Gaining a large, reputable influencer to promote your company is a great way to build your reach without a large spend. Every day, thousands of sponsored posts are uploaded across social media on behalf of growing businesses. In this article, we take a look at how to find the right influencer for your brand.
Checking The Influencers Niche
It goes without saying that you want to find an influencer that posts content relevant to your niche. If you’re selling a new dog toy, for example, you’ll want to be posting on pages within the pet industry. Stuck finding influencers within your chosen area? Here are a few things to try:
- Search for a related hashtag, for example #cutedogs would work for the example mentioned earlier.
- Find the largest pages within your chosen niche, click the arrow next to ‘Follow’ and view similar pages (This only works on Instagram).
- On Twitter, you will be shown a list of similar pages when viewing a potential influencer for your campaign.
You could utilise a spreadsheet or text-based document to keep track of all niche pages. This will help you monitor which ones you have reached out to and save you time when planning.
Evaluating Their Engagement
Before committing to a purchase with your chosen influencer, be sure to double check their engagement. You’ll want to make sure that all interactions are viable on each post. The best way to do this is by turning on their notifications and paying close attention to every new upload.
In addition to this, you could also reach out and ask for a screenshot of their analytics. This will give you a clearer idea on their reach, indicated by the number of impressions received.
Weigh Up The Reach
While utilising influencers can be cost effective, sometimes you get less than you pay for. Calculate the number of viewers on their content and compare it with the cost.
For example, if one influencer wants $50 for a post and they receive 25,000 impressions per post, you are paying a $2 CPM. Look around at other advertising methods to see if launching an influencer campaign is more cost-effective. You can also use this number when comparing various pages.
Other Brand Deals
If the influencer has done other brand deals in the past, you can use this to monitor success. When a brand has a profitable campaign, they are likely to rinse and repeat. With this in mind, seeing repeat promotions from the same company is often promising.
However, there has to be a low ratio of ads to regular posts. If most of the content is sponsored, it can drive down engagement and conversions as a result. Look for pages that are healthy and perhaps have a 10:1 advertising ratio or less.
How To Find The Right Influencer For Your Brand
To wrap up this blog post, finding the right influencer for your brand is a great way of attracting engaged customers. Make sure to check through all of the points listed above to give you a better chance at launching a successful campaign. Calculating their engagement, reach and CPM will help you greatly throughout the process.