To influence is the power to change or affect someone’s decision. With the rise of Social Media, there has been an increase in the number of online influential people. However, not all influencers are compatible with your brand or the products that you offer. Similarly, not all influencers are really influential. Some just have massive followings which can be at times fake bots. Before you choose the next influencers for your upcoming campaign, here are a few tips:
Do your Audiences Match?
Does your influencer’s niche align with your brand’s niche? Look at their past content and level of engagement over a couple of months. Does it resonate with your brand? Do the respondents and participants match with your Target Audience? If not, they’re probably not the right influencer for your campaign.
Do your Values Align?
Your target market will associate you with your influencer. Let that sink in. Whoever you choose to work as your brand ambassador, people will associate your brand with that person. If they have a certain belief, good or bad, they will associate that same belief with your brand. What this means is even if the said influencer appeals to your target audience but they have values which you are strongly against, such as the appetite to insult and humiliate people online, don’t do it!.
Are they Influential in the Right Platforms?
Your proposed influencer may have the right audience and the right values, but they are only influential on a specific platform which is not frequented a lot by your target audience. For example, an influential Twitter personality may not be as effective if you are a make-up brand and your Target Audience is always on YouTube.
Do they Match your Campaign Objectives?
If the goal for your campaign is awareness, then you definitely want someone with high reach. If your goal is feedback and conversation, you are better off with someone with a relatively smaller following but high on conversations – someone who engages almost ALL the fans who talk to them on their posts. Understanding and stating your campaign goals is this very crucial.
Do they Resonate with your Offering?