Influencers are influencers because they influence. Their ability to reach a niche audience and impact them with meaningful content sets them apart from celebrity endorsements and partnerships. If you are unfamiliar with the industry, you might think working with influencers who have larger followings helps increase your chances of going viral, when in reality, it can be of more benefit to work with those who have smaller, more targeted audiences.
According to Marketing Dive, in choosing influencers to work with, "quality of followers" was cited as the most important criteria for 96% of brands. "Credibility and reputation" was identified by 93%. Transparency is another key issue for marketers, with 71% reporting that how the relationship with influencers is disclosed is a vital part of the selection process.
Gone are the days when only follower count matters; in addition to influencer authenticity, more and more brands are looking at follower statistics when looking to partner with influencers.
For example, consider the following partnership:
The world’s largest delivery service, Teleflora, partnered with singer/songwriter Jason Mraz for its “Love Makes a Mom” campaign on Mother’s Day. He even hosted a giveaway on Instagram, inviting people to enter to win a $100 Teleflora gift card. Mraz himself is a 40-year-old man, but Teleflora was able to see that his Instagram audience matched their target audience. And they successfully leveraged his following for their campaign.
To help you make the best choice, you should be analyzing influencer audiences by age, location, and gender. There are various platforms available to segment these unique insights and allow you to see how much your target audience matches an influencer’s audience.
When it comes to audiences, make sure you are also focusing on quality content more than ever before. Researching influencers is crucial to make sure they are creating authentic content, followings, and interactions with their audience. Partnering with the right influencers can create new opportunities for your brand and get the results you are looking for.
Dara Schlossmann is an Influencer Manager at Foodie Tribe. In her free time you will find her taking advantage of the sunny Florida weather, traveling, or in the kitchen cooking up a new recipe.