How To Identify And Evaluate Influencers In Your Industry

by | Mar 28, 2017 | Content Marketing

Looking to amplify content via popular profiles? Wanting to increase traffic, impressions, sales or brand awareness by partnering with influencers? To choose the best people to work with and get the most out of your campaign, you need to know how to identify and evaluate potential influencers. Here are a few pointers to help get you on the right track.

Identify

Before you even evaluate an influencer’s website, you need to identify if there’s a real person or team behind the website. This ensures that you are in fact working with a genuine influencer. Two of the best indicators for this are a higher rate of engagement and a strong relationship with their audience (e.g. they respond sincerely and frequently to comments on their blog posts).

Other questions to consider when determining the authenticity of an influencer include:

  • Can you easily find their email address?
  • Does their bio/About Me page sound authentic?
  • Is there a lot of detail on the website? (Most websites that have been created solely for monetisation purposes are quite general and don’t contain a lot of detail.)
  • Is there natural and sponsored content?
  • Do their social media accounts have engagement?

If you’ve got 5 ‘yes’s, you can be reasonably sure that you’ve found a real influencer. Now it’s time to evaluate them to see if they’re right for your brand.

Traffic and Following

You don’t need to target influencers with 500,000 followers. But you are looking for people who have some sort of influential power, and this starts with their following on their website and/or social media accounts.

The minimum number of followers you should consider are 1,000 on Facebook and 5,000 on Instagram. Influencers of this scope are considered micro-influencers. If you’re on a budget, engaging with a number of micro-influencers can be effective in reaching your campaign objectives.

If you do have more budget to play with, we’d recommend engaging with influencers who have followings around 10,000-20,000 and above for Instagram and the 2,000-5,000 mark for Facebook.

Engagement

Engagement is another important factor to consider when evaluating an influencer. Does their website have comments or likes? If you are looking to run a campaign on their website, ask them for their media kit. Media kits are essentially website portfolios that generally include:

  • Monthly page views
  • Demographics
  • Social media channel statistics
  • Brands that the website has previously worked with.

If you’re looking to run a campaign on a social media channel such as Facebook or Instagram, you’ll need to look at the influencer’s likes, comments and follower count. Engagement rate can be calculated by taking Total Engagement (likes + comments + shares if you’re looking at Facebook) divided by the Total Follower Count.

Engagement Rate Formula

How to calculate engagement rate

According to FanBridge, the average engagement rate for Facebook and Twitter pages is around 0.5-1% while Instagram sits much higher at 3-6%.

Content Quality

This is a crucial consideration because you are likely leaving the content creation of your campaign in the hands of your chosen influencer(s). Review their existing content and ask:

  • Is there a consistency in content and does it look natural?
  • Are they niche or do they cover a wide range of topics?
  • Do they use their own images and are they high quality?

These guidelines vary between website content and social media content, and they’re also dependent on your brand and campaign objectives (e.g. traffic to site, impressions, clicks, reach, conversions). Overall, the key takeaway is that the influencer should be able to communicate your brand’s message well both visually and textually.

Frequency

Most influencers will post regularly to keep their audience up to date and engaged with fresh content. This is something you will need to consider if you want to make the most of your influencer campaign. You don’t want to have content posted on a website that is updated once a month or have content uploaded on social media at irregular times.

Are you ready to identify and evaluate the candidates for your influencer campaign now? If not, we can help. Get in touch to discuss our Amplification service.

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