Influencer marketing is the new storm in the Social media world. The power good influencers have in driving sales of a product is unmatched. It is said that the international influencer market will grow from 6 billion US Dollars to 24 billion in 2025.
Viewers often believe their favorite influencers to be experts in their niche so naturally, every product they promote is perceived to be good. But as the market grows, the number of people approaching brands for collaborations is increasing. But a collaboration with every self-proclaimed influencer is not worth it. Here’s how you choose the best influencers to collaborate with for your brand.
Before you do any kind of social media campaign, it is incredibly important to know your ideal audience. The influencers you pick should then match the audience. If you’re a fashion brand, make sure that the influencer has the same dressing style as your ideal customer. If you’re a nutritious food brand, you might not want to collaborate with a food blogger who promotes unhealthy eating habits. Your target audience should resonate with theirs.
Instagram is flooded with amateur influencers who do not have an active engagement rate yet. The number of followers or likes does not matter as much as an active engagement does. An account with less than 5k followers with a high engagement is much better than an account with 500k followers and very little engagement. This is also a hint that the page with the low engagement may have bought the followers or accumulated them unethically (like engagement bots).
Another important factor to consider is authenticity or originality. A good influencer only has the power to “influence” people when they can be their most authentic selves online. A follower must believe the influencer. They should be trustworthy. Only then will the followers believe that the product they are promoting is good. People on the internet reward authenticity generously. People like seeing honest, unfiltered content whether it's from creators or brands.
Remember that when you collaborate with an influencer, people are going to associate your brand with them. You want to make sure that the influencer you’re thinking of collaborating with is one with high morals. If they support or promote hate and hate crimes, it is going to affect your brand value. You must choose someone that does not anything illegal or something that could be detrimental to the society. The influencer must also resonate with your brand’s values.
The only reason an influencer would be successful, have a high engagement rate or bring in sales to products they associate with is if they post valuable content that people enjoy and want to share. If you collaborate with someone who just spams, your brand is going to look like spam. You want to work with someone that puts time and effort into their content.