If you have come this far, it is because you are clear that you want to include collaboration with influencers in your content strategy, which is known as influencer marketing.
What you may not be so clear about is how to choose the best creators for your brand to help you boost your sales. And there are many profiles that we can find on social networks. But don’t worry because you’ve come to the right place.
Based on our experience, we can give you a series of tips so that you can choose the person or people most suitable for your brand strategy. Shall we start?
Choose content creators with whom you share values and style; it should be a match!
Behind every content creator is a person with values and a style they capture in their publications. And the people who follow you, as a general rule, will share these.
Therefore, by collaborating with someone similar to your brand in style and values, you will reach an audience that identifies with them. You will have a better chance of reaching people who are among your target audience.
The style and values of the content creators cannot be seen with the naked eye; you have to research and analyze the posts uploaded to conclude.
Influencers must share a demographic profile with their target audience
Even if you share values and style with specific content creators, if they are too far from the demographics of your target audience, the collaboration may not be as effective as possible.
The thing is that, as a general rule, the public tends to unconsciously follow content creators with whom they share not only interests but also life circumstances, something normal because we tend to feel more identified with people of our age, place of residence, socioeconomic status, right?
Of course, this does not mean that there are not people who can follow others with whom they do not share sociodemographic characteristics. However, it is usually a good indication when choosing content creators for a strategy.
In short, if we want to approach a young audience, collaborating with a young influencer will be more effective than with a more mature one.
Think about your potential; don’t stay only in the present
This advice is intended for brands looking to collaborate with profiles that are not yet very big and have hardly collaborated with brands.
In these cases, it cannot be easy to know if the profile is right for our brand since there are few examples of past collaborations or how the creator carries out a campaign. Furthermore, we cannot ask the influencer to give us results on the performance of their sponsored posts since there are not many.
Therefore, it is appropriate to analyze how people express themselves when uploading organic videos and the different qualities they possess. It consists of finding a diamond in the rough and betting on someone who may have a great future ahead of them.
Collaborating with profiles from the beginning can have many benefits if they grow in the future. If the audience perceives that your brand and theirs always go hand in hand, trust and credibility in your products or services will increase.
Do an intensive search in networks and agencies
To choose the best content creators for your brand, the more candidates you consider, the better. To do this, you must expand your search as much as possible and not only do it on social networks. For some time now, agencies that work as content creators’ representatives have emerged, which can help you find the best candidate.
These companies have extensive experience acting as intermediaries between content creators and brands, and they will know how to guide you to find the person who can boost your results.
In addition to agencies, there are also platforms from which you can carry out the entire collaboration process, from finding the influencer to signing the contract.
We recommend experimenting with the different options and seeing which helps you the most.
Choose the right platform; not everything is Instagram
When searching for content creators on social networks, the first platform you think of is Instagram. Obviously, this is a site that you should not rule out, but don’t just stop there; there are many more social networks on which it is also common for content creators to collaborate with brands.
TikTok, YouTube, or Twitch are the most common, so don’t rule out searching there too. These may help you achieve better collaboration performance, either because the format fits better with your strategy or because the influencer’s followers are closer to the profile of your target audience.
Analyze your direct competition
Finally, analyzing which influencers your direct competition has collaborated with can help you find the right content creators for your brand. Not to collaborate with them (something you can also do in some instances), but to see the style of creators they choose and follow in their footsteps if you see that their collaborations have been effective.
