What should brands look for when choosing influencers

Influencer marketing has become one of the most powerful forms of marketing for businesses in recent years, because influencers are highly trusted by their community and are often professionals at marketing products and services in a compelling way. However, you shouldn’t choose the next best influencer for your business or brand, because there are some factors to consider in influencer marketing. In the following article, you will learn what these are and how you can find the right influencer for your company.

Inhalt

  1. What is your goal with influencer marketing?
  2. Outsource influencer marketing to external companies if necessary
  3. When choosing the right influencers, pay attention to some key figures
  4. Pay attention to the influencer community
  5. How does the respective influencer present and market himself?
  6. Watch out for competitor products and brands
  7. Establish contractual agreements with influencers

1. What is your goal with influencer marketing?

To find suitable influencers for your company, you should first determine what your company’s goal is with influencer marketing. Accordingly, you can create a suitable strategy. A basic distinction can be made between influencer marketing for the sale of products and services and influencer marketing for increasing brand awareness. Companies generally tend to use smaller influencers for sales, who are in certain niches. These usually have a particularly loyal community and are in closer contact with them. In addition, the costs for micro-influencers are significantly lower than for large influencers. Suitable influencers for increasing your brand awareness, on the other hand, have a large reach.

2. Outsource influencer marketing to external companies if necessary

Especially if you or your company have no - or only little - experience with influencer marketing, you can consider leaving it to external agencies like Reachbird. Just tell Reachbird your marketing goals and they will do the rest of the work for you: This includes choosing the right influencers, arranging with the right influencers, all contractual regulations with them as well as the follow-up of the campaign and evaluation of the data. When you hire Reachbird, you can be sure that all steps up to the marketing of your products, services or brand through the influencers will be carried out correctly.

Here you can schedule a personalized consultation with one of our influencer marketing experts today!

3. When choosing the right influencers, pay attention to some key figures

In order to find the right influencers, you should pay attention to some key figures that indicate that the influencers are suitable for your company. In addition, the key figures of the influencers help you to calculate the right compensation and thus to pay the influencers appropriately. On the one hand, you should pay attention to the interaction rate of the influencers’ followers. This describes how many followers actually interact with the respective influencer. Based on this rate, you can quickly see whether a large number of followers are actually real followers or whether they have merely been bought in.

Today, more and more supposed influencers simply buy their followers. For example, if an influencer has more than 100,000 followers, but only a few hundred likes per post, this indicates many fake followers. Furthermore, you should consider how long an influencer’s profile has existed and how many posts it has. If it has only existed for a short time and there are only a few posts, but the profile has many followers, this is also a factor that should generate suspicion. Influencers who have been active for several years, have already worked with other advertising partners, have a high interaction rate and also have an active community are generally valuable.

4. Pay attention to the influencer communityr

Of course, when choosing the right influencers, you should also pay attention to the community of the individual influencers, because this can differ greatly. Smaller influencers, who are positioned in certain niches, usually have a community that places great value on honesty and criticality in the marketing of products and services by the influencers. The community of great influencers, on the other hand, attaches great importance to the fact that they stand behind their brand - so it depends on the person per se, because great influencers are often seen as idols by their followers. Basically, you should pay attention to the preferences of the community: Therefore, check, among other things, with which posts or products and services, which the respective influencer presents, particularly interacts. Not every community is enthusiastic about your company when you market it via an influencer.

5. How does the respective influencer present and market himself?

Particularly important for successful influencer marketing is the own presentation and marketing of the respective influencer. The influencers who are right for you should above all be authentic, because authenticity is one of the most important success factors in influencer marketing. You should also make sure that the influencers who are right for you present themselves as interested in their followers. There should be a great deal of interaction between the respective influencer and his community in any case. Furthermore, the influencers should have profiles that clearly adhere to a common thread or are located in a specific industry.

Under no circumstances should you choose influencers for your company who market many different products and services from a wide variety of industries, because the trust of your own community is usually no longer high here. Lastly, you should make sure that the influencers actually put work into their profiles: Influencers should know exactly what wishes and suggestions their followers have and respond to them.

6. Watch out for competitor products and brands

With products such as fashion, it is usually not of great importance which other brands an influencer has already worked with or is currently working with. Because it is easy to understand that a person does not just buy clothes from one and the same brand. With some other products, such a change of products/brands can negatively influence the intended trust in the brand and the influencer. Therefore, you should be aware of whether an exclusivity of the influencer for your product or brand is necessary to be presented authentically to the target group.

7. Establish contractual agreements with influencers

Before the influencers you select start working for you, you should establish important contractual agreements with them. It is particularly important to specify the labeling obligation in the contractual agreements. This specifies that the influencers who work for you must always label advertising for your company. Thus, there is no risk of a supposed surreptitious advertising, which could harm your company as well as the influencers. Of course, you should also regularly check whether the influencers actually comply with your contractual agreements.

Here you can schedule a personalized consultation with one of our influencer marketing experts today!

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