Influencer marketing is certainly not new. It's been around for ages in the form of word-of-mouth marketing. However, in recent years, this form of marketing has experienced unprecedented growth.
One of the biggest challenges in influencer marketing is identifying relevant influencers. You need to make sure that each influencer you work with is an expert in your industry or niche and is trusted and followed by a large number of people.
But how can you determine whether or not a potential influencer or influencer marketing is truly influential and profitable? The number of followers is not the only criteria you need to evaluate an influencer by. This post shows you five effective ways to identify real influencers and find out if influencer marketing is the right tool for you.
It takes a lot of effort to find the right influencers for a campaign. You need to find someone who is relevant and influential enough to help you achieve your campaign goals.
Also, you need to be careful when looking for influencers so that you don't end up with fake influencers that eat up your budget.
This is what an influencer must bring to be profitable for your company
For successful influencer marketing, a big aspect: an influencer who has a large number of engaged followers who like, comment and share their posts has a high engagement rate. A high engagement rate means that followers are interested in and enjoy their content.
However, if the number of engaged followers is too low compared to the total number of followers, a red flag is raised. This shows that their followers are not very engaged or that their followers were not gained organically. So you need to evaluate the engagement rate of your potential influencers.
To gain the trust of their followers, influencers need to be authentic. Their content must reflect their genuine passion for their niches.
Their sponsored content shouldn't look salesy or like they're promoting a brand just because they were paid to do so. An influencer's authenticity is what makes their audience trust them and their recommendations.
Make sure your influencer's content looks authentic and that their followers receive it well. In fact, 75% of marketers look for authenticity when choosing influencers for their campaigns.
A successful influencer is one who is able to inspire and motivate their followers with their unique content.
To make a lasting impact in the minds of their followers, an influencer must produce quality content.
It doesn't matter how many followers or how high an influencer's retention rate is - if they're not from your business niche, they can't help you achieve your goals. An influencer cannot afford to be a jack of all trades. He must be a master of one or at most two related niches.
So, to get the results you want from your campaigns, you need to work with influencers from your own niche.
Content that leaves an impression in the minds of the audience is the hallmark of a successful influencer. Apart from the quality of the content, this also depends on the frequency with which content is posted. An influencer who is very active on social media is likely to be a better partner for your brand.
You also need to find an influencer who invests time in engaging with their followers. Check if they reply or respond to comments and post interactive content (polls, quizzes or contests).
How to rate an influencer
Thinking that a high number of followers will lead to high engagement is a big misconception. You have to be really careful when identifying influencers, otherwise you might be working with an imposter, otherwise influencer marketing won't work.
But how will you know the real impact?
Here are some effective ways to evaluate the attributes discussed earlier and identify real influencers:
#1. Use of Influencer Marketing Audits and Assessment Tools
In the process of influencer marketing, finding a suitable and relevant influencer is one of the biggest obstacles. And it gets really tricky when it comes to determining whether the influencer is truly influential or not.
As discussed earlier, you need to calculate their engagement rate, authenticity, quality of their followers, etc. to find out if they are really influential. Now, it is almost impossible to measure and evaluate all these parameters manually.
Fortunately, you have tools like Buzzweb ( https://buzzweb.pro) to determine if your potential influencer is influential enough. These platforms will help you analyze an influencer's Instagram profile to assess their authenticity.
Use influencer marketing auditing and rating tools to vet an influencer.
This analysis gives you detailed insights into Instagram's overall A+ to F rating, engagement rate, audience quality, and core audience demographics. You can also rate the value of any blogger's post on Buzzweb.
#2. Calculation of the engagement rates
When evaluating influencers, the number of followers should not be as important as the engagement rate. Consider the last 20-30 posts of your potential influencer and calculate the engagement rate.
In fact, influencers with a very high number of followers tend to have lower engagement rates. So you need to carefully calculate the engagement rate of your potential influencers to find out if they are really influential or not.
#3. Google your potential influencers
You can also Google your potential influencer to find out if they are truly influential
Searching gives you a fair idea of their potential influencer's authority on social platforms. You should be able to see their mentions or any guest posts they may have written.
Even if an influencer doesn't have a large social media following, their overall online presence is an indicator of the influencer's authenticity. You should also scan their social media content to find out about their previous brand collaborations. Find out if they are already promoting other products that are useful and valuable to their followers, or if they are promoting anything and everything.
#4. Accounts with a large number of followers
It takes months (even years) to gain a large number of followers organically. It can't happen overnight. Except for popular celebrities, of course.
So, make sure that you briefly check accounts with a large number of followers. If you only consider the number of followers as a criterion for choosing influencers, you may end up working with fake influencers.
You can use tools like social blade
Use to determine the growth trend of your potential influencers. Look for sharp spikes in follower growth as this indicates inorganic growth & fake followers.
#5. Review of the quality of the engagement
Another effective way to evaluate real influences is to check the comments on your potential influencer's posts. If you notice that the comments are repetitive and peculiar, then they are probably bots.
In the screenshot below, you can see that the comments are absolutely meaningless and spammy. Sometimes even real influencers can get a few spammy comments on their posts. However, compared to a fake influencer's account, the percentage will be much lower.
Check the quality of engagement to verify an influencer.
Are you ready to identify the real influencers?
Your choice of influencers can make your influencer marketing campaigns Influence or interrupt. So always consider your campaign goals and choose your influencers accordingly.
Don't fall into the trap of looking for influencers with a high number of followers. It doesn't necessarily mean that the influencer is actually influential or that they can help you achieve your goals. Check their engagement rates, quality of engagement, quality of followers and the other parameters mentioned above before working with them. If you have any doubts, consult us and we will help you find the right influencer: Click here
Do you know any other effective ways to check whether an influencer is really influential or not? Let us know.