Influencer marketing is a constantly growing phenomenon that in 2023 alone generated 21.1 billion dollars ! a value three times higher than in 2019 (source: Statista Influencer marketing market size worldwide from 2016 to 2023 ). 

Whether they are industry experts or people who create interesting content on social media! influencers can (theoretically) influence opinions and behaviors thanks to their authority! knowledge and the relationship they create with their audience.

The selection is not at all simple: it must pass through a careful analysis of various elements to understand! for example! the number of interactions it generates! how it manages to influence people and the messages it communicates.

Let’s take a closer look at what it is and how you can create a successful campaign.

3 Questions to Ask Yourself to Choose the Right Influencer

Today! more than 60% of the world’s population is active on social media platforms and looks for entertainment or shopping inspiration. On TikTok! Instagram! Facebook! and YouTube! people follow with interest both the advice of bc data singapore famous people and the content of smaller profiles ! but similar in tastes or ideals. 

Engaging a creator to promote a service or product offered by your brand can be an interesting idea! if the objectives you want to achieve are clear and well implemented in the social and web marketing strategy. 

But how do you select the right profiles for an influencer marketing campaign? To screen potential candidates! it can be useful to answer a series of questions. 

 Is it consistent with the brand values?

For example! if a business is tied to david dodge sustainability! it cannot rely on a character who often uses plastics in his content or does not believe in the value of recycling.

This question is asked at number 1! because it is the basis in selecting a creator.

Is the influencer’s audience targeted? How is the level of interaction?

The number of followers is an important piece of data to evaluate! but it is even more important to understand the quality of the contacts (real and active) and the target audience .

An example with symbolic numbers: someone europe email who boasts a profile with 500 thousand followers may be tempting! but it will not be suitable if perhaps some of these cases occur :

• despite a high number of followers! the engagement on published content is low (engagement rate);
• the topic covered by the talent/creator involved is not perfectly in line with the company that wants to hire him;