7 Ways to Choose the Right Influencer for Your Social Media Marketing Campaign

Influencer marketing is a powerful tool, particularly for Generation Z. In the last five years, influencer marketing has gone from zero to hero and big brands are happy to pay major influencers serious money to promote their brands. In fact, 75% of all marketers include influencer marketing in their strategies, so if you want to target Generation Z, you need to do the same.

The success of an this type of campaign is largely dependent on choosing the right people. Influencers need to be a good fit for a brand, or the target audience won’t engage. There are thousands of influential vloggers out there, but if you form an alliance with one that doesn’t fit your brand, you are wasting your time and money. Here are seven tips for selecting an influencer to help promote your brand.

#1. Define Your Objectives

Be clear about what you are hoping to achieve. Do you want greater brand awareness on Facebook or are you hoping to market to a new audience? Unless you have clear objectives, it will be very difficult to measure the success of your marketing campaign.

#2. Consider Smaller Influencers

Big influencers have a lot of clout. They often have millions of social followers and everything they say is lapped up by the adoring masses. However, smaller or micro-influencers are just as valuable – and less expensive. Their audience is more targeted, which can work wonders for niche brands.

#3. Quality Content

According to Thebigfootagency.com, content is crucial. Influencer marketing tends to be more successful when influencers generate their own content. Audiences relate to it better. Look for creative influencers who produce high-quality content that is a good fit for your brand.

#4. Brand Authority

Look for an influencer who is well-known or an expert in their niche. If they run their own website, check its domain authority and other ranking factors to make sure it has influence. Don’t just take an influencer’s word for it.

#5. Brand Relevance

An influencer needs to be relevant to your brand, or the relationship is not going to work. For example, if you sell kids’ clothing, you need a mommy blogger or similar. Teaming up with a tech influencer and asking them to promote your products is likely to be bad for both of you.

#6. Influencer Engagement

Some influencers have huge numbers of followers, but their audience engagement is low. This isn’t what you want. What you need is a high level of audience engagement. Look for influencers who have large numbers of comments on their posts, likes on their content, re-tweets, etc. Anything less is unlikely to generate much interest in your brand.

#7. Build Long-Term Relationships

Aim to build a long-term relationship with an influencer. This will generate better results. Working with the right influencer should be easy, not a constant battle of wills. Regular endorsements and sponsored content from the same brand is more believable than an influencer who promotes a different brand every week.

Take time choosing the right influencer. Working with the wrong person could cost you in the long-term.


James Daniels is a freelance writer, business enthusiast, a bit of a tech buff, and an overall geek. He is also an avid reader, who can while away hours reading and knowing about the latest gadgets and tech, whilst offering views and opinions on these topics.

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