Influencer marketing is tricky for a lot of reasons and one of the biggest challenges is finding an influencer who is the perfect match for your brand.
How do you categorize different types of influencers? How do you pick the right type for your brand to work with? What else should you know before you embark in an influencer marketing partnership?
We break all of that down and share a few resources in this post. Got questions or something we missed? Find us on Twitter @UnionMetrics.
Know your influencers
Influencers can mostly be broken down into three categories: Celebrity influencers, macro-influencers, and micro-influencers.
Celebrity influencers we are all familiar with; they’re the big name movie stars, pop stars and sports stars we see on our televisions and in movies and magazines, and in our social media feeds.
Macro-influencers aren’t already famous, but have become famous usually on a specific platform- think Instagram- and have developed a very big and lucrative following there. Research increasingly shows that people trust influencers like these more than they do celebrities, believing they’re more likely to share products that they themselves trust rather than simply anything they get paid to promote.
Micro-influencers have much smaller followings than macro-influencers, but their small followings are very highly engaged and the most likely to try any product or service the person posting about recommends since that recommendation is almost definitely coming from a friend, family member, or someone who shares their favorite hobby.
Which influencer is right for your brand?
This will depend mostly on your resources; most brands aren’t able to partner with big name celebrities unless they have a lot of budget and a big creative team to work with. Macro-influencers will usually cost more to work with than micro-influencers will, but resources are really only part of the picture.
The type of influencer your brand works with should depend mostly on what your goals are for the campaign: Do you simply want to increase awareness around your brand and/or a specific product or service that you provide? Do you want build a community around your brand, or strengthen one that already exists? You shouldn’t be considering an influencer campaign unless you’ve done the research and know that it will help you achieve a specific goal for your brand— or you have enough resources that you can experiment a little.
But that still means you need some clear parameters around your influencer partnership or campaign. Which brings us to our next point.
What else should you know?
The most important thing to establish before you decide to embark on an influencer marketing partnership or campaign is what your goals for the project are, along with what the influencer’s goals are for their own brand. What will you each get out of it? What will you each be expected to do during the course of the project? Be sure you very clearly define what the promotional expectations are on both sides and what will be considered a successful partnership.
It’s important to know that everyone is being as realistic as possible before the partnership begins and any campaigns launch.
It’s also wise to do some research around an influencer before partnering with them in order to avoid a potential PR crisis for your brand.
Bonus: How to measure
To really know if your influencer marketing strategy is paying off, you need to have a comprehensive measurement system in place. Start with the baseline for your brand (if you don’t know what to measure at all, we recommend marketers start with these 5 KPIs), then look at how your metrics change over the course of your influencer campaign.
Let us know if you need help getting started.