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Nicola - Influencers HubSpot

How To Choose Influencers For A Successful Campaign

Nicola Sprenger

Word of mouth has, and always will be, one of the most effective means of marketing for your brand. You’re more likely to buy something if your friend recommended it. Now, with the rise of social media, working with an influencer has become the equivalent, go-to referral of the friend from afar. Consumers are more likely to pay attention to your campaign if it’s endorsed by someone they follow and trust. But it’s not all fun and games if you choose to work with the wrong people. There are a few things that we kept in mind when deciding to work with Carlinn (Campsbay Girl) and Mike (Life Of Mike) for the ENTERTAINER Bucket List campaign, so take note.

  1. Relevance

The first question you should ask yourself when searching for an influencer is: “Are they relevant?” Just because they have millions of followers, it doesn’t mean that their audience will suddenly invest their time in a product that doesn’t suit their lifestyle. So, make sure the influencer you choose to work with authentically aligns with the campaign messaging and overall tone of the brand.

For example, our Bucket List campaign was all about ticking off those once-in-a-lifetime adventures, while using the ENTERTAINER to help you save in the process. Keeping the specifics in mind, we looked for South African couples (because the offers are 2-for-1) who love to travel and try new things, so Carlinn and Mike’s content was a natural fit.

  1. Reach

An influencer essentially acts as a digital billboard: They put out a message, thereby exposing their followers to a campaign. In theory, the bigger the audience, the more exposure for your brand. So, the size of their audience should always be a factor when considering an influencer, which is why we chose to work with two of the biggest (but still down-to-earth) accounts in SA.

And while size does matter, keep in mind that sometimes influencers with fewer followers often have more opportunities to authentically engage with people. It all depends on the objective of your campaign.

  1. Reputation

By now, you should’ve done your homework (including the bonus questions for extra credit). Which means you’ve read their blog, scrolled through their Instagram feed, combed through decade-old tweets, and stalked their Facebook page and comments. And if you have already, then do it again.

Even if it’s just for one campaign, their name will forever be tied to your brand. You need to make sure that the public responds to them the way you want them to respond to your product or service.

  1. Engagement

Although they may see the message, a successful campaign means that an influencer’s audience has interacted with their content too. In a perfect world, every single one of their followers will engage with the post or video that goes online.

Obviously, this won’t always be the case, but engagement rate is important when looking to work with someone on a campaign. So, have a look at the average amount of likes, comments, shares, video views, link clicks (if available) that each post gets, and then determine if this meets your campaign objective.

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