3 Tips For Choosing Influencers In Your Influencer Marketing Campaigns

published on: 02.11.2023 last updated on: 18.11.2023

Picking the right influencers is absolutely key to the success of any influencer marketing campaign. Here are three tips to help you choose the best.

Influencer marketing. We know it’s important for many types of business and can be incredibly effective. According to research from Artios, a third of the youngest shoppers buy after seeing people endorse products on social. But the biggest core decider as to whether a campaign will be successful or not is the influencers you work with. Get it right, and you could be introduced to an incredible new audience. Get it wrong, and it could be your marketing budget down the drain.

So, what should you consider when looking for influencers to work with? Here are three top tips.

Start by looking at content on your chosen topics

Instead of starting by Googling the best influencers, start out by looking on your chosen platforms at people whose content performs best in certain topic areas. Promoting a hiking product on Instagram? Then go look up the various hiking hashtags and see whose content is performing best there.

Create a shortlist of creators in the realm of influencer marketing. Don’t simply look for the first one or two but instead get a broader list so you can do more research into their audiences and content.

Don’t look for people who promote themselves as influencers – but instead, look for those who are passionate about a topic relevant to your product or services.

Pick influencers who naturally post about relevant topics

If you’ve got a product to promote that appeals to hikers, (boots or survival kit or something similar) then naturally you would want to use influencers who already post about their hiking adventures.

In the same vein, if you’re promoting a new gaming headset, then you’d probably skip the hikers and focus on the people whose entire social media audience has been built on their gaming content.

Ideally, you want the influencers you work with to be people whose content is relevant and related to your product. Influencer marketing works best when the influencers you work with would normally talk about the type of product you sell anyway.

How much influence do they really have?

Anyone can buy followers and the market for fake followers (and even engagement) is incredibly big. So don’t be taken in purely by followers or even like count on posts.

Instead, ask to see previous campaigns or speak to previous customers. Did the previous campaigns generate new followers for the brand? Or sales?

Of course, the metrics you want to see will very much depend on your own campaign objectives but look to see evidence that they’ve been successful before.

Influencer Marketing: All About Measuring and Refining

Like any sort of marketing, there’s a period of learning, trial and error. Don’t expect perfect results on the first attempt, but go back, measure the impact, look at what could have been better, and refine this next time.

Good luck!