Instagram influencer marketing can help increase your brand’s exposure to a larger customer base. But not every influencer will be the ideal partner for your store, but need not worry, for we are here to help you with this important decision. Below are some factors that you should take into consideration when looking for a potential influencer:
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1. Engagement Rate
A high engagement rate means the followers are interested in the post and are making genuine interactions with the influencer’s posts.
The formula for calculating the engagement rate is:
(Average number of likes and comments/ Number of followers)*100
Generally, a 2-3% engagement rate is an acceptable number. A ratio of 4-6% is excellent as well and more than 10% would be considered “viral”.
2. Followers Quality
To get in front of the right eyes, it is crucial to find an influencer whose follower base shares similarities with your customer base or prospects. Analyze their followers’ attributes to see if they match yours. You can use data such as age, geographical feature, gender, language, income, etc.
You will also have to note that nowadays it is not uncommon for influencers to buy followers, therefore identifying fake accounts is also of great concern.
3. Content Quality
It goes without saying that the content is the factor that affects your marketing effectiveness the most. Before finally sponsoring an influencer, make sure that you have thoroughly assessed their content.
4. User Reach
An influencer’s value is determined by several benchmarks, one of which is user reach. It is the number of users that the post has shown to. Unfortunately, you will not be able to calculate it yourself so this will be a request from you to the influencer to show their statistics.
5. Budget Requirements
While many businesses partner with influencers and send them free products sample to promote, a lot of Instagrammers only accept flat rates or commissions for converted followers. That is why if you are running a small business, micro-influencers may be your best choice.
