Choosing the right influencer for your campaign is crucial to success.
You may have an idea of the kind of influencer you’re looking for, or even specific influencers in mind. But while these influencers might look like the perfect choice, they may not speak to your target audience. Influencer selection should be audience led to ensure your brand product is being seen - and bought, by your target customer.
There are various data tools available such as Tubular Labs, Tagger and TikTok Creator Marketplace, that allow you to analyse the viewership of an influencer such as age, gender and location. This ensures you are getting the maximum exposure to a relevant audience. For example, if you are a UK only brand or product, you can ensure that the influencers you would like to work with, reach a certain threshold of UK viewership.
It’s really important that you understand age demographics, especially when it comes to promoting products such as alcohol, and promoting products that have to abide by HFSS guidelines.
Data tools are so advanced that they analyse an influencers subscribers or followers, and even better - their engaged audience. This is important because it allows you to see who is consistently watching and engaging with that influencer’s content over a recent period of time. The data allows you to think outside of the box when it comes to video concepts because there are so many niches of content that you might not have thought of. For example Digital Voices worked with Fabulous Hannah on a Surfshark VPN campaign. Surfshark, as a VPN, is a tech-related product which we'd expect to resonate with male audiences interested in tech and gaming. However, Fabulous Hannah has a predominantly female audience and produces lifestyle content - but the videos convert well so we work with her on an ongoing monthly basis. This is due to using real life relevant examples in her talking points. Find an example here.
Quantitative data is crucial in making sure that you’re hitting the mark, whether it’s for a performance or a brand awareness campaign. One of the major reasons to work with influencers (over other forms of traditional advertising) is that everything is trackable. You can harness the power of this data and use it for future shortlisting and selection process, as well presenting campaign results.
When it comes to shortlisting it’s important to do a real deep dive into the type of content the influencer produces, their personality, their likes and dislikes etc. to make sure that it’s a mutually beneficial relationship between the brand and the influencer. This ensures that the content is truly authentic.
It is important to ensure that the shortlist is diverse, whether that be in terms of ethnicity, race, gender, sexuality, religion, ability - any and all of the above! The influencer space is an inclusive and diverse place, and this should be reflected in the content you put out.
Of course, it is important to balance data insights and human creativity to win the trust of your target customers, whether it be to drive brand awareness, app downloads, traffic or sales.
At Digital Voices, we work hard with brands to optimise all of our influencer shortlists to meet each brand’s specific needs. We also are the only agency to have real life historical performance data and therefore can make informed decisions on influencers. We know the influencers who have a good CTR and sells products for your sector.
If you work with us, you will have a dedicated and Campaign Producer on your project that does all the hard work for you. We have the expertise and the data tools (which can be super costly!) to make sure you get the best results from the right customer.
Do you have a brief for an influencer marketing campaign?
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