5 Steps to Find the Right Influencers for Your Brand’s Campaign

Let's start with two statistics -

59% of marketers mentioned identifying the right influencers was their top influencer marketing challenge. ~eMarketer

Campaigns with a mix of influencers had 16% higher engagement rates compared to campaigns with a single influencer tier. ~ Experticity

These numbers show that you have to find the right influencers for your brand, but it doesn't end there.

You have to build a mix of them to achieve various goals from your campaign.

Hence, in this blog, we will first explore different influencer types and share how you can find the right influencers for your brand.

Also, we will share a feature you can try out for FREE to discover influencers from anywhere in the world.

Types of Influencers

• Macro-Influencers:

They have a fan base of 100,000 followers, have a broad reach, and can spread a brand message to a wide range of audiences.

They may cover various topics such as fashion, lifestyle, travel, and fitness, to name a few.

• Micro-Influencers:

They have a highly engaged audience of 1,000 to 100,000 followers or subscribers, target a specific niche, and can help brands build trust and recognition.

They're more prevalent in beauty, gaming, DIY, food, and niche hobbies.

• Niche Influencers:

They focus and specialize in specific topics and industries, have a committed and loyal follower base, and can enable a brand to build an image of a thought leader.

Finance, technology, healthcare, and entrepreneurship are a few areas where they work best.

• Local Influencers:

They target a specific location or community, have a local audience, and have a depth of knowledge about their area (its culture, trends, events, and interests).

They’re the right influencers for businesses that target a particular area as they can bring more visibility, footfall, referral, and sales.

How to Find the Right Influencers for Your Brand’s Campaign?

1. Know your Brand well

You have to know both your brand and its influencer campaign needs well.

For the brand, you should have a clear idea of the following-

• Offering (products, price, and benefits)

• Positioning (what sets it apart from others)

• Niche (speciality or market category)

• Audience (size, persona, behaviour, interests, and location)

• Brand Overview (personality, style, and messaging)

Next, you write down what you want from your brand campaign.

What are your goals, content type, channel mix, target audience, and budget?

2. Set your Goals

Now, you have to define goals for your brand's influencer campaign.

What do you expect from your campaign?

What do you want your brand to get from influencer marketing?

You have to answer these questions to set your goals -

• Do you want to reach a new audience or target your existing audience?

• Do you want to enhance brand visibility, reach, and awareness among your target audience?

• Do you want to build recognition, loyalty and get more sales from your target buyers?

• Do you plan to target a specific location and leverage an event, cultural change, or trend there?

At the end of this step, you will have a list of goals to help you choose the right influencers for your campaign.

3. Categorize your Goals and Find the Right Influencers

You now have a list of goals with you.

The next step is to categorize those goals into awareness, purchase, promotion, and loyalty and find the right influencers for each one of them.

Let's see how goals will help you select the right influencer types -

• If your goal is to get brand visibility, broad reach, and target a wide range of audiences, a macro-influencer or celebrity is the go-to choice.

• If you wish to target a specific location and leverage an event, you should work with local influencers.

• If you want to build trust, loyalty, and thought leadership in a specific topic, niche influencers are the right fit for you.

One point to note is that you don't have to limit yourself to one goal.

Your aim should be to use influencer marketing to achieve more than one thing.

4. Search for your Defined Type of Influencers

At this point, you know about your campaign, its goals, and the type of influencers you have to work with.

You can now start searching for influencers on various social media and online platforms relevant to your niche, campaign, and where your target buyer spends most of their time.

Instagram, YouTube, TikTok, and Blog sites are some of the best places for finding the right influencers for your brand.

5. Evaluate their Profiles

After the last step, you have a list of potential influencers.

Now, you dig deep and evaluate their profiles to build a final decision of whether you want to join hands with them or not.

You have to look at these factors while doing so -

• Past collaborations (with brands or other influencers)?

• Best Content pieces (types, formats, and intent)

• Campaign Performance (both organic and paid)

• Channels on which they launched their campaigns.

• Goals achieved

• How do they adapt and leverage trends, changes, and events?

• What are their values, vision, and mission?

6. Shortlist and Prepare your Final Mix

You will shortlist the ones that best align with your brand, its needs and goals, and the campaign from the last step.

At this point, you have a mix of the right influencers to work with to achieve different goals for your campaign.

Note that every influencer has a new way of engaging and presenting content.

Always be willing to have discussions and give them the free space they need to succeed.

That's all you need to know about the first step of an influencer marketing strategy.

—

Starbuzz's Influencer Discovery tool can help you find the right influencers for your brand and build a mix for its campaign.

You can apply various criteria based on your -

1) Brand - personality and niche

2) Campaign - content, social media channels, and location

3) Audience - age, location, size, and interests

It then brings you a list of the right influencers that match your parameters the most, which you can use to build your influencer mix!

So don't wait and get onto the search!

Try our Influencer Discovery feature today.

(Insert an Explainer Video and Registration Link here)

Starbuzz is an Influencer Marketing Platform for Brands that help them save 50% of their influencer marketing time and efforts - all for FREE!