How to find influencers

Anyone with a social media platform will have a collection of influencers they follow and cherish. The foodie in your life? They're undoubtedly up-to-date on the likes of Violet Witchel and Ella Woodward. As for the make-up aficionado? They're bound to know all about Rocio Cervantes and Cydnee Black.

From food and make-up to travel and photography, there's an influencer for every niche, accompanied by a dedicated legion of passionate fans rallying behind them. Not only do these fans enjoy the content posted by their favourite influencers, but they also trust their recommendations.

So, for brands looking to reach a new market, an influencer's audience represents massive potential. That begs the question: How, as a brand, do you find an influencer to collaborate with that’s suited to your marketing goals and willing to act as a brand ambassador? Keep reading! We're going to delve into this subject and share plenty of helpful hints and tips along the way

What is an influencer?

Sure, in the digital age, the term "influencer" is more or less ubiquitous. But what, exactly, does it mean? Essentially, influencers and brand ambassadors are individuals with a substantial online presence who have the ability to sway the opinions and consumer decisions of their audiences through their authenticity and expertise within a specific niche.

Due to their impressive influence, these individuals can serve as a bridge between brands and consumers, acting as intermediaries who are able to "sell" a product or service in a more genuine way than traditional advertising.

What are the benefits of working with influencers?

If you're a brand considering collaborating with an influencer, you might be wondering if it's worth it. Rest assured, the benefits of working with influencers are myriad:

  1. Foster authenticity: Influencers collect their following as a result of being authentic and relatable. These qualities are invaluable for companies who are looking to enhance brand loyalty.
  2. Extended reach: Partnering with an influencer that operates in your specific industry allows you to reach a whole range of individuals who have an interest in your particular niche.
  3. Engagement: Influencers create and put out content that their audience loves, hence their dedicated following. Therefore, by working with an influencer, your brand becomes privy to this engagement, leading to increased brand awareness and engagement in your own social media platforms.

How to find influencers

Wondering how to find the right brand ambassadors for your company? Here are our top tips:

  1. Identify your target audience: Before you start looking for influencers, it's crucial that you have a solid grasp of who your target audience is. This includes things such as their demographics, interests, and online behaviours. The better you understand your audience, the easier it will be to find an influencer who can reach them effectively.
  2. Define your goals: What do you want to achieve through working with an influencer? Is it increased brand awareness? Or are you looking to drive sales? By clearly defining your goals, you'll be able to structure your influencer collaboration strategy accordingly and measure your success.
  3. Conduct social media research: To identify influencers relevant to your audience, you can research social media platforms yourself. Here's how:

    Hashtag research: Use the search bar to search for hashtags that are relevant to your products or services. For instance, if you sell vegan ice cream, search hashtags such as #vegandesserts or #vegan4life. This way, you'll be able to discover influencers who are posting about products similar to yours.

    Competitor followers: Another way to find influencers is by looking at who follows your competitors, as they might also be interested in similar products and services, such as yours.

    Industry forums: Take a look at industry blogs and forums, as this is where people who are enthusiastic about your niche will gather. Through these platforms, you can build and nurture relationships that can be leveraged in the future for collaborations.
  4. Use an influencer marketing platform: While social media research is an effective avenue for uncovering influencers, it's also a time-consuming approach. To save yourself time, you could use an influencer marketing platform, such as Sway Me Good.

    Our intuitive platform helps to take the guesswork out of influencer marketing. No matter what you're selling or which brand you represent, there's an influencer waiting to assist you in achieving your campaign objectives, and we're here to help you find them.

    Whether you're looking for a micro-influencer with expertise in cryptocurrency or a fashionista, we can link you with a network of verified creators. You can effortlessly narrow down your search for creators who precisely match your criteria by filtering their applications and profiles.

    If you're a brand looking for an influencer to help take your marketing strategy to the next level, find out how we can help here.
  5. Leverage your existing network: Believe it or not, your existing network could also be a valuable resource for finding influencers. Consider the following approaches:

    Employees: Don't forget those who are already part of your network! Your employees already have an understanding of your company and your brand values. Provide them with incentives to post about your company and leverage their existing sphere of influence.

    Customers: Your existing customers, who are loyal to your brand, are a potential port of call not to be underestimated. You could, for instance, incentivise them to create user-generated content on their own social media platforms and spread the word about your brand.

    Evaluate influencer fit: Once you've found and identified a potential influencer, you'll need to evaluate whether or not they're a good fit for your brand and your goals. Here are some factors to consider:

    Content: Take a close look at their content and decide if it aligns with your brand values and the interests of your target audience. While an individual may operate in your niche, their content might not be quite the right fit.

    Authenticity: As we highlighted at the start of this article, authenticity is one of the major appeals of an influencer. Therefore, you'll want to analyse whether the influencer comes across as genuine and trustworthy to their followers. If the answer is yes, then a collaboration will help to drive brand loyalty by fostering connection.

    Engagement: Does the influencer's audience engage with their content? For your collaboration to take off, you'll want to be exposed to an audience that's actively interested in the influencer's content.

    Pricing: Finally, consider the influencer's rates and terms. They might tick all the other boxes, but if their pricing is out of your budget, then a collaboration will be out of the question.

    Cover Photo by Maddi Bazzocco on Unsplash