By Stelyana Hristozova, 18.03.2020
Influencer Marketing is getting more popular with time, and there is a limitless number of brands acknowledging the benefits of such a tactic. Just like any other marketing strategy, collaborations with influencers require a strategic approach, to achieve success at the end.
The crucial point with every Influencer Marketing campaign is to choose the right influencer, who can add real value to your brand. But how can you choose the best fit for your brand among the continuously growing number of influential social media users?
It is important for every marketer to distinguish between vanity metrics and insightful data. Paying attention to data that matters can lead a marketer to the right influencer for the campaign in no time.
Influencer’s engagement rate is a ratio representing the degree of commitment between an online audience and the creator’s content.
It is most often measured by the number of interactions and responses to a regular post. Such interactions include likes, comments, reposts, shares, etc.
It is one of the most important social media KPIs that brands have to consider when choosing to work with an influencer.
Since social media platforms aim at developing a connection with customers, the engagement rate can show how actively involved the audience is.
Vanity metrics such as the number of followers cannot guarantee that all of them will get connected to the content and perceive the message.
If a profile has a high number of followers but a low engagement rate, consequently there is a greater chance of the content being ignored by people.
Moreover, it is proven that people who actively engage with content are more likely to convert into paying customers. And, this is a marketer’s overall goal, right?
A strong engagement rate, combined with other metrics such as audience fit and reach efficiency can justify your marketing efforts. Above all, only the performance of an influencer can guarantee higher campaign ROI.
With engaging campaigns, a brand can create real brand advocates. In this way, they will activate the word-of-mouth approach and spread a positive message regarding the promoted product.
As seen on the graph, with more followers a profile has, the less engaged their audience is. This can explain the fact that micro- and nano-influencers today can be more profitable in regards to Influencer Marketing campaigns. Of course, this also depends on other metrics such as audience match, reach efficiency and if the creators values matches your brands.
Influencer with smaller number of followers tend to have more personal relationship with their fans, and appear more authentic and credible.
To sum up, a high number of followers does not make a certain profile worthy to work with. In other words, marketers must dig deeper in order to identify the right influencer to work with.
The engagement rate shows how likely an influencer can trigger an action. This metric can prove the success of a campaign, since engaged users are more likely to convert to actual buying customers.
If you struggle with finding the new influencer for your campaign, make sure to download our free E-book. It provides information about ways to evaluate an influencer, as well as much more insights into Influencer Marketing.