags
Hashtags can be a huge source of information for finding influencers. If you search for relevant hashtags, then you might get an idea about which influencers are already talking about topics related to your brand or niche. Through their content and interaction, you might get an idea of how passionate the influencer is toward your brand or niche.
By influencer marketing platforms
Influencer marketing platforms usually make it easier to search for and manage influencers. The platform provides a database of influencers and can help you reach them. They also provide tools to manage campaigns, track performances, and analyse data.
Some of the popular platforms are AspireIQ, Upfluence, and Traackr. When choosing one, you have to keep a number of things in your mind.
The platform you are selecting needs to have greater exposure to a large and diversified database of influencers. It should have advanced search filters that help you find influencers based on specific criteria. Further, it offers the best analytics and reporting tools to check the performance of your campaigns.
Doing competitor analysis
Through the competitor analysis, you can explore which influencers your competitors have hired and how those benefit their marketing campaigns. Monitor your competitor's performance and track their reach and engagement. You can then choose the best influencers to outperform these competitors.
Be transparent and build long-term relationships
When you have finally chosen someone by following our influencer selection tips, the next thing is your mutual commitment to each other. Both parties must decide the working guidelines, timings, content deliverability, quality, and frequency of content and compensation.
After deciding everything, stay true to your commitments. This can be ensured when the influencers deliver the content on time, and you compensate them promptly. You should also work with these influencers on multiple projects. This will develop understanding and a long-term partnership.
When you have finally chosen someone by following our influencer selection tips, the next thing is your mutual commitment to each other. Both parties must decide the working guidelines, timings, content deliverability, quality, and frequency of content and compensation.
After deciding everything, stay true to your commitments. This can be ensured when the influencers deliver the content on time, and you compensate them promptly. You should also work with these influencers on multiple projects. This will develop understanding and a long-term partnership.
When you have finally chosen someone by following our influencer selection tips, the next thing is your mutual commitment to each other. Both parties must decide the working guidelines, timings, content deliverability, quality, and frequency of content and compensation.
After deciding everything, stay true to your commitments. This can be ensured when the influencers deliver the content on time, and you compensate them promptly. You should also work with these influencers on multiple projects. This will develop understanding and a long-term partnership.
Frequently Asked Questions
How do you approach an influencer for your brand?
After choosing an influencer, you can reach out to them on any available means they have mentioned on their social media profiles. Be sure not to spam them, and approach them with a reasonable offer. Then, respect whatever choice they make.
How can you know if an influencer is good for your brand?
You can analyse the influencer’s content to decide if they are good for you or not. You can see how they create content, their way of delivering the concept, how they engage with their audience, and whether their audience is satisfied with them or not. All these metrics can give you an idea of whether the influencer will be the right fit for your brand or not.
What are the 3 R’s of influencer marketing?
The three R’s of influencer marketing are relevance, reach, and resonance. These metrics depict if the influencer is relevant to your business, can reach the desired number of people in your audience, and has enough engagement to make people aware of your brand.
Final Words
A careful selection is very important when choosing the right person for your influencer marketing campaigns. Because they will be the face of your brand, they will not only promote your products but also represent your brand values and key message. You can follow our influencer selection tips, which will surely help you to pick the best one. Then, you can track your marketing metrics to analyse their performance and build a better brand presence.
Frequently Asked Questions
How do you approach an influencer for your brand?
After choosing an influencer, you can reach out to them on any available means they have mentioned on their social media profiles. Be sure not to spam them, and approach them with a reasonable offer. Then, respect whatever choice they make.
How can you know if an influencer is good for your brand?
You can analyse the influencer’s content to decide if they are good for you or not. You can see how they create content, their way of delivering the concept, how they engage with their audience, and whether their audience is satisfied with them or not. All these metrics can give you an idea of whether the influencer will be the right fit for your brand or not.
What are the 3 R’s of influencer marketing?
The three R’s of influencer marketing are relevance, reach, and resonance. These metrics depict if the influencer is relevant to your business, can reach the desired number of people in your audience, and has enough engagement to make people aware of your brand.
Final Words
A careful selection is very important when choosing the right person for your influencer marketing campaigns. Because they will be the face of your brand, they will not only promote your products but also represent your brand values and key message. You can follow our influencer selection tips, which will surely help you to pick the best one. Then, you can track your marketing metrics to analyse their performance and build a better brand presence.
Frequently Asked Questions
How do you approach an influencer for your brand?
After choosing an influencer, you can reach out to them on any available means they have mentioned on their social media profiles. Be sure not to spam them, and approach them with a reasonable offer. Then, respect whatever choice they make.
How can you know if an influencer is good for your brand?
You can analyse the influencer’s content to decide if they are good for you or not. You can see how they create content, their way of delivering the concept, how they engage with their audience, and whether their audience is satisfied with them or not. All these metrics can give you an idea of whether the influencer will be the right fit for your brand or not.
What are the 3 R’s of influencer marketing?
The three R’s of influencer marketing are relevance, reach, and resonance. These metrics depict if the influencer is relevant to your business, can reach the desired number of people in your audience, and has enough engagement to make people aware of your brand.
Final Words
A careful selection is very important when choosing the right person for your influencer marketing campaigns. Because they will be the face of your brand, they will not only promote your products but also represent your brand values and key message. You can follow our influencer selection tips, which will surely help you to pick the best one. Then, you can track your marketing metrics to analyse their performance and build a better brand presence.
ARTICLE #109
More news
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
Tallinn, EST
ee@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
Copyright © 2024 FOR®
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
Tallinn, EST
ee@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
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
Tallinn,EST
ee@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
Copyright © 2024 FOR®