How to Find the Right Influencer for Your Brand
Due to social media platforms that allow artists to send messages virtually and instantaneously, it is important to stay up to date on the trends in your field. Understanding which influencers to choose in this fast-paced economy might be difficult at times, but by following these four tips, you will be able to think and perceive the market clearly.
Type of Content
The influencer’s content is vital to understand since you want influencers that will help advertise your product to a following that will be interested in a material similar to what your brand provides. For example, if your brand makes content that showcases your products in a natural, relatable way, look for influencers that share content that is comparable to yours. If that is the type of material your organization produces, seek out influencers that adhere to the 80/20 rule. According to the 80/20 rule, influencers should create natural and authentic material for 80% of their content and adverts or branded content for 20% of their content. Influencers who adhere to the 80/20 rule will bring a more genuine approach to your campaign, as well as a better degree of trust and respect among their followers.
Choosing the proper influencers is all about your brand’s values. Understanding the value of your brand is essential because it will make it easier to select influencers to work with and define who your target demographic/market is. For example, if your company’s values are to manufacture real leather handcrafted products, you should avoid collaborating with influencers that consistently push vegan products because it will give their followers the wrong impression and it may do more harm rather than help your brand. This comes down to knowing the needs and expectations of the influencers you choose, as well as the values you want them to project through their social media.
What message do you want your consumers to be aware of? Analyze the market you are in and figure out what your customers want to hear. Look for patterns in the type of wording influencers use. For example, everyone wanted influencers to offer tutorials on how to attain the “clean” aesthetic or the minimalistic/capsule wardrobe near the end of 2020. All this was, was a basic, effortless cool-girl aesthetic that went by many names, but it was an important beauty/fashion trend to keep an eye on because it led to many brands refining their marketing to be more simplistic and elegant. By employing “blendable products,” “glowy finish,” and “weightless feeling”, beauty and fashion businesses began to push marketing to target a simple everyday look. All these simple marketing words served to promote the messaging that was one, trending, and two, reflecting the brand’s values. This increased sales and created a new market segment for existing brands to adapt to and new brands to emerge. This is just one example of many that made a significant impact.
When selecting influencers for your brand, analyzing influencers’ aesthetics is crucial. An influencer’s aesthetic refers to the type of Instagram content he or she posts. Look at how they organize their feed, how often they post, and what kind of content they create. Try to figure out how much care they put into their content. This is just as crucial as the aesthetic of your own brand. This is something to keep an eye out for if your brand places a high value on maintaining its aesthetic in keeping with a specific look or feel.
Having gone over the four steps to selecting the ideal influencer for your beauty or fashion brand, you should have a better grasp of how to do it. You should now be able to see the importance of understanding your own values and how this can affect all stages of the influencer selection process as well as the campaign direction you choose for your business. If you are interested in learning more about influencer marketing, click here to schedule a demo with a member of the Embold team.