Things to Consider Before Using an Influencer Partnership for a Marketing Campaign

When you think of social media marketing, what is one of the first tools you think of? If you said influencers, you’re not alone. While arguably one of the most popular options, using an influencer for your campaign is not a decision to make without considering a few things first.

Brand Image Relevance

One of the most important things to consider is an influencer’s relevance to the brand you are trying to promote. It usually helps if this person falls into your target demographic, or at the very least has a large portion of their audience that do. Since this influencer will ultimately be representing you, look for traits that you feel exemplify your brand image. To get your campaign to yield measurable results, followers must be interested in the product or service you’re selling.

Taylor Grasso, one of our influencers for the Grain Foods Foundationis a great example of someone who aligns perfectly with a brand. As a Registered Dietician, Taylor shares facts, recipes, and tips on how to include grains in a balanced diet.

Engagement 

Just because someone has many followers doesn’t mean their content has ideal engagement metrics. Make sure you choose an influencer with an active audience who likes, comments, and shares the content on their feed.  Also look at how much this person converses with said audience. If there is a strong relationship between the two, the heightened trust will give your brand a leg-up when it comes to credibility.

Authenticity 

Unfortunately, it’s easy to pretend to be someone you’re not on the Internet. This is where you should do as much research as possible on an influencer before signing any deals. If they are not verified with a blue check, refer to their LinkedIn page or cross check their identity on other platforms to make sure that they are who they say they are.

Overall, influencers are an effective strategy for marketing- if done correctly. Next time you find yourself considering one for a campaign, be sure to do thorough research. By addressing these points upfront, you are more likely to see success for your brand and build a meaningful collaboration!

Looking for more help narrowing down your influencer search? Check out sites like Upfluence or GRIN to get you started.

If you would like help with marketing and advertising, feel free to contact us. We offer a variety of services like digital marketing & analytics, marketing & brand strategy, and more to small and large companies.

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