Influencer marketing is the ability to generate strategic word of mouth that significantly impacts a brand's visibility.
But how to find Influencers?
Influencers are active users on social platforms, especially Instagram and
Tik Tok, with a professional profile, capable of producing content that generates engagement, interacting with its followers (building solid and organic relationships) focusing on a specific theme (e.g. fashion, food, travel, etc.).
Is everyone an influencer? Which influencer can represent my brand?
No, not everyone is an influencer but everyone can be an influencer.
Choosing a brand ambassador must be very careful in terms of various aspects, such as theme, platform and engagement.
The theme
It is good to identify a testimonial who masters the "subject matter" of your brand , and therefore has an interested fan base.
A simple example: choosing a mommy blogger (whose community is mainly composed of other moms) to sponsor racing bikes will not bring the desired results. It seems obvious that the influencer does not have specific skills to describe the characteristics of the product and the fan base is interested in other topics. In this specific case, for example, clothing for newborns, courses for new moms and games for early childhood.
The platform
Another key point for the success of the campaign is to identify a testimonial who uses the platform preferred by potential customers. Choosing a particularly influential user on Instagram will not be the right channel for your B2B product, for example.
The engagement
Evaluating the engagement of the selected person is a fundamental point for the success of an influencer marketing campaign.
There are countless applications that allow you to buy followers and likes on your posts, as well as bots that allow you to generate fake interactions through stories.
Depending on the following that these figures have within the social networks, we can distinguish:
Celebrities : those with the largest following, often millions of people or more, who have mostly established themselves outside the platform (entertainment, sports, fashion, etc.) and who sponsor already well-known and commonly used brands.
Macro influencers : those who have a following slightly smaller than Mega ones and who have established themselves both outside the platform and thanks to it or similar.
Mid influencer : those who have a following of 50,000 to 500,000 followers and who have established themselves within the platform or in other Social Networks. Often available to sponsor even lesser-known brands.
Micro Influencers : those who have a following of 10,000 to 50,000 followers and who, having been born on Instagram, have created a very active community within the platform; often available for occasional sponsorships.
Nano Influencer : those who have a following of less than 10,000 followers and who deal with niche topics; very useful for companies in the sector that intend to establish themselves within a specific geographical area.
To find a real influencer we have numerous tools available, listed below.
Useful tools for an influencer marketing strategy:
Launchmetrics: a complete platform dedicated to influencer marketing, specialized in Fashion, Luxury and Beauty. A real semantic search engine that analyzes all social media to identify mega influencers, celebrities, digital talents and micro influencers.
Based on the selected objectives and the audience, the research combines the keywords with three parameters (reachable audience, degree of participation in conversations and ability to generate reactions), allowing to define a ranking of relevance of the people.
Each influencer has a personal profile that lists detailed information, such as blogs, publications, latest publications and contacts.
With Launchmetrics, you can analyze the impact of content shared by influencers with detailed reach and engagement metrics.
The platform is paid.
Clear: influencer marketing platform that helps businesses build and measure campaigns.
Thanks to advanced search filters, it allows you to identify influencers by category, level of influence, target, topics and social media.
The platform is paid.
Blogmeter Suite : social intelligence platform specialized in market research and social analysis that allows you to identify the reference influencers of specific sectors.
Evaluates the fan/follower base and gender engagement of influencers and celebrities, profiling them by gender, age and area of influence. Thanks to this tool, you are therefore able to define who can represent the values of your brand/product.
Blogmeter has many other features that allow you to improve your web and social reputation.
The platform is paid.
Talkwalker Influencer One : the tool that allows you to find the best influencers and measure their real value, tracking the metrics that determine the ROI of collaborations.
The platform is paid.
Buzzoole Discovery: a tool capable of analyzing over 2 million profiles and identifying the ones best suited to your brand thanks to a sophisticated algorithm. Numerous filters allow you to find influencers, with certified data and detailed metrics.
The platform is paid.
Scrunch: platform designed to help brands connect with influencers. Multichannel (Blog, YouTube, Facebook, Twitter and Instagram) analyzes more than 20 million profiles, more than 10 billion posts and more than 400 million consumers.
The platform has free search functions.
Ninjalitics: This tool is not designed for influencer marketing strategy, but it can help in building,
as it is an Instagram profile analysis tool designed to collect specific data, correlate them and therefore evaluate the performance of a profile.
In other words, Ninajlitics allows you to measure a profile's engagement, see the growth in the number of followers and discover if bots are used.
The platform is free.
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