Finding the right influencer is crucial to the success of your influencer marketing campaign on Instagram.
The ultimate best influencer for your brand will be the one who already uses and loves your product, because their feedback will be the most authentic. If you can’t find any influencers who use your product, or if your product is new to the market, search for an influencer whose expertise is relevant to your brand and connect with them.
What to look for in an influencer:
Audience size: If you are hosting an Instagram influence campaign, you mainly need to be looking at the number of followers, but you should also take into account the size of the audience elsewhere on the web.
Engagement rate: It’s important to check the overall engagement rate of a potential influencer for your brand, not just on Instagram.
Type of content: Articles, infographics, giveaways, interviews and videos can all be appropriate in different scenarios, so make sure you pick a versatile influencer who can fit your brand’s needs.
Quality of content: Really good quality, engaging content will attract more customers and better ROI for your brand!
Posting frequency: Be sure to check that the influencer publishes content on a regular basis, and isn’t likely to miss out on important feedback from your prospective customers!
Tone: The tone of the influencer’s content needs to gel with that of your brand. You don’t want your message to be lost in translation!
Closeness with community: The closeness and the trust between an influencer and their community is essential for generating conversions. If the community doesn’t trust the influencer, they won’t listen.
Watch out for…
Actual influence: If the influencer you choose has hundreds of thousands of followers, but only a couple of engagements (likes/comments) on their posts, they probably aren’t actually influencing anyone.
Views on videos: If the influencer uses Instagram videos, the number of likes will not give you an accurate engagement reading. Instead, look at the number of views.
Unrealistic goals: Targeting millions with the wrong campaign will only convert a few. Reaching out to fewer people with a well thought out campaign will produce endless opportunities for word of mouth promotion.
Uninterested audiences: As said before, some cannot be considered influential because their community is not engaged. Influencer marketing will not work if the influencer’s community is not truly devoted to them.
How to find influencers:
1. Research on Social Media
By typing keywords that match your company into social media search bars, you can find influencers who post about your domain of product. You can ask an influencer for their engagement rate to determine just how influential they are. If you are searching directly on Instagram, you can attract an influencer’s attention by liking and commenting on their media, then establish a contact from there.
2. Contact via Direct Message
A simple, effective way of contacting an influencer directly and personally, is by sending them a Direct Message on Instagram, Twitter or Facebook. If you are following the influencer, they will receive the message immediately. Just make sure you work on your wording and really capture their attention in that short message!
3. Use the Influencers Index by Iconosquare
The Influencers Index is a really quick and simple way of identifying influencers on Instagram. Simply choose the category you’re interested in and search influencers based on their number of followers or engagement rate. You can also find out more details about the influencer’s account, like their posting frequency and their most engaging media for example.
4. Use a search tool or work with an influencer agency
Tools like Buzzsumo, Alexa, Quantcast etc. are helpful when looking for influencers. However, be sure to watch out for these sites’ facts, because they use “vanity metrics”. Vanity metrics are engagement rate figures based on estimations, which do not always reflect reality. Remember to concentrate initially on the quality of an influencer’s media rather than their follower base.
Iconosquare’s Influencer Search tool is being BETA tested on the platform right now. It’s a nifty search engine which allows you to click on the location you’re interested in and enter specific criteria to discover the influencers that fit for you.
5. Ask an influencer to recommend another
Bloggers are generally quite familiar with their fellow bloggers’ work. If you already know of one good influencer, try asking them to recommend others like themselves.
6. Connect offline
Getting a feel for the person offline is an important step before handing over the reigns to your online marketing. Hosting a blogger event or a coffee morning for a handful of potential influencers can really help you to get to know them individually, and allow them to get to know your product at the same time.
Be sure to check back with us for our ebook on Influencer Marketing: Coming soon!