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Influencer Campaigns

Finding Influencers SOP

CT
Cherry Assistant Team
Last edited 260 days ago by Cherry Assistant Team

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Lesson 2: How to Find the Right Influencers for Your Business

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MODULE 4

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Lesson 2: How to Find the Right Influencers for Your Business

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trust recommendations from other people, or ‘word of mouth’ marketing, over 3³²22 content.

● To get to clarity on the right influencers for your business requires analyzing both hard and soft metrics 22 potential influencers.
Steps to Finding the Right Influencers for Your Business:
● To start, the most important factor when finding influencers to collaborate with, is audience affinity ( how similar their audience is to your desired audience ).
● Create a list of hard metrics and soft metrics to get clear on audience affinity.²
○ Hard metrics: are quantitative metrics like how many followers do they have? What's the average number of likes they receive on a post? What's the average number of comments they receive on a zwpost?
○ Soft metrics: are more qualitative and may be a bit more difficult to quantify. This includes feed aesthetic, tone of voice, is their images cohesive? Do they look like they put in time, effort and care for their feed? Do they have an emotional connection with their audience?
● In terms of accessing influencer demographic data on Instagram, you can ask an influencer to send you a screenshot of the audience tab of their Insights. Only ask the analytics information when you're talking about compensation.
● Example: If you are a vitamin brand you would be looking for influencers who are actively posting on health and wellbeing.
● So you may now be thinking about influencers that you want to target but how do you decide who the right people are? I like to think about this by categorizing influencers as either macro or micro influencers.
The Difference between Macro and Micro Influencers:
Macro influencers:
■ tend to have more than 100,000 followers. They are generally well-known, and highly visible, and they should generally be getting over 2,000 likes on a post.
■ With macro influencers, you're paying more, somewhere between 1,000 and $50,000 per post. At the same time, their engagement rate will be lower, usually around one to 3%.
■ The return on investment is also easy to track with macro influencers. They often agree to share a custom discount code or trackable link, which makes it much easier for you.
■ With macro influencers, they drive more traffic and have an opportunity to generate some press exposure. At the same time, they also influence their peers. If a smaller influencer sees a larger influencer posting on your product, it basically serves an ad saying this brand does influencer marketing, so you may get a lot of inbound influencer requests.
Micro influencers:
● Micro influencers have 100,000 followers or less.
● While you'd be spending less than $5,000, many micro influencers actually accept products for post exchanges. This is where you send them a free product and they post about it if they like it.
● Doing this at scale can be really affordable. It's an effective way of creating buzz and branded content.
● One of the biggest pros of using micro influencers is they have a highly engaged audience.
● Also, micro influencers can often share a very authentic view into their lives. This leads to an increase in audience trust.
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