To identify the right influencer or content creator, brands must apply several best practices.
Influencer marketing has become a valuable tool for brands looking to boost their visibility and engage their audiences. But given the diversity of profiles on social media, identifying the most suitable influencer for a campaign can be complex. Several criteria can guide this selection and ensure the relevance of the partnership.
Define campaign objectives and target audience
Before embarking on the search for an influencer, it’s essential to clarify the campaign’s objectives. A partnership can address a variety of needs: increasing brand awareness, generating engagement on social media, or even encouraging the purchase of a product or service.
Each objective requires a specific influencer profile. A macro-influencer (over 100,000 followers) offers high visibility, while a micro-influencer (between 10,000 and 50,000 followers) benefits from a more engaged audience and recommendations perceived as more authentic. The influencer’s audience must also be aligned with the brand’s audience, particularly in terms of age, interests, and geographic location.
Explore different methods to identify the right influencer profiles
There are several ways to find an influencer that matches a brand’s expectations.
Use specialized platforms
Dedicated tools allow you to analyze and select influencers based on various criteria. They list profiles with specific indicators (engagement rate, audience size, areas of expertise, etc.). Some platforms offer a search engine based on advanced filters to identify influencers based on their niche and location. They also simplify the matching process and offer a guarantee of the reliability of the selected profiles.
Search directly on social networks
Brands can also identify influencers more organically by analyzing their presence on Instagram, TikTok, YouTube, or LinkedIn. There are several methods for identifying relevant content creators:
- Exploring specific hashtags related to the industry,
- The use of profile suggestions proposed by the platforms’ algorithms,
- Viewing accounts that regularly interact with a brand’s posts.
Analyze competitors’ partnerships
Looking at influencer campaigns run by other companies in the same industry can also be a source of inspiration. An influencer who has previously collaborated with a brand with similar values may be more inclined to accept a new collaboration, as long as it remains consistent with their positioning.
Check the relevance of the profile before committing
Once a list of potential influencers has been established, several criteria can be used to refine the selection.
Analyze the engagement rate
A large number of followers doesn’t guarantee the effectiveness of a collaboration. Engagement rate—the ratio of interactions (likes, comments, shares) to followers—is a more reliable indicator. A content creator with an active and responsive community will be more effective than a profile with a large but unengaged audience.
Observe the quality and consistency of the content
Authenticity and creativity in content are essential to ensure the impact of a collaboration. An influencer whose tone and aesthetic align with the brand’s values will add value to the campaign. It’s also important to check whether they are undertaking too many sponsored collaborations, which could reduce the credibility of their recommendations with their audience.
Evaluate your partnership history
An influencer who has already worked with similar brands can be a good choice, as long as they aren’t working with a direct competitor. Their reliability and professionalism can be assessed by reviewing feedback from brands they’ve collaborated with and the results of previous campaigns.
Of course, at the end of the collaboration, it will be appropriate to measure the impact and results of the campaign carried out, to confirm the good – or less good – choice of the influencer.
