Identifying influencers can be taxing, but great identification on the front end will produce great results for your influencer campaign in the end. Here are some key things to pay attention to when you are going through the process of influencer identification.
The first question you have to ask yourself when identifying influencers is where do you want your brand to have the most exposure: Facebook, Twitter, Instagram, YouTube or your website?
Once you’ve identified what platforms matter to you the most, you’ll want to select influencers that have a strong presence on those platforms.
Here’s what to look for when looking at influencers on the platforms you choose:
Check to see if the influencer you are looking at makes content tailored for Facebook or if they only share their blog posts on Facebook?
If Facebook matters to your campaign, you will want an influencer that is highly active on this channel, which can be harder to find these days.
When looking at Instagram influencers it’s best to look for two things: great photos and fake followers.
If you don’t like an influencer’s photos when you look at their profile, you won’t like what they will produce for your brand either.
Also, if you notice that their followers are high but their engagement numbers on posts are low, this could indicate that a lot of their followers are fake. To verify this, you can easily run their profile handle through HypeAuditor.
Make sure influencers on this platform are participating in the right conversations for your brand. If all they post on Twitter is about their cat and their political views, and you want them to promote your skincare line, that probably won’t be a good fit.
With YouTube you need to start by watching a few of their videos.
Check for these yellow/red flags:
• bad lighting
• poor sound quality
• bad editing
• boring/lifeless onscreen presence
• never showcasing brands
• lots of negative reviews about other brands
• lack of consistency in publishing frequency
Also, style of their videos matter. If they are stylizing their videos in a way that doesn’t coincide with your brand, they probably won’t make a video for you that you will want to re-share on your channels.
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Selecting influencers with a blog is a great website traffic play.
It can help boost your brand’s SEO and keep traffic coming to your website long after a blog is published, unlike social media.
So, when looking at influencers on this platform, check to see if they have posted in the past three months, if they have posted in the past about something related to your brand and if you like how they did it, if they consistently post to their blog, if they include quality photos in their posts, and if they don’t have a bunch of typos and poor writing.
Good influencer identification matters for your influencer campaign. Take the time and energy to do it well and with intention.
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