If you want to get your business in front of your ideal audience, working with influencers may be the way to do it. BUT, and I realise I sound like a broken record here, but everyone is focusing on the wrong influencers for their brand!
I want to pop up on everyone's computer screens and yell "BIGGER IS NOT BETTER" - as strange as that sounds 😉 But, hear me out...
Everyone seems to be focused on one thing when searching for influencers; numbers. Followers, likes, comments, shares, views, impressions - all of these numbers and they don't really mean anything. There are much more effective and authentic ways to judge whether or not an influencer is right for your brand.
So far in my Influencer Marketing 101 series we've talked about:
- What a social media influencer actually IS and how they can help your biz
- The 5 rookie mistakes all businesses make when working with influencers
- 8 ways influencer marketing can help your business grow
It's time to talk about the criteria influencers need to meet before you approach them with a collaboration idea! 📝
Next time you're searching for a blogger, Instagrammer, or even YouTuber to work with, I want you to ask yourself these 4 questions:
Is this influencer in the same niche as I am?
Do you and the influencer have the same ideal audience? You want to make sure your audiences align and you're working with someone who is in the same realm as your brand.
For example, if you create your own jewellery, you'd want to work with a fashion influencer or, if the jewellery if quite geeky (hello Harry Potter necklaces), you might want to collaborate with a book Instagrammer or a geeky YouTuber.
Is their engagement rate higher than average?
Ugh, people get so obsessed with follower counts - I find them to be, as some might say, 'vanity metrics'. They are just there to make us feel good about ourselves or reassure us that the influencer is, in fact, influential. BUT you're looking at the WRONG metrics.
Engagement rates are MUCH more important than their follower count and an influencer's engagement rates should be higher than average. Here's my little guide of how to determine an engagement rate:
for bloggers: this is hard to determine without seeing their page views but you can take a look at their Domain Authority here - it should be at least 20 for them to be considered influential. Also take a look at the number of comments they get on each post - it's all relative but I consider 10+ comments to be great for a blog post.
for YouTubers: for YouTubers their average stats should be at least:
- views:subscribers = 14%
- likes:views = 4%
- comments:views = 0.5%
for Instagrammers: you want their engagement rate to be at least 4% on each photo they post - divide their number of followers by the total number of likes + comments on the post
for Facebook and Twitter: it honestly might not sound like much, but anything over 1% is great
Have they posted sponsored content before and how did their audience respond?
Now, it's not a bad thing if they have never posted sponsored content before. You don't want to discount an influencer from your outreach just because they haven't collaborated with a brand before - they might just be extremely fussy about the brands they work with and you could be a perfect fit!
If they have posted branded content before and they're audience responded badly, try and see what you could do differently. Did they post in a different tone of voice? Was the content cohesive with the rest of the influencer's platform? You can really learn from their mistakes.
In an ideal world, you want to find someone with experience and an audience that receives sponsored content well.
Does your brand identity and values align with THEIR personal brand?
In my opinion, this is extremely important to consider. You don't want to approach an influencer who has completely different values to your own because they will know you didn't do your homework.
I spoke to a girl the other day who writes a vegan blog but was approached by a burger joint to review their menu - and no, they didn't have any vegan options. I mean, that's just LAZY!
Find an influencer that matches your brand values and will be a natural fit with your product or service and you'll already be one step ahead of your competitors!
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