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Influencers. You probably can name one or two.
They’re that YouTuber who live streams every Battle Royale game out there. Or that beauty guru with a kicking skincare routine. Or maybe they’re high-flying daredevils who spurt out motivational quotes every now and then.
Nowadays, influencers are key players in the world of online marketing. And when leveraged right, they do wonders for your business.
That’s right, these thought leaders — and trendsetters — promote brands (like yours!) through niche content.
Choosing the right influencer isn’t about looking at their follower count or the frequency of their posts. There are several factors to consider when starting an influencer campaign.
Before starting your influencer campaign, reflect on why you need an influencer in the first place.
And please don’t just say it’s because they’re trendy.
By defining your influencer campaign goals, you get a clear picture of what you want to achieve.
Want to increase brand awareness?
Mega- and macro-influencers like Kylie Jenner, Will Smith, and Cristiano Ronaldo have large followings — with their numbers reaching up to a million. Because of their massive reach, they work best for top-of-the-funnel marketing (hello, brand awareness!).
Of course, a smaller brand won’t have the budget to pay a huge sum of money for one sponsored post.
That’s when micro-influencers do the job. They even have a higher chance of converting your audience to paying customers — with their engagement rates reaching as much as 50%.
In the end, remember to align your influencer campaign goals with your overall marketing strategy.
There are just too many influencers to choose from, right?
In beauty and fashion alone, HypeAuditor identifies around a hundred influencers in Indonesia with millions of followers and thousands of engagements.
But influencer marketing isn’t just about followers.
An influencer can cater to millions of subscribers or attract a lot of engagements, but they still may not bring success to your business.
Take time to look into your brand personality. What kind of traits do you want to portray as a brand? Are you spirited and youthful? Elegant and sophisticated? Rough and rugged?
Your chosen influencer should reflect your brand.
When the influencer’s personality is different from yours, their audience won’t be able to relate to you at all. They may even ignore you entirely.
Compatibility creates a trustworthy image. And when people trust you, they’re more likely to do business with you.
This is where you go into the specifics of the influencer and their online image — their audience, content, and chosen platforms. See if these go hand in hand with your own.
First, take a look at the kind of audience they attract. Try to paint a rough image of who they are, what their lifestyle is, what their aspirations are, and more. Do they fit perfectly with your target market? If yes, reaching out to them would be easier.
Next, assess their content. What topics do they tackle? Do they cover your product or service?
For example, a food vlogger who publishes food trips and restaurant reviews may agree with endorsing your lipsticks. But the disconnect with these two varying niches won’t sit well with their audience.
Also, consider the social media platform an influencer is using. Make sure it can execute your marketing campaign well.
In Indonesia, for example, Youtube and Instagram are widely used. Around 88% and 80% of their internet population use each platform respectively. With that reach, it’s no wonder influencers and brands rely on these platforms to execute their campaigns.
This tip is useful if you plan on working with a certain influencer for a long time. Attitudes with negative social impact — such as racism and sexism — are frowned upon. So be on the lookout for red flags.
One example is beauty blogger Sondos Alqattan.
The Kuwaiti Instagram influencer boasts more than two million followers. However, she received terrible backlash in 2018 after making racist remarks against the new law granting days off to Philippine migrant workers and the right to keep their passports.
This caused major brands to drop their partnerships with her.
A more positive example is Diana Rikasari.
She’s an Indonesian influencer with a top-rated blog in Indonesia, an ambassador of many local and international brands, and the founder of two fashion brands (UP and SCHMILEYMO).
Rikasari has won several awards, including Indonesia’s 100 Most Influential Youth, Women, and Netizens (YWN) and the British Council’s International Young Creative Entrepreneur award. She also inspires teen girls with life advice through her bestselling book #88LOVELIFE.
Influencer fraud can cost companies thousands to millions of dollars.
So what exactly is “influencer fraud”?
To attract more clients, some influencers have resorted to paying third-party applications to inflate their follower count and automate their engagements.
This is prevalent in the Asian market. Among the 144 million social media users in the region, 58 million are bots or mass followers. In fact, Indonesia ranks third in having the highest number of fake Instagram accounts, with around 25 million in total.
With all this, take extra caution when choosing influencers to market your brand. Especially those with a huge following.
See if their follower count coincides with their amount of engagement. A quality influencer usually has likes and comments that are 1.5-3% of their follower count. If they’re too few, it may be a sign of a large number of bot followers. If they’re too many, it may signify their engagements have been automated.
There are tools that conduct influencer audits to make it easier to spot influencers engaging in fraudulent activity. Choose from IG Audit, Social Media Pro, FakeCheck.co, HypeAuditor, and more.
A successful influencer marketing campaign is a definite win for both the brand and the influencer. But without the right influencer, this won’t be possible.
Spend time and effort in getting to know the influencer you choose for your campaign, and it will pay off in the end.
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