Your business is your baby, and you want it to succeed.  Every entrepreneur wants their baby to grow into a bright, shiny, self-sustainable entity, which takes time, money, dedication, attention, a lot of care, and a great deal of support.  One of the best ways to support the growth of a business is marketing and advertising.  Influencer marketing, the most talked about, successful form of marketing today, is a place many business owners are turning their marketing efforts.  Trouble is, not everyone – business owners or marketers – know the most effective way to run a successful influencer marketing campaign.

Many parents raising their children believe they are doing what is best for them, but sometimes they don’t realize that feeding them Twinkies and Coca-Cola for snack is a bit misguided.  The same goes for the influencer marketing industry; a great many companies and agencies have their hands in the influencer pot, but not everyone is cognizant of what makes a healthy influencer campaign formula.

Numbers vs Niche

The Influencer Marketing Formula, Mislead

Companies read a little about the influencer industry, decide to launch a full-scale influencer campaign, and have an idea in their mind about specific requirements they want and more.  Not too different than feeding a load of sugar to a child, making choices without adequate knowledge can prove ineffective, unhealthy, and in fact, detrimental in the end.  What do we see at times, and how can we help you avoid similar influencer mishaps?  Let’s take a closer look.

Sometimes brands have a vision in their mind about the influencers they want to hire for their next campaign.  This is great!  We love when companies have done some research and brainstorming, and have a sense of dedication to their own campaign.  Still, some requirements may not serve clients, and it is our job as your Influencer Knowledge Center (or your influencer agency should you choose to hire us), to help guide you on certain details.

Qualification Demands: Numbers vs. Niche

Not every requirement you think serves your campaign will reward you with a higher ROI in the end.  As your marketing agency we aim to please, but no one is happy when post-campaign metrics are poor.

Numbers

What do I mean when I say “Numbers”?  In this context I’m referring to the number of followers an influencer has.  Numbers are one of the primary metrics used to determine an influencer’s worth, but how accurate are they?
Potential Types of Followers:

  • Followers who know an influencer personally
  • Those who discover an influencer because of the amazing work they are doing
  • Followers who are inspired and motivated by a particular influencer
  • Followers that are purchased
  • Fake followers (bots)
  • Brands that follow an influencer for work purposes
  • Misc.
  • Following and engaged
  • Following but not engaged

What sticks out here to you about the different types of social media followers?  Most people don’t like to think about fake followers or robot accounts, but they are all too real in the game of social media and influencer marketing when the stakes are upwards of millions (if not billions) of dollars.  People buy followers, and this is a mere reality of social media that we all must consider when looking at numbers.

Luckily at HireInfluence we have technology that helps us determine the authenticity of an influencer’s followers, how engaged they are with said influencer, and so on.

This topic will be covered more in-depth in our next article, but a recent SimplyMeasured article discussed the power of micro-influencers to outperform larger influencers (even those as big as Justin Bieber, suggests the article).  Don’t brush off the micro-influencer just so fast; they might have exactly what you need for your next influencer marketing campaign.

Niche

When selecting influencers for your next campaign, exactly how important is their niche?  The answer is: it depends.

Most experts in the industry (myself included) will tell you that you should focus on hiring influencers within your brand’s niche industry.  This totally makes sense if there is a particular industry your brand and product focus on, but what if that’s not the case?

Take a recent campaign we ran a campaign for a dating app as an example.  The app had a specialty focus, but even the niche focus did not demand niche influencers.  What was important was that influencers in a particular geography who fit particular demographics (age, social reach, etc.) were on board with the campaign.

Even if you sell vegan chocolates, that doesn’t necessarily mean that you need a vegan foodie influencer to promote your brand.  It might serve the image of your company to hire yogis, fitness influencers, and even general social media celebs to promote the product.

Final Thoughts 

The truth is that every aspect of an influencer’s world matters; reach, engagement, niche, industry, and so on.  None of these metrics should be considered on an isolated basis, because that does a disservice to your company and the influencers themselves.