Jill Kurtz, Owner, Kurtz Digital Strategy
Think you need an influencer campaign for your marketing and communication efforts? This seems to be a common tactic lately.
Saying you are going to leverage the influence of one of more people who have a strong audience in your field or among your target audience is easy. Figuring out who is really an influencer may take time.
Here’s some help if your goal is to leverage influencers.
Four Measures to Pick the Right Influencer for Your Marketing Campaign
1. Audience Demographics
You need a deep understanding of your target audience to determine if an influencer is a fit. General demographics like gender and age are too broad to help you find the right influencer.
Layers like location, interests (including interest in your area of effort and your brand), income, language and more can help you to hone in on the best influencer for your needs.
You want to find a good intersection of your target and the influencer’s audience. You want enough people in an influencer’s audience who would also likely be interested in your brand or product.
2. First-Hand Awareness
Speaking of target audience, you ideally want the influencer to be in that audience. Someone who knows your brand first hand will be in the best position to talk about it.
At the least, you want someone who meets the major criteria of your target audience. That person is most likely to have influence over others in the same group.
3. Follower Growth
The degree of influence is measured by social media influencer follower growth. You pick an influencer based on their following. It makes sense to pay attention to how that following grows during your engagement with that person.
You want to see a steady, consistent rise. Dramatic increases could mean the influencer is buying followers or using some other means to artificially boost their following.
4. Social Content
Even if your focus is one particular social platform, look at the content an influencer publishes everywhere online. This will give you a complete view of where they actually wield influence.
Take time to review conversations, noting topics and who is engaging.
Follow the Data
As you consider these four factors, don’t ignore any other insights you gain. There are dozens of data points you can consider. Effective influencer marketing requires both data science and creativity.