10 Ways to Find Influencers for Influencer Campaigns
Last updated on Thursday, October 5, 2023
Collaboration with influencers who genuinely connect with your brand can substantially enhance your campaign's impact, expanding your reach and driving engagement. Yet, the challenge lies in identifying the right influencers. In this article, we'll delve into ten distinct and practical approaches that uncover influencers poised to elevate your influencer marketing campaign strategies.
How to Find Relevant Influencers for Influencer Campaigns
There are many ways to find influencers for your marketing campaigns, and there are no perfect ones. So, which ones are the best for your business? Choose the channels or tools that fit your business specifics and can help you achieve your goals faster. Look through the suggested methods and tools below and evaluate the easiest to implement and well-suited to your business model.
Leverage Advanced Social Listening Tools
Social listening tools offer a dynamic approach to discovering influencers who align with your campaign goals. You gain valuable insights into the key voices shaping your industry by actively monitoring online conversations, mentions, and trending topics.
Start by selecting a reliable social listening tool like Brandwatch or Mention. Utilize the tool to track specific keywords, hashtags, and topics relevant to your brand. This helps you identify individuals who consistently contribute meaningful content and engage with a relevant audience.
Once potential influencers are identified, assess their content quality, engagement rates, and the sentiment of their interactions. Authenticity should be the cornerstone of influencer partnerships. Look for those whose conversations naturally resonate with your brand's core values rather than simply chasing high follower counts. Make sure you run some automated reports on influencers like the one below.
Explore Micro-Niche Communities
While major social media platforms offer a vast pool of influencers, micro-niche communities can reveal hidden gems with a dedicated and closely-knit following. These specialized communities are driven by shared passions, interests, and expertise, making them fertile ground for finding influencers who genuinely connect with their audience.
Platforms like Reddit, Quora, and even private Facebook groups are hotspots for these micro-communities. Engage actively in discussions related to your industry and observe the individuals who consistently provide valuable insights. These contributors could potentially become influencers who can authentically advocate for your brand.
Let’s check an example of Reddit. Planning to use this channel, you could first filter through the topic you want to explore and understand the trending topics. Look closely at the users who consistently gather reactions and comments. Reach out to them to discuss possible ways of cooperation.
Collaborate with Employee Advocates
As the face of your organization, your employees can be your most authentic advocates. Encourage them to share their experiences, knowledge, and interactions related to your brand. Many employees are already active on social media, making it a prime opportunity to showcase your company culture organically.
Offer guidelines and support to employees interested in participating. Encourage them to create content highlighting their roles, projects, and interactions within the company. Their personal touch adds credibility to your brand's image and can attract an engaged audience.
Monitor Emerging Platforms
When it comes to influencer discovery, emerging platforms present exciting opportunities. Influencers on these platforms often seek to establish their presence and may be more open to collaboration. By identifying these platforms early, you can establish partnerships before the competition catches on.
Platforms like TikTok and Clubhouse have gained rapid popularity in recent times.
There are also niche platforms such as Discord, often used by a tech community that can be the right channel to build awareness about some products.
Research how influencers are utilizing these platforms to engage their audience. If you find individuals whose content resonates with your brand, consider reaching out for potential collaboration before they become widely recognized.
Analyze Cross-Platform Consistency
In today's digital age, influencers often manage multiple social media platforms to engage their audience. Analyzing the consistency and social media reach of an influencer's message and engagement levels across these platforms is crucial. It demonstrates their dedication and authenticity, ensuring they align seamlessly with your campaign's objectives.
Look for influencers who maintain a coherent brand voice and engagement style across platforms. A strong cross-platform presence indicates their commitment to consistently delivering value to their audience.
Seek Out Unconventional Influencers
Diversity in influencer selection can yield fresh perspectives and increased engagement. Don't limit yourself to conventional industries; explore unconventional fields where passionate individuals create meaningful content. Scientists, artists, educators, and professionals in niche sectors can provide unique insights that captivate their audience.
Collaborating with unconventional influencers can showcase your brand from unexpected angles, fostering intrigue and engagement. Ensure the influencer's unconventional background aligns with your campaign goals to create a harmonious partnership.
Leverage User-Generated Content
User-generated content (UGC) has gained immense traction as a testament to a brand's authenticity and impact. Identify users who consistently create high-quality content related to your brand. These enthusiasts are already invested in your products or services and can be nurtured into influencers.
Reach out to these users and express your appreciation for their support. Offer opportunities for collaboration, inviting them to take part in campaigns that elevate their status from content creators to influencers. Their genuine enthusiasm will resonate with their audience, fostering trust in your brand.
Check out how Lush Cosmetics is using USG content as a low-budget social media marketing idea.
Attend Industry Events and Conferences
Physical industry events and conferences remain invaluable for networking and influencer discovery. Keynote speakers, panelists, and attendees are often industry experts with a strong online presence. Establishing face-to-face connections at these events can create a solid foundation for potential collaborations.
Engage in meaningful conversations, attend relevant sessions, and exchange contact information with individuals who resonate with your brand. Follow up after the event to explore potential influencer partnerships that stem from the connections you've made.
Collaborate with Micro-Influencers
Micro-influencers, despite their smaller follower counts, possess an engaged and niche audience that values their opinions. This makes them a potent choice for specialized campaigns. Micro-influencers often yield higher engagement rates and a more personal connection with their followers compared to macro-influencers.
Research micro-influencers within your industry or niche. Analyze their engagement metrics, content quality, and the alignment of their values with your brand. Collaborating with micro-influencers allows you to tap into a community that trusts and respects their recommendations.
Instead of doing manual search of influencers, you can look through an extensive library of influencers and filter through the niche you need.
Utilize Influencer Marketing Platforms
The digital landscape offers specialized platforms designed to streamline influencer discovery and collaboration. These platforms consolidate influencer profiles, audience demographics, engagement rates, and past campaign performance, aiding your decision-making process.
Platforms like AspireIQ, Upfluence, and Grin provide searchable databases of influencers across various industries. Use filters to narrow down your search based on criteria such as follower count, content type, and engagement metrics. These platforms can significantly reduce the time spent on influencer discovery while providing valuable insights.
Conclusion
In conclusion, influencer discovery is a multifaceted process that demands innovation and adaptability. By leveraging advanced tools, exploring micro-niches, nurturing employee advocates, and capitalizing on emerging trends, you can pinpoint influencers who resonate authentically with your brand. Remember, the key is to prioritize authenticity and alignment over sheer follower counts. As the influencer landscape evolves, so should your strategies for finding influencers who can truly amplify your campaigns.
Article by:
Margo Ovsiienko
Product Marketing Manager
Margo Ovsiienko is an experienced Product Marketing Manager who’s worked for fast-growth tech companies for the last 7 years. She often contributes to marketing blogs and shares her experience on topics related to conversion rate optimization, content marketing, and more.
