Although Digital Marketing currently relies on social networks and among its best strategies is to hire influencers; it is possible that some questions should be asked before; Long before looking at a catalogue of potential candidates to promote your brand, you need to look more closely at your brand, product or company and ask yourself:
Do I really need it?
It all depends on the clarity of objectives you set with your campaign, how you view your brand, company or product. What image you want to project, the target market you want to reach, and if you can get it through social media, with a warm opinion that puts the spotlight on you, then you may need an influencer.
Which influencer to choose?
As in any other service to hire, when choosing what best suits my campaign, you will need to review the type of target audience you want to reach and the influencer that connects with it, in this way the message will be fresher, authentic and better received.
The alignment of your brand’s values with those of the influencer, since that generates a warmer bond with the followers and therefore, there will be better response. The connection that can be generated and, consequently, the effectiveness of the campaign depends largely on these factors.
How to avoid the scam?
It is well known the case of influencers who have turned out a fiasco, because the numbers of followers in their accounts were not real or, the content they generate did not turn out to be the one they had offered me or in the end I found a fake influencer.
It is necessary to review the growth of your accounts, make it something more natural and gradual. Identify a very large growth in very short periods, it is possible that it is an inflated account. Another effective way to identify that this is a false influencer is through interactions with their followers, in other words, the numbers of publications should be equivalent to an average range of 5% to 10%, at least.
In fact, just look at the list of followers and note that they are profiles without profile photos or countries in which they are unlikely to know them.
Is an influencer with many followers much more effective?
According to the numerical logic, many followers should guarantee greater effectiveness when launching a campaign, but it is not always so; it is possible that working with a micro influencer can be more effective, because these tend to handle more diversity in topics.
But it is also necessary to identify that the influencer has a communication focus and is not an advertising and coupon profile. It’s just a matter of learning how to make the most of the loyalty with which followers interact and the commitment with which influencers work with brands, which is why your Media Kit should be reviewed.
What is a Media Kit?
It is a tool with which influencers are known, it is a document or other creative format by way of presentation, about your personal brand, the content you manage, its growth and the spaces you use, such as blogs, websites, profiles on social networks or others.
The Media Kit explains the achievements and the potential they have through data, examples and information, it is a kind of curriculum on the influencer, in it you will find much of the information you need and first hand, because it is the same influencer that makes this document.
Among the things it contains, are the topics it addresses, the market in which it moves (fashion, sports, cinema, etc.), its informative data (the web traffic it has, the public that visits it, etc.)