Finding The Right Influencers For Your Brand – Influencers on social media are considered an important support in digital marketing. Having many platforms like Snapchat, TikTok, Facebook, Instagram, etc. you need to define first which one serves better your purpose. Usually Marketers look for influencers for couple of reasons. First, to increase their brand awareness. Second is for lead generation and sales or competitions and other activities.
Given a defined budget and a social media platform, what should you look for?
1- The language
If your targeted audience speaks 2 languages i.e. Arabic and English or if you are targeting only English speaking audience in an Arabic country, then you’ll need the influencer to speak the same language. Add to this, your brand own language.
2- The location of the influencer
If your main market is in KSA, where you sell tangible products, naturally it wouldn’t make sense to choose an influencer in Dubai. Unless you offer online services then geographical targeting may not be an issue.
3- Influencer’s character
If your brand has a modern feel, values and tone, then you should not use “conservative” influencers. You might consider young, energetic ones.
4- Influencer’s specialization
Some influencers like foodies for example will perform best if you’re offering F&B products. But in many cases, a large numbers of influencers, especially in the Middle East, don’t tackle specialized subjects. You can find a lady influencer publishing what is called “Lifestyle” content. That’s a broad subject that can have fashion under it or travel, or shopping, beauty, etc. In this case you need to judge if this influencer can have an added value for your brand and how her followers will react to your brand on her feed.
5- Engagement Rate
Likes are not enough. You should check the Comments and how genuine it looks. If the influencer publishes content of different nature, try to see the engagement rate for similar products / brands.
When you have a specified list of targeted hashtags, you can find out easily – in the Top Posts of Instagram for example – who are the accounts with Finding The Right Influencers For Your Brand – 8 points that will allow you to initiate a campaign or collaboration with an influencer the highest engagement. Then by elimination you can work your way out to finding the suitable one for you.
7- Get the help of Influencers’ Agencies
Today there are many agencies that can help you in finding the right influencer for your brand. But that doesn’t mean you should disregard your own homework. If you need any support in this area, don’t hesitate to contact us.
8- Online Influencer Database
There are some tools offering Influencers’ data base like HypeAuditor or StarNgage. If you have the right knowledge to operate it, you can have a subscription for couple of months that will introduce you to influencer marketing. You will benefit also from additional features like campaign management or analytical reports. The monthly basic subscription for HypeAuditor is 399 USD.
Including influencers in your campaigns is a very efficient tool. Make sure to use it well for higher efficiency. For that purpose, our last advice is: CLEAR COMMUNICATION between the company and the hired influencer. We have seen many cases where the influencer fails or refuses to execute some minor requests like sharing or publishing the content on his or her platform or just publishing stories instead of reels. They need to know exactly what is required and in details.
Read Also: Digital Reputation Management