Influencer marketing is one of the trendiest topics when talking about marketing.
The presence of an Instagram influencer (or from any other social media platform) in today’s digital campaigns is almost a pre-requisite.
Nevertheless, it’s also important to be aware of certain limitations in this topic. Influencer marketing has suffered major blows in recent years due to the proliferation of practices like buying followers and likes by Instagram accounts.
Studies revealed that around 30% of influencers in the United States and the United Kingdom don’t have organic audiences. It is for this reason that the industry turned to a new profile of influencers called micro-influencer: they don’t boast millions of followers but rather a smaller number, characterised for being more loyal and receptive to the influencer’s message.
This new trend of micro-influencers is changing the rules of the game. Now, companies must dig in a bit further into social networks like TikTok, YouTube, or Twitch and try to look for the next big content creator that they can sponsor.
You can now find many streamers on Twitch for example that play online casino games and are sponsored by one of the many platforms that you can find online. Paid deals are not necessarily agreed but rather the influencers are invited to promote one of the many offers for clients such as no deposit bonuses or free spins for slots. The fact that online casino platforms are mobile compatible helps the influencer to have a better conversion rate into registrations.
With all this on the table, it is vital to take a series of considerations when choosing the right influencer for your campaign. Below we list the following:
1. The numbers game
There are several companies that offer KPIs analysis services (key performance indicators). Companies like Socialbakers, Metricool, or Sprout Social can be the perfect allies when looking for professional reports on third-party accounts. The services of these platforms are paid, some prices are adaptable to what you ask for and, in general, there are also price packages that can serve you in the long term. It’s an investment that’s very much worth it.
2. Analysis of relevance at a social level
While you obtain the metrics related to the engagement, reach or frequency of a certain influencer, you have to study if he is the right person to promote your brand.
For example, an influencer who uploads food recipes is not going to be ideal for every type of nutrition-related content. In the same manner, a sports technology guru is not necessarily the right one for a video game campaign.
There are traits of personality, personal taste, way of speaking, and others that you have to look at: Does the influencer concentrate on low-budget products? Is he a coffee lover or is he considered a permissive parent? Does he have a provocative personality or vulgar language?
Take the time to analyse the products that the influencer showcases in his accounts and how they communicate the message to their followers. In this way, try to choose the influencer that best suits the image of your brand or product and even more, look for someone that suits your brand philosophy.
3. The content they upload is the best proof of their talents
The influencer market is so saturated that practically anyone can choose to dedicate themselves to this. Therefore, to differentiate themselves, influencers can choose to specialise in the production of their content or offer improvements that make them stand out from the rest.
For example, there will be those who have notions of graphic design or video editing. Some may even have specialisations in crisis management or human resources. There are certain abilities that can be seen directly in the regular content they make, but other abilities are only known when you form a relationship with them, which brings us to the last point.
4. Communicate with influencers
Social networks facilitate ways of communication to be able to have conversations with people from all over the world. Don’t forget that you can go much far than just analysing an influencer’s profile.
Send messages to those that interest you. It’s also on brands and companies that this sector becomes more professional. Schedule interviews with influencers. Ask them for a resume. Treat them as one more worker in a growing sector. In this way, you will get to know them better and you will have fewer doubts and little margin for error when you finally decide on one of them.
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