Investment in influencers continues to grow as more brands recognize the power of having a third-party on social highlight their brand. That said, it isn’t wise to work with just anyone, picking the right influencer is essential to a successful campaign. We highlight three criteria you should consider when choosing an influencer.
Values: Make sure the influencer aligns with your values. The wrong partnership can look and feel odd. If their followers are drastically different than your key consumer the campaign probably also won’t be successful. Visit their page to review content, ask about past brand partnerships and then decide if they may be a good fit.
Engagement Rate: Before you start your campaign look at your goals. If driving to a website or taking action is important you’ll want an influencer with a healthy engagement rate, someone who has proven they can drive action among his/her followers. If broad awareness is your goal you may want to choose someone who has a larger following.
Location: If your product is only sold in a certain market you’ll want to make sure the influencer has a strong following in that market so it can convert to sales. Sometimes influencers can be based in one city but the majority of their followers are located elsewhere. Be sure to ask or use influencer software to get a peek behind the curtain.
These three tips are just a start. Be sure to head over to our IPGagency.com and check out more tips and case studies on influencers. Let us know your criteria in the comments below.