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The Definitive Guide to Finding Influencers on Social Media
Alex Rossman • Sep 16, 2021
The Definitive Guide to Finding Influencers on Social Media
Influencer marketing is hot and has revolutionized digital marketing and we really don’t want you to miss out on this powerful marketing strategy. After all, the average influencer campaigns brings in $6 for every $1 spent. Additionally, it’s important to note that 80% of consumers
have made a purchasing decision from an influencer’s post.
At the end of the day, influencers can talk about your brand in a way that your brand can’t talk about itself without coming across as “salesy.” If you put the right pieces in place, you can capitalize on this type of effective and authentic marketing.
To get the great results that other brands are seeing with influencer marketing, it’s crucial to have a strong foundation. And a strong foundation is based on the identification of the right influencers. So, if you’re ready to find awesome influencers for your brand, keep reading!
Identifying the Right Channels
We’ve established how valuable influencers are. But, if you don’t embrace the right channels for your brand, you may be wasting your time. Consider your target demographic and buyer personas
to uncover which social channels you want your influencers to be active on. Here are a few characteristics to consider about each channel:
Blog:
Earned media from influencers is valuable in a blog post because the long form content showcases a detailed brand experience. Blogs are especially important if you’re promoting a service as services are often hard to convey in a short social post.
YouTube:
YouTube tends to bring in the highest ROI but it’s pricier to get started with influencers on this channel than the other options. So, if budget is an issue, don’t start with YouTube. YouTube is great for a variety of industries and is a way to showcase products in action.
Instagram:
If your brand is B2C and you want to showcase a visually driven experience, Instagram is a great place to start. Keep in mind the short shelf life of Instagram content but it’s also one of the more popular social platforms and can bring in results quickly. Instagram works for a variety of industries, particularly beauty, fashion, home decor and food.
Twitter:
Twitter usage has been declining a bit but with how easy it is for influencers to post on this channel, it’s smart to include it along with other target channels. Twitter is flexible and viable for both B2C and B2B brands.
TikTok:
If you’re targeting a younger demographic then TikTok is right for you. This platform is casual and ideal for brands who want to earn fun and less serious posts.
Facebook:
With the average age of Facebook users continuously going up, this platform is great if your demographic is older than a millennial. Facebook is great for B2C and B2B brands in any vertical.
LinkedIn:
If you represent a B2B brand, influencers on LinkedIn are going to be your strongest asset. This platform offers a variety of ways to earn media including posts, InMail messages, groups, etc. and has a very professional vibe.
The Search for Influencers
Once you’ve identified the target channels, it’s time to locate your influencers.
If you’re on a budget, influencer identification is viable manually. Google for “list of influencers” and “your brand’s niche” to find lists that already exist. You can also go straight to your target channel and search for influencers that way, it can be tedious but doable.
If you plan to scale your influencer strategy, you may want to consider an influencer marketing tool. Some popular ones are Mavrck, Grin, Klear
and BuzzSumo, just to name a few.
And lastly, if you feel like you don’t have the time to dedicate to influencer marketing, you may want to consider working with an agency like ours.
Engage and Engage Some More
Once your target influencers have been identified, it’s time to make a list and engage with them. You’ll have way better response rates if the influencer is familiar with your brand. Here are a few engagement techniques to implement:
- Comment on their blog posts
- Reshare their content on your brand’s channels
- Ask them questions on social media
- Like their posts
- Link to their content in one of your brand’s blog posts
Activating Influencers
So you’ve identified your target influencers and engaged with them. It’s time to do the official outreach and activate influencers for your brand.
Some things to keep in mind when writing your pitch to influencers are:
- Keep it short and sweet
- Be clear about your “ask” and your “give”
- Open the door for a collaborative relationship
- Compliment and reference a piece of their content to show you’ve done your research
- Craft an engaging subject line
After sending your pitch to influencers, comment or post on their most popular social channel to check their inbox for an exciting collaboration opportunity.
Final Thoughts
Your brand needs influencers and it’s your job to target the right ones. With thousands of influencers posting every day, there is no short supply of them. However, if you want to achieve great results from your influencer marketing efforts, it’s crucial to identify the influencers who will lift your brand.
Be thoughtful in the whole identification and activation process so that you establish a solid foundation for your strategy.
Have you worked with influencers and have some advice to share when it comes to identification? We’d love to hear from you in the comments below!
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