Finding the RIGHT Influencers is one of the most difficult steps in designing a campaign. Investing time & effort on this step will not only save money but effort & time too. Finding the right fit is essential to the success of an Influencer Marketing campaign.

Here are the 8 things to look for when you are searching for the right Influencer for your brand..

1. Platform Presence:

Once you decide the goals of your marketing campaign, you must choose the best platform to reach the target audience for your brand. Sometimes during this step, you may find that your target audience is not available on social media. You may then reroute your marketing efforts towards the right marketing channel.

For a product that appeals to a younger target audience, the platform chosen should be either Instagram, Snapchat, Sharechat, etc. For millennials, Facebook, YouTube & Vlogging are major sources of Information. Once you decide upon your platform based on your branding requirements & reach, an appropriate Influencer must be chosen not the other way round.

 Some of the interesting facts about the Audience Demography of Various Platforms:

1.  People between the ages of 18-24 are the largest group of Instagram
2. Almost 71% of Indians between 18 and 34 years old used Facebook alone
3. 35+ & 55+ age groups are the fastest-growing YouTube demographics

2. Category of Creator:

The best way to Influence people is to find the opinion leaders of your product category. Eg if you are selling a pet product, you can reach out to popular Pet trainers, Paediatricians, etc. You can reach out to creators who are lifestyle, Makeup, Skincare, Wellness & beauty bloggers for beauty brands. But in case you have an FMCG brand, it is best to target Lifestyle Influencers.

 Fashion Nova Curve sold out its collection within the first week of its launch by collaborating with women fashion Influencers with body measurements that do not always fit with the standard sizing.

 

 

 

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Sometimes the right category of Influencers solely depends on the theme of the Campaign.

Lays collaborated with Short Video makers for its #heartwork campaign where they roped in Video creators who have to build their following by Hard work & following their hearts

 

 

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3. Brand & Influencer Personality Match:

It is important to match the Brand personality of your product with the personality of the Influencer.

Brand personality of the ‘The Man Company’ attracts Young, attractive, progressive Urban men. These men do not shy away from taking care of themselves. You can see @TheManCompany driving its Influencer Marketing campaigns through Influencers with a similar personality. 

 

 

 

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4. Type of Content & Delivery: 

Good creators are able to integrate the product into their content without disturbing the flow of the video. Since Integrated campaigns are generally successful, brands find creators who can communicate the brand story through images, videos, or Blogs based on their strengths.

Cashkaro consistently ties up with artists from youtube to integrated videos. Here the creator emphasizes the benefits of the app in their content with examples & a call to action.

5. Followers, Reach, engagement & Authenticity: 

Brands may choose Nano, Micro, Macro, or a celebrity based on their Budget, Required engagement & reach. However, they should also look at engagement & Authenticity while sorting the Influencers.

6. Audience Demography: 

The audience demography of a creator is an important piece of information that can make your campaign make or Break. Social Media Influencers may have an audience from any part of the world. It is important to match the target audience of the brand with that of the Influencer Audience demography for a platform. Brands can use analytics to compare the Income, Age group, Target Audience city, Active target audience of the shortlisted Influencers for your brand.

7. Past Collaborations:

 Brands must look at the previous brand collaborations to understand the product fitment. They can also check the success of their previous campaigns to predict the success of their campaign.<img alt="\" no"="" data-cke-saved-src="\" src="\">

8. Creativity & Professionalism: 

The backbone of a creator is her creativity. So, look for creators who make amazing content and are on top of their game. Last but not the least, find creators who are professional & patient. Without these qualities, A campaign can fall apart.