How to find the right influencer for your brand?

Think of finding the right influencers as putting together a complex puzzle. Each piece represents an opportunity, and when you connect them just right, your brand’s success story takes shape!

But, here’s the twist – you’re not doing this alone. I’ve got the first pieces of the puzzle, and together we’ll uncover the rest. Are you up for the challenge? Let’s dive into the world of influencer marketing and start assembling the perfect picture for your brand! 

The first and foremost rule to solve this mega puzzle is to : #1 Know Your Audience

Ask yourself, who are you trying to reach? What are their interests? What social media platforms do they use the most? Understanding your audience will help you narrow down your search for the right influencers.

Nike, the global sportswear giant, has a long history of partnering with athletes and influencers. One of their most successful partnerships was with tennis legend Serena Williams. Nike recognized the power of knowing their audience and choosing an influencer that resonated with it.

Source: Nike

Nike’s audience primarily consists of sports enthusiasts, athletes, and individuals who are passionate about fitness and active lifestyles. They understand that their consumers look up to athletes for inspiration and guidance in their fitness journeys. Nike collaborated with Serena to design for the brand. 

Serena in her own words says, “This world isn’t one colour. We come from different backgrounds and think differently. When you bring all that diversity together, can you begin to imagine the amazing things that you are able to make?”

Puzzle Piece Number #2  Use Hashtags to Find Influencers

Hashtags are a powerful tool when it comes to finding influencers on social media. Use relevant hashtags related to your brand or industry to discover influencers who are already talking about topics related to your business. For example, if you own a vegan restaurant, use hashtags like #veganfood or #plantbased to find influencers who are already sharing content about veganism.

Take GoPro for example. The popular action camera company initiated a brilliant campaign to harness the power of user-generated content and influencers. They wanted to find individuals who were already passionate about their products and lifestyle. To do this, they launched the #GoProFamily campaign.

source:Instagtam

By monitoring and tracking the #GoProFamily hashtag, GoPro could easily identify users who consistently posted high-quality content, had a significant following, and, most importantly, embodied the adventurous, action-packed lifestyle that GoPro represents.

Puzzle piece number #3 Look Beyond Follower Count

While follower count is important, it’s not the only factor to consider when choosing influencers for your brand. Look for influencers who have high engagement rates and a loyal following. These influencers may have a smaller following, but their followers are more likely to engage with their content and trust their recommendations.

Fenty cosmetics brand is known for its focus on natural beauty and authenticity. When it came to influencer marketing, they took a unique approach by prioritizing the quality of engagement over the quantity of followers.

Instead of solely targeting mega-influencers with massive followings, Fenty recognized the value of micro-influencers who had smaller but highly engaged audiences. They understood that the authenticity and relatability of these influencers would have a more significant impact on their target market.

Source: Instagram

Puzzle piece number #4 Selecting Micro-Influencers 

Fenty identified micro-influencers who were already loyal customers and passionate about their products. These influencers might have had modest follower counts, but their content was genuine, and they had a strong connection with their audience.

Puzzle piece number #5 Research Influencers Before Approaching Them

Before reaching out to influencers, take the time to research their content and audience. Make sure their values align with your brand and that their content is high-quality and relevant to your target audience.

Puzzle piece number #6 Don’t Be Afraid to Get Creative

Influencer marketing doesn’t have to be limited to traditional social media influencers. Consider partnering with micro-influencers, podcasters, or even TikTok creators to reach your target audience in new and creative ways.

LEGO, the iconic toy brand, recognized the immense creativity in its fanbase, which included both adults and kids who enjoyed building and creating with LEGO sets. To tap into this creativity, they ventured beyond traditional influencers.

Source: Youtube

LEGO collaborated with a range of YouTube creators who were known for their innovative and imaginative content. Instead of partnering with only mainstream influencers, they reached out to adult fans of LEGO who showcased incredible and complex LEGO creations on their YouTube channels. This example highlights how thinking creatively and partnering with non-traditional influencers, like niche YouTube creators, can be highly effective in promoting a brand’s core message and values. It’s a testament to the power of authenticity and shared passion in influencer marketing.

Puzzle piece number #7 Build Authentic Relationships with Influencers

When working with influencers, it’s important to build authentic relationships based on trust and mutual respect. Don’t just approach influencers with a one-time collaboration in. Instead, focus on building long-term partnerships that benefit both your brand and the influencer.

Puzzle piece number #8 Consider Influencers Outside of Your Industry

While it’s important to choose influencers who are relevant to your industry, don’t be afraid to consider influencers outside of your industry who share your brand values. For example, if you own a sustainable fashion brand, consider partnering with influencers who are passionate about sustainability in other areas, such as travel or food.

Airbnb, the online marketplace for lodging and travel experiences, wanted to expand its reach and promote unique travel experiences. While their core industry was travel and accommodation, they decided to collaborate with influencers from outside their industry to enhance their brand message.

Source -Instagram

Airbnb realized that they could leverage the passion and influence of Instagram travel influencers who were not just limited to travel but also dabbled in other lifestyle aspects. These influencers had followers who shared an interest in travel, adventure, and exploration, aligning with Airbnb’s mission.

Set Clear Expectations and Goals

Before partnering with influencers, make sure to set clear expectations and goals for the collaboration. This includes outlining deliverables, timelines, and compensation. By setting clear expectations upfront, you can avoid misunderstandings and ensure a successful collaboration.

Finding the right influencers for your brand requires a bit of creativity and research. By understanding your target audience, using hashtags to discover influencers, leveraging influencer marketing platforms, and building authentic relationships with influencers, you can create successful influencer marketing campaigns that resonate with your target audience.

Join us today at www.kosmc.ai to enhance your influencer journey and level up your game.