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At least 93% of marketers have included influencer marketing in their brand strategy. Additionally, in 2020, the average number of social media accounts for a Millennial or Gen Z was 8.4 personal accounts, meaning it’s more important than ever for brands to take a cross-marketing approach. -channel to remain competitive. The influencer marketing industry is expected to reach $16.4 billion by the end of 2022.
Successfully connecting influencers and brands requires a list of specific criteria. When we find the “perfect” influencer relationship, the creator and the brands benefit immensely.
Finding the right influencers for your brand isn’t always easy. Yet these are some of the key things we look for when building brand-influencer relationships at ConvertSocial, having analyzed our own experience with over 20,000 influencers.
1. They belong to an industry-relevant niche
It doesn’t matter how many followers they have or how viral their content is; if an influencer isn’t relevant to a brand’s sphere, the relationship won’t fit.
Creators in a specific niche in your industry tend to have a much bigger impact on the brands they work with because their audience, content, and reputation are all based on focused passion. This means the content is more targeted and each campaign has more impact.
Related: What to know about influencer marketing in 2022
2. Their voice and personal brand resonate with the company’s image and values
Remember that the influencers you choose are extensions of your brand. They are the ambassadors of your core values and your mission. So your business should only choose creators who share similar values. Smaller-scale influencers who feel accessible to your audience and champion the same causes as your brand are the perfect ambassadors to maximize your company’s ROI.
Additionally, it’s important to remember that new categories of influencers are emerging as the industry grows. No matter the brand’s niche, there are now influencers gaining traction in this space. From “finfluencers” (financial influencers) to “skinfluencers” (skincare influencers), there’s a creator for every niche, so expect the ones that resonate best with your brand.
3. They are charismatic, trustworthy and good at bonding emotionally
Creators need to have that “something extra” that makes them unique and able to make a real emotional connection with their followers. When an influencer has charisma and empathy, they convert to the type of loyalty and confidence that will keep audiences coming back again and again.
Many brands turn to micro-influencers (those with 10,000-100,000 followers) because they tend to have an aura of authenticity and credibility that differs from celebrities and macro-influencers. They tend to feel more approachable and approachable, so followers feel like they have some level of authority in their niche.
Related: Overcoming Language Barriers, Regional Influencer Marketing Boosts Brand Growth Exponentially
4. They can proactively produce balanced content that sells
It is essential that creators do not advertise in every post. We typically aim for no more than 15% sales-type content per influencer. This lens is based on thousands of in-depth interviews with creators, which works well for us.
Influencers should be enthusiastic about creating great content around your brand. The best ones will have natural selling skills that allow them to present the benefits of your product in a way that feels like a friend sharing their knowledge about something they love.
It’s often best to have a collaborative conversation about ad campaigns so that you and your influencer partner can create highly relevant content for their audience and effectively present your product in the best possible light.
Related: 7 Steps to Becoming a Seven-Figure Influencer in Your Niche
Three Other Considerations When Choosing Influencers
First, remember that a high number of subscribers is not the most critical metric. Creators demonstrating high levels of community engagement will be much more likely to have a higher ROI. Ask creators for their engagement stats (e.g. likes, comments, shares, clicks, story polls, etc.) and double-check their numbers. It’s usually a red flag if an influencer is hesitant to share their stats with you.
Second, expertise and relevant experience can be huge assets. The more authority an influencer has in their niche, the easier it is to convert them into audience trust and loyalty to your brand. For example, a fitness influencer who is a dietitian or physical therapist has a higher level of authority than someone who has been going to the gym for a few years.
Third, cross-platform content creation has a significant impact on revenue. An influencer having accounts on several platforms such as Instagram, Twitter, TikTok or YouTube significantly increases his income. For example, our ConvertSocial stats confirmed that a creator with 2-3 social media accounts could generate up to three times more revenue than a creator with just one account. Four or more accounts increase revenue tenfold!
Leverage the influencer community to your advantage
Statistics show that the ROI of influencer marketing is up to 11x greater than banner advertising, and 92% of consumers trust online word-of-mouth recommendations over other advertising formats.
The influencer marketing channel is growing extremely fast and shows no signs of slowing down. That means now is the best time to jump on the trend and capitalize on the success that partnering with the perfect influencer can bring.