Finding influencers remains the biggest challenge for activists: figuring out how to find social influencers for your brand
Let’s face it, our marketers have fewer and fewer ways to reach customers and lead them to a buying decision. Yes, social media and digital marketing have opened up a whole new world, but they have also had less impact on our audience through cookie marketing tactics. They got tired of cliched slogans, learned how to use ad blockers, and developed banner blindness.
The main driving force behind purchasing decisions has always been the sense of belonging: people choose brands that represent more than just a product. Today authenticity is its greatest strength.
Building trust is a slow process. Fortunately, there’s another way to connect with your audience, and it doesn’t take years of marketing effort: influencer marketing.
The same report found that the impact of research remains the main challenge for those running internal campaigns.
In this article, we will explore the principles of marketing influence and how to find the right influencers with the platform’s marketing skills and tools.
What is Influencer Marketing?
Influencing marketing means hiring content creators to reach your target audience, increase brand awareness, and attract more visitors to your website.
Influential marketing solves the biggest marketing challenge of all time: building relationships with your audience.
Influencing marketing is one of the best tactics social media offers:
• Helps you reach your target audience.
• Ensure an authentic connection with your company.
• It serves as a shortcut to convey your brand values.
It is surprising that even an influencer campaign can have long-term effects for the reasons described above. The best influencers understand and convey their values, tone of voice, and public image.
Types of social media influencers
If you want to find influencers from Instagram, Facebook, or LinkedIn, they are usually grouped by a number of followers:
Macro influencers have 500,000 followers
2. Midi influencer: from 100K to 500K
3. Increase of influencers: 50,000 and 100,000
4. Micro-influencers have up to 50K
Bigger isn’t always better. Upfluence suggests that micro-influencers are more engaged on social platforms.
The smaller the community, the more attention an influencer can give to each follower. As a result, people are more willing to talk to them.
Audience size isn’t the only factor to consider when looking for potential influencers. Identifying influencers who fit your brand is 70% of your campaign success.
There are free and paid ways to find social media influencers:
• You can manually search for influencers on Twitter, Instagram, and YouTube.
• A talent agency can select an influencer from its database.
How to find social influencers using original search options
Some people start by looking for Google influencers to get a list of influencers in their industry. However, most influencer ratings on YouTube and Instagram are likely limited to macro-influencers.
This is what you should do first.
First, you need to choose the social media platform you can focus on. Social media platforms can influence your search results – finding influencers on Instagram is very different from opinion leaders on LinkedIn. Your choice of social media platform should be based on your marketing goals.
Now is the time to explore your niche. Find out which influencers have worked with your competitors, which hashtags they use, and who is highlighting your posts.
Use these hashtags to identify social media accounts that post relevant content. Scroll through this list and analyze your social media results: the number of followers, engagement, the content they post, etc.
You can also use free social media analytics tools like Squarelovin to get these stats – they analyze the public stats for each social media account.
How to find influencers with social media analytics tools
Social media analytics tools, such as Talkwalker or Awario, search for influencers based on selected metrics and organize them into an easy-to-read list.
They find the conversations relevant to their niche and analyze the social media accounts behind them. As a result, you’ll get a list of influencers in your niche, based on their popularity and relevance to your brand. That way, you don’t spend a second on an irrelevant social media account.
The first step is to determine keywords to find relevant accounts.
Step 1: Keyword Research
As social listening tools find influencers based on the content they post, think about the words and phrases used by potential contributors.
Suppose you want to promote a website design platform. The keywords for your search can be divided into the following groups:
• Keywords related to the product
• Keywords related to the niche
• Your competitors
• The name of the product/brand
Step 2: Follow the keyword
Now set up tracking. The more keywords you have, the better, because it ensures the tool finds all relevant influencers.
Most tools offer several configurations to choose from, including:
Negative keywords mean that the tool will ignore the social media accounts they post.
• Places and languages can indicate the location of your influencer.
• Social media features determine which social platforms your search refers to.
If you find that your tracking settings are too broad and provide unrelated information, you can always change them or try a Boolean search for laser-focused tracking.
Step 3: Work with the results
Social media analytics tools generally offer two different ways of working with the collected data:
• View and reply to social media posts, one by one
• View the analysis of the collected data
For a full list of influencers in your niche, the second option works best. The tools I mentioned include influencer reports that rank social media accounts based on audience size, relevance to their niche, and additional stats like the sentiment.
You can search for influencers through the presentation flow, where you have all the conversations and messages. With different filters, you can change it to only see posts from people with a certain audience, which is very useful for finding micro-influencers.
You can instantly see what exactly these influencers are saying about your topic and provide a perfect starting point for your outreach strategy.
Step 4: choose the right influencer for you
Answer the following questions to narrow your list to the best of the best:
• Is it appropriate for our target audience to listen to that influencer?
• Does this influence really affect your hearing? What is their engagement rate?
• Does this influence have an image in the public that matches our brand image?
A social listening tool can also help answer these questions! Create an alert with the name of the influencers and see what people are saying about it on the internet.