Influencers, regardless of their tiers, have been marketers’ prized possession since their rise in popularity from 2010. The influencer marketing industry has been growing from $1.7B in 2016 to an estimated $6.5B in 2019, as reported by Influencer Marketing Hub. Brands are not wasting any time in jumping on the bandwagon but are the influencers they work with truly the right fit for them? Follower count is usually the first thing that catches everyone’s eyes but finding an influencer for your campaign goes beyond the number of followers they have. Read on to learn how you can join forces with the best candidates.
Determine your campaign objectives
Are you looking to raise awareness of your brand or drive attendance to your offline event? Be sure of your desired end results! Not only does it make it easier to determine the ideal type of influencers to engage, but it also indicates the effectiveness of influencers for your campaign.
Image: wordweed
Influencers have differing strengths and weaknesses which serve different purposes. Right off the bat, there are 4 tiers of influencers to choose from - mega, macro, micro and nano. Influencers who fall within the higher tiers have a high follower count which means greater reach and brand awareness for you. On the contrary, influencers with a smaller follower count have more opportunities to interact with their followers, making them the go-to for encouraging purchase.
Brand alignment
With an influencer-type in mind, it is now time to dive deeper and source for influencers who could be potential users of your products/services. For instance, if you are in the automotive industry, engaging an influencer who doesn’t drive is not going to work in your favor. Similarly, getting a food blogger to share about sports gear is bound to cause disconnect between the influencer and his/her followers since their interest is likely to be food-related.
Image: weylie
One brand that nailed this is Hourglass Cosmetics. They collaborated with an influencer called Weylie to raise awareness on animal protection globally. Weylie is a big animal lover and a paw parent herself. Through her content, Weylie never fails to feature her pets and share her experiences with everyone. Since this campaign is close to her heart, Weylie’s followers would be inclined to show their support as well.
The best way to start searching for influencers aligned with your brand is to have a look at your current fan base. This affirms their love for your brand and indicates that they are well-informed about your products/services.
Creativity is key
As established previously, one of the best advantages of engaging influencers is their freedom in crafting their content. With a ton of content creating tools in the market coupled with their out-of-the-box ideas, there is no such thing as an “over-the-top campaign” anymore. In fact, creative campaigns are better at capturing attention! After all, if you wanted a plain and simple advertisement, traditional channels would probably be a better option.
Image: youtiao666
Influencers have their own unique style and personality which can then be instilled into your branded content, making it more relatable and attractive. For this to work, you should engage an influencer that reflects your brand personality. Youtiao666 is known to create unusual and humorous content that resonates with their followers, especially the younger generation. Evidently, the duo’s unique sense of humor and personality truly showed during their collaboration with Lazada. Lazada’s fun nature was well emulated through their partnership with Youtiao666 as they were a good match.
Leverage on influencer platforms
Influencer marketing can do wonders for your brand. However, finding the best candidates to work with require time and effort which unfortunately, not all brands have. If you’re embarking on it for the first time or you lack time/manpower on your end, perhaps using an influencer platform would be the best solution. Influencer platforms can sieve out the best individuals for your brand and take over the manual work involved (i.e. liaising with and managing these influencers). While Partipost specializes in connecting brands with nano and micro influencers across different demographics, we do have influencers of other tiers as well. Regardless of your campaign objectives, you can be sure that you’re in good hands!
Activating the best influencers for your brand takes time and effort but it will all be worth it after finding your group of Mr/Ms Right. If you find these tips helpful and would like to know more about influencer marketing, feel free to get in touch with us whenever you’re ready!
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