Monthly Archives: March 2017

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Finding the right micro-influencers is harder than it looks

As brands start to take a more holistic approach to influencer marketing and extend their relationships from celebrity influencers to micro-influencers, the importance of choosing the right ones becomes paramount. At first glance, it might seem easy to enlist an influencer marketing agency to find talent, but most of these agencies are simply finding people based on follower count and content, not the true impact they have on their online and offline audience. In order to optimize a micro-influencer strategy, marketers need to understand in detail the level of engagement of someone’s audience, the specific types of people following this person and their interests, the effective reach once content is shared, and ultimately, the impact on sales and brand awareness. This requires sophisticated micro-listening capabilities that are not necessarily solved by traditional influencer talent sourcing, but rather, through the application of technology designed to surface the best micro-influencers for a given brand. For example, bloggers, public speakers, etc. have incredible reach and influence that is not always captured by simply looking at social media metrics. These types of people have influence on their audience in a way that is unique from most as their content is consumed in multiple formats. Similarly, credentialed topical expertise commands attention in a different way than just another influencer on social media with reach. The respected chef, wine expert, or musician is going to make an impression on their audience that is much more impactful than the average influencer. Further, drilling down where these people live and how their voice and reputation can be carried more profoundly in a certain part of the country... read more