The Art and Science of Influencer Selection

Colleen Vaughan

Share on LinkedInTweet about this on TwitterShare on FacebookPin on PinterestShare on Google+Email this to someonePrint this page

Yes, you read that right. There is both an art and a science to choosing influencers for your marketing campaigns. Do you want any person with a blog creating content for you or do you want content on a clean and inviting site that is created by an experienced influencer with a trusted audience that you’re hoping to connect with? An influencer marketing campaign is only as good as the influencers chosen for it. Let’s break down the art and science of influencer selection.

An influencer marketing campaign is only as good as the influencers chosen for it. Click To Tweet

The art of influencer selection

Most influencers pour their heart and soul into their blog sites. These blogs house their take on the world and reflects them as a person. With that being said, here’s a taste of what we look for on an influencer’s blog site when selecting whom to partner with.

  • Every post of theirs tells a story.
  • The blog site is clean and inviting
  • Percentage of sponsored content
  • Large and colorful original visuals
  • Prominent social sharing icons
  • Clear calls to action to drive social action
  • Posts regularly
  • Strong adherence to FTC regulations (clear disclosures, etc.)

The science of influencer selection

Every influencer marketing campaign is unique with each brand having a specific target audience and set goals in mind. Along with that comes a need for data-backed decisions when choosing influencers for each campaign. We select the best influencers for a campaign based on a variety of data including:

  • Brand fit
  • Type of content
  • Knowledge/expertise
  • Demographics
  • Store affinity (where do they shop the most?)
  • Geographical location
  • Historical performance data
  • Prior performance including content views and engagements
  • Their audience
  • If the influencer has worked with a brand recently that’s a competitor of the brand we’re creating content for

A detailed influencer selection process is crucial in getting the best of the best to create content for your brand. Download our 12-step checklist for selecting the right influencer marketing company to learn more!

influencer marketing company

Share on LinkedInTweet about this on TwitterShare on FacebookPin on PinterestShare on Google+Email this to someonePrint this page