Examine whether the influencer ’ s content aligns with the key interests of your target audience . This alignment is crucial to establish authenticity and resonance with your brand . Make sure the influencer ’ s content and values align with your brand ’ s messaging and image . engages with the most , you can ensure a better connection and higher chances of success .
INFLUENCER MARKETING
Unlock The Metrics That Matter In Influencer Selection
By Valerie Ambetsa
Social media has become an integral part of our daily lives . It captures our attention and exposes us to a myriad of brands through the incredible efforts of influencers . As a marketer , I have come to appreciate the immense value that influencers bring to the table , but choosing the right one and understanding what results they can deliver is indeed a daunting task . In this article , I aim to share my experience and offer some valuable tips to help you navigate the world of influencers effectively .
As a brand custodian , your first step in selecting an influencer lies in identifying your target audience and understanding their preferences and behaviour . Let ’ s take a scenario where you wish to launch a cosmetic brand , targeting young women between the ages of 18 and 30 . Your brand messaging revolves around a cosmetic range that is fresh , unique , easy to use , with long-lasting effects . Your tagline is Let the Beauty Outside Bring Out the Beauty Inside . With this in mind , you begin exploring various social media platforms such as TikTok , Instagram and Facebook where makeup influencers typically thrive . The search to identify an influencer typically begins with a quick brainstorm in the office . Several influencers are listed , and it is necessary to go through the list to retain those that best align with your cosmetic brand . As you explore , pay close attention to the influencer ’ s social media pages , and evaluate the engagement they generate . Most brands seek influencers with follower counts ranging from 10,000 to 1,000,000 or more as these influencers are likely to have a substantial impact . Engaging content and genuine connections with their followers are crucial factors to consider during this process .
Now , let ’ s talk budget . Typically , the higher the follower account of an influencer , the more that they are likely to cost . While it may seem logical to choose the influencer with the largest following to reach as many people as possible , your decision should not solely be based on follower count . Before you ask for a rate card and begin to spend , consider these three metrics .
Target Audience
Begin with an analysis of their numbers on different platforms . Where do they have the most followers ? Then compare this information with your target audience ’ s preferred platform . By aligning your brand with the platform your target audience
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Examine whether the influencer ’ s content aligns with the key interests of your target audience . This alignment is crucial to establish authenticity and resonance with your brand . Make sure the influencer ’ s content and values align with your brand ’ s messaging and image . engages with the most , you can ensure a better connection and higher chances of success .
Delving deeper , examine whether the influencer ’ s content aligns with the key interests of your target audience . This alignment is crucial to establish authenticity and resonance with your cosmetic brand . Make sure the influencer ’ s content and values align with your brand ’ s messaging and image .
Engagement Rate
Apart from follower count and alignment , the engagement rate of the influencer is a vital metric to consider . Engagement rate refers to the post likes or reactions , shares , views , and comments that an influencer ’ s content generates . It serves as an indication of whether the influencer can deliver your expected ROI .
Typically , a good engagement rate falls within the range of 1 % - 5 %, with 3.5 % or higher being the ideal goal . Calculate your cost per contact by factoring in this engagement rate when budgeting for your influencer campaign . To get accurate results , evaluate the influencer ’ s recent content over the past 30 days .
Average Activity
Another aspect worth considering is the influencer ’ s average activity . This metric measures the engagement an influencer receives on an average post . It provides insights into the number of views , likes , comments and other engagement the influencer garners for each post .
Understanding this average activity will help you estimate the organic reach and
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