Casting is important
Finding common people who are followed by thousands of others may be a temptation to advertise your business, once this person is a trustworthy shortcut for your final audience. But how deeply do you know this person is and how she/he will carry your brand’s image?
When planning an Influencer Marketing Campaign, this is often the first mistake marketers make: basically, choose anyone in the niche or someone that has a huge number of subscribers.
The “MatchUp” name already told you: the chosen influencer needs to match your brand: share their values and believe in your product. The person will be selected to be your ambassador and that’s when the word “reputation” comes in. What is this person’s story? What has she/he been up to?
The agency’s job is to guarantee this broad search to the brand has sure about these points, like:
• what channel followers like or dislike, as well as what they share online;
• the personality’s image, if you have already talked about your product or the competition;
• evaluate the best platform to pass your product: would it be a text on Facebook, video on YouTube, a photo on Instagram?
Unlike any kind of advertising, influencers are able to push their product into their work without it seeming intrusive. Start by researching the various influencers within your niche, then determine which ones are most compatible with your brand.
Influence marketing, in the beginning, was fundamentally centered on the macro-influencers and the numbers of their fan base. But, with the speed that this segment has evolved, several models of influencers have been established:
• Macro-influencer: a large audience but without reaching specific niches, are able to increase exposure, generate great rebound, and buzz around your brand.
• Micro-influencer: fewer followers more niche better determined, suitable for businesses that work with a specific and peculiar audience.
• Emerging influencer: capable of reaching an entire region.
• Nano-influencer: people of up to 2,000 followers who share their experiences with friends.