As 2020 starts to ramp up, it appears that Influencer Marketing is still a significant component in marketing campaigns. However, as demands for transparency increase, and a new wave of social media users emerge, it is critical for companies to strategically think about their next influencer campaign. Below are five keys steps when selecting an influencer for your next campaign.
1. DEFINE YOUR OBJECTIVES
Before selecting influencers for a campaign, you must first think through what your objectives are and how you define success. Whether your metrics are brand exposure and reach or increase in sales, having set objectives will ensure alignment and help with selecting the right influencer for your brand.
2. DO YOUR RESEARCH
One of the biggest downfalls in influencer marketing is when an influencer does not align with your brand. It is critical to understand who your target audience is, to select an influencer who can well…influence. Influence&Co. recommends diving into the data before moving forward with any influencer. Do they create content aligned with your target audience? Do they portray the same values as your brand? These are all critical questions when researching influencers.
3. ALWAYS CONSIDER THE 3 R’s OF INFLUENCE
Influence comes from a mixture of relevance, reach and resonance. It is essential always to evaluate an influencer based on these components. While some elements may have a more significant impact on your ROI, it is important to make sure you are always considering all three and how they will play a role in your marketing strategy.
4. EVALUATE INFLUENCER’S AUTHENTICITY
With the changing landscape of influencer marketing, and a higher demand for transparency in the social world, evaluating authenticity is critical when selecting an influencer. With Gen Z’s distaste for constant sponsored content, Hootsuite recommends evaluating an influencer based on their “sponsorship saturation.” An influencer who has a smaller ratio of sponsored content tends to be viewed as more authentic and trustworthy, as reported by Convince and Convert.
5. CONSIDER THE RISE OF MICRO-INFLUENCERS
One of the major social media trends in 2020 is the rise of micro-influencers. While reach and impressions might still be a core objective for your brand, it is important to note the influence a smaller blogger can have within their community. Forbes reported that micro-influencers have 22 % more conversations than typical users, a significant statistic when considering who will have the biggest impact on your brand.
Digital and Social Media Specialist