How to Choose the Right Influencer for Your Brand
A recent study by Tomoson found that influencer marketing is the fastest-growing online customer-acquisition channel, ahead of organic search, paid search and email marketing. Here are some tips for how to choose the right influencer for your brand.
A good spread of followers on a variety of platforms is desirable, rather than influencers only present on one platform such as Instagram, with no blog. This will ensure greater visibility and longer lasting impact in terms of Search Engine Optimization. Moreover, in the Tomoson study, marketers ranked the following social media platforms by order of effectiveness:
3) Instagram and YouTube
A large number of followers doesn’t mean much without a correspondingly high level of engagement – e.g. comments on an Instagram post or retweets on Twitter.
Choose an influencer with a reader/follower profile that matches your brand. A fashion influencer with a predominantly teenage audience may not be as well suited to a luxury brand as a more specific luxury influencer with readers/followers mainly aged over 25 and in the A & B income groups.
The best influencers generally create their own content and photos, rather than regurgitating press releases. Not only can using duplicate content have severe consequences for your brand, but readers will be turned off by the lack of personal opinion.
Make sure that the influencer is using their own photos – it’s not uncommon to find photographs simply lifted from an unsuspecting photographer’s site, with no credit whatsoever. Where they have used someone else’s photos, there should be a clear credit unless these are free for commercial use.
The influencer’s written and spoken English should be perfect, with no grammatical or spelling mistakes that could reflect badly on your company.
Authority can be measured in a number of ways. Domain authority, for example, affects how the content on sites is ranked by search engines. You can check a site’s domain authority at Moz Open Site Explorer. A domain authority over 30 is considered desirable by some brands. Try to choose an influencer who is considered an expert in their field and well known within the blogging community.
Hopefully you’ve found these tips helpful, it’s a vast subject. We do assist brands in identifying key influencers for their projects so please get in touch if you’d like to find out more about this and about how to work with influencers once you’ve found them.