• Vicky Ooi

Choosing the Right Influencers



These days, working with influencers is one of the best ways to reach new audiences and encourage product sales. They are able to create trends and encourage their followers to buy products they promote, which is why brands love them.


However, choosing the wrong influencer could potentially do more harm than good. In this article, we’re sharing essential tips to set yourself up for success.



01.

KNOW YOUR BRAND

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The first and most important step in choosing the right influencer is to know your brand and what it stands for. Just because an influencer has a large following doesn’t necessarily mean they are the right fit for your brand. By choosing an influencer whose core values align with those of your brand, they will be able to create more captivating content that will resonate well with their followers.



02.

RELEVANCE

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If they aren’t the right audience for your product or service, odds are that you’ll see little to no return. The market is saturated with influencers, each of them appealing to different demographics. When selecting the best influencer for your brand and products, it is important to choose the influencer that appeals most closely to your target audience.


You can pay attention to the followers who are commenting and liking regularly on an influencer’s post to see if they are the type of audience that you are looking for.



03.

ENGAGEMENT

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Engagement isn’t just about the number of likes an influencer gets on a post, it’s about creating a genuine connection and conversation that resonates with their audience.


One good way to recognize a well engaged community is to check whether the influencers take the time to respond to their followers in the comment section. When influencers take the time to interact with their followers, they develop more meaningful connections with them. Sequentially, their followers will be more invested in the content shared by the influencer.



04.

QUALITY CONTENT

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When working with influencers, their content will also be representing you. Therefore, it’s important to ensure the quality of their content. You should look for influencers that post regularly, whose content is clear, creative, well-composed, genuine and consistent.


You should also consider how well an influencer’s aesthetic aligns with your brand style. You would want to avoid an influencer who favors colorful designs if your brand is known to have minimal and muted designs as it would misalign with your brand.



05.

BUDGET

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The cost of sponsored posts can vary dramatically depending on the influencer and their numbers. But, in general, a micro-influencer is going to charge less than a mega-influencer.


Apart from the budget allocated for influencer marketing, you also want to consider how much you will gain from an influencer partnership (return on investment). For a lower budget, aim for nano or micro-influencers with a smaller follower number, but a higher engagement rate.



Influencer marketing is thriving, but it’s still relatively new. Therefore, choosing the right person to tell your story requires careful selection and research. With enough knowledge and research about your brand, target audience and influencer you’re seeking to use, you can set yourself up for success.


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