8 DOs and DON’Ts to look for the perfect influencer for your campaign

Influencer marketing campaign | influenciador

The world of influencer marketing is vast. It’s easy to get lost in all the options and lose sight of what you’re looking for! This blog post will help guide you through the process and equip you with everything that you need to choose a perfect influencer for your campaign.

The more experience you have, the better. A targeting specialist who has established relationships with audiences that are interested in your product is something to be valued.

source: Leon

Here are some tips on how to begin the perfect influencer hunt!

Use search engines to look for the perfect influencer for your campaign

Many of us are familiar with the idea that influencers can make or break brands.

Why not take a look at which fashion Instagram influencers have been getting people talking this year? Simply Google “top fashion influencers” or “fashion influencers on Instagram” and you will find all sorts of articles about who’s on top.

Amanda Pontes is a Beauty, Fashion & Lifestyle creator with almost 1M followers on her Instagram @amandapontesoficial

One downside to using google is that your search results may be biased, as lists compiled by journalists from various media sources could potentially skew things towards one style over another.

Search for Hashtags

If you don’t know where to find your target audience, take a look at who is following the right people. 

Yes, while Instagram has simplified interactions with other users by providing hashtags that categorize content collections and aiding in search algorithms for ranking posts (even if they are not using tags), there are still opportunities that slip through the cracks due to improper usage of these tools.

source: KOBU Agency

To maintain relevance as an active user on this platform it’s important to keep up-to-date information about new trends or changes within the app itself.

Search for Niche influencers

You can follow these niche influencers and get recommendations for other accounts that they like or have interacted with in the past. You will also be given more options if your own account has liked posts from this person before as well.

However, these suggestions may not always be 100% spot-on because of how it is based on what someone else likes rather than just their opinion leader’s tastes themselves.

The recommendations for who else should be followed are based on your own activity and the pages that you follow; not just from an opinion leader like Oprah or Tyra Banks.

Paparazzo Rubro-Negro is a football commentator focused on the Brazilian team, Clube de Regatas do Flamengo, with a niche audience of Flamengo supporters

It’s very easy, however, with one tap in settings under “following” then press “subscribe” next to any person they recommend as well-worth following!

Check what competitors are doing

Study your competitors’ advertising by paying close attention to their posts on social media. From there, you should also compare and contrast the content with other similar accounts that are in a different industry.

While it may seem like studying your competitor’s marketing techniques can be done from afar without any effort necessary, taking time out of day-to-day tasks will actually give you an edge over others who don’t do this same research! 

To start off learning about what type of ads work best for competing brands within certain industries, study them via the Mentions tab (on Instagram).

Use tools to facilitate the search

You can use tools to help you search for the best influencer for your campaign.

Platforms like trendHero are perfect for this, as they give you a History of previous sponsorships the influencer has taken. This works in two ways:

  1. Influencer marketing is a great way to find people who will be attracted to your niche. There are dozens of opinion leaders in the world, and by narrowing them down to those who already advertise themselves, you can pinpoint exactly where you want them on your sales pages. When it comes time for influencer marketing there’s no need to worry about how big or small an audience someone has – as long as they’re up-to-date with what goes on within their niche then chances are that if you get in touch with them early enough before launching into full operation mode, they’ll have something interesting and valuable that other members of their group would love hearing from new perspectives like yours!
Babi Sabbag is an influencer that shares daily content about maternity and is very passionate about the content she produces
  1. Influencer analysis is a service that tells you how much work the influencers put into their sponsorship deals and what results they bring for those brands. You can refuse to work with an influencer if he or she has advertised questionable products, but it may be worth looking at this person’s ads history before making your decision.

Don’t choose based only on Engagement Rate

Influencer marketing is all about choosing the right people to work with, but Engagement Rate can’t be your only criteria. If you search by “ER>5%,” there may be many hidden gems that will never get found because they didn’t have enough engagement.

Source: TrendHERO

There are 3 major factors when it comes to only analyze an influencer based on Engagement Rate:

  • Fake engagement (fake likes and spammy comments);
  • The size of your following determines how much you should charge per post based on Engagement Rate (Earnings Per Reach);
  • The CPM of an influencer.

It can be easy to fake engagement on social media. Some popular influencers use this tactic as well, even though they have a following of real people who are just looking for more likes and followers.

It is only noticed that the bigger the account, the smaller the engagement rate.

When you pay an opinion leader for sponsored content, they essentially allow you to market your product or service directly to their targeted audience.

Haruyuki is a Brazilian influencer based in Tokyo that shares is daily life in the Japanese city

When it comes down to deciding which type of marketing strategy is best suited for a company’s needs, there are three main factors that companies should consider: the cost and budget involved in using each option; how well established each method has been historically; as well as what level of target audience reach will be provided from those options.

The main goal is to find the best influencer for your company’s budget!

Don’t go only for macro or mega influencers

An average ER depends on the number of followers. This is the primary reason why you should take a close look at micro-influencers (or even nano influencers) to make your marketing more effective and less expensive than focusing solely on celebrities or large corporations with millions of social media users!

Too often, businesses choose the bigger opinion leaders due to the seeming simplicity of this arrangement. Having ten million followers is very impressive and that somebody out of those millions is definitely a potential client. And you only have to agree on arrangements with such people once (instead of 20 times with each new influencer). However, micro-influencers offer those interested in their niche access to product information and advertisements that can be more exclusive than what they would get from larger influencers.

For example, it might be better for a fantasy football company to make a campaign with 15 micro-influencers connected to football and games than to make a campaign with a big sports influencer. The cost of the 15 micro-influencers will be probably less than the macro-influencer, and their niche is probably already open to play fantasy football.

Reach out to an influencer marketing agency

This might seem like we are trying to sell you our services, but it is one of the most important tips we can give you!

Dealing with influencers is not always easy. Actually, most of the time, companies and influencers can’t communicate clearly, as there is a lack of a cultural, linguistic, and social bridge that connects both.

When it comes to Latin influencers, this communication barrier is even bigger. Not only because a lot of people in countries like Brazil or Colombia don’t English, but also because these countries are highly multicultural, with cities with completely different styles, slang, social and cultural movements within the country. 

In the case of Brazil, this aspect is so strong that there are even completely different cultures within the same city, in big metropolises like São Paulo or Rio de Janeiro. 

It is really hard to keep up with the constant changes in the pop culture and in the internet world, so contacting an agency whose job is to always be updated about what the influencers are doing, how is the stability in the country, and more important information for your company, is the best strategy.