When brands think about influencer marketing, the first numbers that often come to mind are followers, views, and engagement rates.
But we want to give you a few more things to consider in your search.
Instead of finding people with millions of followers—because they appeal to the broadest possible audience—try looking into these qualities instead, to make sure a partnership with them will be worth your while.
1. A narrow focus.
A food creator with 300,000 followers might seem like an obvious partner. But what if you’re launching a fermentation kit?
Suddenly, a creator who specializes in home fermentation, sourdough, pickling, or koji could be far more relevant than a general food influencer—even if they only have 8,000 followers.
Their audience isn’t just interested in food. They’re interested in making this particular kind of food. It’s a meaningful distinction, because each one of those 8,000 people is highly likely to be interested in your kit. There’s no telling what percentage of the larger influencer’s 300,000 even cares about kimchi.
The same principle can apply across almost any industry. If you’re not sure what the most niche ways are in your sector, we can help you pin that down—and negotiate meaningful, on-budget partnership deals.
2. A demonstration of expertise.
Expertise can manifest in many ways. A PhD in a topic that’s relevant to your work could be useful. Regular attendance at high-profile events could also showcase knowledge and credibility. And someone who engages often with their community likely knows what people are already actually talking about and can help you tap into those categories.
Professors, advocates, consultants, and community leaders aren’t always the first people you think of when you’re considering who’s most “influential.” But these are often the exact people you need to help keep your audience informed and engaged when it comes to specialized subject matters.
3. A weirdly specific interest.
Let’s say you’re a pet store. Everyone loves cute, cuddly animals! But…everyone also constantly posts cute, cuddly animals online…so you’re bound to encounter a lot of competition. Know how you’ll really hook the people who are passionate about their pets? By getting weirdly specific. It’s not even about saying: Maybe we can focus on people who love fish. You can go narrower and say: Let’s feature aquariums. Or even deeper: Who knows the most about saltwater aquarium setup and cleaning?
THAT influencer will know how to tap into the specific questions, topics, and information rabbit holes that will really pull your audience into your content—and make your pet store stand out among all the rest in your area. Let’s face it: People want to buy their flashy aquarium decor, fish food, and tank care accoutrements from someone who seems to really “get it,” right?
Consider: The next great influencer partnership for your brand might not be hiding among the accounts with the biggest follower counts. But, at the same time, that makes them harder to find. Let us know if we can help with identifying and reaching out to the people who can elevate your brand and engage your specific audience best. Then, we’ll partner with them to create the exact type of content that upholds your unique voice and helps you meet your business goals.