The Engagement Rate

An industry bulletin for marketers.

Happy Wednesday! ☀️

This week, we're dropping our top tips for finding the perfect influencer for your brand. Discover how to build authentic connections, use data-driven insights, and leverage powerful tools for impactful campaigns. Let's dive in!

Finding the perfect match for your brand

Influencer marketing is alive and thriving in 2024. Just recently I covered some of Emarketer’s useful insights on just how much of a shift we’re experiencing in the industry. One that contrasts its reputation back in its early days - something to not take too seriously. But if this year’s turnout for the Cannes Lions Festival tells us one thing, it is that every brand is now looking for their diamond in the rough. Industry leaders are shifting from short-term to long-term collaborations with influencers and despite the volatility across the wider creator economy, influencer marketing budgets have been growing substantially. But for every success story we’ve covered, we’ve covered double the number of campaigns that did not live up to their potential and today we say “no more”! The cornerstone to success is, what many folk in the industry will tell you for free, the collaboration between the brand and its influencer. Call us Cupid, because we’re diving into the best match-making strategies that will enhance your marketing campaigns. 

Personalize your outreach

Move beyond generic briefs and engage deeply with the influencers' content. Follow them, interact with their posts, and tailor your proposals to reflect their unique brand. Creator Kit Clementine Keenan appreciates when brands pay attention to her content and engage with her interests, like the time Planet Oat collaborated with her after noticing her coffee recipe posts. That personalized outreach laid the groundwork for an authentic and fruitful partnership.

Leverage data effectively & ROIs

Use data analytics to identify trends, measure engagement, and understand what resonates with your target audience. I cannot say this enough. Melissa Dunn, EVP of marketing and communications at Suzy, goes on further and recommends keeping tabs on current and trending online data. And she’s got a point, algorithm changes across platforms make data metrics now operate like clothing trends. Dive into the numbers to pinpoint influencers who have genuine interactions and align best with your brand values. Only by creating your framework of numbers can you then establish key performance indicators (KPIs) that will be aligned with your brand’s objectives.

Utilize dedicated tools

Modash is the tool that 1,400 brands like Bolt, NordVPN, and Mixtiles use to find nano & micro influencers.

It lets you search & filter every public creator profile on Instagram, TikTok, and YouTube. That’s over 250 million social media creators!

It allows you to:

• Search based on your niche, target audience, and performance criteria

• Review data on audience, engagement, content & more (before reaching out)

• Get contact emails and reach out if they’re a good fit

• Track campaigns once they go live

• ... and more

You can try it for free, no credit card required.

Evaluate your influencer 

Look beyond the surface. Consider factors beyond follower counts. Look for authenticity, engagement rates, and the quality of their content. Are their followers genuinely engaged and actively participating in discussions? Are their values aligned with your brand? Scrutinize their previous collaborations to assess how well they integrated brands into their content. Remember, a high follower count doesn’t always translate to high engagement or relevance.

The power of micro-influencers

In a world dominated by mega-influencers, micro-influencers are the true rising stars in influencer marketing. These individuals have smaller but highly engaged and loyal followings within specific niches. Partnering with micro-influencers allows you to tap into highly targeted communities where their recommendations carry significant weight. With higher engagement rates and lower costs, micro-influencers offer an excellent opportunity to forge authentic connections and drive meaningful results.

Building authentic relationships

Influencer marketing isn’t just a transactional exchange of products or payments; it’s about building authentic and long-term relationships. Successful collaborations thrive on trust, shared values, and genuine connections. Craft personalized outreach messages that highlight the value you can offer to the influencer beyond monetary compensation. Co-create content, provide exclusive experiences, or involve influencers in shaping your brand’s narrative. Nurturing these relationships fosters long-term brand advocacy and deeper resonance with their audience.

Managing expectations realistically

Setting realistic goals is vital. According to Hitakshi Shah, global influencer marketing manager at Duolingo, influencer posts shouldn’t necessarily convert to sales immediately. Instead, focus on building a fanbase and creating entertaining content that resonates with potential customers. Christopher Douglas, senior manager of strategy at Billion Dollar Boy, also emphasizes the importance of having clear and achievable goals to measure the success of influencer campaigns effectively. And I think that can only be achieved by some serious introspection from the brand. If your brand was a person, what would they look like? How would they sound? Talk? 

Mastering influencer discovery is about more than just finding popular personalities. It requires a strategic approach that includes personalizing outreach, leveraging data, using advanced tools, and setting realistic goals. By integrating these strategies, you can enhance the quality of your influencer partnerships and maximize their impact. Incorporate tools like Modash into your strategy to streamline the discovery process, analyze critical data, and manage campaigns efficiently. Experience the power of data-driven influencer discovery and elevate your marketing efforts to the next level.

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