Choosing the right influencer: Factors to consider

August 13, 2021
Posted in Social Media
August 13, 2021 Digital Marketing City CY

In the last few years, we all have noticed diverse brand collaborations appearing in every social media platform, especially on Instagram. Influencer-based campaigns have become a notorious digital marketing tactic of local and international brands to target their desired audience for the purpose of attracting potential clients and eventually sell their products and services.

Throughout your research to find the best fit,
you should always consider small influencers as well.

Find the best fit

Choosing an influencer can make or break your social media campaign. The right influencer should be the reflection of your product and even your brand. Their background, views, values and over time beliefs should align with your image and core values or not conflicting at all. Additionally, their previous collaborations are also a factor that should be seriously considered. Your influencer should perfectly fit with your brand.

Relevance is key

Your campaign’s relevance is key to your success. The plot/scenario should pass the right message to your target market. A good example was the collaboration between BECCA cosmetics and Chrissy Teigen for the launch of a brand-new makeup palette where @chrissyteigen made the announcement through an Instagram video, which eventually got more than 4.5 million views. A bad example was the collaboration between Pepsi and Kendall Jenner in a Black Lives Matter protest scene. People were outraged by the particular campaign and even Martin Luther King’s daughter, Bernice King, sarcastically commented on the particular ad on twitter with the following caption “If only Daddy would have known about the power of #Pepsi”.


We certainly believe that using influencers can be an extremely successful tactic. But choosing the right ones is key for your campaign’s success. Throughout your research to find the best fit, you should always consider small influencers as well. A Markerly study in 2016 revealed that influencers with less than 1000 followers get an 8% like rate while those with 1000 – 10000 have exactly half of that. Do the math and choose the best value for money influencer to promote your products and services.

From a marketing perspective, every influencer can be considered their own brand. For this reason, most of them, if not all, choose their own channels (profiles) to implement their marketing campaigns. Try to visualise your products/services in their channels and see if it makes sound marketing sense for your brand to appear there.

Collaborating with influencers is brilliant. Remember to choose the best fit.

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