How to Choose the Right Brand Influencer for Your Company
When it comes to marketing online there’s so many ways it can be done. There’s so many agencies, tools and guides you can sign up for that it’s easy to get frustrated with all the information available to you. In order to help you get back to doing what you love we’re doing the legwork for you. So what is a brand influencer? How can they help your business? And how do you find the best one for you?
What is a brand influencer?
A brand influencer is a person with a following on social media that has established credibility in a specific industry. Companies hire influencers to represent their brands in a positive light and by doing so will increase the company’s brand awareness and sales. Although similar, an ad with a brand influencer is very different than a celebrity endorsement deal. An example of a celebrity endorsement deal would be Peyton Manning’s deal with Papa John’s, or every famous woman and Flat Tummy Tea. In celebrity endorsement deals company’s use a celebrity’s social status or fame to boost the sales of a product or service. Brand influencers gain notoriety because of what they post online so their followers feel a more personal connection.
Why a brand influencer?
A study conducted by MuseFind stated that 92% of consumers believe a product endorsement from an influencer is more influential than an endorsement from a celebrity. It’s likely that product messages from celebrities are beginning to fall short because celebrities have a reputation of being associated with products and services they don’t actually use. Consumers trust brand influencers. Companies have found that a recommendation from a social-media influencer as much as a recommendation from their best friend.These individuals freelance as bloggers or YouTubers and have an organic following that trust their opinion. From a consumer standpoint they have no reason to be dishonest, and often do not disclose which brands are paying them. They usually review similar products and disclose to their viewers what they consider the best product of a specific category to be. Consumers can relate to the process of spending money on products that don’t work as advertised and they rely on brand influencers to take the guesswork out of what a product is like when used.
Which brand influencer is best for me?
When choosing an influencer for your brand it's important not to focus too much on the number of followers. Think quality over quantity. Followers matter, but paying thousands of dollars for one advertisement is a waste of money. You can get more bang for your buck if one or more influencers post various content across multiple platforms. The ideal influencer is someone that connects to their audience in a way that speaks to your brand. It should be someone who you believe would enjoy using your product. Someone with an online personality that is genuine and outgoing but also someone you enjoy. They should also be very active on social media. The best brand influencer don’t just post frequently, but will also engage their followers and reshare content. Influencers that do giveaways are favorites among consumers.
“Influencers with a loyal pool of followers can increase brand awareness and drive traffic to your product pages. Traditional outbound marketing is a thing of the past — and influencer marketing is becoming one of the most effective ways to reach new customers.”
How do I hire a brand influencer?
If you’re looking to take the guesswork out of choosing the right brand influencer for your brand Pixlee is a free tool we recently discovered that lets you identify the top Instagram influencers. They can also provide you with a weekly report that monitors your Instagram page. Sign up for Pixlee’s Free Instagram Analytics tool here and let us know what you think!
If you want something a little more simple check out Glambassador. It’s a self-serve digital agency that pairs brands with influencers in their niche. Plus, they take the guesswork out of what and how the brand influencer should be compensated. For more information on how their service works or to get started with your first campaign click here!