Over this past summer I completed a Communications internship with Find Your Influence. This allowed me to develop a deeper knowledge and understanding of influencers and influencer marketing. Through writing blogs, finding influencers for the management platform, and building social media posts I was able to obtain this knowledge. I was then offered the opportunity to take part in an internship with another side to the company – the Client Success Team. I work collaboratively with members of the team to source influencers for specific brand campaigns. Prior to starting this internship, I did not think there was much more for me to learn about the world of influencer marketing. Now, a little more than a month in, I realized that the scope of the influencer space is so much more than what I thought it was. Here are a few things that I have learned while sourcing influencers for campaigns.
An Influencer’s Follower Count Isn’t Everything
Throughout my time with the Client Success Team, I have learned that the value of a high follower account is not as important as I previously thought. A majority of the brands that I have worked with often don’t ask for influencers with a large following. They are looking for influencers who will reach their target audience through an authentic experience. Oftentimes, those with large follower accounts do not allow for this close connection. There is a wide range of influencers who serve their own individual purpose in the influencer community. Nano and micro influencers have the ability to connect with their followers and give brands the opportunity to convey their message through that connection.
Engagement Rate is Key
Influencers have the ability to connect with their audience through their content. When influencers form that connection with their audience, this leads to them having a substantial engagement rate. Brands seek out those influencers with those connections and they are able to gage that connection via their engagement rate. They want to partner with influencers who have that connection in order to influence their audiences to buy their products or increase brand awareness. Are you an influencer looking to boost your engagement with your audience? Check out our blog post on how to grow your engagement!
The Influencer Space is Available to Everyone
While sourcing influencers for brand campaigns, I have realized how vast the influencer space truly is. I have sourced for a number of campaigns where I find influencers who have niches that I didn’t even know existed. For example, when sourcing for a campaign for a leading frozen food brand, I was tasked with finding influencers who celebrated their Italian heritage. When brands utilize these specific niches for campaigns, it allows them to reach a specific audience and create connections within those niches. Additionally, the vastness of the influencer spaces gives the opportunity for audiences to find those specific niches and messages they align with. Are you someone who is looking to get started in the influencer space but struggling to find your niche? Check out this blog that can help!
Other Social Media Platforms Matter
While Instagram is a key platform in influencer marketing, it is not the only one. While sourcing for influencers, brands are often looking to utilize influencer marketing on a variety of other platforms. These platforms include: Pinterest, TikTok, Facebook, Twitter, and personal blogs. These platforms allow for varying types of content creation experience that goes above the Instagram posts and stories. These platforms offer a diverse range of types of content creation and unique ways for your followers to interact. So, if Instagram isn’t your thing – that is ok! There are a number of other platforms where you can grow your popularity and where you can obtain brand deals.
Are you someone who wants help navigating the influencer space but you don’t know where to start? Reach out to our Influencer Management Team with your questions today. Send us an email at email@example.com.
Freelance contribution especially written for Find Your Influence by Gemma Weinstein.