5 easy steps to follow to ensure the most relevant spokesperson is on board for your campaign.
1. Know your target audience, people you want to reach
When you decide to work with social media influencers for your brand or product launches, you need to know that through them, you are actually talking to your future consumers. If the audience of the influencer you have your eyes on is not the consumers you want to attract, then your investment might not be useful. You can draw a map of the consumers you’d like to convince to buy your product — by demographics, country or even interest — but you can also think about it one step further, by turning these same consumers into brand ambassadors. And this can go on, and on, and on…
2. Define your launch objectives
What are you looking to achieve by working with influencers? Setting clear objectives from the start will help you define the map of the perfect brand ambassadors you are looking for. If your campaign objective is only to gain reach, then reach would be the most important criteria in your search. On the contrary, if your main objective is to create great content, possible to repost or share on multiple other platforms, then creatives would come first on your list. There are so many different ways to approach influencer partnerships, but with clear objectives in mind, you’ll surely find the most effective.
3. Vet your influencers
Involving money into a partnership with an influencer adds more weight to the decision process. Vetting can be done through quantitative KPIs but also through qualitative assessments of the actual influencer’s platforms. You can look for indicators such as engagement rates, actual active followers, or even age demographics. But you can also vet an influencer through creative criteria, such as their ability to create great content (and relevant for your brand), or by looking at how their audience is interacting with them : for instance, do they receive positive feedback on brand partnership? If their community is barely responding to partnership posts, that can be a red flag to consider.
4. Be connected to influencers on a regular basis
There is one element that you won’t be able to find through softwares when it comes to vetting influencers : their reputation. Are they easy or difficult to work with? Having demanding social media rising stars can prove to be tiring, and, in the worst case, can even jeopardize your whole campaign if they are acting on impulse. Being connected to the industry will give insider information that might prove to be valuable to secure your launch.
5. Reach vs. creative : a constant dilemma
As the world of social media influencers is growing on a daily basis, the industry is crystallized between what we can call “celebrity influencers” which have reached sometimes millions of followers on one single platform, and “creatives” who have a more selective audience, but consequently less reach.
Now as a brand, you would want the best of both worlds : the reach and the creative skills, right? While you’ll get lucky enough in some markets to find such profiles, in some other parts of the world, it can get quite tricky, and profiles of these calibers are often chased by every other brand.
You would probably have 2 scenarios at that stage : the perfect influencer for your brand, but tinted by an overflow of paid partnerships, which ends up acting against you, or the perfect influencer who is extremely selective with their partnerships and prices their work way above your budget.
Either way, that’s a dilemma you can expect to face at some point.
Campaygn, your data expert for a trusted influencer casting…
Data analysis is key when it comes to selecting profiles for your campaigns, especially when you can forecast your ROI.
Campaygn allows you, not only to forecast your campaign ROI, but also to vet quantitatively any influencer you could fetch on social media. With a database of over 13,6M influencers on Instagram, 3M on YouTube and 17M on Tiktok worldwide and still growing, the tool offers a multitude of features such as the audience overlap analysis, or the active followers rate.
The software solution allows you to fully map an influencer’s reach through different KPI’s, such as age, demographics, audience reached per country, or even audience interests, and most performing content. It provides a full overview of an influencer’s profile quality, backed up by data.
You can also use Campaygn from a brand perspective, where you can track posts where your brand has been tagged for a selected period of time. It is a great indicator of social media presence, and can help you map profiles who actually talk about you online.
Get more info about our software solution >> www.campaygn.com