While SEO and content are sweeping across industries as viable marketing channels, influencer marketing has also emerged as a game-changer. It enables brands to reach their target audience in an organic and meaningful way. 

However, one of the most significant challenges marketers face is finding the right influencers for their campaigns. This can often be a stumbling block, halting the smooth execution of an influencer marketing strategy. If you are here reading this, then you have experienced the same. 

Well, you have come to the right place.

 Upon completing this blog, you'll be able to track and find the right influencers for your marketing campaigns. So, let's get started!

What is an Influencer?

An influencer is an individual who has established a significant following within a specific niche. They possess the power to influence the purchasing decisions of potential customers for brands in the niche. 

Influencers have authority and knowledge in their niche, which makes their followers believe their recommendations, making them Key Opinion Leaders in the niche. They engage with their followers through posts, stories, videos, and live streams to share their experiences and recommendations.

Who can Be An Influencer? 

• Bloggers and Vloggers: Individuals who create written or video content on platforms like WordPress, YouTube, or personal blogs.

• Celebrities: Famous personalities from the entertainment, sports, or fashion industries who have a large following.

• Industry Experts: Professionals recognized for their expertise in a particular field, such as fitness trainers or makeup artists.

• Social Media Stars: Individuals who have gained popularity primarily through Instagram, YouTube, TikTok, or Twitter.

How is an Influencer Different From a Creator?

The terms "influencer" and "creator" are often used interchangeably. However, there are subtle differences between the two, especially in the context of the content they share on social media.

Influencers typically focus on sharing content that promotes products, services, or brands to their followers. Their content is often driven by partnerships or sponsorships. 

Influencers leverage their brand and credibility to influence their audience's purchasing decisions. They tend to curate their content to maintain a specific image or lifestyle that resonates with their followers.

On the other hand, creators are primarily focused on producing original content that showcases their creativity, skills, or knowledge. They may create content across various formats, including videos, music, art, or written pieces. 

Creators may not necessarily promote a product or brand. Creators often prioritize authenticity and self-expression. While they may collaborate with brands, their content is not solely defined by these partnerships.

First, Choose the Right Platform For Your Campaign

Understanding Different Platforms: 

Each social media platform caters to different audience demographics and content styles. For example, Instagram is great for visually-driven content and appeals to a younger demographic. At the same time, LinkedIn is more suitable for professional and business-oriented content. 

Platform Demographics: 

Consider the age, interests, and behavior of users on each platform. For instance, TikTok has a predominantly younger audience that prefers engaging, short-form content, while Facebook has a broader age range and is suited for longer content forms. 

Suggested Read: Instagram Demographics 2023

Content Suitability: 

Different platforms support different types of content – videos, images, stories, and more. Therefore, choose a platform that aligns with the content style of your campaign. For example, YouTube is ideal for long-form video content, whereas Twitter is suitable for short, impactful messages. 

Engagement Patterns: 

Different platforms have different engagement mechanics. Instagram and TikTok might offer higher engagement rates for B2C brands, while B2B campaigns might fare better on LinkedIn. 

Take a look at the average engagement rate on Instagram. 

Platform-Specific Influencers: 

Some influencers are more popular or influential on specific platforms. For example, a beauty influencer might have a strong presence on Instagram, while a tech influencer might be more prominent on YouTube or Twitter. 

Once you have fixed the platform, it's time to understand the type of influencer you want to collaborate with. 

Choosing the Right Type of Influencers 

Understanding Influencer Categories: 

1. Mega-Influencers:

Mega influencers are usually celebrities or individuals with a massive following (1M+ followers). They offer a wide reach but may have lower engagement rates and higher collaboration costs. An example would be Dwayne "The Rock" Johnson on Instagram, known for broad appeal across various demographics. 

2. Macro-Influencers:

These are individuals with follower counts in the range of 100k to 1M. They are often opinion leaders in certain fields and strike a balance between reach and engagement. For example, Marques Brownlee on YouTube. He is a tech influencer known for his expertise in technology and gadgets. 

3. Micro-Influencers:

Micro-influencers are people with 10k to 100k followers. They often have a niche audience with high engagement rates, making them ideal for targeted campaigns. 

An example here would be a fitness coach on Instagram specializing in yoga and wellness. The influencer is catering to a specific health-conscious community, therefore yielding higher engagement. 

4. Nano-Influencers:

These are usually emerging influencers with less than 10k followers. Nano-influencers have a highly engaged, community-focused audience, offering authenticity and strong influence within a small community. An example is a local food blogger on Instagram or TikTok, known for their insights into local cuisines and restaurants. 

Aligning Influencer Type with Campaign Goals: 

• For wide-reaching brand awareness campaigns, mega or macro-influencers are more suitable. 

• For niche products or services, micro and nano-influencers can provide more targeted and authentic engagement. 

Considering Campaign Budgets: 

Mega and macro-influencers generally command higher fees, while micro and nano-influencers are more budget-friendly and can offer higher ROI for specific niche markets. 

Assessing the Influencer's Fit with Your Brand: 

Regardless of the type, the chosen influencer should align with your brand's values, tone, and audience.

So, you have decided on the platform and the type of influencer. Now, let's look at some factors to consider while choosing influencers.

8 Factors to Consider While Choosing an Influencer

1. Authenticity and Relatability 

Influencers who create authentic, relatable content tend to have a more loyal and engaged audience. Authenticity can significantly impact the influencer’s ability to persuade their followers. 

For example, an influencer who shares genuine experiences with a product or service will likely come across as more credible and trustworthy. This leads to higher engagement and conversions for the brand. At the same time, someone who has more promotional content will likely resonate more with their audience. 

2. Audience Quality and Engagement 

Always look at the quality of the influencer’s followers. A high number of followers is less valuable if the audience engagement is low or if the followers are largely inactive or fake. 

Evaluate engagement metrics like likes, comments, shares, and the overall interaction the influencer receives. An influencer with a smaller but highly engaged audience can be more effective than one with a larger but passive audience. 

3. Consistency in Content 

See if the influencer is regularly posting. Influencers who post content regularly tend to maintain a more active and engaged audience. Consistency in posting schedules also indicates professionalism and reliability. 

Also, look into their content quality. Ensure that the influencer consistently produces high-quality content that aligns with your brand’s message and aesthetic. 

4. Niche Expertise and Authority 

Influencers who are relevant to your industry can make your campaign fruitful. So, choose influencers who are experts or have authority in your brand’s niche. This enhances the credibility of your message and appeals to a relevant audience. 

Example: For a tech product, collaborate with a tech blogger or YouTuber who has expertise in gadgets and technology. This approach would be more effective than a general lifestyle influencer. 

5. Brand Compatibility and Values 

The influencer’s values and public persona should align with your brand’s ethos. Misalignment can lead to a lack of authenticity in the campaign. 

Also, seek long-term potential. Consider if the influencer can be a long-term brand ambassador, which can be more beneficial than a one-off collaboration. 

6. Past Collaborations and Performance 

Look at the influencer’s past collaborations to gauge how they integrate promotional content. Successful past campaigns can be a good indicator of future performance. 

If possible, seek insights into the results of their previous collaborations.  This could be anything from engagement rates and reach to any available influencer ROI data. 

7. Legal and Ethical Considerations 

Always ensure that the influencer follows advertising guidelines and discloses partnerships transparently. This is crucial for maintaining trust and legal compliance. 

Also, be cautious of influencers involved in controversies or those who have a history of making divisive statements. This can impact your brand’s reputation as well.

8. Platform-Specific Metrics 

Different platforms have different metrics for success. For instance, on Instagram, the focus might be on story engagement and post likes, while on YouTube, watch time and subscriber growth might be more relevant. 

It’s essential to evaluate influencers based on a combination of these factors to ensure a successful collaboration. Remember, the ideal influencer for one brand might not be the best choice for another. Tailor your approach based on your specific campaign goals and brand identity.

Suggested Read: Influencer Marketing Outreach: Everything You Need to Know

11 Ways To Find Influencers- Manually & Using Tools

1. Using An Influencer Marketing Platform: Impulze.ai

The easiest and most effective way to find influencers will be to use influencer marketing tools likeimpulze.ai.

The tool has an extensive influencer database and advanced filter options to ease the influencer discovery process. It’s not just the finding part. The tool provides a comprehensive report discussing the authenticity of the influencers, past collaborations, and more.

Best features of impulze.ai for influencer discovery - 

• Authentic Engagement Assurance: Its fraud detection ensures genuine influencer collaborations for campaign credibility.

• Data-Driven Insights: Real-time analytics and audience data empower data-driven campaign decisions.

• Efficiency for Agencies: It offers white-label solutions for seamless management.

• Maximized ROI: Real-time tracking for optimized influencer campaigns and influencer ROI.

The tool, though is best for agencies, also offers a starter plan for those businesses who are investing in short-term influencer marketing. The impulze.ai pricing for influencer search pricing is $89 per month, and it has full access to the impulze.ai influencer database. 

You can sign up for impulze.ai free trial for finding influencers. Or you can connect with the team to get a personalized demo.

But, how to use impulze.ai to find influencers for my brand?

Visit impulze.ai and select the Free Signup button on the homepage. Set up your impulze.ai account with your details.

After signing up, go through the available filters. You can set these filters to your unique requirements. For instance, you can filter influencers by engagement on impulze.ai. You can find influencers on multiple platforms, such as Instagram, YouTube, and TikTok, with impulze.ai.

If you wish to find influencers similar to influencers partnering with your competitors, impulze.ai can do that for you. You can identify high-performing influencers with impulze.ai and manage them effectively.

When you see an influencer you like, select Save Influencer. Select View Profile to get insights into the influencer's profile.

2. Social Media Exploration 

Launch your influencer search on the social media platform where your influencer marketing campaign is.

Hashtag Searches: 

Search for relevant hashtags on platforms like Instagram, Twitter, and TikTok. Look for posts with high engagement to find influencers actively discussing topics related to your brand. 

Platform-Specific Features: 

Use features like Instagram's Explore page or TikTok's For You page to discover trending content and influencers in your niche. Here’s everything about Instagram navigation to help you use the features to find influencers. 

Follow Industry Leaders: 

Observe who industry leaders and niche influencers follow and interact with to identify rising influencers. 

3. Google Searches

Use Google to search for influencers by typing in relevant keywords along with terms like "Instagram influencer" or "YouTube creator." Also, search for blogs in your industry and identify authors with significant influence and engagement. 

4. Leveraging Competitor Insights 

Monitor Competitors: 

Look at your competitors' social media accounts to see which influencers they are working with. This can give you insights into influencers who are already familiar with your industry. 

Competitor's Audience Engagement: 

Check comments and shares on competitors' posts to find active community members who may be influencers. 

5. Attending Events and Conferences 

Industry Events: 

Attend industry-specific events, trade shows, and conferences. Influencers often attend or speak at these events. 

Networking: 

Use these events for networking. Conversations with attendees can lead to recommendations and introductions to influencers. 

6. Monitoring Relevant Forums and Online Communities 

Niche Forums: 

Join and monitor forums and online communities relevant to your industry (e.g., Reddit, Quora). Influencers often participate in these communities to share their expertise. 

Discussion Threads: 

Look for individuals who regularly contribute valuable insights and have a following within these communities. 

7. Exploring YouTube Channels 

You can search for YouTube channels in your brand's category.  Look at channels with medium to high influencer engagement and view counts. Also, watch popular videos in your niche to identify creators who have an engaged audience and produce quality content. 

8. Analyzing Blog Comments 

Check the comments section of popular blogs in your niche. Influencers may comment or be mentioned by others in the community. 

9. Utilizing Social Listening 

Manually monitor mentions of your brand, products, or industry-related keywords on social media to identify influencers already discussing relevant topics. 

10. Word of Mouth and Recommendations 

• Ask Your Network: Reach out to your professional network for recommendations of influencers. 

• Customer Feedback: Engage with your customer base to see if they follow or recommend any influencers. 

11. Exploring Local Talent Local Communities: 

For location-specific campaigns, explore local talent by attending community events or local meetups. Also, collaborate with local businesses and ask for influencer recommendations. 

Finding the right influencer requires diligent research and a deep understanding of your brand's niche and audience. Remember that influencer marketing is not just about numbers. It's also about building genuine relationships with influencers whose values align with your brand.

Takeaway

Finding the right influencer requires diligent research and a deep understanding of your brand's niche and audience. Remember that influencer marketing is not just about numbers. It's also about building genuine relationships with influencers whose values align with your brand.

We have also discussed the best practices to follow during influencer searches on social media. 

Looking for a trustworthy assistant to help with influencer discovery? Impulze.ai has got you covered. In just three short minutes, find influencers who perfectly match your brand’s campaign!

Take advantage of impulze.ai’s free offer and see the magic today!