Like it or deny it, Influencer marketing is here to stay. From celebrities like Anne Curtis and Wil Dasovich to content creators such as Vanjo Merano and Alodia Gosiengfiao - online personalities make it fun and easy for brands to connect with target markets.
But how do you know which Influencer to work with? And how will they benefit your business?
What are influencers and how do they benefit businesses?
What makes your brand tick?
According to Statista, influencer advertising has increased in the Philippines (and will likely keep rising well until 2029), with businesses preferring local social media personalities to promote their products and services.
Influencers come in many shapes and forms. There are mega Influencers with millions of followers like Selena Gomez, David Beckham, and Kylie Jenner. Next comes Macro Influencers with 500,000 to 1 million followers. Then we have Micro- (1,000 and 100,000) and Nano Influencers (1,000 and 5,000), with the latter being ‘everyday’ social media users who have close ties to their audiences (because they’re typically family and friends).
There are several reasons why brands would choose to work with Influencers. Maybe you’d like to increase sales, hype up your brand, begin a conversation about an upcoming product, boost following on social media, or even know what your target market thinks of your business. Influencer marketing budgets are also flexible, making them ideal for small and medium enterprises.
Excited about your first collab? Before that, read this quick checklist to help you find the right Influencer to work with.
What to look for in an influencer?
1. The influencer should represent your target market.
There are as many types of Influencers as there are stars in the sky – and each of them cater to specific target markets. It’s important to choose someone whose content, purpose, and personality align with that of your brand.
You don’t want to pick a video game Influencer with an edgy personality for your seafood restaurant (unless you’re aiming for the irony). A food blogger or lifestyle YouTuber are your best bets in this case.
2. Check the Influencer’s followers and their engagement.
More followers don’t always mean bigger engagement. You want a good ratio between the number of followers and percentage of engagement. Experts suggest between 1% and 3%, with anything above 3% as exceeding expectations.
Micro Influencers have the best rates, with some online personalities reaching nearly 5% engagement rates per post. This means they have stronger, more meaningful bonds with their followers, which could drive conversion and eventually, sales.
What you’re looking for are Influencers who have a loyal and active community. They regularly interact with their followers and fans, their posts are consistent, and there’s plenty of conversation happening.
3. Review their posts and content.
It’s no secret that the most successful Influencers are the most trustworthy. They achieve this by being their authentic selves and crafting relatable content for their audiences. The best ones have a niche where they can showcase their skills and talents.
For example: a person who loves cooking will likely be a food blogger. They could be making videos on YouTube, posting quick reels on Instagram, and writing restaurant reviews on their own website. Vanjo Merano of Panlasang Pinoy is a good example of this.
Take note of the types of content an Influencer makes. Choose someone who can make content that aligns with your business objectives.
4. Look for past collaborations or partnerships.
Experienced Influencers are great because they’re familiar with the ins and outs of the industry. They know more about their audiences and can craft professional-looking content. When examining past partnerships, check how authentic they were in presenting the product or service. Does it look like hard selling? Too promotional? Try getting feedback from brands they’ve worked with.
But hey, don’t ignore new Influencers! They can be just as creative and passionate with their ideas when given the chance. As they don’t have a portfolio yet, consider their work ethic, ingenuity, and professionalism. Be guided by content they’ve already posted on social media before making your decision.
5. Be realistic with your budget.
Expect that the higher their follower count, the bigger the fees. It’s not always the case though, as many Influencers do negotiate their rates or even offer fixed packages to make collaborations easier. Avoid overspending.
At the end of the day, what matters is the content and engagement from your target audience. An expensive Influencer does not guarantee campaign success.
