How to recognize the perfect Influencer for your Influencer Marketing
Those who have built up a large and dedicated community on social platforms such as Instagram or TikTok are known as "influencers". Because of their lifestyle, hobbies or clothing, they have many loyal followers among their followers. They are supported and great value is placed on their opinion. In their photos, videos or stories, they tell of experiences and adventures.
1. influencers - what are they good for?
In recent years, the term influencer has developed, especially for advertising media such as Instagram marketing. Serious influencers have the opportunity to bring ads to their followers due to their high reach and strong influence.
Many companies today use influencer collaborations to communicate their products to specific target groups. Fashion and lifestyle companies in particular have specialized in the collaboration. By showing and recommending products, they are directly in the spotlight for a large part of the young target groups - without the use of classic advertising. Because of the influencer's status, the collaboration also means that the influencer represents the product. Recommendations and ads in one.
2. the challenge of infleuencer marketing
The challenge in identifying influencers is that there are not only serious influencers. Not only transparency plays a role when working with influencers, credibility is also very important. It is not uncommon for influencers to place their products without being named, to engage in covert advertising or even to advertise for competing companies. Even reputable influencers are always in the spotlight when they become active outside of advertising. Thus, working with influencers can also have negative effects on the advertising company if the influencers are not selected carefully.
3. how can reputable influencers be recognized?
Especially today, many companies are interested in an influencer cooperation. For this, they need a good and reliable partner. For the companies this is a double risk: The advertising effect is not secured and at the same time a misconduct of the influencer can have a bad influence on the own brand. In order to be able to see through all the important aspects and steps in detail, the cooperation with a Content marketing agency a great advantage there. This relieves you with the task of finding the right influencer for your company.
A serious influencer has a clear plan of his own principles and does not change them for money. A fitness model on Instagram who advertises for a fast food giant on YouTube - untrustworthy. Not only does the influencer lose valuable credibility this way, but the partner also takes damage in this way. After all, how trustworthy is a recommendation if the person himself does not appear credible? Serious influencers sometimes say no to money if assignments are not compatible with their values.
Media kit and editorial plan are already in place
Sometimes the typical influencer seems like they live in the day and don't know what's actually going on behind the scenes. This impression is deceptive and often intentional. Even today, renowned influencers don't always have their own management, but they do have the data and information they need to negotiate with potential partners. The media kit is just one example. Another example is precise editorial planning to match content. Serious influencers are therefore prepared and know exactly how they need to behave in potential influencer collaborations and which figures and data are particularly important for partners.
Fast and unsolicited handover of KPIs
Of course, a collaboration is only worthwhile if the company receives a positive benefit in the end. To determine how big this success is, influencers can collect various KPIs. Some influencers falsify this data to fake reach and sell a successful campaign. Reputable influencers, on the other hand, proactively share data.
Both sides comply with legal requirements
Germany has many legal requirements that influencers must also observe. In addition to the classic imprint obligations, this often means that ads must be labeled accordingly. For cooperating companies, the persistence of the partners is very important, because once doubts arise, the image loss can be enormous.
Influencers are making up a growing portion of many companies' marketing efforts and are influencing consumers' lives solely on their behalf. For companies to work successfully with them and for audiences and consumers to follow them without hesitation, some metrics are important. Therefore, the separation between private opinion and presentation of products and services should not be misunderstood. After all, renowned influencers are no longer a rarity these days.