It’s no secret that influencers have taken the social media world by storm. Some of the most popular UK brands (including Boohoo, Tesco and Sky) have successfully used influencers to boost their ROI and increase brand awareness.
So, why do brands use influencers?
Influencers have the ability to connect with their target audience with an authenticity that brands simply can’t achieve. They work tirelessly to earn the trust of their followers and position themselves as an expert in their industry.
Take In the Style’s collaboration with Lorna Luxe for example. This is a brilliant example of a successful influencer campaign because it benefited both parties. It proved that influencer partnerships don’t have to be just about getting something for the brand, nor do they have to be all about the influencer – it can be a win-win! The results? In The Style recorded its highest ever sales numbers and website visits within the first hour of the range going live. But, perhaps more importantly, they collaborated with an influencer that was both authentic and truly involved in the campaign from start to finish. For Lorna Luxe, this wasn’t just a partnership, it was an opportunity to bring out a range that her followers would really benefit from – a range of products that are affordable but with a high-end feel. Her involvement in the process also meant she was able to reflect her personality in the range and it’s not just the Lorna Luxe partnership that was successful. In The Style work closely with many well-known influencers who have all been able to empower their followers with positive and authentic content.
Do you want to use influencers to support a campaign, or to generally give your brand a boost? You’re in luck! We’ve asked our influencer marketing specialists for their top tips on finding the right influencer(s) for your brand. Keep reading for their expert advice…
Before starting the influencer sourcing process, determine exactly what your brand is looking to achieve from the partnerships you build. Do you want to increase brand awareness, gain the trust of your target consumer, boost the reach of a specific campaign, make more sales, or improve the ROI from your marketing efforts overall? Note: you might think “I want all of these things!” but you need to define which goal is most important to you right now, or you’ll spread yourself too thin!
You will need to narrow down your target audience and industry. If influencers don’t share the same values as your brand, the partnership may come off as fake. If you’re in the gaming industry and want to promote a new game that has just been released, you’re not going to use a beauty or fashion influencer just because they are popular on social media. Instead, you will need to find an influencer who is a genuine authority in the gaming industry. We call these people “opinion leaders”.
Finding the right hashtags for your brand and/or industry will help you to find individuals that are regularly posting content in that area. Search hashtags relevant to your company, product, or market on Instagram and/or Twitter and identify the top posts for that specific hashtag. Once you have found a few accounts that match your industry, check to see if they match the target audience that you identified in the previous step.
The influencer(s) you work with must be able to successfully communicate your brand’s message, so take some time to go through your chosen pages. You want to ensure they are…
Relevant to your brand
Credible and authentic
Good at expressing themselves (no spelling mistakes!)
Consistently engaging with their followers
Posting quality content (no grainy images/videos or overly filtered images!)
A genuine opinion leader (they know what they’re talking about!)
Finally, ensure they have a good number of followers and an appropriate level of engagement for their following. The ‘appropriate’ level of engagement varies by industry, but we suggest looking for an engagement rate (by followers) of at least 2.5%. This ensures your influencer has not purchased fake followers to seem popular and that their followers genuinely care about their content!
Now it’s time to reach out to your chosen influencers.
First, check which method they prefer to be reached through. Some prefer an email (often to their manager or management team), while others are happy with a direct message. This will usually be mentioned in their Instagram/Twitter bio.
Next, draft the message you want to send to introduce your brand. Make sure your address the influencer by their first name, include a bit about your brand and the campaign you are working on, then explain how and why you would like them to be involved. Ensure you identify the reasons you feel they would fit the campaign and be clear about the time frame that you would need them to stick to. If you’re working within a specific budget, ask for rates to ensure the influencer fits into that budget before you commit. Read through your message to ensure it all makes sense, then click send!
Well-matched influencers can establish an authentic and loyal relationship with your consumers, help your brand reach the right audience, and open up conversations you simply couldn’t create from your brand accounts. But that’s not all… The best thing about working with influencers is that it doesn’t have to be a one-off thing. If you feel an influencer did a great job in promoting your brand, why not make them a permanent brand ambassador?!
When it comes to influencer marketing, knowing how to find the right influencers for your brand or campaign makes all the difference. Whether you’re looking for additional support sourcing influencers for your brand, or you’d like someone to take over influencer marketing altogether, we’ve got just the team to do it.
Drop us a message on social or send our influencer queen Nicole an email at firstname.lastname@example.org!
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