Choosing influencers, for a campaign or as an ambassador, is not always easy.
Finding the right person, to represent your brand, relies on many factors.
Some of those factors are: consumer perception of the influencer; the influencer's understanding of your brand and the connections they may have towards other brands.
But it doesn't have to be hard.
Here are some tips on how to choose the best influencer for your next campaign.
There are a lot more things to think about, when picking influencers for your brand campaign. Luckily we are here to help you navigate your way.
Contact us to help you get the best influencers for your brand, backed up by years of experience!
Who are you marketing to?
Why are you marketing to them?
Every product or service has been built with an audience in mind, a group of people that the owner wants to help or simply sell to. This audience is chosen for many reasons, mostly based on the assumption that the audience will buy the product or service.
From young females that go to festivals frequently, to young men who have just started university, there are millions of audience combinations out there, great for many products and/or services.
Understanding the right audience for your brand is incredibly important to the success of your brand. The wrong audience = little to no sales. Therefore working on understanding and finessing your audience is extremely important.
You can do this in many ways, from desk research, audience creation tools, in-built features within platforms, CRM data, questionnaires, surveys, and many other methods.
Bringing the information together, analysing the similarities/differences will allow you to then understand who your brand resonates with. From values, products and mission, understand which customers resonate with which part of your brand.. This will then allow you to improve your communications, product designs, marketing materials and much more, ensuring you are better aligned with your customers and potential customers.
However you might be thinking
"I know who my audience is. I know who I'm targeting already and it's working."
It's great if your current audience is right for your brand and your sales, however there could be so many more customers that you had not even considered.
For example, a spa may be directing ALL of its communications towards females when they could be completely missing out males who are interested in spa treatments. By doing this, they could miss out on extra revenue and valuable customers.
Therefore use various methods to continuously analyse and update your audience, allowing you to gain a holistic overall idea of your audiences. This in turn will allow you to spend your money more efficiently and have the most impact.
Social media is a key part of many marketing strategies. Whether it is always on social media or campaign specific, as more and more consumers turn digitally social, brands are following suit.
But do brands know how to operate in this social media space effectively? The answer: no for many brands! (Some brands are amazing, by the way!)
Therefore, let's start by looking at the basics of the role that each platform can play for brands, small and big.
Facebook is great for local businesses and services/products aimed at an older demographic.
As there is an older audience segment on Facebook, many tend to stick to offline shopping, rather than online shopping, meaning that local businesses can build up the credibility, fan base and conversation they need to succeed. It has great features, such as reviews, jobs, a shop, offers, events and more.
With larger brands, looking to target older consumers, Facebook is perfect. Facebook doesn't have the most success with younger consumers, so it is best not to invest heavily into Facebook when targeting younger audiences.
Instagram is great for e-commerce businesses, fashion brands, beauty brands, make-up/cosmetics brands and any brand that can make itself visually appealing. It tends to have a younger audience, partly due to the emphasis it has on aesthetics.
For e-commerce/DTC businesses and brands, the platform gives a virtual shop window for consumers to see and buy, all within the confines of the app, as the consumer's browser opens within the app. Although currently many products on the page go to external URLs, the wave of updates coming will continue to improve the consumer journey and sales.
Instagram also allows consumers to see the products in-situ or within the hands of an influencer, allowing them to get a taste of what it would be like in their hands.
Also worth noting is that Instagram is an image based platform, where brands are competing with so many pages to gain the attention of scrolling consumers. With so much content on the platform being updated daily, and an algorithm that seems to change daily, having quality content posted regularly will allow brands to win in this space.
Twitter is great for support accounts, updates, brand conversations and trends. Twitter tends to have a younger audience, with ages ranging from 13 to 39 as its majority of users.
As Twitter is a threaded platform, it allows conversations to take place easily, whether it is with influencers or brands. This is why many brands will use the platform for social customer service. Trends are also often founded on the platform, before they move to Instagram.
Snapchat is great for Behind The Scenes content, more personal influencer content and direct messaging between friends.
It has great lenses, filters, stickers and more that users can interact with to create personalised stories to share with friends and family. Influencers are able to have what feels like a more intimate relationship with their fans.
Ultimately the concept of stories, that is now so successful on Instagram, came from Snapchat. Therefore the platform must really understand its community of users.
Pinterest is great for inspiration and communities, whether that be hairstyle inspiration, a technology community, fashion inspiration, a meme community, home design inspiration or anything similar.
It allows all ideas and posts to be credited correctly, with links sitting on the platform but no actual owned content. It can help consumers to visualise the use of a product, allowing them to feel more comfortable when coming to purchase.
Similar to Instagram, it is a visual platform, with users skewing towards posts that look interesting or attractive to them.
LinkedIn is great for formal content, which is more business focussed. The platform has been developing in the past few years to include a lot more informal content, however the core of the platform skews heavily towards B2B sales interactions and communications.
Although the platform is not a consumer platform, I believe the platform is still great for brands to market directly to people, in a B2C way.
LinkedIn is also growing to be more of a social platform, with creators posting on a wide variety of topics, both business and non business related.
Whilst each platform has their own role to play, it is worth noting that every single social media platform has people at its heart, allowing communities to develop.
As brand owners and business leaders, never forget, the person you are speaking to, is actually a person.
Brand accounts on Instagram are great places for brands to express themselves, and showcase their products/services.
From pictures of their products in-situ, to pictures of their team, Instagram allows a brand to really show what they are and who they are.
Instagram allows brands to do this through a number of features:
All of these are key features that you can use to promote your brand organically. (With more investment in the platform, you can achieve even better results.)
Each feature serves a different purpose and a different type of consumer. From those who like longer-form video, to those who prefer static pictures, there is something for everyone.
Using Instagram effectively, to grow your brand, is where you need to have a better understanding of the platform.
Here are some tips and tricks to help you learn more and grow your presence on Instagram today.
These tips are general tips for all brands, however there may be specific things that your brand could do to establish your brand presence.
Think outside of the box but inside Instagram!
IG stories is a format that is increasingly growing in use, due to high engagement and flexibility to have "unpolished" assets.
From slightly fuzzy pictures or a typo, IG stories gives brands the ability to quickly create good-looking and engaging content.
So much so that the difference in engagement between posts and IG stories can be stark!
The tools present within the user interface include stickers, emojis, text, drawing tools, GIFs and so much more. With a little bit of imagination, it's amazing what you can create.
Therefore understanding what works and what doesn't work is important in getting the most out of the format.
Here are some tips to help.
In summary, Instagram stories are a powerful tool for social media marketers, with high engagement rates. Creating IG stories can be easy with just some design skills and a good knowledge of your customers.
Try creating some stories today!
Make your mark, make your brand.
Struggling to get eyes on your content? 👀
With millions and millions of searches being made every day, standing out is important.
YouTube, as a channel, is not used as much by small businesses, when in actuality, it is one of the best channels.
It has high view through rates, subscriber loyalty, great advertising abilities and so much more. It is a space to tell the story of your brand, that gives you the freedom to go beyond a minute. As it is the world's second largest search engine, there is more chance of your brand being found.
Here are a couple of tips and tricks that will help your content to be viewed often.
Winning on YouTube really centres around great content and consistency. With those in place, you will be able to grow your channel easily!
Fun fact: YouTube subscribers are some of the most loyal subscribers so once you have a subscriber, you can be pretty sure they are going to stick around. 😁