In today’s world social media is one of the most impactful ways a business can promote their business to reach a large audience. A more common way to use social media is to utilise a social media content creator or an influencer to promote your brand.
As great as it is to have someone with a fanbase promote your business, it’s becoming increasingly harder to separate the diamonds from the dust.
Here are three ways to sift through talent to find someone more likely to get you results.
Make Sure That The Influencer Has A Diversification of Audience On Multiple Platforms
Being able to determine if a content creator is substantial, trustworthy or has a true audience can be difficult.
The first way to figure this is to look at their other social media channels and see if there is consistent diversification.
For example, does the TikTok star also have a strong following on Instagram and YouTube as well?
If the answer is yes this means that the audience of this specific influencer generally follows them wherever they go on the internet.
This is important for a business if the purpose of hiring an influencer is to increase traffic to your business, because you want your creator to have an audience who cares and is invested in what they have to say.
Is This Influencer A Niche Creator?
In the year 2022 depending on the industry, you are working in, there is almost always a content creator to match it.
However, there are a branch of content creators that don’t fit into a particular niche and have more generalised audiences.
To get the best thing to do if you want good value for me is to hire an influencer that is aligned with the same niche that your business also belongs to.
It’s true that there is a time and place for generalised audiences, but they are usually attached to macro-influencers who have been in the space for a long time.
This because brands that want these creators are most always looking for brand awareness rather than direct conversion and care about volume and large fashion brands can sometimes be a good example of this.
Analyse Previous Campaigns This Influencer Has Been Involved In
In most cases numbers generally don’t lie. By spending some time looking at the engagement rates of an influencer you can determine whether or not their posting fee is justified.
What you’ll find is that solid content creators generally have a percentage which sits above the industry standard of 1-5 percent.
So, when you’re scouting through a content creator's page, look for previous work they’ve done and check out the results.
Because by looking at the amount of likes and views on a post you can get a rough idea of how much traffic that will generate for your business.
But, always be pessimistic and assume 1-3 percent. Something important to note however is that all talent comes in different forms and that sometimes there are variables at play that are unquantifiable, such as the quality or purchasing power of an audience.
The best advice is whenever planning out a campaign, think like the audience and consider what you would want to see in terms of a creative.
Too many brands forget that content creators are experts in their domain and that imposing creative ideas will often result in a negative response from the audience or lack of interest.
It’s often best to listen to the creator and work with them and their ideas rather than impose highly restrictive brand guidelines.
So, be open to new ideas from someone who genuinely knows their audience and you never know what success the partnership might generate.