The terms “Influencer” and “micro-influencer” have been the toast of the marketing world in the last couple of months. These words have been catapulted into buzzword status mostly because, when done right, influencer marketing is very effective.
In essence, an influencer is a personality that has a devoted following who listens to their suggestions and opinions. They develop this fan base over time and through the use of the internet and social media. Micro-influencers are simply influencers on a smaller scale. There are a few things that make a random person online an influencer. Contrary to popular belief, it is more than the number of page views, likes and followers.
Deliberating and vetting the perfect influencer to use for your campaign is important – probably the most if you plan to endeavor in influencer marketing. You cannot afford the risk of investing on a “personality” and realizing half-way through the project that they aren’t even an influencer after all.
Thankfully, weeding through a bunch of influencers to find just the right is simpler if you have the checklist below in tow:
An Influencer is Relevant
The first thing you should ask when vetting influencers is whether or not an audience would care about what this personality is doing or promoting. If they don’t, then there is probably no use in doing business with them.
In this case, follower count is not a reliable measure for relevance. The factor that you have to look into is engagement. When these influencers post an update – do people comment? Do people respond to their updates? Are these updates well-liked?
An Influencer Has the Perfect Combination of Charisma and Content
With proper research and a little bit of time, everybody can create content. Be it an article or a video, diligence can accomplish most anything. However, some people are charismatic, some aren’t. You have to find an influencer that draws you in and keeps you interested. Chances are he or she would do the same for your target market.
An Influencer is Authentic
Consumers have been getting smarter in the last few years. People can smell put-on personas from a mile away. A budding influencer would not be able to grow their brand if they do not stay true to who they are. There is no reason for you to engage someone who is a fraud. Moreover, you would be working in close quarters with these people – and who would want to deal with a person they feel iffy about.
The right influencer is a combination of all three traits. Surely, it might be more difficult to find the right online personality than to find “the one.” Not when you have Mostly Sunny on your team. Contact us today so you do not have to do any guesswork!