Your brand needs to be able to navigate influencer marketing and social media platforms effectively. To help you, in this article, we’ll be looking into the different types of influencers, what they look for in a brand partnership, and how to find influencers for your campaign.
As influencers become more popular, many brands are incorporating influencer marketing into their strategies. According to Business Insider’s 2019 marketing report, the influencer marketing industry is set to grow in value to $15 billion by 2022. And along with this rapid growth comes the swift expansion of the market.
Today, different influencer types occupy various niche and sub-niche interests. The influencer market landscape is constantly evolving. For brands to leverage the power of influencers, they need to adapt to the changes and learn how to find influencers who best suit their strategy.
Various brands constantly approach influencers with offers. Because of this, social media influencers, especially the more popular ones, tend to be more discerning about brand partnerships. So before you start looking for influencers for your marketing campaign, you should first know what they’re looking for in a partnership. After all, their initial reaction to your proposal can make or break the deal.
For brand partnerships, influencers typically look for qualities such as creative freedom, trust, relevance, and brand affinity. In particular, they consider how a partnership can boost their image. They tend to go for brands that are relevant to their interests. Similarly, brands should be looking into influencers who could fit well with their image and story.
Agency tip: When determining the influencer best-suited for your brand, you can start by identifying your target audience and their interests. Then, you can determine the image your brand seeks to project, its defining characteristics, your brand’s core value for your customers, and the reason people choose your brand over your competitors.
There are different types of influencers, and they vary by the platform they use, their interests, and their follower count. Each of these factors can affect your marketing campaign, so it’s important that you understand their distinguishing characteristics.
Different social media platforms have their own unique features that attract different kinds of users. For example, Instagram is a visual-heavy platform that attracts photographers and fashion influencers, while gamers favor Twitch’s live-streaming services.
Influencers typically have their own areas or topics of interest, whether it’s fashion, technology, or gaming. Their followers are those who are interested in the same topics. When looking for the right influencer for your campaign, you need to make sure that their interests align with your brand’s image so you can reach the market you’re targeting.
Different influencers can have a few thousand to several million followers. The 5 main types of influencers based on follower size are:
While a larger following may seem attractive at first, keep in mind that audience engagement generally drops as the follower count goes up.
For a more in-depth look into the different influencer types, you can read our article on the topic here.
Finding the right social media influencers for your brand may be challenging, but you can get a good start with the following steps:
Hashtags are a convenient way to categorize tweets and to identify trends. Remember these when looking for your influencer. To help you sort the hashtags generated every moment, you can use tools like Neil Patel’s Ubersuggest, RiteTag, and Hashtagify.me.
These tools let you find the best hashtags to reach your target audience, as well as the influencers you can work with. You can also identify existing influencer-sponsored content by searching the #ad and #sponsored hashtags.
You can also use influencer marketing tools, like Buzzsumo and Followerwonk, to help you find influencers online. These tools let you tailor your search based on follower count, SEO, posts, and the topics the influencer focuses on.
If you can’t seem to find good results from search engines, you can use Google operators. Google search operators make your searches more specific and targeted, which leads to precise results. Some of these operators are:
Putting your search term inside quotation marks helps ensure that Google looks for the exact term and not synonyms.
Enclosing your search term in parentheses lets you group different terms, giving you more control over how the search is performed.
Using OR when searching more than one term leads to results for one term or the other.
Placing a dash before a term excludes it from the search results.
By specifying the site, you’ll only be shown results from that website.
With the variety of platforms available today, you should know the defining characteristics of each one, their content format, and the demographic they attract. Studying these details will give you a better understanding of the most effective platforms for your influencer campaign and where to find the right influencer for your brand partnership.
YouTube influencers regularly post video content for their followers, with a strict upload schedule. YouTube boasts almost 2 billion users monthly. The content on this video-sharing platform comes in all forms, including tutorials, unboxing, recipes, reviews, and guides.
YouTube influencers are similarly diverse. There are many niches that they may belong to, such as fashion, gaming, technology, cooking, and more. Sooner or later, you’re likely to find someone for something.
When using YouTube’s search bar, you need to be as specific as possible to get the most relevant results. You should use keywords related to your brand, industry, and target audience. For example, when searching for existing sponsored content from creators, you need to type the terms “#ad,” “#sponsored,” or other related queries.
You can also comb through the videos of famous YouTube creators to look for sponsored content. Besides that, you can use the following tool:
VidIQ is a free browser extension that lets you take a deeper look at any YouTube channel or video by letting you view their tags. It also suggests related search terms to your keyword. Narrowing your choices of influencers by niche topics lets you maximize affinity with your target audience, resulting in a more effective influencer campaign.
Free tools like VidIQ make your search for the right influencer easier.
Keep in mind, though, that established influencer marketing agencies like Cloutboost use their own proprietary software to make keyword search more effective and efficient.
Twitch’s 140 million monthly users may fall way short of YouTube’s numbers, but a whopping 72.2% of the market share makes Twitch the leader in gaming and live streaming. Twitch influencers can reach a specific demographic: 18- to 34-year-old predominantly male gamers. The platform logs 17.5 million active users daily and more than 4 million unique creators streaming each month.
While influencer marketing on Twitch may be similar to other platforms, it does have a distinct feature. On Twitch, the only format of content is live videos. This can be very effective when you want to promote a product. For example, you can have a livestreamer use your product while broadcasting.
When looking for influencers on Twitch, you can use data from the site’s API and identify the top streamers in a particular game genre. Twitch’s top 10 streamers account for 95% of the viewers on the platform. You can identify them with metrics like concurrent viewers or channel followers. You can also use these tools:
TwitchTracker lets you sort influencers by the types of games they play, and it lets you gauge the interest of your target market for these types of games. These help in identifying both your target audience and the influencer you can link up with to reach them.
TwitchTracker clearly presents its statistics through numbers and graphs so you can easily get the information you need.
TwitchMetrics gives you handy information on the fastest-growing and most-watched channels on the site. It also shows the most-watched clips being watched and the most popular games being played.
Instagram’s popularity is rapidly growing, with over a billion monthly users. Its user base appeals to the younger generation, with teenagers in the US ranking it as their second most preferred platform, next only to Snapchat.
Because the platform mainly caters to the coveted 18- to 34-year-old demographic, 79% of advertisers tap Instagram influencers for their marketing campaigns. Instagram stories are also great for account takeovers, which is an effective strategy for building brand buzz.
With a billion Instagram users, you can start looking for people you know are influential in the particular niche your brand is interested in. Then look for a dropdown menu on the upper-right corner of the page that lists similar profiles in terms of niche, interests, follower count, and more. You can use this to add to your selection pool.
One of the tools you can use for Instagram is TrendSpottr. TrendSpottr is a tool that can predict in real-time key influencers for any topic. It can also detect emerging trends and potentially viral content.
TikTok is a popular short-form video-sharing app that logs over 800 million users monthly, with the bulk of its users from the 18-24 age group. Partnerships with TikTok influencers are very beneficial to your brand if you’re targeting the younger demographic.
You can find influencers by going to TikTok’s official Instagram page and viewing the video posts. The featured TikTok has the person’s username at the start of each video. You can also use the following tool:
HypeTrace lets you search for TikTok influencers based on their location, follower count, category, and engagement rate.
Agency tip: When looking for the right influencer for your next influencer campaign, you should keep an eye on these two crucial metrics: the engagement rate and the follower count. You can calculate the engagement rate using the following formula:
Engagement Rate = ((total number of comments + total number of likes + total number of shares) / (total number of followers)) * 100%
Once you’ve listed down a good number of social media influencers in your niche, you can now start planning your approach. It’s typically good to begin slowly by interacting with their content. At first, simply like and share their posts. Then follow up by adding your thoughts when you share or by leaving thoughtful comments.
Each of these steps makes you a bit more visible to the influencer. Once you’re ready to present your proposal, be direct and specific in your request. You should aim to be understood. Make it easy for them by explaining how they would benefit from partnering with you.
Launching a successful influencer campaign hinges so much on getting the right influencer for your brand. This is why it’s important to know how to find influencers who fit your campaign. When deciding on the right influencer, it’s always best to pick one who’s aligned with your brand values rather than choosing the one with a bigger following.