How to Find the Right Social Media Influencer for Your Business

Is your business growing and do you now want to tap into the online market?

One of the most common and effective ways that new entrants in the market try to tap into the current market is through social media. But having a social media page is no longer the end of a company.

Social media influencers are a great asset for any startup that wants to increase visibility. But the question is, how do you go about it? How do you select an influencer who, not only has the influence but is also the perfect fit for your business?

Here is how to find them-

Understand your target market

As a brand, you want to get this right. Who are the people you are targeting? Is your target audience everyday working-class people? Or are you targeting university students? How old is your target audience?

So, for example, you have a workout outfit business. You target the late 20s to early 40s people who want to get into fitness. If this is your target audience, then you will need to find an influencer who appeals to this target audience. Going for a younger influencer just because they are more popular, yet whose main audience is late teens to early 20s university students is a sure way of failing.

Know your influencer’s personality

Once you find your ideal influencer, it is time to look into who they are. As a brand, you want to build a certain image for the public.

So ideally, you will want an influencer whose personality matches your buyer persona. You can do this by going through the content the influencer does, how they interact with their audience, and their manner of interactions.

So, if your product is targeted towards outgoing, extroverted people who love fun, your influencer should match this personality as they will become your ‘brand voice’ and a face for your buyer persona.

Vet all selected candidates

Once you have candidates that you think could be your brand voice, don’t rush into giving them a contract. Evaluate them to weed out those posturing.

Below are some parameters that you could use;

Reach – they need to have a significant number of followers to qualify.

Engagement – once you check followers, see their engagements. Engagements mean how many people are interacting with their posts. Check for the number of likes, comments, and shares in relation to the followers they have.

Authenticity – Keenly study how the influencer presents their content. Do they sound convincing and convinced with their previous advertising work?

Know your niche

Just because an influencer has a very large following doesn’t mean they will fit into your business. There are macro, micro, and nano influencers who would do a great job at marketing your product effectively, so don’t just be awed by the number of followers.

That said, you can always begin searching for influencers among the followers of the social media page of your brand. That’s the best place to find one who will be perfect for your brand identity.

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