Influencer marketing is one of the most popular online marketing strategies for brands today. It is a simple idea: get influential people to spread the word about your brand or business through blogs and social media.
However, if you want your influencer marketing campaign to be a success, then you need to choose your influencers wisely.
Influencer marketing is not just about spreading your message through reviews. It’s also about establishing a strong brand identity, increasing the flow of traffic to your website, promoting higher engagement levels with an audience, and a whole lot more.
9 Things to Look for in an Influencer
#1. Relevance
In any influencer marketing campaign, choosing a relevant influencer is the most important step. The
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In the following example, she can be seen giving a tutorial using products from The Body Shop.
The Body Shop’s collaboration with Kaushal for this makeup tutorial was successful because she is relevant to their brand and products. The YouTuber has more than 1 million followers, who consider her to be a trustworthy source of information when it comes to makeup and beauty.
#2. The Quality of Their Content
This is the second most important part of the influencer selection process. After you have found influencers relevant to your business, it’s time to determine the quality of the content they create.
When choosing an influencer, make sure the content they create is high quality, and offers value to their audience. The content should also be interesting and engaging enough that it triggers discussions and interest, and gets shared across the various social media platforms.
#3. Their Engagement Rate
The level of audience engagement determines how much influence an influencer has on their followers. Generating engagement is typically more important in an influencer marketing campaign than building
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The image of a brand depends on them, so they should be able to provide valuable and authentic content. You can tell if an influencer is professional or not by the nature of your interactions with them by email or phone.
#9. Ability to Handle Negative Reactions
Things may not go smoothly all the time. There may be situations when the audience reacts negatively to certain aspects of sponsored content.
Influencers should be able to handle negative reactions well, without worsening the situation. Handling negative reactions quickly and professionally a skill that all effective influencers should have. Before you partner with them, make sure your influencer has the ability to handle such unforeseen circumstances.
For example, the following screenshot is taken from a video by beauty vlogger, Kaushal Beauty. She created the video in response to a concern from some of her followers who thought she used filters on her videos. In the video, the influencer reached out to her audience, and explained how she films her videos.
The screenshot below shows the comments section of the same video, and some of the positive responses she got from her