Setting up an influencer campaign is far more complicated than it first seems. Working with just any influencers is not going to drive results for your business.
This means that before you even think about trying to find influencers, you need to first clearly outline your marketing strategy and campaign goals.
These goals are going to dictate the type of campaign you’ll run and the type and size of influencers that you work with.
This post will walk you through a framework for assessing an influencers’ fit with your brand.
1. Target Audience
Your goal should always be to reach potential customers. To do this, you’ll need to find influencers who have a relevant target audience for your brand. Try to work with influencers who have an Instagram Business or creator account so you can access their audience demographics to assess their fit.
2. Engagement Rate
Engagement rates show how an influencer’s followers respond to their content by liking and commenting on their posts. Aim to work with influencers who’s engagement is as strong as this shows their audience is engaged and more likely to see your branded content. Use the stats below to see how their engagement rate matches vs. industry benchmarks.
3. Content quality
It takes a lot of trusts to put your brand in the hands of another person. This makes it a lot easier when you know that your partner is great at creating content. You should look through their feed to see whether their content is well-composed, creative, and optimized for Instagram. Also, check if they have other sponsored posts to make sure that they are as high quality as non-sponsored content. If it isn’t, this is a big red flag.
Influencers you work with should fit your brand. When you’re looking through their profiles, you should be able to imagine your products in their hands. Ideally, they should fit your target audience as they are most likely to have a following who also fits your target audience.
You should be sure that you and the influencers you want to work with have shared values. Check out their bio & captions to see how they talk about themselves to ensure they are in keeping with your values. Influencers that are aligned with your brand are more likely to become an advocate for your brand.
Authentic influencers share more than just images and captions, they tell stories. Their audience is loyal and trusts their opinion. This makes the content perform much better than content with no story or personality. To check for authenticity, look for posts that share a more human and real story with detailed captions & videos. Check out how Pippyeats shares a story in the post below.
When you look at an influencer’s feed, make sure to take note of how often they publish content. Be sure to note the balance between normal and sponsored content. Check to see if they are posting high-quality content every 1-3 days. It’s key to note that if a prospective influencer publishes 3 or more pieces of sponsored content in a row, their credibility may be at risk.
From a logistical perspective, you want your collaborations to run smoothly. This means that the influencers you work with must be reliable and understand timelines and deliverables. Responses to your messages should be prompt and professional. If they are poor at communicating at the start of your work together, then it’s safe to expect the same if they haven’t delivered on time.
Whenever you find Instagram influencers, you will always find those who try to game the system. Mostly this takes the shape of fake followers, fake comments and enhanced engagement. Always be sure to check that an influencer’s engagement is within reasonable expectations before you work together. Take note of spam comments of a high like to comment ratio. You can use a tool like Influencer Marketing Hub’s engagement rate calculator to check this.