Choosing the right influencer for your brand

Social media’s rise has given birth to a new generation of celebrity, each platform has their own set of prominent figures pulling in thousands of likes, views, shares, and followers with every post. Their rising popularity and influence have forced brands into action, making influencer marketing a staple in any strategy as one promotion has the potential to trump any of the content you could create.
It’s always important to research the influencer you are choosing and that the partnership isn’t only based on followers and likes.
Here are some points you should be considering when looking to choose a brand influencer-

 

Engagement

Though an influencer’s likes, followers, and shares aren’t the only important thing, the engagement that an influencer receives on their posts is certainly most important.

Engaging content makes it more likely for audiences to return to the influencer and want to grow a relationship.

It is important to not take an influencer’s engagement as gospel, research factors such as the quality of engagement, how natural is the engagement, and the reaction of the audience, all affecting how the audience will respond to your brand’s promotion.


Authenticity

It’s no secret that influencers have numerous opportunities to work with brands, but the more sponsored content that is posted, the more their status is diluted.

The most successful influencers keep their brand promotion subtle, with these soft mentions maintaining their authenticity and will produce the best results.


Reach

Brands are beginning to realise that influencers with larger reaches aren’t necessarily the most effective, this has seen the rise of the ‘micro-influencer’.

Users that hold less than 10,000 followers are perceived to be more authentic, trustworthy, and ‘normal’ to customers as they engage and interact with them on a more frequent basis. Micro-influencers also tend to be more knowledgeable on their niche, which means the audience will trust their judgement on brands, giving you a customer base at a much more affordable price.


Suitable Platforms

The right influencer is also dependent on the social media platform, an individual that is known for their YouTube content will not be as influential on other platforms such as LinkedIn.

Each platform has their own set of influencers, but making sure that your message reaches the right audience is the most important factor.

To find out more about how we can build a bespoke social media campaign for your company or work with a social media influencer for any sector then please contact us on 01279 703 636 or lisa@absolutelyadvertising.com.