The Importance of Choosing the Right Influencers
Influencer marketing is the use of popular content creators to promote products and brands to specific users. These content creators are rewarded for introducing their brand to a loyal audience of viewers, readers, or followers.
With the exception of internationally beloved brands such as Apple, Coca-Cola and Nike, most brands don’t have strong fans, but the influencer Internet has a lot of people.
These influencers make it easy for brands like best au online casino sites to reach a particular customer base on a particular channel through a voice that viewers already trust. Their follow-ups range from hundreds to over a million, but the value lies in having a credible opinion on a particular topic or niche.
Influencer types range from local moms who run the FaceBook group to mega-celebrities with millions of followers.
How important is it to choose the right influencer?
Influencer selection is important to accurately convey the message our brand wants to convey and reach target users who are interested in our products. Choosing the wrong influencer does not produce the desired results, is not cost-effective in terms of time and cost, and can even be counterproductive. There is a risk of reaching an audience who is not interested in or recognizes the value of our product, resulting in negative sentiment towards our brand.
Now let’s look at the main aspects to consider when choosing an influencer.
How important are the numbers?
The number of fans and followers tends to be considered synonymous with quality and efficiency. is that true? Are channels with many followers more effective for your project? In reality, this is not always the case.
First, make sure that the number of these followers is genuine, not the result of a fake follower package or BOT action purchase, but only distorts the profile’s vanity metric and is not a real potential buyer. It is recommended to do.
After that, you need to determine the purpose of the influencer marketing campaign. For new brands that focus on raising brand awareness by reaching the largest number of users, influencers with a large audience are better suited.
The importance of targeting
Once you’ve raised your brand awareness, the next step is conversion. To narrow down your target audience, you need to carefully research the influencers who are closest to your ideal client.
For some projects, using micro or nano influencers will give better results. Of course, it has fewer followers than celebrities, but it makes your target audience more credible like casinos online. Another aspect to evaluate is an individual’s ability to communicate and knowledge of facts on a particular topic.
As an example, Cristiano Ronaldo: Can he succeed as a pressure cooker influencer? You risk passing ads that prevent you from using the content. There is a serious reliability problem. The public does not recognize the message as true. Instead, choose a housewife who posts stories of everyday life, advises on household chores, and shows you cooked food, and even 3000 followers can get 2000 potential buyers.
Value-oriented
Another thing to consider is the type of message and value you want to associate with your brand or product.
Messages sent by the wrong person can harm your reputation on the company and social media. Therefore, you need a clear idea of what and how you want to communicate with consumers in order to determine if a particular influencer is the right person to be part of your history. Working with influencers also means having something to do with their values and what they have promoted in the past.
Consider a company that manufactures organic foods that promote a healthy lifestyle, sustainability, environmental and animal considerations. Working with influencers who have promoted fur coats in the past can result in disagreements and negative feedback of distrust of the brand’s true value.
Audience analysis
Finally, it’s also important to analyze the audience (demographics, geographic location, interests) that follow this particular profile so that you can choose the right influencer.
Imagine a company selling fitness products that you want to target women aged 25-35 who are passionate about fitness. It has two Instagram profiles with about the same number of followers, engagement characteristics, and a variety of fitness products.
Fit Model A’s profile includes a photo of her in a bikini, a gym with flashy pants, and even household chores in a bikini. Then there’s Model B, which publishes about the same photo, but in the caption, she offers the reader a very helpful suggestion. She advises on exercising in the gym and shares recipes with her pictures in the kitchen. In collaboration with her Model A, the company can target 30% of women and 70% of men who are mostly attracted to bikini photography. However, Model B’s audience is 30% male and 70% female, very enthusiastic about fitness and worthy of the tips and products she shares.
Here is another example: In the world of tourism, there are agencies that host luxury and expensive trekking tours. In order to raise brand awareness, we decided to invite influencers and journalists to the tour and promote it to our followers and readers. This group includes travel bloggers, well-known guides for traveling with children, and journalists from magazines known around the world. However, despite the full coverage, the results were not what was expected.
Why? Although they are one of the most followed bloggers in the travel industry, family travel bloggers are generally as a family with children trying to reduce costs and engage in activities that are less demanding for children. Targeting a traveling audience. As for journalists featured in well-known magazines, they definitely produced a great report about the area they visited and attracted the attention of the audience, but it was not an article promoting the travel agency itself. They didn’t share the name of the agency itself, so they run the risk of finding a competitor for the company that made this investment in the process of searching for information for customers to access the area.
