Influencer Marketing 101: Selecting influencers for your next campaign

With so many influencer options, how do you decide who to collaborate with on your next campaign? Here are five of Harbinger’s top considerations for selecting social media influencers.

• Objectives
  Do you want to build overall awareness, drive website traffic or sales of a specific product, or maybe gain more followers on social media? Once you’ve identified your objective(s), you can look at which social platforms and influencers can deliver with high-quality content.

• Influencer tier (nano, micro, mid-tier, macro, celebrity)
  While it can be tempting to opt only for influencers with the highest reach, you want to select influencers based on campaign objectives and budget to ensure max ROI.

• Influencer & audience location
  While an influencer may live in the U.S. or Canada, be sure to delve deeper into audience demographics to ensure you are reaching your target location(s) and consumers.

• Engagement
  Does the influencer’s audience engage with their content? To maximize ROI, be sure to select those with active audiences that show an interest in what your influencer has to say.

• Authenticity
  Is your influencer a natural fit to use or advocate for your brand? You will want to collaborate with influencers who share authentic content that is relatable and relevant to the product experience.

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Harbinger is a Toronto-based North American marketing agency with expertise in product launches. We help brands get noticed and purchased.