A person with the ability to influence potential buyers of a product or service by promoting or recommending the items on social media.
"For influencer marketing to sustain, authenticity and credibility are key."- Priyanka Dayal
Influencer campaigns are one of the biggest trends in digital marketing nowadays. Businesses are making $6.50 for every $1 they spend according to this study conducted by Tomoson. Even the skeptical companies have accepted the importance of this type of strategy in digital marketing and started to invest in it.
The idea behind influencer marketing campaigns is not new. It’s not that different from your trustworthy neighbor recommending you about a product he/she used and loved. People have always trusted others' experiences and recommendations more than the ads. In the digital world, influencers have replaced the neighbors, with more powers, of course!
An influencer is not just anybody with a very high number of followers, especially in a social networking environment where you can easily buy followers. An account must have a large audience to be regarded as an influencer, of course, but that's not enough at all. An influencer must also have to create content regularly, and this content has to be authentic enough to create a solid engagement rate with the target audience. The name speaks for itself. They must have the ability to "influence" the decisions of the target audience.
Finding the right influencers for your brand is not as easy as it sounds. First of all, you need to have a reasonably large list of influencers so you can choose from. However, you can't just look at a list of influencers and make a choice based on the number of their followers, their engagement rate, or how well they did when they worked with another brand last time. All these factors will have a different amount of effect in a given situation.
For example, if your product is in the high end of the price range, the largeness of the audience of the influencer won’t mean as much as their expertise when it comes to measuring its reach. In this case, it will be better for you to work with an influencer who creates content precise to your niche, rather than somebody who has 1 million followers from all sorts of social groups.
To make the best decisions when selecting influencers, you'll need the best information you can get at the same time. That's where Kimola comes into play.
Kimola is one of the best marketing tools you can use when you try to discover the best matching influencers for your brand. Once you created an audience based on your brand’s followers on Twitter, conversations about the keywords relevant to your brand, or specific users you put into the system, Kimola’s Consumer Research Platform tells you which influencers have the most significant effect on the online activities of your potential customers. You can filter these influencers based on not only your audience’s age group and gender, but also the influencers’ gender, country, and the category they’re creating content in, such as gaming, fashion, parenting, sports, and many more. By doing so, you can select the influencers who are creating content only relevant to your brand.
Once you have the list created by Kimola’s AI and filtered it based on your field, it’s now time to analyze these accounts manually. You should look at the language and tone of the account to see if it suits your brand’s personality. You can also check if the account created and shared any content in the past that might be regarded as controversial by your customer base, or if they have worked with your competitors before. Once your marketing team analyses all these data, it will feel very natural for them to know who the best matching influencer for your brand is.
If you have further questions about how Kimola’s Customer Research Platform can help you to find the best influencers, you can always reach to us via Contact Sales Page, or you can book a call via Calendly.