As the number of content creators continues to grow, finding and choosing the right influencer is becoming increasingly difficult. Stellar gives you the steps and KPIs to follow to find and choose the influencers that match your brand, your campaign objectives, your target audience … based on data.
Before diving into the research and selection of relevant influencers for your campaign, you must first build your influencer strategy. This is the first step and the one that will determine the rest of the process. Defining your influencer strategy leads you to answer the following questions:
What is the goal of your campaign? Do you want to raise awareness of your brand and products, increase sales, gain subscribers, engage your existing customers, …? You need to define realistic and concrete objectives for your influencer marketing campaign before you even start. This way, you will be able to evaluate how to reach these objectives, and if the campaign was a success or not.
Your target audience is a group of people you have identified who might be interested in your products or services. They are your ideal customers or the people who are most receptive to your communications. Target audiences are often represented by personas. The criteria are the profile, their interests, their deep motivations …
The message you want to communicate will guide your choice regarding the creative elements of the campaign, the influencers to collaborate with, but also the social media on which you should be present.
You know your audience better, so you can choose the right social media on which to broadcast your message and reach your target.
The rates charged in the influence sector are heterogeneous. The remuneration methods are varied: fixed or variable fees, commissions, compensations (free services or products from you). Influencers charge differently, depending on their notoriety, their professional status, the average performance of their publications, the content they have to produce, etc.
You have several possible options to find influencers, however, with varying levels of accuracy and efficiency.
You can search manually and directly from social media. This technique is very time consuming and the analysis of the profile quality is complicated, because it requires to collect and rework the statistics of each publication by hand.
You can also use an influencer marketing solution to automate the research and selection. Stellar platform gives you access to a catalog of more than 20 million influencers from all over the world. The tool also offers you the possibility to directly apply filters to refine your search and find, in one click, the relevant influencers. The filters are based on numerous criteria, such as the number of followers, the influencer’s socio-demographic data, the topics he/she addresses and the characteristics of his/her audience.
Using an influencer marketing tool will allow you to gain efficiency and productivity in your research and selection of an influencer, thanks to an easy access to data that is difficult to obtain manually, the exhaustiveness of the influencer catalog, and the speed of execution of searches and reports.
The evaluation of an influencer is marked by qualitative and quantitative criteria, to confirm the relevance of the influencer, the quality of his/her audience and real performances.
As a brand, you have asked yourself about your strategy and the objectives you wish to reach. At this stage of selecting your content creators, you will rely on 3 essential questions: what is your brand identity, what are your values and what is your personality? Your reflections on these 3 questions will then allow you to verify if the influencer is in adequacy with your answers.
To analyze an influencer and estimate his/her relevance to a brand’s products or services and campaign’s objectives, you can dive into the data concerning his/her profile, with :
It is essential to check the coherence between the influencer, and more particularly his/her personality and editorial line, and your brand or organization. To do so, you will focus on the topics and interests addressed by the influencer in his/her content, as well as on the tone and style he/she uses. This step aims at validating the adequacy between the influencer, your DNA and your brand values.
It’s just as important to qualify an influencer by the data concerning him or her as by those qualifying his or her audience. Indeed, it is imperative that the influencer’s audience matches your brand and your target audience. First of all, to evaluate the audience, you can focus on socio-demographic data such as age, gender, but also location. And then, you can analyze the audience of your content creator based on the interests of his audience.In influencer marketing, the most important thing is not to find the one with the biggest community but the one whose subscribers are sensitive to your products and values.
To evaluate the quality of an influencer, you have to analyze the credibility of his/her audience and make sure that it is authentic and not “fake”, i.e. that this influencer is not followed by too many fake subscribers simulated by robots. Stellar solution gives you a directly accessible indicator named “Audience Credibility Score”. This score qualifies an influencer according to the authenticity of his/her audience. This rating is a guarantee of quality.
And finally, it is important to look carefully at the mentions and identifications of commercial partnerships that the creator has made with other brands. Some past partnerships may represent a risk for your campaign : for example if the influencer has worked recently with your direct competitors or with companies with a bad reputation.
To sum up, the selection of an influencer and the success of a campaign also depends on the consistency of his/her audience. You can qualify an audience based on criteria such as :
To choose the most appropriate influencer, several KPIs can be used to qualify the profile, the content but also the audience. We reveal the list of KPIs to analyse during your selection stage, but also during the estimation and measurement stages of the real performance of a collaboration with influencers.
To qualify the influence of a content creator, the reach KPIs are the most relevant to analyze:
Engagement is the set of reactions obtained by a publication on social media. We measure the following indicators:
When you dive into the statistics, it is important to look at the influencer’s performance on all social networks. An influencer is not active in the same way on all his accounts, just as he does not get the same results. A video will not have the same results on TikTok or on Instagram.
The KPIs allow you to measure the actual performance of a content creator’s posts. You can also use these indicators to estimate your projected performance and the success of your campaign. You can easily get your projections on our Stellar tool which makes predictions based on the influencer’s past results and means. Stellar calculates and estimates for you the costs but also the performance metrics such as reach, engagement, impressions, views of your campaign, accompanied by data on profitability with the EMV, ROI and efficiency metrics (CPM, CPC, CPV and CPS). It is a real crystal ball in your hands to anticipate the success of your future collaborations.