In what seems to be an oversaturated industry, choosing the right Influencer to bring value to your brand can be understandably difficult and time consuming. Here are some tips to keep in mind to tell if an influencer will help increase revenue growth and brand loyalty.
When choosing an influencer:
DON’T choose an influencer with a suspiciously high following. Because influencers try to grow their personal brands as well, purchasing followers can be an issue. As a brand, this is counter-productive, as you are not seeing the engagement you should be given the audience of the page. Odds are you are also paying this influencer more, because they often charge based on their follower count. AVOID THIS! Instead gravitate towards micro-influencers who post consistently, and post content that directly engages their followers. Aim for micro-influencers with around 1,000 to 30,000 followers. These pages will likely have high audience engagement and loyalty.
DO choose influencers with strong content pillars. By choosing influencers who have 2-3 theme concentrations (fitness routines, healthy recipes, wellness tips), you are more likely to avoid sponsored spam, and benefit from maximum consumer engagement with a niche audience.
DON’T saturate sponsored posts! The biggest mistake that you can make with influencer marketing is spamming audiences with clearly sponsored advertisements. INSTEAD look for influencers who have cultivated a feed that portrays a lifestyle synonymous with the product you are interested in advertising. This is where micro-influencers are specifically useful. Their focus on organic and niche content allows them credibility within their community, and nearly guarantees a loyal consumer base. Sponsored content is a one time post that does not necessarily guarantee engagement. Influencers -- especially micro-influencers allow the opportunity for consumers to see the benefits of product use in action, and so do more to increase click through rates (CTR) over a consistent period of time.
DO encourage content beyond posts! New social media algorithms promote stories, and specifically reels onto explore pages. As a result emphasizing influencers who prioritize posting different types of content is essential in increasing consumer engagement through click through rates (CTR). Posting reels and stories also allows for a visual narrative advertisement (most often an honest review), which builds your credibility and image as a brand.
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