Keywords to Clicks: Using SEO Writing to Boost Social Media
Content Marketing 11 min read
We use cookies to personalize content and ads, which enables us to analyze our traffic.
If you continue to use this website, you consent to the use of our cookies. Find out more here.
Type it below, and we'll show you what we've written about it!
Home Blog Social Media Management & MarketingChoosing Brand Influencers: 9 Metrics You Should Consider
Content Marketing 11 min read
Social Media Management & Marketing 6 min read
Social Media Management & Marketing 12 min read
Social Media Management & Marketing
Much of the success of influencer marketing campaigns depends on choosing brand influencers that are able to deliver the following results.
Influencer marketing has evolved so rapidly and has permanently shifted how we do social media marketing. Now, it is not just “nice to have” a strategy anymore but an important bridge for connecting your brands with customers.
That’s because today, staying ahead of the competition requires you to provide value that serves a need that is not anchored on the features and benefits of a product or service. This value that new-age consumers look for is brand connection and resonance.
That is where brand influencers come in as they are most potent in affect resonance with your target audience. But as the industry of influencer marketing rises, so does the struggle to choose brand influencers that are effective in achieving this, and more.
The textbook definition of influencers is a person or entity that impresses upon an audience or receiver of communications their opinion. Hence, the act of marketing through these influencers is called influencer marketing.
Their effectiveness in convincing people to buy from a brand is anchored on their expertise, authority, and insights in a given niche. Brands also turn to influencers to engage audiences as one of their strengths is also “relating” with their fandbase.
Those considered, social media influencers have become a valuable approach in growing your digital marketing presence. But success with this also depends on a few other factors like metrics and the type of influencer you plan on collaborating with.
Below are the common types of influencers according to the size of their fanbase:
Choosing the right influencer for your brand is crucial for brand perception and performance. Thus, It is important to invest your time in influencer mapping before hiring the influencer. Influencer mapping identifies Key Performance Indicators (KPI) allowing you to clearly define your goals and objectives.
For example, if your goal is to drive sales, you may have to track metrics such as clicks and sales. But if your goal is brand impressions, you will prioritize views, sentiment, and more.
Once you have your goals and metrics pinned down, it’s just a matter of making this as a criteria that helps you determine a collaborator.
It’s important to track your influencer’s audience demographics to ensure that their audience mirrors the demographics of your target market. It helps you avoid wasting time, effort, and money on targeting consumers who are unlikely to become your consumers. Audience demographics include gender, age, lifestyle, location, education level, value, income level, and interest.
Engagement is a form of interaction between the influencer’s post and their followers. The interaction is in the form of comments, likes, and video views. Consider the percentage of the audience that interacts with the influencer.
This percentage can vary depending on the niche of their content. For example, an engagement percentage of 3% may be considered good for fashion influencers, but the same percentage may not be good enough for fitness influencers.
Whether the percentage is good or not also depends on what segment of followers the influencer has. For example, an engagement percentage of 7% is good if the follower segment is 50 – 250K.
Another factor to check is how often the influencer you are interested in shares posts per week. If the value is too high, there is a possibility of followers losing interest, and this will decrease the engagement rate.
And if the value is too low, this might mean that the influencer is not committed to their work. So if you send a proposal to the influencer, make sure you state the number of posts you want them to share in the campaign.
This ratio lets you know whether the followers are genuine or fake. Many influencers usually buy bots to like their pictures. But it’s not very typical to buy comments. Knowing the average ratio for that segment makes it easy to identify the red flags. If the ratio is higher than the average, it’s a suspicious account.
This is an important metric to determine whether follower growth is organic or fake (buying followers). If you see that the follower growth is steady over time, it’s a sign that the influencer is genuine.
If you see sudden spikes in follower growth, check the posts to determine the cause (a contest or free giveaways) of the spikes. If you cannot see a valid reason, the influencer is probably buying followers or doing suspicious activities. A consistent follower growth rate of 5% (or low to medium rate) is good and normal.
Check whether the influencer has been mentioning the names of your competitors in their posts. They might have mentioned the brands because they like using them.
Check the metrics (comments and likes) on the brand-mentioned posts. If the brands they mention are aligned with your brand, the influencer could be a good fit.
Even if the influencer is a good fit, it’s important to determine if you can afford them. Check their estimated cost of promotional posts. This value can go up or down depending on their followers or engagement.
The cost also depends on which industry and the country they are from. For example, the cost per post for a fashion influencer in France would not be the same as a fashion influencer in the US. The cost could also vary depending on the type of content. The cost of video content would be higher than the cost of uploading a picture.
It’s important to check out how the influencer promotes a brand. These three signs can help you know whether they are a good fit.
Entertainment value is one of the biggest reasons why some influencers make it big. If the influencer shares information while entertaining, they can easily increase their engagement and followers. This is good for your business.
Partnering with influencers provides the benefit of not just conversions but brand discovery as well. So, in selecting one, keep in mind these metrics above and these key points so you can ensure a great brand-influencer collaboration:
Is your brand keen on exploring influencer marketing, or are you already partnering with a few? What are your best practices for choosing them? Let’s discuss it in the comments or chat on X, Facebook, or LinkedIn.
Choose topics you want to get regular updates on:
Thank you for downloading our free template.
Expect fresh digital marketing resources delivered straight to your inbox every week.
The email address used was already subscribed to the newsletter.
Sign up for our newsletter to get the latest marketing tips and best practices delivered to your inbox.