So you have a social media strategy already, but you’re looking to reach new audiences or make a big splash about a new product or service. Enter influencer marketing.
Influencer marketing enables your business to work with an influencer, someone who’s well-known on a particular platform, with an engaged following who’s invested in what they say. They have a level of trust with their audience that is hard to get as a brand. So when an influencer recommends or mentions your product, it comes across as a recommendation from a friend and not just another advertisement, making their audience likelier to purchase.
If you’re thinking about using influencer marketing, there are a few things to keep in mind to help you choose the right one.
How much money can you spend?
This is likely to be the biggest factor in who you go after. A nanoinfluencer—someone with a following of about 1,000 to 10,000—may be happy with free product and $100, whereas a macroinfluencer with 500,000 followers might expect to earn at least $5,000 per post.
A more expensive influencer doesn’t guarantee a better return, either. Nanoinfluencers and microinfluencers (those with 10,000 to 100,000 followers) might have fewer eyeballs on their posts but much higher engagement than massive influencers with bots and fake accounts inflating their numbers.
Who has a following similar to who you want to reach?
So you’ve set a budget and now it’s time to find the right influencer. Searching relevant keywords on Instagram or whatever app you’re on is one way to discover who’s out there and is interested in the type of product you’re selling. If you’re looking for a local, nanoinfluencer, don’t forget to add the location to narrow the pool.
You’ll also want to get a sense of that influencer’s engagement rate. The more engaged their following, the better outcomes for you. You can do this manually by looking at their most recent points and the number of comments in relation to their following. Anything above 2.5 percent is generally good. You can also use Inzpire.me’s Instagram free calculator to enter a username and get an estimate of post impressions, story impressions, and engagement rates that you can expect.
Are you aligned?
The best scenario is one where you find an influencer who genuinely likes, uses, and is happy to recommend your product. You’ll also want to make sure they are aligned with your brand ethos and have similar values to those people you’re trying to reach. Not only will this make for a more natural-feeling pairing, but you’re less likely to run into problems later where your influencer has a view that is at odds with the story your business is trying to tell.
Strong alignment also means you can consider building an ongoing relationship with an influencer, where you can build your brand’s credibility over time with their audience, instead of trying to do it all at once with a single post or two. As it becomes more difficult for brands and businesses to cut through the noise on social media, having this type of marketing relationship can really boost your business.