Over the weekend, a friend sent me some screenshots from the Instagram account of an event we are both familiar with. “HAVE YOU SEEN THESE???” she said. The series of posts featured a scantily clad woman and her friends promoting the event. Slightly confounded by the choice, I took a quick visit to her Instagram page. She had a gaggle of followers, but no real connection to the audience or the event itself, and unfortunately, it didn’t play well.
The idea of using a social media influencer was not a bad one. Influencer marketing is on the rise – Google alone saw a 325% increase in “influencer marketing” searches last year. It’s based on the practice of using influencers in your niche to create and distribute relevant content and share it in an authentic way. It can be a fantastic way to find and reach your people.
However, influencer marketing is a wasted exercise (and investment!) if you aren’t using the right influencers. And while it’s tempting to use metrics like number of followers as a measure of influence, it’s important to take a closer, more comprehensive look at a potential ambassador before you ask them to promote your brand.
Fit
How relevant is the influencer to what you do? How aligned is their content with your messaging? The best partnerships are natural fits – their audience must believe that the endorsement is genuine and your audience must be able to relate to them.
Engagement
Is the influencer engaging with their followers in a meaningful way? Or are their pages just a collection of selfies? If people aren’t commenting and interacting with the person, keep looking. Your audience will get bored with someone who is just skin deep.
Reach
Reach is certainly a valid consideration, so take a look at traffic and followers. But ask yourself who they are reaching. Is it your target audience? Reach is irrelevant if the influencer isn’t reaching the right people.
Authenticity
Influencers must be viewed as authentic and genuine. Is this person partnered with too many sponsors? If so, they will not appear trustworthy.
When chosen thoughtfully, an Influencer partnership is one of the best ways to build your brand online and raise awareness among your target audience. Need some help choosing the right influencer? We can help!
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