When you hear the word “influencer,” what comes to mind? Visions of a gorgeous, millennial woman showing off the trendiest clothes and accessories on Instagram? Or maybe you think of an athleisurewear -clad teenager dancing in their living room on TikTok. Either way, as long as social media platforms allow creators to monetize their content, influencer engagement will continue to be a vital component of marketing programs for lifestyle and consumer packaged goods (CPG) brands. In the world of marketing and communications, influencers are key stakeholders that can determine the trajectory of your brand’s public perception.
With spending on influencer marketing exceeding $3 billion in the United States in 2021, and pandemic-related restrictions continuing to affect brick-and-mortar retail, utilizing influencers is often a necessity, whether the goal is brand awareness or direct sales conversion. Vetting and selecting the perfect influencer(s) for your campaign may seem like a daunting task, but it doesn’t have to be. At Double Forte, we frequently work with influencers across a variety of categories; some with dedicated, small but mighty followings, and others with millions of loyal fans. We have a few tips to help you streamline the process while you search for that perfect brand ambassador.
Identify and establish the broader goals of your campaign.
Before you even open the Instagram or TikTok apps to start your search, determine the main objectives of your influencer program. Is your target audience Gen-Z or millennials? Are you hoping to reach a niche group of ready-to-drink cocktail aficionados, or aiming to appeal to a wide range of consumers? These aspects, along with budgetary constraints, can help you determine whether the campaign should run with several unpaid influencers or a small, targeted group of paid influencers. Once you set your campaign objectives, the search for your influencers will be more focused and efficient.
Mix and match platforms and strategies while you conduct your search.
There’s no need to limit yourself to your Instagram explore page when looking for a potential brand ambassador. Start by combing through content under hashtags that are relevant to your brand. When you find a creator that resonates, be sure to scan their follower list to see if any like-minded influencers are in their network. Repeat this process several times, and you’ll be able to fill your spreadsheet with potential influencers quickly. Monitor other likeminded brands’ social media channels as well–you may find ambassadors who are open to representing other products and companies within the same category. Additionally, consider investing in an influencer marketing software tool to work in tandem with your organic influencer searching process. These platforms use AI to help match you with influencers that fit your requested characteristics and demographics, and will also show potential influencers’ engagement rates and audience reach. At Double Forte, we use Klear to discover new influencers for our clients’ campaigns–it’s a very helpful resource when used in conjunction with organic social media research.
Add a landing page to your brand’s website where influencers can pitch themselves.
As you proactively conduct outreach to potential ambassadors, there is also the possibility that other influencers may seek out your brand first. To keep your company’s social media direct messages (DMs) from being flooded and disorganized, direct prospective influencers to a landing page on your website through a link in your Instagram, TikTok or Facebook bio, or within your brand’s LinkTree. You’ll be able to easily vet, select and conduct outreach to influencers who have already expressed interest in collaborating with your brand, saving time on both the brand and influencers’ ends.
Are you ready to kick off an influencer marketing campaign in 2022? Give us a call! We’re here to help you accomplish your goals with our robust internal influencer network, Double Forte Tempo, making it easy and seamless to curate the best list of social content creators for our clients.