Finding the Right Influencers for Your Brand

Finding the Right Influencers for Your Brand

September 12, 2017 6:23 pm

In 2017, more marketers than ever are expected to incorporate an influencer marketing strategy as part of their marketing plans. Having an influencer marketing budget is important, but finding the right influencers for your brand or agency is of equal or of more importance.

The relationship between a brand and influencer is an integral part of any campaign’s success. The right influencer should be the voice of your brand. As such, they need to speak your language and hold the same values that you do.

What are some ways you can find the right influencer for you? Here are a few things to keep in mind while you’re on the search:

Focus on Engagement Rather than Social Following

Brands should focus on influencers that can garner engagement as opposed to influencers with a large social following. Influencers with smaller followings have more opportunities to interact with their followers on a personal level, raising the influencer’s trust and credibility among consumers. Tom’s of Maine is an excellent example of employing this rule successfully.

Authentic Relationships Between Brand and Influencer

According to Forbes, 43 percent of Millennials—who are voracious consumers of digital content, and are influencers on several of the largest platforms—rank authenticity higher than content. Any influencer you’re considering should believe in your product or brand and are true to their personal standards. The right influencer is your brand’s ambassador, because they believe in what you do, not because of the amount you’re paying them. If the relationship is authentic, your influencer should be a natural  advocate for you and your product or service.

Platform Preference

Platform preference plays an important role in your search for an influencer. YouTube video influencers will continue to be significant because of the amount of quality, authentic content they create. YouTube, the second largest search engine on the web and third most visited site, is the perfect avenue for brands looking to use video as part of an influencer campaign. According to Digiday, 81 percent of internet users in the United States are on YouTube and by 2019, consumers will watch more video content and look for content creators to make more of it. Successful video influencers know YouTube is a driver of significant engagement and brands should take note of it.

Review Your Influencers

Brands should do their due diligence and review previous sponsorships influencers have done to see if they may be a good fit. Past campaigns are strong indicators of what a potential relationship will look like with your brand.

Short-Term or Long-Term?

Brands must decide if they want to forge a one-off partnership or a long term one with an influencer. Brands new to influencer marketing typically make one-off deals due to time constraints or cost. While one-time deals may work for some, long-term partnerships have a distinct advantage. The longer the campaign commitment, the more time a brand has to refine its marketing mix. Longer campaigns also allows your message to evolve over time. Brands can spend more time discussing how to amplify a campaign using social media or local marketing. Long-term influencers can also reinforce their passion for your product with continued use over time which can significantly improve brand awareness.

Understanding the brand-influencer dynamic is critical for creating and sustaining a successful influencer campaign. The right influencers understand how to create authentic content and how to deliver your brand’s message to their audience effectively.

If your brand or agency is interested in finding the best influencers for an upcoming digital campaign, contact Trending Family today.

Recent Posts


Breaking Down Instagram Influencer Tiers

Influencer marketing is growing more quickly now than ever before. In fact, Instagram saw a 48% growth in 2019 of posts using “#ad,” according to data analytics company, Klear.  Yet due to this fast-paced growth, it’s been hard for the industry to set certain standards, most notably how to define influencer size. The most commonly […]

Read More

Six Ways to Shake Up Your Influencer Strategy

Now that influencer marketing has been around for a few years, it’s easy for brands to get stuck in a rut and blend in with the crowd. Trending Family identified six tactics to help revive your influencer strategy and create content that stands out. 1. Hybrid Campaign Hybrid campaigns pair influencers with professional videographers. This duo […]

Read More

LinkedIn Influencers: Revolutionizing B2B Marketing

When you think of the phrase “influencer marketing,” your mind most likely jumps to young millennials or families facilitating B2C relationships by sharing fun products on Instagram or YouTube. However, there is a growing trend of using LinkedIn influencers to promote B2B relationships.  With 675 million users globally, LinkedIn is the largest professional social media […]

Read More

YouTube’s COPPA Changes: See if You’re Ready

It’s a new year, a new decade, and there’s a big new change on YouTube. On January 6, 2020, YouTube began requiring creators to label their channels and videos as “made for kids” if the primary audience for their content is children.  Videos that are designated as “made for kids” will no longer support features […]

Read More

Buzzwords Demystified: Ephemeral Content

Trends in social media change almost daily. One that’ll be sticking around — at least for a while — is ephemeral content. This term refers to content that has a limited lifespan or accessibility. More simply put — it disappears.  Snapchat was the instigator of this type of content, but we want to focus on […]

Read More

How to Spot Influencer Fraud

Influencer marketing has become an easy and affordable option for advertisers. This type of collaboration can be extremely beneficial for creating the brand awareness your company needs in order to grow. Partnerships with influencers are a great way to promote your product or service. Unlike traditional advertising methods, influencer marketing allows a company to partner […]

Read More

Selecting the Right Platform for your Influencer Campaign

Influencer marketing has come a long way from its humble origins. Celebrity endorsements were the original form of influencer marketing, but the times have changed, and the world has shifted into the digital space. Now brands have begun to focus on partnering with content creators who hold sway over massive niche audiences.  Social media platforms […]

Read More

Creative Ways to Make Your Holiday Campaign Stand Out

The holidays are a peak time for marketing with brands from all categories wanting to get their products and services out there. The competition is hot for the highest visibility and it can often be difficult to make your way to the top. Influencer marketing is unique in that it allows brands to reach niche […]

Read More

How Brands Can Reach Whole-Family Demographics

Tablets and other portable gadgets have undeniably reshaped the media landscape. Mobile devices have become equally as prevalent as TVs in most U.S. households, according to a report from Common Sense Media. “Second-screen” viewing enables people to consume two kinds of content simultaneously, like watching a movie while playing a game or scrolling through social […]

Read More

(Influencer) Content Is King

Nearly a quarter century ago, Bill Gates declared, “Content is King.”  As played-out as his message may sound, it is perhaps truer today than it was in 1996. Though Gates correctly foresaw the rise of Internet advertising, he couldn’t have predicted the landscape we now find ourselves in – a world of ad-blockers, spam filters, […]

Read More