Influencers can be a great way to tap into your target audience and reach them in a way that is more personal than a paid advertisement. Social media influencers can have a huge impact on consumer spending and they can provide a strong boost for your brand. However, it is important to find the right influencer to make sure your products and your message are reaching the people most likely to be interested in your company.
Although the number of followers and other metrics might be an important factor for an influencer, the first thing to consider is their relevance to your brand. Is the influencer’s content in line with your brand messaging and does their personality match your image? You will need to have a clear understanding of what their content is all about and how it resonates with their audience before you choose them as an influencer.
The next thing to look at is their level of engagement and reach to their core audience. Someone may have a lot of followers but it is more important that they have a high level of comments, shares and overall engagement. The amount of traffic and unique visitors that they receive can also be useful to know so that you have an idea of how many potential customers you can reach.
Another aspect of influencers to consider is how authentic they are to their audience in their recommendation of products. If an influencer posts content that is more personal, genuine and they seem to authentically approve of the items they are discussing then it can be more beneficial for your brand. Whatever type of content they create whether it is instagram photos, video blogs or written blogs, they need to be trustworthy to their audience so that your products will sell through their influence.