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Influencer Marketing
Influencer Partnerships
Campaign Performance
Influencer Selection
B2B Influencer Marketing
ARTICLE #109
Table of contents
How to choose the right influencers for your brand?
Influencer Marketing
Influencer Partnerships
Campaign Performance
Influencer Selection
B2B Influencer Marketing
Influencer Marketing
Influencer Partnerships
Campaign Performance
Influencer Selection
B2B 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
Iryna Osadcha
Project Manager
Creative Operations, Project Coordination
Social media has turned into a breeding ground for bizarre brand collaborations—pop stars plugging vacuum cleaners, football legends touting scented candles, you name it. Sure, A-list celebrity endorsements used to be the gold standard, but those days are fading. For small- to medium-sized businesses, partnering with influencers who actually share your values can bring better results (and be kinder on your bank account) than booking a chart-topping vocalist who’ll forget your name by morning.
Yet a quick warning: not everyone with a big following will make sense for your brand. Even if someone seems brilliant on the surface, they can still fizzle out once they actually start talking about your product. The challenge is finding an influencer who truly resonates with your audience and reflects your brand’s personality—without feeling like a forced performance.
Let’s look at some tips for zeroing in on the right personalities, preserving your brand identity, and keeping your marketing campaign honest rather than awkwardly forced.
Social media has turned into a breeding ground for bizarre brand collaborations—pop stars plugging vacuum cleaners, football legends touting scented candles, you name it. Sure, A-list celebrity endorsements used to be the gold standard, but those days are fading. For small- to medium-sized businesses, partnering with influencers who actually share your values can bring better results (and be kinder on your bank account) than booking a chart-topping vocalist who’ll forget your name by morning.
Yet a quick warning: not everyone with a big following will make sense for your brand. Even if someone seems brilliant on the surface, they can still fizzle out once they actually start talking about your product. The challenge is finding an influencer who truly resonates with your audience and reflects your brand’s personality—without feeling like a forced performance.
Let’s look at some tips for zeroing in on the right personalities, preserving your brand identity, and keeping your marketing campaign honest rather than awkwardly forced.
Study your target audience
Study your target audience
First things first: know the people you’re trying to reach. Why? Because 66% of consumers want brands to “get” them. In other words, they want to buy from businesses that speak their language and care about their needs.
To figure out who you’re dealing with, dig into details such as:
Age, gender, and location
Hobbies and passions
Pain points (that late-night stuff they can’t stop worrying about)
Preferred social media platforms
Engagement habits—how do they interact online?
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
First things first: know the people you’re trying to reach. Why? Because 66% of consumers want brands to “get” them. In other words, they want to buy from businesses that speak their language and care about their needs.
To figure out who you’re dealing with, dig into details such as:
Age, gender, and location
Hobbies and passions
Pain points (that late-night stuff they can’t stop worrying about)
Preferred social media platforms
Engagement habits—how do they interact online?
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
Next, ask yourself: what do I actually want from this campaign? More brand awareness, website traffic, leads, or direct sales? Having a clear aim helps you measure success properly and decide if your chosen influencer is the right one.
About 51% of marketers say influencer marketing improves lead quality, and 71% claim those leads beat every other source. Impressive numbers, right? Still, it all falls flat if your influencer doesn’t match your specific goals. Best move? Identify objectives that make sense for your bigger marketing strategy, whether that’s brand awareness, conversions, or something else entirely. Then, track the stats that matter—engagement, clicks, sign-ups—and see if the needle moves once your campaign goes live.
Next, ask yourself: what do I actually want from this campaign? More brand awareness, website traffic, leads, or direct sales? Having a clear aim helps you measure success properly and decide if your chosen influencer is the right one.
About 51% of marketers say influencer marketing improves lead quality, and 71% claim those leads beat every other source. Impressive numbers, right? Still, it all falls flat if your influencer doesn’t match your specific goals. Best move? Identify objectives that make sense for your bigger marketing strategy, whether that’s brand awareness, conversions, or something else entirely. Then, track the stats that matter—engagement, clicks, sign-ups—and see if the needle moves once your campaign goes live.
Analyse the types of influencers
Think of influencers as a buffet—you’ve got options, and your choice depends on your appetite (and budget).
Mega Influencers
When your goal is to make a grand entrance, Mega influencers can be huge crowd-pullers, 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 are at the other end of the spectrum, typically with 1,000 to 100,000 followers. Yes, that might sound modest compared to star-studded accounts, but they often command better engagement thanks to more personal connections. Don’t underestimate the power of a small but loyal tribe.
Nano Influencers
Anyone below the 1,000-follower mark falls into nano territory. Their reach might be tiny, but that smaller scale can lead to a dedicated and genuinely interactive audience. If you need surgical precision—speaking to a specific tribe—nano influencers can deliver a big impact in that small space.
Think of influencers as a buffet—you’ve got options, and your choice depends on your appetite (and budget).
Mega Influencers
When your goal is to make a grand entrance, Mega influencers can be huge crowd-pullers, 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 are at the other end of the spectrum, typically with 1,000 to 100,000 followers. Yes, that might sound modest compared to star-studded accounts, but they often command better engagement thanks to more personal connections. Don’t underestimate the power of a small but loyal tribe.
Nano Influencers
Anyone below the 1,000-follower mark falls into nano territory. Their reach might be tiny, but that smaller scale can lead to a dedicated and genuinely interactive audience. If you need surgical precision—speaking to a specific tribe—nano influencers can deliver a big impact in that small space.
How to choose the right influencers?
Let’s break down the main groups you’ll come across in the influencer world. Consider it like scanning different menus to find the perfect dish for your brand, whether you’re craving massive reach or more intimate engagement.
1. Ensure they match your brand’s values and voice
Consider your brand’s core identity. If you design cutting-edge tech products, teaming up with an influencer famous for backyard gardening tips may look bizarre. Make sure their style and messaging fit your brand message
2. Align their approach with your brand tone
Influencers have unique styles—some love comedic skits, some prefer a polished, formal tone. Think about your brand’s “voice. ” If you’re playful, look for someone with a humorous approach. If you’re more reserved, partner with someone who matches that vibe.
3. Check their engagement rate
A big following can sometimes be all smoke and mirrors. Look closely: do their followers comment in a genuine way, or are the replies too generic or bot-like? A strong engagement rate signals a loyal, involved fan base, which you want on your side.
Let’s break down the main groups you’ll come across in the influencer world. Consider it like scanning different menus to find the perfect dish for your brand, whether you’re craving massive reach or more intimate engagement.
1. Ensure they match your brand’s values and voice
Consider your brand’s core identity. If you design cutting-edge tech products, teaming up with an influencer famous for backyard gardening tips may look bizarre. Make sure their style and messaging fit your brand message
2. Align their approach with your brand tone
Influencers have unique styles—some love comedic skits, some prefer a polished, formal tone. Think about your brand’s “voice. ” If you’re playful, look for someone with a humorous approach. If you’re more reserved, partner with someone who matches that vibe.
3. Check their engagement rate
A big following can sometimes be all smoke and mirrors. Look closely: do their followers comment in a genuine way, or are the replies too generic or bot-like? A strong engagement rate signals a loyal, involved fan base, which you want on your side.
How to find the right influencers
Locating a perfect influencer isn’t about guesswork; it takes some digging. Here are a few ways to start:
Hashtags: Search for hashtags related to your industry or product. Influencers who use these tags frequently might already be talking about topics relevant to your brand.
Influencer marketing platforms: Tools like AspireIQ, Upfluence, and Traackr can simplify influencer discovery and campaign management. Look for platforms that have extensive databases and robust analytics tools.
Competitor analysis: Observe which influencers your competitors partner with, then study how that’s worked out. This provides clues about whether you should do something similar—or go a different route to stand out.
Locating a perfect influencer isn’t about guesswork; it takes some digging. Here are a few ways to start:
Hashtags: Search for hashtags related to your industry or product. Influencers who use these tags frequently might already be talking about topics relevant to your brand.
Influencer marketing platforms: Tools like AspireIQ, Upfluence, and Traackr can simplify influencer discovery and campaign management. Look for platforms that have extensive databases and robust analytics tools.
Competitor analysis: Observe which influencers your competitors partner with, then study how that’s worked out. This provides clues about whether you should do something similar—or go a different route to stand out.
Be transparent and build long-term relationships
Once you’ve settled on one or two influencers, agree on the nuts and bolts—content schedule, format, deadlines, and payment terms. Doing this fosters trust from day one. If they deliver well, think about building a long-term partnership. Consistency can amplify your brand’s presence and keep the influencer genuinely excited about collaborating with you.
Once you’ve settled on one or two influencers, agree on the nuts and bolts—content schedule, format, deadlines, and payment terms. Doing this fosters trust from day one. If they deliver well, think about building a long-term partnership. Consistency can amplify your brand’s presence and keep the influencer genuinely excited about collaborating with you.
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
In many ways, influencers become your brand’s voice in corners of the internet you might not typically explore. They’ll highlight your product, but they’ll also reflect your vibe and values. Pick them wisely, and you’re looking at a memorable campaign rather than a forgettable flop.
Sticking to these tips gives you a stronger chance of finding influencers who genuinely connect with your audience—without the dreaded “cringe factor.” Once you’ve launched, don’t just cross your fingers and wait. Keep tabs on whatever metrics matter most to you—engagement, conversions, leads—and see if you’re hitting your targets. With the right influencer in your corner, you’ll expand your reach in a way that feels personal and refreshingly effective.
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
In many ways, influencers become your brand’s voice in corners of the internet you might not typically explore. They’ll highlight your product, but they’ll also reflect your vibe and values. Pick them wisely, and you’re looking at a memorable campaign rather than a forgettable flop.
Sticking to these tips gives you a stronger chance of finding influencers who genuinely connect with your audience—without the dreaded “cringe factor.” Once you’ve launched, don’t just cross your fingers and wait. Keep tabs on whatever metrics matter most to you—engagement, conversions, leads—and see if you’re hitting your targets. With the right influencer in your corner, you’ll expand your reach in a way that feels personal and refreshingly effective.
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
In many ways, influencers become your brand’s voice in corners of the internet you might not typically explore. They’ll highlight your product, but they’ll also reflect your vibe and values. Pick them wisely, and you’re looking at a memorable campaign rather than a forgettable flop.
Sticking to these tips gives you a stronger chance of finding influencers who genuinely connect with your audience—without the dreaded “cringe factor.” Once you’ve launched, don’t just cross your fingers and wait. Keep tabs on whatever metrics matter most to you—engagement, conversions, leads—and see if you’re hitting your targets. With the right influencer in your corner, you’ll expand your reach in a way that feels personal and refreshingly effective.
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Work with us
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We’re remote-first — with strategic global hubs
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Click to copy
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Click to copy
Dubai, UAE
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Click to copy
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Copyright © 2024 FOR®