5 things to know before collaborating with an influencer

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Brands are expected to spend $15 billion on influencer marketing in 2022. Influencer marketing is one of the most effective digital marketing techniques to help brands connect with their audience. Why? Because people tend to trust influencers and their product content more than companies.

According to this study, 63% of their participants aged 18-34 trust what influencers say about brands more than what brands say about themselves.

Collaborating with an influencer to grow your business is a smart move, but there are a few things you need to know. Let’s take a look at some of the best practices for better collaboration between influencers and brands.

First, choose the right platform that matches your product or service

As we know, an important part of your social media strategy is selecting the right platform. Choosing the right platform depends on a few factors:

  • Your goals: Do you want to drive more traffic to your website, increase sales or encourage engagement from your audience? Some social platforms encourage engagement and conversation, while others encourage opinions. This can help you identify which platform to focus on when looking for an influencer. For example, if your goal is to encourage engagement, I recommend TikTok where the average engagement rate per post is 5.9% compared to only 0.83% on Instagram and 0, 13% on Facebook. Suppose you are selling B2B products or services, LinkedIn will be the most suitable platform to build brand awareness, drive website traffic and generate leads.
  • Your target audience: You should too consider demographics such as age, gender, and location when choosing a platform. Adults between the ages of 24 and 34, for example, make up 31% of Instagram’s audience, while 24% of TikTok’s global audience were women between the ages of 18 and 24 who are more likely to be on Instagram. Tik Tok. Facebook is the most visited social media platform in the United States, while Twitter is the most popular social media in Japan excluding LINE, a messaging app founded in South Korea. Do your research before selecting the platform. Support your decisions with demographic data, rather than being swayed by current trends.
  • Where are the competitors: It can save you time seeing how the contestants perform, what things they did well, what things they dropped the ball on, and learn from their mistakes.
  • Identify if the influencer is well known on the platform: You can find an influencer with over a million followers on TikTok while having little or no presence on YouTube. So, validate that the influencer has a highly engaging following on the selected social media channel(s).

Related: How to Succeed Using Influencer Marketing and Brand Collaboration

1. Choose a relevant influencer

It is essential to choose an influencer who speaks to the same target audience as you. For example, when marketing a fitness product, a suitable influencer might be someone who shares educational health and fitness content or workout videos. Relevance is a crucial part of partner selection to build trust with your audience and provide advice and recommendations from experts with authority in the field.

You should also keep in mind that there are different types of influencers and you can expect different results from each. There are four main types of influencers when it comes to their follower base:

  • Nano-influencers: 10,000 followers or less.
  • Micro-influencers: between 10,000 and 100,000 followers.
  • Macro-influencers: between 100,000 and 1 million followers.
  • Mega-influencers: 1 million followers or more.

If you are aiming to increase brand awareness, relevant mega and macro influencers would still be fine. Although micro and nano influencers reach fewer people, they are more likely to inspire action. Micro-influencers can have a bigger impact on follower actions than celebrities. A study suggests the reason is that the public generally finds them more trustworthy and reliable than celebrities.

2. Validate followers

To find out if an influencer is a perfect fit, you first need to pay close attention to their followers. If you have a business account on any social media platform, chances are you have come across those accounts that pretend to be like real accounts by collecting fake followers and fake engagements. A simple but effective test to see if the influencer you want to work with has fake followers or not is to randomly select some of their followers and notice how they interact with that account.

Check their profiles to confirm that they are not fake and look like your customer profile. A fake account can be easily detected, a typical account would normally have zero or very few post counts. The fake follower would most likely follow thousands of accounts while having a significantly lower number of followers. Sometimes the account has no profile picture or a vague profile description. All of these criteria are red flags that these are fake accounts.

You can also check out the influencer’s previous posts. If you find little engagement (likes, comments, shares), don’t let the high number of followers fool you. This influencer most likely bought fake followers. A good exercise is to chat with the influencer about previous successful campaigns they have worked on.

Related: What “Authenticity” Really Looks Like in an Influencer Marketing Collaboration

3. Give influencers room for creativity

Content delivered to the public must be authentic. The best way to do this is to analyze the influencer’s previous posts as a point of reference and work together on how the content looks, what constraints you have, and what things you hope to achieve without dictating and letting the talk go. .

4. Monitor Engagements and Track Campaign Outcomes and Results

Listening and engagement is one of the main pillars of social media marketing. Social media listening involves identifying and evaluating what customers are saying about the brand, brand mentions, and trends around a business. This will allow the company to measure the success of the campaign, know what worked well and avoid future mistakes.

It is really important to track the impact of influencer marketing using social media listening tools and not rely solely on data provided by the influencer. There are plenty of social media listening tools like Brandwatch, which helps marketers understand their audience, track conversions, and monitor brand mentions.

If influencers drive website traffic, you should configure Google Analytics to measure campaign performance KPIs, such as the number of visitors to your website, pages per session, and bounce rate. Ultimately, if you’re selling a product online, you need to track sales in real time. An easy way is to give each influencer a discount coupon to share with their followers so you can easily track the source of each transaction.

Are you ready to collaborate with an influencer? If in doubt, refer to these pointers before committing.

About Dora Kohler

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