Tips on how to identify and choose the right influencers for your brand or campaign

November 15th, 2023

Influencer Marketing

4 min.

In today’s marketing environment, identifying and selecting the appropriate influencers for your brand or campaign is essential. In this blog, we will be discussing a few of the reasons why this is crucial within this industry.
Defining your goals
It’s essential that you clearly define your campaign objectives by understanding the strengths and weaknesses within your industry by identifying whether you need to increase brand awareness, drive sales or promote a specific product or service. Recognising your goals will help you determine the type of influencers you need.
Identifying your target audience
It’s crucial that you understand your target audience’s demographics, interests and behaviours. All of this information combined will help guide your search for influencers who have a following that closely matches your target demographic. According to Marketing Evolution, understanding your target audience helps you to build relationships and better communicate with your consumers. 
So, before agreeing to a campaign, request the influencer’s audience demographics, to analyse their audience’s age ranges, genders, locations, and interests. This will ensure that their viewers match your target customer profile.
Research Niche Relevance
Look for influencers who have expertise and credibility within your industry or niche. Often, niche relevance is more valuable than a large following as it ensures the influencer’s audience is genuinely interested in your products or services.
Analyse Engagement Metrics
Try not to focus solely on the number of followers an influencer has, instead pay close attention to their engagement rates. This includes likes, comments, shares and click-through rates. High engagement indicates a more active and loyal audience.
Quality Content
Reviewing the influencer’s content is a must! This ensures that the content aligns with your brand’s values and aesthetics. Their content should resonate with your target audience and convey your brand message effectively.
Authenticity and Transparency
Authenticity and transparency will help to build trust with the audience – so try and assess this thoroughly. It’s important to see if they have a history of honesty, genuine recommendations, and a passion for similar products/services – not only promoting for the money.
Always consider working with micro-influencers. These creators may have a smaller following, but their audience can be highly engaged and trusting of the creator. This can be very cost-effective for certain campaigns and clients.
Assess Long-Term Potential
Building enduring partnerships can lead to more effective and authentic marketing efforts. Long-term relationships with influencers can help grow your brand.
Monitor and Measure
Once the campaign’s content has gone live, we recommend that you monitor the performance and measure the success based on the original goals. This data can help you implement your influencer marketing strategy for future campaigns. Viral Talent focuses not only on views but how long audiences engage with content, what they engage with and overall, the cost-effectiveness of a campaign. All of which provide clarity on how a campaign has performed, whilst providing key learnings for future campaigns. 
Legal Compliance
It is necessary to ensure your influencer marketing campaigns comply with relevant regulations and guidelines such as disclosing sponsored content and adhering to the Advertising Standards Authority (ASA) guidelines in the UK. If using influencers from different countries, it is important to understand the legalities within each region. 
Overall, we need to remember that influencer marketing is not a one size fits all strategy. The right influencers for your brand will solely depend on your specific goals and target audience. Make sure to take the time and research and choose influencers that align with your brand values and will resonate with your audience.
If you’re looking to implement Influencer Marketing into your strategy – get in touch with us now to set up a quick consultation call so our brand team can run through this all with you! 
01202 555655
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