Once the program concept and goals are set, you can begin planning the influencer portion of the program. This is where the magic happens. You’ll define your ideal influencer, discover creators who fit the bill, gain client approval and then recruit them onto your campaign.
It’s hard to find the right influencers. Often, brands will focus too much on getting celebrities with huge followings to post about them– thinking that this will create a meaningful impact by driving reach or headlines. We discourage focusing on those vanity metrics. Rather, we focus on finding influencers who are a perfect brand match. If your client is only talking about follower counts and name recognition, we recommend that you push them towards finding an authentic brand match rather than just looking at the biggest audience.
Finding the right influencers will have the largest impact on program success. The discovery and identification of influencers can be a foreign process for brands, so your clients will be looking for you to guide them. This is another opportunity to build trust with your client, so make sure you are comfortable providing that guidance. Start by checking out our advice for “Finding the Right Influencers”.
In the world of influencer marketing, authenticity is the ultimate goal. But people come in all shapes and sizes and influencers are just people. So remember that posting styles, follower counts, and interest categories will vary. It is important to determine the ideal person so you can look for the best match. Work with your client to hone in on what types of influencers they’re looking for — remember to steer them and set realistic expectations. Then outline the process you will follow to identify those individuals. It will be important to build a list much larger than you think you need to buffer for client eliminations and influencer unavailability.
Key lesson: Get on the same page about who is an ideal brand match and who is a realistic brand match. Then provide lots of examples so your client gets a full picture of kinds of influencers available for their campaign and to buffer for unavailability. When we build rosters, we typically aim to provide three times the goal number. Example: program should have 10 influencers, roster will include 30.