Although the potential of influencer marketing is huge, there are also some cases of failure. Today this star has a scandal, tomorrow that influencer will have a public opinion controversy. If the spokesperson is not chosen properly, the brand will be at the forefront of the storm, causing irreversible image damage.
In order to find the right influencer, brands need to evaluate their influence and audience market in advance, pay attention to their overall fan size and engagement, including existing fans and potential fans discovered through social media exploration matching functions. Influence determines the commercial value and liquidity that influencers can ultimately bring, and the target audience can help brands target target consumer groups in specific areas.
The following points can help brands find the right influencer candidates:
1. Brands should first conduct style positioning and budget assessment for marketing activities, plan expected results in detail in the early stage, and create indicators to track the progress of activities.
2. List influencers that meet these goals and analyze their audience and influence. Combined with the brand’s user portrait, select influencers that meet the brand’s target age, gender, region or consumption pattern.
3. Calculate the platform engagement of these influencers. Randomly select at least 10 posts on social platforms, divide the total number of likes and comments on these posts by the total number of fans, and then multiply the result by 100 to understand the average interaction rate.
4. Make sure that these selected influencers are in line with the brand positioning. Interaction rate is important, but the audience that the brand ultimately targets needs to be related to the influencer’s fans, which is far more important than top online influencers and millions of big Vs.
5. Work with influencers who are in line with brand values. If you are an environmentally conscious brand, you should not work with influencers who promote fast fashion or violate environmental awareness.
According to a survey, the most commonly used indicators for brands to measure the success of marketing campaigns are conversion rate and sales. On average, brands can earn $5.78 for every dollar spent on online influencer marketing.
In recent years, Instagram, TikTok, Youtube, when social media channels have flourished, the online influencer traffic pool has become larger and larger. It is time for brands to seize this Internet traffic password.
The above is how to find the right online influencer for overseas brands shared with sellers, I hope it will be helpful to cross-border sellers. LianLian International always pays attention to every little thing of the sellers, and will bring articles on related aspects in future articles to help sellers operate better.