by Google
Choosing an influencer for your brand is as important as the strategic campaign itself, because the right influencer can bring your product or service closer to the exact target group you are trying to reach. The following steps and tips will help you navigate the selection process and make decisions that can have a direct impact on the success of your campaign.
1. Determine your target group
Your target group should be the basis for choosing an influencer. You should know who your ideal customer is and what their online behavior is. Whether it’s moms on maternity leave, outdoor enthusiasts, or tech enthusiasts, targeting the right audience is key to success.
“I agree, it’s also important to know what demographics an influencer follows. I recommend asking for age, country, and gender statistics to make sure their followers match the type of people you want to target with your campaign. By targeting them correctly, you can minimize wasted resources and increase campaign effectiveness.”
2. Choose the type of influencer
It’s important to realize that not every influencer is right for every campaign. Depending on the size and type of your project, you should consider whether you need: Nanoinfluencer (around 1,000 followers): - Has a small reach, but interaction with his followers is high. - Often an expert in a specific field with a personal relationship with his followers. - They trust his experience and reviews. Microinfluencer (5,000 to 20,000 followers) 000 followers):
- Between the brand and the customer, very authentic with great influence.
- Willing to support products that are close to him and he identifies with them.
- Actively shares information about the product and the brand.
Mid-tier influencer (20,000 to 100,000 followers):
- His follower base is large for significant reach, but close to micro-influencers.
- Has higher engagement and closer relationship with followers, maintains personal contact.
- It is suitable for a specific audience with lower fees, accessible to companies with a smaller budget.
Macroinfluencer (100,000 to 500,000 followers):
- Publicly known personality with great reach and interaction.
- Takes care of quality content and tries to maintain attractive feed.
- Chooses cooperation conscientiously, but can be financially demanding.
Megainfluencer (500,000 or more followers):
- Celebrities, athletes, singers with huge reach.
- Difficult to maintain close relationships with followers due to their large number.
- Ideal when launching a new product or needing to spread brand awareness.
“Correctly and very aptly named individual groups of influencers. When choosing a type of influencer, it is important to consider not only the size of their follower base, but also their relevance and relationship with followers. For some projects, it can be effective to combine different types of influencers to achieve optimal reach and engagement of the target group. However, it is important to note that this categorization system is specific to the Slovak and Czech markets, and may differ from global trends and standards in the field of influencer marketing.”
3. Analyze the influencer's content creation
The content that the influencer creates should match the values and image of your brand. Think about the quality, style, and tone of their communication. It is important that their content is consistent with your message.
“I agree. In the field of influencer marketing, it is crucial that the content created by the influencer is consistent with the values and image of the brand. The quality of the content, style and tone of communication can significantly affect how your brand is perceived by your target audience.”
When choosing an influencer, it is important to consider whether their personal brand and way of communication are in line with what you want to present. If an influencer creates content that is not in line with your message, it can lead to misunderstanding or loss of trust from your target audience.
4. Pay attention to the communication of followers with influencers
It is not just about the number of followers. More important is the level of engagement – how often and how intensively followers communicate with the influencer. A high level of engagement can mean that the influencer has a strong relationship with your community.
“Engagement rate is a key indicator of success in influencer marketing. While the number of followers may be important, the real impact lies in the interaction and engagement of the community with the influencer’s content. A strong relationship with the community means that the influencer is not just someone with a lot of followers, but a true leader with influence over their target audience. This can lead to more authentic and effective campaigns. Emphasis on communication and relationships can bring long-term benefits to both parties, the brand and the influencer.”
5. Research the influencer's past
It is important to research the influencer's past and avoid any controversies that could harm your brand.
“When you choose an influencer, not only is he associated with your brand, but your brand is also associated with him. Therefore, it is important to do your research to see if he has any ongoing or closed cases that could harm the brand. Maybe they're publicly proclaiming something that goes against your brand values and the audience might pick up on it, so you need to be careful. In case you miss something, it’s a good idea to have a crisis communication strategy ready.”
6. Communicate with them
Before you decide to collaborate, communicate with potential influencers. Discuss your goals, expectations, and terms of cooperation. Their willingness and manner of communication can be a good indicator of future cooperation.
“Communication is the key to successful cooperation, without it, misunderstandings arise and it can negatively affect the overall course of cooperation. Always try to communicate with the creator on a friendly, yet professional level. Go over your campaign objectives with influencers and let them have a hand in the execution and creative. The influencer himself knows what works best for his followers, and therefore he will know best how to process the collaboration most effectively”
7. Monitor and evaluate results
After launching the campaign, monitor and analyze the results. This will help you understand whether you have chosen the right influencer and whether you should continue to collaborate with them in the future.
“The results of collaborations should be your daily bread. Based on the statistics, you can focus on whether the collaboration was successful or not.”
Choosing the right influencer is crucial to the success of your marketing campaign. The right influencer can strengthen trust in your brand, increase awareness of your product, and ultimately increase sales.
“Working with influencers is interesting and dynamic. Each influencer is unique and brings with them their own style and community. When choosing an influencer, it is key not only to monitor the number of their followers, but especially the quality and authenticity of their content. From my point of view, open and honest communication is important. I always recommend discussing expectations from both parties before starting a collaboration to avoid misunderstandings and ensure that both parties are happy with the collaboration. Don’t be afraid to accept creative input from the influencer, as they know their audience and the success of their content best, which can give a new lease of life to the collaboration with you.”
