There are over 500,000 influencers on just one platform alone, Instagram. The number of influencers across all platforms is a lot higher. Many brands sponsor influencers as part of their core marketing strategy and listed below are some attributes that brands need to look for when selecting influencers.
1. Audience Demographic: Do influencer's followers match your brand's target customer market? Important factors to consider include: country of residence, city, gender distribution and age distribution.
2. Audience Engagement: The number of followers and demographics does not matter if the followers are inactive. Brands need to ensure that influencer achieves a good engagement on their posts that is commensurate with a number of followers.
3. Celebrity Status: There are influencers with over 1 million followers who can sell thousands of products while others with the same number of followers and engagement that can barely sell a single t-shirt. Brands need to ensure the influencer they choose has a high enough celebrity status to convert the viewers into buyers.
4. Past Brand Campaign Results: Brands need to look for influencer's other brand campaigns to validate the engagement and quality of influencer's work.
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