The Science of Matching Influencers With Brands

Reading Time: 5 minutes

As you launch a new marketing strategy and create new influencer campaigns, you may feel a bit apprehensive. Even though you know the benefits of influencer marketing, choosing the right influencer for your brand is a big step, and you might be worried about picking the wrong one.

Finding a good influencer match for your brand will benefit both parties of the agreement and ensure that your digital marketing campaign thrives. Whether you find the right candidates in a pool of micro-influencers or macro-influencers, knowing how to select influencers that are a perfect match with your brand is vital to your success.

Though the task might seem daunting, there is a science behind matching brands and influencers to one another. Understanding this science can make the process easier. This post will help you figure out what you should be looking for in content creators so you can find the best social media influencer for your brand.

An Influencer Needs True Passion and Respect for Your Brand

When looking at influencers you think could be a fit for your brand, you need to first understand what they’re all about. For example, while finding an Instagram influencer whose page covers topics relevant to your brand is a great first step, you need to go beyond that to ensure that they are passionate about those topics and have a real interest in your brand.

Offering a potential influencer a free product is a good way to start figuring this out. Followers of influencers on social networks have a good feel for how their favorite influencer usually acts, so fans will pick up on it quickly if the influencer isn’t passionate about your brand. Successful influencer marketing campaigns are best when the brand and the influencer are equally passionate and dedicated.

Your Brand Is in Line With the Influencer’s Image and Branding Goals

When you’re looking through influencer profiles, you should pay special attention to their image and branding goals. Do they present themselves in a way that lines up with the image that you want? Would it make sense for them to show off your products and services on their Instagram page, or would it seem out of place? Are there other influencer marketplaces that may have people more fitting for your brand?

Whatever the case is, you shouldn’t partner with an influencer simply because it’s an easy choice, but because you are comfortable with their image and how their followers see them. You should also look to have the same branding goals as the influencer you work with. Figure out what your goals are for your brand; then, as you get to know the influencer, ask them about their branding goals. 

How do they want to be recognized by their followers? What do they want people to associate them with? What image are they going for? The more answers you have in common, the more likely it is that this influencer is a good fit for your brand. This is also an indication of successful influencer relationship management as your campaign moves forward.

The Influencer Has a Good Balance Between Followers and Price

When looking for influencers to partner with, your mind might go straight to a very popular figure with millions of followers–someone who has a significant reach. Sometimes, partnering with mega-influencers is a strategic decision that makes sense if you have the budget and you want to really boost brand awareness. 

However, bigger doesn’t automatically mean better. Micro-influencers (1,000 to 100,000 followers) and macro-influencers (100,000 to 1 million followers) can be more cost-efficient and more effective at reaching and engaging with your niche audience.

Their Price Matches Your Budget

As briefly mentioned before, bigger influencers will likely cost more money. This is one of the many reasons some brands prefer to turn to micro-influencers, as the cost is often more affordable. No matter your goals and your intended reach, it’s vital to choose influencers based on your budget.

Before signing any agreements with the influencer, ask what their expectations are for pay. What price do they charge, and how much promotion can your brand get for that price? If you’re questioning whether or not you can really afford the influencer’s price, then you may want to look elsewhere. 

Their Content Matches Your Brand’s Message

Your brand has its own message and its own purpose that you are looking to share with others. When looking across influencer marketing platforms to find an influencer that fits your brand, remember the message you set out to achieve. What are the core values of your brand? What do you want to show people with your brand?

After this, determine whether or not a specific influencer’s content matches this message. Does their content indicate that they have similar goals to your brand? And if it does, are they open to making an agreement where you can work together to get a similar message across?

The Influencer’s Platform Aligns With Your Brand’s Marketing

Looking for any influencer whose image aligns with your brand isn’t the only thing to keep in mind. Even when an influencer shows interest in your products, you need to think about what social media platform will fit your brand the best. For this reason, you should be looking at different types of influencers across various platforms.

For example, if you’re looking to advertise your brand through pictures, videos, and tutorials, you should focus on finding influencers whose main social platform allows for this type of content. For social networks that are geared more towards text, such as Twitter, LinkedIn, and Tumblr, your goals may not align. However, if the influencer’s primary platform is something like Instagram or TikTok, they may be a better match for you. 

You Have Similar Future Goals

If you want to facilitate a successful relationship between your brand and a social media influencer, you should ensure you have some of the same goals in mind before you start working with one another. Without discussing this, you risk facing conflict down the line if your goals and wants suddenly do not align.

When you’re making an offer to an influencer who you want to support your brand, think of the most important things that you should know. Do they want to advertise your brand once, or would they prefer an ongoing relationship? If they want to maintain the partnership, how long would they like to work together? 

Along with this, find out the expectations for both parties. You should be able to agree on a specific number of posts for a certain period of time, what these posts should look like, what features of the brand should be highlighted, etc. While compromise is key, sometimes you will run into someone who refuses to budge. In that case, it is better that you find out before you begin a professional relationship rather than after.

Above all, if the influencer is passionate about your brand, they will share similar goals. This is a mutually beneficial agreement, and in order to reap all the benefits, you need to work together with someone who is equally as excited about this partnership as you are and who wants to see your brand grow. 

Final Words

Ultimately, influencer marketing campaigns are becoming more and more effective at cultivating brand awareness and improving engagement rates. Because of this, it’s important that you start looking into partnering with an influencer who can represent your brand properly and passionately. 

However, remember not to jump into a partnership too fast. You should learn about who the influencer is, what their goals are, and if they genuinely care about your brand. 

If you want to work with an influencer and have a successful campaign but aren’t sure where to start, the experts at Markerly can help you find the match you’re looking for. Contact the team over on Markerly’s website to start creating an influencer marketing campaign you’re sure to be proud of.

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