Smart Influencer Selection: How we do it
Updated: Aug 8, 2019
There are so many factors that weigh into influencer selection- demographic, geographic, following, engagement- that it’s hard to determine the most important element.
So, we hosted a panel at Social Media Week-NY with industry experts to help nail down the perfect mix of data and demographics. As an extension to that discussion, panel member Leah Logan, VP of Product Strategy and Marketing at Collective Bias-Inmar released a SMW insider interview with additional thought leadership on influencer marketing and selection.
“Influencer Marketing at its core is about showing how products fit into everyday life.” -Leah Logan
Listen to the interview here
How does your company view its responsibility in this volatile age of social media?
The answer to this question is two-fold. For influencers, responsibility relies on authenticity. Your audience is made up of people who love when you “keep it real” and they are going to be able to tell the difference between sharing about products/brands you use, and when you are trying to make a few extra dollars with this #ad. Authenticity will impact engagement and ultimately impact the quality and quantity of followers you have.
For brands, the responsibility is to remember you are working with people who love your brands and products. Have confidence in the group of influencers cast and allow them to share the love for your product in their voice. Too much branded messaging and guidelines can again impact engagement and the quality of content created.
What is the ideal influencer partnership and what might be some tension points that arise?
Influencers are your existing shopper base, leveraging their natural usage of your products is key to a successful influencer campaign. This can be done by remembering the difference between collaborating and hiring. Influencers are some of the most creative people in the industry. Allowing them to introduce new product usages, room to think and post creatively, and use their own voice will bring together the ideal influencer partnership.
“When you allow influencers to speak to their audience with their voice, engagement will organically follow.” -Leah Logan
The danger for influencers lies in posting too many sponsored posts and diluting your impact. At Collective Bias-Inmar, we like to cast influencers who have posted 20% or less sponsored content. Anything over that 20% mark, and you erode the power and authenticity to promote products you love when your audience sees you post about your favorite beauty brand this week and a new favorite beauty brand the next. Don’t minimize the impact of your voice with too much-sponsored content.
How do you see influencer brand partnerships evolving?
In the future, we predict long term, collaborative partnerships with products being branded by influencers. This trend is already present within the beauty industry. For example, Huda Beauty grew with Huda Kattan, who began blogging in 2010 and as of 2017 topped the Instagram Influencers Beauty Rich List with the release of her own branded cosmetics line. These influencer lines are on par with celebrity beauty collaborations (Kylie Cosmetics, Fenty Beauty, etc.).
There is a huge opportunity to build brands with influencers who are setting trends and engaging directly with your core consumer.