How to Pick The Right Influencer for You in 2024

Digital marketing and in particular influencer marketing are becoming a cornerstone strategy for many brands. As of 2024, the projected market size of the influencer marketing industry is projected to pass $20 billion. There has never been a better time to jump in, but it can seem daunting navigating the sea of influencers, and selecting the right influencer to work with is a crucial part of your marketing strategy. Thankfully, the BIX team at bix.co has had its fair share of experience with influencer marketing and we will share that knowledge with you so that you too can start using one of the most effective modern marketing techniques.
 

1. Understanding Influencer Metrics

When choosing an influencer, it is important to look at more than just their follower or subscriber count. A very important metric to look out for is ‘Engagement Rate’ which includes likes, comments and shares. A healthy engagement rate is between 1% and 3%, although this number can be higher depending on the account or channel. Other metrics to look out for are audience demographics; Who consumes their content? Where are they most popular? and do they cover topics that overlap with your product? This might seem like a complicated thing to check, but actually it is very simple – or at least it is if you’re using BIX. Simply scroll down on an influencer’s profile and you will find all the information you could ever need, along with a sample of their content and their pricing.
 

2. Brand Alignment and Authenticity

An influencer’s content and values should resonate with your brand’s identity. A mismatch can lead to ineffective campaigns and even damage your brand’s reputation. Take a look through their previous content, as well as previous brand collaborations, and see how well your values align with theirs. A trend we’ve seen in 2023 that will continue in 2024 is that consumers value authenticity and transparency. Therefore it is important that the partnership feels natural and genuine.
 

3. Evaluating Influencer Expertise and Niche

All good influencers and creators specialize, and specialization is also key to a successful influencer marketing campaign. An influencer’s niche should align with your product or service. For instance, it would not make sense to have a tech and gadgets influencer marketing your product if you are part of the fashion industry. Thankfully, this is another task which BIX makes very easy. Through filtering and searching, you can find influencers in the exact niche you are looking for in a matter of minutes. While looking through influencers, keep in mind that micro-influencers (10,000 – 100,000 followers/subscribers) often have more focused audiences and higher engagement rates compared to larger influencers.
 

4. Assessing Long-Term Partnership Potential

Consider the potential for long-term partnerships or collaborations. Influencers who maintain long-term relationships with brands tend to produce more authentic and effective content. Assess their professionalism, communication skills, and responsiveness. Continuous collaborations can lead to more integrated and impactful marketing efforts. However, this does not mean that you need to continue working with the first person you pick. Instead, try to collaborate with various people and keep note of those with whom collaboration was particularly successful. Eventually, you will find the right combination and number of people for your brand.
 

Conclusion

Selecting the right influencer requires a blend of analytical assessment, and intuitive judgment. By focusing on engagement rates, brand alignment, niche expertise, and long-term partnership potential, you will be able to effectively leverage influencer marketing. Picking the right person is a skill that you can learn, and the BIX platform at bix.co helps you along the entire journey. Good luck!