Goodbye infomercials: 4 analyses for the perfect match with influencers

More and more companies are integrating not only larger, but also micro-influencers into their advertising campaigns. These in particular should be authentic and close to their target group. However, the more advertising they publish, the more their community often distances itself. It is therefore important for companies to identify the right brand ambassadors so that the cooperation does not become a permanent advertising program. Find out which analyses can help in the blog post:

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Performance analysis: The engagement rate is not everything!

Finding influencers is a complicated and time-consuming process. It can usually only be carried out with the help of internal social media search engines or paid tools. However, these small technical helpers in particular are often unable to capture the actual quality of the data, both in terms of performance and the detection of fake accounts.

If you only pay attention to the engagement rate, you will quickly realize that this is not everything. This is because it only provides a limited indication of whether a profile is generating the desired interactions. This metric only compares the actual current data (interactions) with a cumulative number of followers. It does not take into account the algorithms that limit a certain content visibility to a small percentage of followers. Much more useful are the engagement data per post itself or the reach, i.e. the actual number of people who see a particular piece of content.

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Content analysis: Speaking a common language!

Another very effective way to find suitable influencers is to start the search with the actual content itself. As a first step, companies should look in particular at the posts in which a product or brand is mentioned. The second step is to select the content creators that correspond to their brand voice or show strong creativity in their content. However, many brands shy away from this in particular and prefer to focus on performance, as such a search is very time-consuming. However, the personality, language and style of the influencer must match their own messages and brand values. Only then can truly appealing and relevant content be created for the target group.

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Audience analysis: Pay attention to the followers!

The audience is one of the most important cornerstones of any marketing strategy. And this is where many brands make the first mistake in their selection process. They fail to ensure that their target audiences are those who follow specific influencers. Therefore, knowing and defining the target group is the first step in finding influencers for your brand. The selection is based on the type of followers and not on the topic of the campaign or the blogger themselves. Companies are therefore well advised to determine in advance exactly which characteristics, such as gender, age, interests, but also in certain cases the location, make up their target group and select suitable content creators accordingly.

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Last but definitely not least: Don’t forget to check the authenticity!

This may sound counterintuitive, but bloggers who have a lower proportion of sponsored content tend to be more trusted and appear more authentic. Personal stories that involve the actual use or mention of a product, service or brand are more trustworthy than mere product mentions or tagging. Companies should therefore steer clear of the same faces and focus on lesser-known influencers. This way, you can be sure that you are not just one of many brands. And gain a true brand ambassador for your own marketing mix.

Captivating stories usually receive more shares and comments than pure product placements and reviews. Brands should therefore encourage influencers to play with topics related to the product. Instead of publishing a product test that is detailed but not very exciting for the followers. Content that emotionalizes comes across as authentic and genuinely connects brand and audience in the brand context. Companies should therefore start searching in the niche and then carry out the authenticity check when a potential match is found. Relevance to the target group is the key to success! If it is a good fit for both sides, nothing stands in the way of a sustainable campaign and a long-term relationship.

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