Choosing Influencers for your campaign is a difficult task when there are hundreds of thousands of options and each offers a different perspective. Do not worry, we are here to help! We have outlined the top points that you need to consider before launching an Influencer Program. Let’s dive in!
When selecting Influencers it is key that you identify what demographic you want to target. This will guide your decision about what influencers you should work with. First, you should define the following:
Take a look at your website and current social media to get a sense of your brand image. The Influencers you partner with will be the face of your brand and should align with your current image, or, they can help revamp your image towards the direction you are aspiring to. Consider the below when identifying your brand image:
Now that you have identified your brand image, consider how your brand will appear on the Influencer’s feed. Would a loud and fun Influencer fit with your serene wellness brand, or would a health-conscious yogi be a better brand fit?
Think about how is your product or service used and how that will translate through an image, video, or blog. One of the most important points to remember when choosing the right Influencers for your campaign is to do your research and see how those Influencers are currently talking about products in brand collaborations. Does the Influencer write in long-form or are they straight to the point? If you are looking for someone to write paragraphs about your product, make sure the Influencer is currently doing that on their page, or else your partnership will stick out like a sore thumb! Remember, Influencers are utilized to amplify your brand voice. The art of Influencer Marketing is aligning your brand and the Influencer’s platform. If you are putting words in an Influencer’s mouth or dictating their creativity, the partnership will seem forced and not organic and you threaten the effectiveness of the campaign. Trust that if you do your research beforehand and select the right Influencers, they will know how to handle the integration and speak to the product in a way that their audience knows and loves.
Is your product only available in Canada? If so, you want to ensure that you are working with Canadian Influencers and that their audience is at least 30% Canadian. Ensuring that an Influencer’s audience is authentic is key. If you are investing in an Influencer marketing campaign, you want to make sure that your money is going towards your target audience. Working with an Influencer marketing agency can who has the ability to analyze Influencer audiences across all social media platforms will ensure you are targeting the locations where your product is present.
When is your product intended to be used? If your product is seasonal, you should think about planning 2+ months in advance of your target season. If your product or service is evergreen, consider aligning your Influencers and content with the seasons and any relevant holidays. For example, if your product is bedding, you would want to ensure that you are highlighting your cool, linen bedding in the Summer, and your cozy warm bedding in cooler months. If your product is camping equipment, you likely want to ramp up in the Summer and target specific holidays like Canada Day or the Fourth of July.
So there you have it! Our best tips for selecting the right Influencers for your campaign. If you have any questions about Influencer Marketing or are interested in launching an Influencer program, do not hesitate to reach out here!
"At Universal Music, we are frequently tasked with launching new albums and products with little to no notice which can prove challenging for traditional agencies.
The team at the Influence Agency have proven time and time again their ability to be both nimble and efficient at delivering influencer campaigns that are strategically targeted, creative and most importantly impactful with our artists audiences."
"The Influence Agency is phenomenal. They’re incredible outside-the-box thinkers and we’re a great alternative to the traditional marketing efforts taken for the NFP I work for. We worked directly with Stephanie and Tom, both who had a high level understanding of the industry and a completely professional approach to social promotion. Looking forward to working with their team again!"
"As a creator, it was so easy working with The Influence Agency. They've put me forward for a number of awesome campaigns and have given me full creative control to execute them. I can't wait to work with them in the future!"
"The Influence Agency has been a huge part of our success for The Rose Picnic!! We love working with the team and look forward to many more great years together!"
"The Influence Agency is by far one of the best agencies I've worked with in Toronto. They provide so much value to each and every one of their clients, and I've had the pleasure of working with them on many different campaigns. Not only are they professional, but very personable. They are a delight to work with, and I would recommend them to anyone interested in growing their brand or business in an meaningful and creative way."
"Having blogged for 10 years and having worked with a plethora of agencies, The Influence Agency team has been one of the top agencies I've connected with. Their ability to both balance creator relations and interests, while maintaining the priorities of their brands is incredibly impressive. As a creator, the team is always supportive and responsive and truly makes developing branded content seamless! I always look forward to working with them!"