How do you target the right influencers for your campaigns?

To target the right influencers & creators, I begin by defining clear campaign objectives and understanding my audience's demographics and interests. I then use tools to research and analyse potential creators who align with the brand values. Building strong relationships is key, so I focus on collaboration and communication throughout the campaign, ensuring ongoing support.

One important point here is that the influencer/s under consideration should fit well with the brand's personality. For example, HUL is known to do a lot of social work in the hinterlands so somebody like Shabana Azmi could probably be a good fit, in my opinion. A brand also attracts a certain kind of customers basis what it stands for. This is often missed in influencer marketing.

Your customers are your influencers! Why spend time looking for someone with an unengaged following and a high price tag when your real brand advocates are your repeat consumers

One of the most valuable metrics now, compared to 2-3 years ago is video views. The questions you should be asking yourself are - How many views is the influencer generating per video? How many views are generated on #ad content versus organic content? And, how consistent are these video views? You can use this data when evaluating creators and negotiating rates.

One small and efficient way to target the right influencers for your campaign is by using social media listening tools and keyword tracking. Monitor conversations related to your niche or industry, identify influencers with engaged audiences, and assess their relevance to your campaign objectives.

Look at your repeat customers! They clearly love your brand or product enough to regularly engage with it! So use them as an authentic voice to narrate your brand story

Effective relationship building is crucial when collaborating with influencers. Ensure the subject line includes both the influencer and brand's names. Transparency is essential when reaching out; clearly communicate the complete request and cover all deliverables, usage terms, and exclusivity. This approach helps prevent any unexpected surprises during the contracting process.

If your customers are also used as your influencer marketing tool then they will become forever linked and emotionally invested in the growth and success of your brand.

To ensure the brand receives the desired ROI from influencer marketing campaigns, you can employ AI-powered social media analytics tools. These tools can track and analyze key performance metrics, such as engagement rates, reach, and conversions generated by influencers. By setting specific KPIs and using sentiment analysis, AI can help assess the impact of each influencer's content on the target audience. This data-driven approach enables you to make informed decisions on which influencers are driving the most effective results and optimize your campaign accordingly to maximize ROI.

The true advocates of your brand already understand your brand messaging and identity so i believe its best to allow creators and advocates to do what they do best... SHOUT about your product. They are tools like Shout by Unitaskr which can be used to manage creator campaigns in a central hub

Another aspect of relationship building involves expressing gratitude to the influencer for their participation in your campaign. Send a thank-you email to convey appreciation for their time and effort, and assure them that you will consider them for future opportunities. You can also enhance your support by following the influencer and engaging with their content after the campaign has wrapped.

The more a creator feels like they are part of the family, the more likely they are to create genuine, authentic content that their followers actually engage with. Influencer's communities know when the creator is doing a post for a paycheck, so become a part of that creator's life and the ad's become natural