It is not enough to look at the number of followers
In general, it could be affirmed that the ideal influencer is the one who Share the values of a brand, has a hearing that interests (even if it is not massive), publishes quality content -and original -and is able to keep engagement over time. But these inputs cannot be checked at a single glance, but it is necessary analyze them carefully so that the campaign is successful.
The influencers must be, in short, ambassadors of your company, A bridge between your business and your audience, and as such they must provide credibility and authenticity in their messages. All with emotional closeness, so that the result is the Trust creation Towards your brand.
Fulfilling those premises in the action of an influencer, it can increase the chances of its followers acquire your products or services. We, from our AMESB agency, select the most suitable for our clients. As Social Network Experts, where the work of influencers develops the most, We usually collaborate with Instagramers, Tiktokers, Youtubers and Celebrities.
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What is an influencer and what are its functions
According to the SAR, influencer anglicism is used “in reference to a person with the capacity to influence others, mainly through social networks. ”Although the Royal Academy recommends using the influential word or, even influencer and influencer, the truth is that we all use the term influencer. This figure, in the marketing discipline, is a content creator that has achieved Build an outstanding presence On digital platforms, especially in social networks, as we said. And that has a wide number of followers that They trust their opinion and recommendations.
If you are considering hiring an influencer, you should know what can you do for your company. Next, We summarize its main functions in practice:
- Generates content (posts, videos, stories, reels) In your social networks showing the product or service of your brand.
- Many times, if the goal is to sell more a product, the influencer Try it and share your experience and opinion.
- They can also organize Luck to Contests, in which your followers can win an article or service of the company they represent in networks
- Another possibility is the call unboxing, where the influencer is recorded as a certain product unpacks, transmitting its first impressions
But this type of collaboration can, and must be personalized. In AMESB we always design these relationships that way, so that our customers notice the results. If you want to We advise you, can contact us here.
How to choose an influencer: step by step guide
Previous study
Before looking for influencers, think What do you want to get: Brand recognition, sales, generation of Leads ... You have to have a focus that guides your performances from the first moment. Investigate in different networks and bet on those who have an audience that matches the profile of your ideal client.
Content and interaction
Among those you have chosen, deepen. Observe if they provide content creative and information, and if your narrative is consistent and attractive. At this point, it is very important that prioritize quality over quantity.
But, above all, keep in mind that the engagement rate, that is, Likes, comments and shared posts, it is even more relevant than the number of followers, since it indicates the influence of the influencer to connect with users. To get an idea, you can check a engagement calculator.
On the other hand, Do not opt for influencers that have nothing to do with your activity. For example, if you sell natural products, look for people who already speak in their healthy or healthy life networks.
Number of followers
A high number is very good, but we insist that this should not be your only criteria. Because there are also calls microinfluencers. We as specialists usually recommend to our clients to value them, while they have at least 5,000 followers on Instagram or Tiktok, and a engagement rate higher than 1%.
History and reputation
Have you already seen several that fit you a priori? Well now look what they have done before with other brands, To corroborate if you like your tone and way of acting. But, attention! Avoid influencers that have been involved in controversies that may affect your image corporate.
Cost-benefit ratio
Adjust your investment to your goals, and that these They are always realistic, and measures the value that the influencer can give you. Sometimes, microinfluencers with smaller but very segmented audiences can be more effective than great celebrities. And much cheaper.
The platform
Although surely you have been clear from the beginning, when you have already selected an influencer, finally decides In which social network your campaign can have greater impact.
For this work, we invite you to read this other entry of our blog: The 5 essential social networks for your company, where we expose the ones that you must take into account, or among which you should move.
Do you need a Community Manager or someone to manage your Social Networks?
Briefly explain your business and your needs. We will find your solution.
2 great success cases to extract keys
The examples that give us the big companies can serve you to take ideas. We tell you some:
- Advertising short film, entitled "Someday", where the actor appears Pedro Pascal. After a love break, the character he interprets only finds relief thanks to the airpods 4 with cancellation of noise from Apple. This announcement became a viral phenomenon, reaching more than two and a half million views on YouTube in less than 24 hours.
- CeraVe, Dermocosmetic signature of the L’Oréal Group, launched an initiative on Instagram and Tiktok in which he highlighted the role of the Canadian actor Michael Cera, known for its appearance in the award -winning series Arrested Development. Taking advantage of the similarity of his name with the brand, they spread a fun rumor, based on the fact that Cera was Creator Cerave. Those responsible won no less than the Social & influencer Grand Prix in Cannes Lions.
These two success cases confirm that Humor can also be a strategy To use, because there is no doubt that the nature of social networks is entertainment.
Conclusion: Do not think badly and you will be right
Contrary to what the saying prays, if we talk about influencers thinking Objectivity It is crucial to get it. It is not only about numbers or superficial popularity, but about analyzing authenticity, the real connection with the public and coherence with your brand's philosophy. Strong bet, but for adequate, so that there are no risks of distrust. Because, to a large extent, you will be "in your hands." Not to be wrong, you can Call us. We know how to choose an influencer for each client.
Take advantage of all the potential that this powerful marketing tool offers you. Even, You can opt for Nanoinfluencers, which are those who have less than 5,000 followers. We will help you according to your budget.
If this article has been useful and You want to know more about digital marketing -And how your different techniques can make your business grow-, you can visit this other recent post: What is remarketing with Google Ads: make me remember you.
