For loads of brands, the decision to give influencer marketing a go is quite easy. It’s the process of finding the right influencer that proves to be difficult. That’s why it can be a smart move to hire an agency.
In brief, the struggle is there’s more to influencer marketing than simply finding a pretty face with millions of followers. You need to make sure you know how and where to find influencers.
Specially, you want to find influencers who are a suitable fit for your brand. As influencer marketing is becoming more and more popular, there’s unfortunately been a rise in fake influencers.
Here’s a brief how-to on finding influencers. Here you’ll learn the two possible ways to find influencers, connect with influencers and hire influencers. And, you’ll also learn what to do to make sure a person is legit before you get in touch.
Finding influencers can involve getting out of the sofa and diving into a social media and internet search. Or it can mean entirely outsource the task to an agency, for example Influencer Agency. Here are your options:
Do It Yourself (DIY) influencer research
Undoubtedly the most labor-intensive way to find an influencer, DIY research involves scanning through your follower list to see who, if anyone, has talked about your brand in the past, and who, if anyone, has a bit of a decent follower count and a certain amount of engagement.
You’ll then want to follow those influencers to get a sense of what they post about on a daily basis, and how many people comment or like their content.
Another way to investigate and find influencers yourself is to conduct searches for hashtags that are relevant to your niche. This is very time consuming, since you’ll first have to figure out what hashtags you have to look for, then check out who the people are who are using them.
Here’s a less time consuming approach to finding influencers. One option is to find an influencer talent agent to find influencers for you. Talent agents for actors or other performers help their customers find work, and handle much of the communication between the influencer and the brand hiring them. Equally, an influencer agent connects influencers with brands, and serves as an intermediary. For agencies it’s easy to find influencers. Mainly, because the influencers are their customers.
Working with an agent or agency is going to save you a lot of research, irritation and annoyance. But, it naturally comes with a price tag. Usually, agents they only work with influencers who have big followings and great reputations. There are some agencies that work exclusively with micro-influencers.
Taking the shortcut
You may think of using an influencer platform to find influencers as “taking a shortcut.” The best influencer platform will get you to where you’re going faster. Here’s how to find out if a platform will be worth your time and money, or if it will just have you spinning around in rounds:
Which types of influencers are there?
Influencer platforms vary in how specified they are. Some only work with food influencers, and others only work with Instagrammers. For the greatest variety, it’s better to work with a platform that isn’t super too limited. That way finding influencers that fit for your campaign is way easier.
Ease of connecting
What’s the point of using an influencer platform if all it gives you is an influencer’s email address or some other contact information? You might as well find the same influencers on your own. You probably want an influencer platform that not just shows you how-to find influencers, but also gives you the opportunity to introduce yourself to them. An influencer marketing platform with some sort of communication tool that will help to streamline the whole process.
Help with finding influencers
An influencer platform should be more than a pretty Google search. The best ones (like Influencer Agency ;)) will assist you in finding influencers that are perfect for your brand. We know this isn’t the easiest job, but we guarantee you we will do it right.
How to tell if you’ve found the right influencer for your brand?
Using a platform will certainly help you separate the good from the bad. But, you need help finding influencers who are open for projects. And, there’s always the question of whether an influencer is worth cooperating with, or whether he or she is a perfect fit for your brand.
There are three things to look at to tell if or not an influencer may want to work for your brand:
- The first thing is the audience he or she connects with. For example, if you’re trying to reach fit girls, an influencer who’s popular with teens won’t do.
- The next thing is the type of content an influencer produces. Does he or she produce content that could be seen as offensive? Are the photos he or she takes of good quality? Ask yourself, would this person be someone you’d want to be the face of your brand? If the answer is no, go look for another influencer.
- Finally, you want to evaluate an influencer’s attitude on your brand. Are they now heartily talking about you? If so, perfect! If not, is there space for them to talk about your brand? Does mentioning your product or service in some way seem to fit with their general personality and style?
Don’t forget that influencer marketing is all about authenticity. Followers will bail on the influencer and your brand if the cooperation doesn’t seem like a good fit.
Next steps once we’ve found an influencer
Our work doesn’t end after finding the right influencers. Thereafter, we negotiate with the influencer to figure out how you are going to compensate them. And, you have to decided in collaboration with us what type of campaign we’re going to work on.
After we’ve agreed on a fair compensation for the influencer , it’s up to the influencer to create some good content, and then for you as a brand to review it. If it all goes well, the influencer’s content will be launched, and we will start tracking and measuring results to prove that we really did end up finding the perfect influencer.