Searching for brand fit
Brands should choose influencers based on how well they can authentically represent them.
Smaller-scale influencers should have a documented history of creating content about the product category. Reach outside of your typical audience to grow your customer base. The ecommerce retailer BBQGuys wanted to expand beyond the usual male suburban griller, so it used impact.com to help them build relationships with influencers that introduced the brand to urban dwellers, LGTBQ+ couples, and female campers. The impact.com team recommended a mix of micro-and mid-tier influencers to balance impressions and content generation. This strategy allowed the team to capitalize on the higher reach of more prominent influencers yet stay within budget by having smaller creators generate additional content. The influencer campaign was a hit, reaching 636k people.
of consumers say it’s important for influencers to care about their interests genuinely.
88%
So, when choosing influencers to work with, enlist those who can make credible claims in the product category you’re asking them to endorse. Credibility can mean different things for different influencers, but customers likely cared more about Cristiano Ronaldo’s favorite sports clothing than his choice of toothpaste. Celebrity influencers should have demonstrated expertise in the space or an affinity or association with your product.
Find and recruit the right creators for your brand
Powered by FlippingBook