To help your brand stand out, here are four key strategies to shape your brand's influencer selection and vetting criteria for standout campaigns:
1️⃣ Leverage Social Commerce: Consumers are increasingly purchasing directly from social platforms. Ensure your creators are not only promoting your products but also integrating shoppable links in their content. Platforms like Instagram and TikTok offer powerful tools for seamless social shopping experiences, making it easier for consumers to purchase on impulse during the holiday rush. Remember, TikTok's algorithm favors views, Instagram Stories support direct links, Instagram is favoring shares. Choosing influencers proficient on multiple platforms ensures broader reach and engagement, and can be cost-efficient for cross-platform syndication.
2️⃣ Content Quality: Allow creators the creative freedom to produce compelling content. Decide if your campaign needs high-quality, polished content or authentic, low-fi pieces. Integrate branded content seamlessly with the influencer's existing style to maintain authenticity during holiday.
3️⃣ Follower Count + Product Availability: Follower count is an important metric in your influencer strategy however, it’s not the only factor. For example, if your product isn’t available nationally or it won’t ship in time for holiday, a high reaching, macro-level influencer might not be necessary. Avoid potential customer frustration if the product sells out by aligning influencer reach with product availability.
4️⃣ Audience Demographics: Understanding your target audience is crucial. For example, a menopause beauty campaign will have a different reach compared to a national fashion campaign. Ensuring the influencer’s audience aligns with your target demographics enhances relevance and effectiveness.
If you want more expert tips on influencer selection, check out the full arrticle (featuring yours truly) on Forbes.com.
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