Who is the Ideal Influencer for Your Brand?

In recent years, digital marketing has taken a step forward with the inclusion of influencers in advertising campaigns. This shift is largely due to the exponential growth of social media and the power it holds over user decision-making.

Today, Instagram, YouTube, and Twitter are the main tools for promoting brand products. Often, this promotion is driven by a user on these platforms who wields significant influence over their followers. This push comes from their strong personal brand, built through their social media presence and prominence.

That’s why it’s essential for a brand to align with the type of image it wants to project to the public and find the perfect synergy with the influencer. To achieve this, we must consider a set of criteria to ensure mutual success. Here are some tips to help you find the ideal person for your brand.

Engagement: It’s Not Always About Numbers

Engagement refers to the impact of an influencer’s posts, generating strong feedback through likes, followers, and comments. While these are numerical metrics, they reflect qualitative results. By examining engagement alongside follower count, we can determine the pull of one user over another and identify who performs better for a campaign.

Before selecting candidates, think carefully. What will benefit the brand more: a profile with a large follower base but low engagement, or a rising profile with high interaction on their posts? In “influencer marketing,” the latter is often the more effective choice.

Well-Crafted Content Aligned with Their Profile

On social media, visuals take precedence over everything else. While adhering to basic rules of expression and grammar is essential, influencers must offer a distinctive signature through visual content, as it’s easier for community members to share and understand.

More importantly, the influencer’s content must align with their follower community. Without deviating from their unique style, they should cater to their audience’s desires and trends.

Consistent, but not Overbearing, Activity

An influencer’s work requires a consistent approach. Not all content meets the quality standards for their feed. Even if it does, it shouldn’t be shared excessively. Balance is key, and a daily posting schedule can help maintain engagement without overwhelming followers.

Platforms like Twitter and Instagram promote constant interaction—Twitter through “threads” and Instagram via Stories. When used moderately and thoughtfully, with engaging content, these tools can attract and retain followers while increasing shareability.

Influencers Who Are Committed and Aligned with the Brand

A candidate isn’t suitable for your campaign unless you know them well. Analysing their target audience and finding commonalities with your brand’s audience is crucial during the pre-selection phase.

Without this alignment, the collaboration will be unproductive, and goals will be unattainable. Don’t be swayed by the biggest names. There are hidden talents who could become your brand’s perfect match!

Additionally, the influencer’s commitment must be genuine and positive. This ensures future collaborations. It’s also important to review their past work—brands they’ve partnered with, strategies used, etc.—to gauge compatibility.

Always Have a Plan B

Sometimes, the ideal candidate for your campaign might not be interested in participating. Reasons may include commitments to other brands, mismatched preferences, or simple disinterest.

This is why having a backup plan is essential. If you don’t already have one, it’s as simple as keeping alternative names on hand. This process can be challenging, as it may need to be repeated multiple times, complicating the selection process. But look on the bright side: “When one door closes, another opens.” That’s how you’ll assemble your unbeatable influencer team!

At Keeper Experience, we run campaigns with a wide range of profiles tailored to client needs. If you’re looking for the perfect influencers for your campaign, don’t hesitate to reach out to our team at hola@keeperexperience.com. We’ve got the perfect proposal for you!