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What marketers look for when booking an influencer

Influencers have changed the way marketers communicate with their desired target audiences. They have become the link between brands and the target audience on social media. This is due to their ability to produce niche-based content.

According to WebFluential a great influencer is more than the one who takes beautiful images and has the highest number of followers. However, the one who fits certain criteria and can show marketers their value pre, during and post the campaign. If you want to be an influencer, these are some of the elements that marketers look for before booking an influencer.

1. Who is the influencer?

This might sound obvious, but this is the question that marketers ask. Marketers can’t work with someone they don’t know. Therefore as an influencer you need to write a short bio including where you are based and the markets that you are influential in. For example you can state in your bio that you are a fitness and lifestyle writer based in Johannesburg.

2. Match between the influencer’s online personality and the brand

There needs to be a fit between the brand and the influencer for the influencer campaign to be successful. A fitness brand can’t choose an influencer who enjoys seating at home and watching TV, for example. The brand and influencer’s personality, values and vision need to match.

3. The influencer’s audience

The reason marketers choose to use influencers is because there is a desired audience that they want to reach and influencers can help them do so. Audience demographics e.g age and gender are essential for brands to improve their targeting. With Audience insights, a brand will be able to see if the influencer’s audience aligns with their ideal customer profile. Brands will also be able to find and prioritize influencers based on their audience affinity to the brand and specific topics.

4. Engagement rate

It has emerged that some influencers buy followers so that they appeal to marketers. Some influencers have a huge following but the engagement on their posts is close to zero. This is where the engagement rate of an influencer’s posts becomes an important metric in understanding the level of interaction of an influencer has on their content. An engagement rate is defined as the percentage of the influencer’s audience that responds to their content.

5. Previous work

Like any other “job” experience matters. Marketers need to know who the influencer has previously worked and the kind of work that the influencers have produced. This also helps marketers to see if the influencer has worked with competing brands. Being able to see an influencer’s body of work is an important insight when trying to gauge what kind of content the influencer can produce.

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