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Influencer Marketing: Finding the Right Social Influencer

Finding an influencer to represent a product, service, or message; Through, post, blog, or video isn’t a minor or easy task.  Many variables need to be addressed when choosing the appropriate influencer.  An important variable to look at first, is the demographics of the influencer’s following. Specifics when evaluating the influencers demographics can be vast.  Start by looking at the primary location of the influencers following, platform popularity, & top age ranges.  As mentioned above, many variables play into identifying the right influencer. This article will only be discussing demographics & the specific subsets of demographics listed above.

Influencers can be found all over the world but a product, service, or message maybe only needed to be influenced regionally or nationally.  Knowing the country that an influencer is popular in is easy to figure out, but it’s imperative to know what parts of the country make up the primary following of the influencer. An example of this is finding an Influencer that has a great following for a specific market or subject with a primary following found in the Pacific Northwest.  The target or subject maybe perfect but the geographical primary location of the influencer’s following, may not match the one that is being targeted.  This is why understanding an influencers geographic popularity is important.  Often the easiest tool to review is the analytics. Most influencers will provide you with his or her specific following details (platform or search engine analytics).  Other ways to research this is by finding where the influencer is based out of. Many times the core following of a micro influencer revolves around where the influencer is living.  Reviewing past posts, blogs, or videos could reveal regional slang or mentions. If further research is still needed, try perusing through the influencers engagements and/or comments.

Influencers use a plethora of platforms to connect with their followers. Platforms such as Instagram, Facebook, Twitter, Vine, Youtube, WordPress, etc.   It’s important to take into consideration where the influencer has the most popularity. Each platform prepares a message differently. It is significant to figure out which platform is best to showcase a specific companies’ product, service, or message.  Influencers typically have popularity in more than one platform. However, they usually have one primary platform that shines over the others.  Knowing where the company will best be represented is a great variable to evaluate. Some platforms bring new excitement to users, some are used out of comfort, while some signify popularity to niche sub cultures.  This could also reveal a new value associated to the influencer.  By taking a look at the overall demographics of a platform and comparing them to the demographics of the influencer’s following, may be able to show a solid platform following or a rarity.  A rarity pertaining to the following of the influencer may raise question, or add value to the influencer.

The most popular age ranges of the influencer is another important variable.   Micro influencers typically have an age range that prefer to follow them.  Majority of the time the age range falls in line with the age of the influencer.  Sometimes an influencer may be popular discussing an industry, subject, or topic that is popular amongst an age range different than their own.   Knowing the age range is important. Make sure this variable matches correctly before choosing the influencer.

As mentioned above finding the right influencer for a company is a detail oriented task. Demographics are extremely important & a great first variable to look at when searching for the perfect influencer. In conclusion, a company should take its time when choosing an influencer.  If a company cannot see its product, service, or message genuinely being used, appreciated, or promoted by the influencer; Then the Influencer, most likely may not be the right match for the company.  Keep in mind the influencers following will see right through it, & the company will not get the ROI its looking for.

 

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Influencer Marketing: Micro Influencer’s are Different

When searching for social influencers for a influencer marketing campaign the big question companies ask themselves is: Should we go with a macro or micro influencer. The budget for the two are very different, as well as the type of influence.  A macro influencer is often a famous celebrity, athlete, or musician.   Also a macro influencer just like the name promotes, has a vast following that he or she influences.  On the other hand, a micro influencer has a very targeted following & is not famous amongst the masses.

Micro-influencers typically have genuine passion for a specific topic or industry, to which they work very hard to advocate this digitally. It’s an effort that comes with time and multiple postings, videos, pics, etc. At one point, the influencer’s popularity begins to (trend), within a niche market and the following then expects a continuation to read more, see more, & experience more of what the influencer is posting.   Again, micro influencers are not celebrities, & may only proclaim expertise, with passion towards a specialized industry or topic. This comes off as more trust-worthy to many followers. This is one reason why people like to follow these types of influencers.  In a lot of ways, it’s the perfect cocktail (1-part expert, 1-part average consumer, 1-part authentic, & 1-part genuine), mixed together to make a perfectly stirred individual to promote or review a product, service, or message to their following.

Micro Influencers may be able to get a product, service, or message out to a more defined following over a macro influencer at a better rate (CPE). This may work better for a company on a tighter budget or aiming at a more defined target market. However, It’s still important to remember regardless if a company goes with a micro or a macro influencer: “If a company cannot see its product, service, or message genuinely being used, appreciated, or promoted by the influencer; Then the Influencer, most likely may not be the right match for the company.  Keep in mind the influencers following will see right through it, & the company will not get the ROI its looking for”.