67% of Marketers promote content with the help of Influencers. You know why? It’s because influencers help brands connect with their target audiences with some really engaging content. And their opinions help drive engagement plus sales.
However, identifying the right influencers is not that easy. As Spoina has been doing this for brands since long, we thought of penning down some points here –
How to Find Influencers for Your Brand
Let’s look at it like – Who is your audience and Who can influence them.
1. Who is your Audience
Knowing the target audience is one critical aspect behind success of any influencer marketing campaign . If a brand precisely knows their audience it becomes easy to identify influencers with relevant followers . Most of the time brands chose influencers just as per their industry and this is where the gap is created .
Like generally it’s a thought that a fashion brand should chose a fashion influencer. But that might not be a perfect match always.
It’s important to understand the followers of an influencer and then check if they match with your target audience. Every influencer has a different set of followers which vary as per age, income, style, occupation ,etc. Some influencers may target millennials, while the others may attract middle aged audience.
So , if you want your products to be shown to the relevant audience who may buy it, find the right influencers having followers same as your target audience.
2. Who can Influence
Identifying the right influencers who can influence your target audience is necessary for every brand or you may end up wasting money and time. How do you do that
One thing brands should never let go is authenticity. If an influencer is authentic, then only their followers will take them seriously. The influencer handle should not look like selling anything and everything.
Reach is not equal to the total number of followers and moreover many influencers buy followers. Most of the time brands think that more the following more the reach, but that’s not always true. It’s not necessary that an influencer with million followers will help your product reach million people. Research shows that influencers with less followers ( micro influencers )have higher reach.
Brands should focus on this aspect more than reach. This truly shows how many of the followers are actually interested in the content posted by an influencer.
6. Personality/ Tone/Style
Influencers that suite your brands personality /style and match with your tone can be truly appealing for your target audience. This would help the influencer message align with your brand communication.
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