How to choose the right influencer for your brand: Beyond the follower count

You want to work with influencers. So, you start looking at creators in your industry and find yourself scrolling past profiles with 10,000, 100,000, even 500,000 followers. But how do you know which creator to choose for your brand collaboration?

It’s easy to assume that more followers means more impact. But, as we’ve discussed previously, bigger doesn’t always mean better. And there are also different factors to consider other than just the follower count. So, the right influencer isn’t necessarily the one with the biggest audience.

Here’s what to look for before deciding whether to partner with someone:

1: Start with your audience

Before searching for influencers, think about your own audience. Consider what your audience cares about and the types of creators they already follow and trust.

An influencer might have an impressive following, but if their audience isn’t your target customer, that number doesn’t mean much.

Think about the audience you want to reach, then find the creators who can reach them.

2: Look beyond follower count

Follower count is impressive, but it shouldn’t be the sole reason you choose a creator. 

You need to look at their engagement as well. Are people liking, commenting, and sharing their content? 

Also check if the creator regularly interacts with their followers and see if they have a genuine connection with their audience. 

A smaller creator who has stronger relationships with their followers and better engagement can sometimes have more influence than a much larger account. 

3: Look into their content

Once you’ve found a creator with the right audience, ask yourself: Does their content align with the brand?

Pay attention to the topics they talk about, and the brands they’ve worked with. Most importantly, consider whether your product or service would feel like a natural fit within their profile.

For example, a sustainable skincare brand may be better a match for a creator who already talks about sustainability, and conscious shopping than someone with a much larger but unrelated audience.

The audience can feel the disconnect if the partnership feels forced or fake. So, make the partnership feel like a natural fit for your brand and the creator.

4: Know what you want to achieve

Before choosing an influencer, consider what your brand is trying to achieve through this partnership.

Are you trying to:

• Build brand awareness?

• Launch a product?

• Reach a specific audience?

• Increase sales?

Your goal should influence the type of creator you choose.

If you’re focused on broad awareness, reach may be important. If you’re trying to connect with a specific niche, a smaller creator with a highly relevant and engaged audience may be a better fit.

The right influencer is about fit

To summarize everything, you need to consider:

• Audience

• Engagement

• Content

• Campaign goals

The right influencer should have an audience you want to reach, create content that aligns with your brand and have a genuine relationship with their followers. This helps to ensure that the creator reaches your audience and communicates your brand’s message in a way that feels credible and natural. 

Remember that the goal isn’t to find the biggest influencer. It’s to find the creator that can connect your brand with the right audience. Who are some of your favourite influencers and content creators online?