Influencers can amplify the power of your content on social and across the web, but navigating the challenging world of micro-personalities and well-known celebrities is a tough task even for the most seasoned of marketers.
Focus on engagement
A recent study by Rakuten found that micro-influencers have usurped celebrities as the most popular option for influencer strategies as the general public are becoming more wary of endorsements from widely known personalities. When getting a campaign up and running, it can be easy to just focus on follower counts and star power, but the metrics that really matter are engagement and something called “quality of followers”.
Micro-influencers can really deliver on return on investment as they are generally more authentic and relatable and are well suited to more personalised targeting and tailored messages. Many popular accounts have large swathes of fake followers or bots, which can cause engagement levels to take a hit. Before you start, make sure to look at the amount of comments, likes and shares that an influencer regularly generates.
Research audience demographics
Taking a closer look at key metrics leads into more in-depth research of an influencer and their audience demographics, which is important if you want your content to resonate with the right people. Try not to assume that, for example, a 29-year-old lifestyle influencer will have an audience comprised mainly of female millennials. Always run the rule over follower demographics covering factors such as gender, age and location. You could work with an agency or use a premium insight tool if you are struggling to track and analyse the correct data.
This is arguably the most important part of influencer campaigns in terms of maintaining your brand image. People do not like being misled, and Rakuten’s study found that the vast majority are completely happy to take a recommendation from an influencer on board as long as the specifics of the relationship are clear and obvious. Brands are spending more of their marketing budgets on influencers, so it is important to get to grips with different facets of this discipline to remain competitive and reap the potential benefits this year.