When you collaborate in conjunction with social media influencers They represent your company. Before you decide the person to fill this position it is important to understand the things to look into.
The influencer’s personal style and popularity among their followers can be significant elements, they’re certainly not the only things you need to think about. Brands should consider the following 10 elements when considering collaborations with influencers.
Content quality and the category
Before you do that, check out their content. What’s it about? You’ll need an influencer with posts that fall in the same area as your company. If you’re a company that makes kitchenware for instance, it is important to choose an interior decor, food or lifestyle expert. If your brand produces clothing and accessories, then you’ll need to find a fashion influencer, and so on.
How do you rate the quality of their content? Are their images crisp and well-constructed? Are they able to post captivating Instagram Stories and creative TikTok videos? To promote your business on social media, the influencer should be able to communicate clearly about your brand.
An influencer’s location is usually found in their bio, and in the geotags that they apply on their posts. It is also possible to find this through an influencer marketing platform or simply by looking through their content.
The importance of location is due to many reasons:
- It could impact the disclosure guidelines for influencers that apply to your collaboration. A number of countries regulate this.
- Influencers must be in locations that relate to your marketing campaign. Consider your goals and target audience, and how you can reach them.
- Costs will vary depending on location. Don’t expect an influencer in NYC to be charged the same as a person from Manila.
Appearance isn’t all that important but it’s a significant factor. Take a look at the influencer’s style. What filters and colors do they employ? Find someone who complements the style of your brand.
If, for instance, your business sells hippie-style clothes, find an influencer who has the same vibe. They are likely to have followers who share a similar fashion sense, which means that they’re more likely to be interested in your brand.
Follow count, sometimes referred to as reach, provides us with an idea of the number of people who are likely to see the content of an influencer. This also affects the price of an influencer’s services.
There are five kinds of influencers according to their follower count:
- Nano influencers, 1-5K followers
- Micro influencers, 5-50K followers
- Medium influencers, 50-100K followers
- Macro influencers, 100K-1M followers
- Mega influencers, 1M+ followers
A greater reach doesn’t always equate to better. Engagement rate is also very important, and the nano and micro-influencers typically have the highest engagement rates within the industry.
Nano and a few micro-influencers usually work with you for free products. In the upper reaches of the micro-tier, influencers will begin asking for fees. From the middle tier up, they also have managers, who can increase fees even more.
Find out how an influencer attracted their followers. Organic growth is usually slow and steady. With well-crafted and focused content, influencers will gain ever-growing numbers of followers over time.
However, if you find an influencer who has suddenly gained an abundance of followers, it could be because they have bought fake followers. First, check if they held a giveaway or went viral when they experienced the increase. If not, the growth could be fake.
Growth analysis as shown by influencer marketing platform Heepsy. The steady but slow upwards trend indicates that it’s organic.
Followers to following ratio
Compare the number of followers an influencer has with the number of accounts they follow. If the number is close to 1, it could indicate that the influencer is employing the follow/unfollow method.
With this strategy, the influencer follows random accounts and waits for them to follow back. They then unfollow the other person, effectively having gained a +1 follower. The problem is that although these followers are real people, they’re not always interested in the influencer’s content. They were instead just trying to be polite.
The previous paragraph mentioned that engagement rates are crucial. This is due to the fact that the engagement rate shows how interested people are in the content of an influencer. The more engaged they are, the more likely they will interact with it.
Each social network has its own benchmarks because the ways to engage are different on each network. Therefore, when comparing influencers, only compare them with their counterparts. That is, do not look at Twitch streamers’ engagement rates compared to the benchmarks used by TikTok creators, and so on.
Engagement rates also differ based on the number of followers. When the number of followers increases, engagement tends to decrease. This is why it’s crucial to only measure an influencer’s engagement against the averages of their follower segment.
If you are evaluating an influencer be sure to check into their audience as well. Is your target audience compatible with the influencer’s audience? Examine demographics like gender, age, locale, language, and interests.
You might be surprised with the discrepancies that can arise here. For example, the chart above shows an audience location analysis for an influencer from the United States. We may have expected a majority of their audience to be located in the same country. But in fact, we can see that under a third are actually based in the US.
Additionally, you should consider audience authenticity. Influencers are able to buy fake followers, and you shouldn’t end up wasting your marketing budget on bots.
Auditor authenticity as seen in the influencer marketing platform Heepsy.
Influencer marketing software will analyze this for you efficiently and quickly. If you’re not using any such platform, scan the followers of the influencer on social networks. Do the people who follow them and leave comments on their posts to appear like real individuals? Bots are generally perceived as fake, due to the absence of a profile photo or information, or unnatural speech patterns.
Then, take an overview of other brands the influencer has partnered with. What kind of posts did they share? Did their content receive good engagement and impressions?
Doing some research can give you an idea of the extent to which their content could be able to serve your brand. It is also a good idea to determine if the person you are collaborating with has worked with your closest competitors to determine if you wish to avoid cooperating with them.
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If you are looking to identify social media influencers and choose the most appropriate one for your company’s marketing campaign, keep these 10 things in mind. An accurate analysis of influencers is an essential element in any effective influencer marketing strategy. Therefore, it is important to take the time to perform it correctly.