2018 is a gold rush year for influencers as brands are racing to get many established influencers to reach their diverse target group. Influencer marketing is a wasted investment if you are not working with the right ones. Single-metric definitions like unique visitors or Instagram follower as a measure of influence is not enough, you have to look deeper. Here are five things to look for when identifying online influencers for your brand.
Before you look at the total number of followers and other static metrics, the first important thing is to look at how aligned a social media influencer’s content is with your messaging. Read and study the influencer’s posts to get a sense for what kind of consumer they are.
Are you looking for fashionistas, coffee drinkers, travelers? What kind of content are you looking at? These are important things to look for in the content and audience of an influencer and are far more important than traffic.
Engagement is an indicator of how interactive the influencer’s audience is with the content. Take a look at the engagement, do readers or followers respond, comment and share the post? How many percentages of the audience are returning and new? If the influencers actively responding to his/her followers’ inquiries, it shows an indicator of how healthy the relationships are.
As an entrepreneur, you should resist the urge to only look at unique visitors as a measure of reach. Traffic and followers are only meaningful to the extent that the influencer is reaching your brand’s target audience. It is also important to consider what other social platforms your customers visit. If you are a food or fashion brand, someone with a large following on Pinterest or Instagram might be more valuable than someone on Facebook with a large fan base.
There is a correlation between how often influencer posts and their traffic and rate of return visitors. It often takes multiple exposures to get a visitor to click and check out your site, and surely, you want to make sure they come back.
If an influencer is consistently posting high-quality content on a regular basis, readers are more likely to return, follow, like and share.
It is deemed ha influencers who have a smaller ratio of sponsored content tend to be more trusted and appear more authentic. Compelling and engaging stories tend to get more shares and comments than deals and product reviews. That type of content is highly engaging for readers, authentic for the influencer, and connects with other trusted brands in a large audience.
Let’s look at some of the local influencers or KOLs (Key Opinion Leaders) you probably saw on your social media:
1. Jenn Chia (@soimjenn)
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You can never be overdressed or overeducated. – Oscar Wilde. My favourite lesson was on the making of @jomalonelondon’s famous home candle. I learnt that each candle is unique and dexterously put together – right down to the length of the wick, trimmed to a specific 6mm. 😮 – I know what to get friends & family for Christmas now! 🎄🎁 #jomalonelondonschool #jomalonelondon
Jenn first started out singing in an indie band, writing songs and performing at random gigs around Klang Valley. Not only she is a talented singer, Jenn also landed her role as one of the hosts on the 8TV Quickie several years back. She actively creating Youtube content using her famous hashtag #GilaJenn where it really put her on the map in the local industry as a content creator. To date, she has 193, 000 followers on Instagram.
2. Luqman Podolski (@luqmanpodolski)
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Known for his silly wig and funny videos, Luqman is the most-followed influencer of the year. He has 1.2 million followers on Instagram! He thinks creatively, accompanied by his friend, they both often post comedy sketches and it is more than just a funny sketch. He follows trending topics very closely and puts his own comical spin to it and end up becoming viral as well.
3. Ain Edruce (@ainedruce)
Fun and bubbly that are the best words to describe this pretty personality, Ain Edruce. Started with modeling for the local brands, she now hosts a talk show and also acting. Most of the people know her from a talk show named Hurr.tv ad MBuzz on TV3. To date, she has over 401,000 followers on Instagram.