How to choose the right influencer is a question we will try to answer below.

Influencers work in one of those modern professions that will likely make the more stubborn and traditional individuals roll their eyes. However, is that really the right reaction when it comes to influencers?

Indeed, influencing is a new occupation of the 21st century, but that is no reason to underestimate it. On the contrary – here lies the potential to use it in a very positive way.

Today, influencer marketing is one of the leading branches in product promotion, as evidenced by the fact that many brands have used this type of service at least once.

Numerous studies have shown that with such a strong impact, influencers have almost assumed a key role in raising brand awareness, along with shaping consumer perception.

So, let’s explore in more detail how to choose the right influencer.

To begin with – define your goals

Does it seem to you that influencers can positively impact the popularity of your product and the growth of brand awareness? You are probably right.

However, you may have noticed that by 2022, the number of new influencers had grown so much that choosing the right one became increasingly difficult.

Our recommendation is to start from the very beginning – with a well-defined marketing strategy.

Some of your potential goals could include:

• building brand awareness;
• creating high-quality content on social media;
• increasing sales and downloads of a new app;
• gaining more social media followers and subscribers.

Once you establish your goals, you can determine the exact type of influencer you need.

For example, if your goal is to create high-quality content, you will likely choose an influencer with strong photography or videography skills. On the other hand, if you aim to increase sales, you will want someone with an audience of financially capable individuals from a specific demographic. And so on.

Which criteria should you consider when choosing?

Be aware that the services of influencers are far from cheap – finding one with a large community of followers who charges under €1,000 for a single ad will be difficult.

That is why we have prepared a set of criteria you must consider when selecting your brand ambassador.

#1 The community gathered around the influencer

It is important to understand that by hiring an influencer and delivering your message through their channel, you are reaching their gathered community of followers and subscribers.

Always analyze the composition of their audience, so you know exactly which target group you are addressing. You can request from the influencer a breakdown of follower demographics and use it to determine whether their audience matches your needs.

Instead of building your target audience from scratch, you are essentially borrowing an existing one – so choose wisely.

#2 User engagement – pure mathematics!

You may not know this, but there is a mathematical formula to determine follower engagement rates on social media:

Add up all likes, comments, and shares, divide by the number of followers, and then multiply by 100.

The average follower engagement rate is around a few percent, so influencers with over 15% or even 20% are doing excellent work. Engagement is closely tied to trust – which in turn significantly impacts purchase decisions.

#3 Relevance – nothing more than a natural fit

When evaluating the relevance of a potential brand ambassador’s profile, think about how naturally your brand aligns with theirs.

Imagine this: you sell organic food products but choose to advertise through a gaming influencer. It simply does not fit. On the other hand, selling healthy organic products might work far better if you partner with a sports-oriented influencer whose channel emphasizes fitness and healthy living.

The more natural the connection, the better – as customer trust will be higher when the product aligns with the influencer’s lifestyle and values.

#4 Specialization – what are they really good at?

If your aim is to boost sales, raise brand awareness, or achieve other marketing goals, choose an influencer who specializes in a specific niche. Many are popular for entertaining content, but entertainment does not always sell products.

A great indicator of potential success is a professional approach to their work. If you notice consistent quality in a clearly defined area, you are likely on the right track.

You can particularly see their professional approach in paid campaigns they have done before.

Also, pay attention to their values – choosing someone whose values conflict with your brand could harm your image among existing customers.

#5 Meet halfway with ideas

Almost every professional relationship involves some level of compromise, and this one is no different. Even if you share the same niche and values, disagreements about creative ideas can occur.

You must understand – as they do – that it cannot always be entirely your way or theirs. You should set the main concept and guidelines, while the influencer implements your idea in a way that resonates with their audience.

Working with an influencer brings many benefits

When thinking about influencers, put yourself in the shoes of viewers and potential buyers. Wouldn’t you prefer advertisements that feel authentic and personal?

Unlike traditional advertising, influencers can create a genuine connection with their audience.

They also understand how to present your product effectively while having a community that trusts them.

Hiring an influencer can bring fresh ideas while functioning as a collaboration with an external creative agency – only in this case, the agency is a single, highly popular individual with plenty of creativity.

Choose the right influencer and watch your brand grow.