According to statistics, there may be as many as 37 million social media influencers on the planet. The business, unsurprisingly, is booming. But while there is an abundance, not all influencers are right for your company.
To weed out the good from the bad from the PR nightmares, there are all sorts of things to know before making contact, including the following:
Exactly How Influential Are They?
A social media influencer is a self-proclaimed title that anyone can use; it requires no education, no degree, and no type of training, which makes finding an influencer with the right qualifications a bit tricky. Social influencing, however, does require followers… and lots of them. So, before reaching out to a specific influencer, make sure they can actually influence.
Do They Influence Your Target Audience?
If you’re selling a homeopathic arthritis remedy, you probably don’t want to use an influencer who has the ear of millennials. Make sure whomever you’re considering has a target audience that matches your target audience. Otherwise, you’re wasting your time, money, and efforts.
Do You Like Their Style?
Some social media influencers are universally adored, while others are acquired tastes. When considering who you want to use, do your research and familiarize yourself with the influencer’s aesthetics, voice, values, and content. If you’re a company that likes to play it safe, stay away from folks known to push the envelope or invite controversy with every other post.
Do You Have a Solid Pitch?
Social media influencers tend to be busy, especially the most sought-after ones. Sending an email about wanting to work with them or a quick message on Instagram may work, but it typically won’t do much, particularly if the influencer is in demand. To maximize your efforts, craft a concise proposal that explains the benefits of working with you.
What Are Their Motivations?
Behind every social media influencer is the motivation that led them to this path. If you want a specific influencer to work with you, the key lies in figuring out exactly what they’re after. Some influencers want financial rewards, some want free swag, some want to make a difference, and some simply want the ability to call themselves an influencer. If you determine what tickles their fancy, you can figure out how to land them.
Working with social media influencers isn’t for everyone, but the right influencer with the right followers has the potential to boost your profits and introduce your brand to a whole new audience. Just make sure you do your research before joining forces. After all, you want their influence to be a positive one.
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