How to get the perfect influencers for your brand

Finding influencers remains the biggest challenge for ongoing campaigns – see how your social media can find 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 it has also made our audience less prone to standardized marketing tactics. They grew tired of cliché slogans, learned to use ad blockers, and developed banner blindness.

The main driver of purchasing decisions has always been the sense of belonging: people choose brands that represent more than just a product. Authenticity is the greatest strength these days.

Building trust is a slow process. Fortunately, there is another way to connect with your audience, and it doesn’t take years of marketing effort: influencer marketing.

The same report found that finding influencers remains the biggest challenge for those running internal campaigns.

In this article, we will market the principles of influencer marketing and how to find the right influencers with the platform’s original resources and marketing tools.

What is influencer marketing?

Marketing influence is the process of using content creators to reach your target audience, increase brand awareness, and drive more traffic to your website.

Influential marketing solves the most important marketing challenge of all time: building relationships with your audience.

Influencing marketing is one of the best tactics that social media offers, such as:

• Helps you reach your target audience.

• Provide an authentic connection with your company.

• Act as social proof: Potential customers view influencers as customers who can guarantee your product. The trust people place in an influencer extends to your brand.

• Act as a shortcut to see your brand values.

Interestingly, an influencer campaign can also have long-term consequences for the above reasons. The best influencers understand and convey their values, tone of voice, and public image. Identifying the influencers you want to work with is therefore an extremely important task.

Types of social media influencers

Whether your goal is to find influencers on Instagram, Facebook, or LinkedIn, they are usually grouped by the number of followers:

Macro influencers have 500,000 followers

2. Midi influencer: from 100K to 500K

Emerging influencers: 50K and 100K

4. Micro-influencers have up to 50K

Bigger is not 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 every follower he has. People are therefore more willing to contact them.

Audience size isn’t the only factor to consider when looking for potential influencers. Identifying the right influencers for your brand is 70% of the success of your campaign.

There are several free and paid ways to find influencers on social media:

• You can search for influencers on Twitter, Instagram, Facebook, and YouTube for free.

• A talent agency can select an influencer for you from its database.

• You can use paid or free influencer marketing tools or social media monitoring tools.

How to Find Social Influencers Using Original Search Options

Some people search for influencers through Google, a list of influencers in their industry. However, most of the influence 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 want to 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 whom they report on their posts.

Use these hashtags to identify social media accounts that are posting relevant content. Check out this list and analyze your social performance: the number of followers, engagement, the content they post, etc.

You can also use free social media analysis tools like Squarelovin to get these statistics – they analyze public statistics for social media accounts. Finally, you have a shortlist of the top influencers to target.

The manual search takes a long time to find one through social media accounts.

You can also contact a talent agency and provide a list of requirements for a potential influencer. They have access to databases of influencers who manage it and will facilitate your full collaboration with them. It makes sense that this collaboration costs more since the agency also receives discounts.

Another way to find influencers is through a social media monitoring tool such as Awario, Buzzsumo, Upfluence, or Talkwalker. While not all are influential marketing tools, most provide a free social media panel to influence search.

How to find influencers with analytical tools for social media

Social media analytics tools like Talkwalker or Awario search for influencers based on selected metrics and organize them in a convenient list.

They find the conversations relevant to their niche and analyze the social media accounts behind them. As a result, you get the list of influencers in your niche, judged on how popular they are and how relevant they are to your brand. This 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: Search for keywords

Since social listening tools find influencers based on the content they post, think about the words and phrases your potential employees use.

Let’s say you want to promote a website design platform. The keywords for your search can be divided into the following groups:

• Product-related keywords

• Niche related keywords

• Your competitors

• The name of the product/brand

Step 2: Check your keywords

Now set up tracking. The more keywords you have, the better, because it ensures that the tool finds all relevant influencers.

Most tools offer several configurations to choose from, including:

Negative keywords say the tool ignores 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 surveillance settings are too broad and provide unrelated information, you can always change it or search Boolean for laser-focused surveillance.

Step 3: Work with the results

Social media analysis tools often provide two different ways to work with the collected data:

• View and respond 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 provide reports from influencers ranking social media accounts based on audience size, relevance to their niche, and additional metrics such as sentiment.

You can search for influencers in the presentation flow, where you have all the individual conversations and messages. With multiple filters, you can adjust it to only see posts from people with a certain audience size, which is very useful for finding micro-influencers.

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