Why is influencer marketing creating such a trend within the marketing industry? Our first answer to this question is because of VIDEO CONTENT.
Consumers are most attracted to video content as it’s easy to digest, entertaining and engaging. And for marketers, video content is accessible to anyone with internet access; to watch and to produce. That being said when creating videos one can also look to use this means within multiple channels. Think of any space you can place a video ad. This creates a double value for your campaign in being able to re-use the content.
Now think of video content being produced with an authentic, one-of-a-kind, catered messages targeted to individual consumer’s interests. It creates a pretty powerful message that is being sent directly to the consumers themselves. The technique is why the influencer marketing trend is one of the most heavily invested in media channels today.
One of the most important components in creating this sort of campaign is understanding what kind of content creators are best suited for your brand to collaborate with. Below we give you the top 4 techniques when deciding which influencers are best to work with on your campaign.
Recognize the niche of each influencer
Recognizing and understanding a profile’s account analytics of their audience’s age group, interests, geo location compared with that of the account themselves; helps discover each specific accounts online niche.
According to reports from Influencer DB, 25% of publications with advertising or Ads on Instagram respond to the niche of fashion. At the other extreme, only 1% of Instagram Ads are focused on the technology sector.
Why is it important to know the niche? Because it gives us a determination if the quality of their specific audience is coherent with your brand. Working with an influencer that has an audience interested in the products you are promoting gives you access to high quality leads that are more likely to convert into customers.
For example, at Lemmonet we work with IGG, one of the world’s largest games developer, to get app installs for their mobile game Lords Mobile. The developer asked us to identify gaming Youtubers who were already in that niche creating cool content about Lords Mobile. We collaborated with 9 Youtubers and their videos got amazing results generating over 5.000 new users.
A large number of followers is not everything that should be taken into account when considering to collaborating with an influencer. It should be subjected to more your campaign goal of brand awareness or brand credibility.
Reachability is a metric which needs to be highly considered for brand awareness. The greater number of followers, the greater number of people exposed to the content.
An accounts reachability is one of the ways we use to categorize different types of influencers. Macro, micro and nano influencers, to name a few.
Influencers audience engagement rate is also a key factor in deciding if they are the right pick for your campaign or not.
It should be taken into account that the level of engagement is usually inversely proportional to the number of followers. Without this could be alarming to the authenticity of their audience and if they have bought “fake followers”
The engagement rate is the calculation of the percentage of followers who have commented, have given a “like” or have shared publications of so influencer. This is typically calculated on the influencers’s most recent posts.
Choosing an influencer for a collaboration will depend on the goals you have set for your campaign. Whether your goal is brand awareness or brand consideration, knowing your exact objective will assist in knowing which influencers are right for your campaign.
For example, micro-influencers tend to have a higher level of engagement but a lower level of reach. While celebrities profiles are the opposite, high level of reach but lower engagement.Want to learn more on how to launch a successful campaign? In this article we explain how to plan your strategy based on the campaign objectives.
Knowing your audience thoroughly will give you the best results when launching an influencers campaign. At Lemmonet, we have developed our own in-house platform that analyzes all of these profiles´s audience demographics for you. This in depth analysis will allow you to make a well-informed decision about whether to run the campaign with one influencer or another.
Knowing how to successfully recognize the niche of each influencer, their reach, engagement and audience demographics is how you can successfully run influencer marketing campaigns.
If you’re thinking about entering the influencer marketing space and you are not sure where to start. We invite you to download our Introductory Guide: Influencer Marketing for professionals