Now that you’ve outlined the goals and guidelines of your campaign, it’s time to start putting the pieces in motion. And for influencer marketing campaigns, the most important piece is probably the influencer! Finding influencers can feel overwhelming, but Heepsy makes it easy. We’ll walk you through everything you need to know when searching for and selecting influencers.
Finding the right influencers
First off, when it comes to nano or micro influencers, a majority of their audience tends to be from the same country or even the same region as the influencer. Macro and mega influencers, however, usually have audiences spread across the country, or even across the world.
Nano/micro influencers also tend to be more prone to accept collaborations based on products or experiences, while higher tier influencers will likely only work for a fee. It’s critical to understand what you’re prepared to offer before starting your influencer search, as it will help narrow down your parameters before you even get online.
Furthermore, if you want to launch a national campaign, try to make an impact across different categories of social media, and use different influencers to help you accomplish that. For example, for a national sports campaign, you might want to contract influencers who focus on various sports, as well as fitness, health, crossfit, etc...
Here’s another checklist, this time with questions you should ask yourself while looking for influencers directly on Instagram:
SEARCHING ON INSTAGRAM
Heepsy was built to make your influencer searches seamless. The software uses data that comes directly from Instagram, so you can rest assured that the information you get is the real deal. Heepsy allows you to search according to various filters, and gives you immediate metrics about any influencers who you think may be suitable for your campaign.
SEARCHING ON HEEPSY
When you log onto Heepsy, at the very top of the page, you can search for a specific handle or a keyword.
Beneath that, you’ll see all the search filters at the top of the page:
Using Heepsy’s search filters is easy! But just in case you’re still a bit lost as to how to conduct a thorough search, we’ve laid out some additional tips to make the process easier:
TIPS FOR OPTIMIZING YOUR HEEPSY SEARCH
Detecting & avoiding fake influencers
Like everything else in life, social media has its fair share of fraud. Followers can be bought and sold, likes can be automated, and there are all kinds of strategies to boost followers without having to commit to quality content creation.
As marketers, it’s critical that your message hits your target audience. And if an influencer you contract has falsified their audience metrics, you’re the one who’s losing out. But thankfully, there are ways to see which influencers have amped up their stats through illicit means. The truth is in the data. You just need to know what to look for.
WHAT INSTAGRAM CAN SHOW YOU
If you’re searching directly on Instagram for influencers, there are some tell-tale signs that a profile may be fake, or that it may use unorthodox strategies in the attempt to make it look more impressive than it is.
Use this checklist to help you analyze a profile’s authenticity.
HOW HEEPSY'S INFLUENCER ANALYTICS CAN HELP
You should definitely take a look at the Instagram profile of any influencer you’re thinking about collaborating with. And while you can use Instagram to help you manually assess a profile’s strengths and weaknesses, there’s a much more efficient way to do this: using Heepsy.
Heepsy analyzes data directly from Instagram and presents it to you as easy-to-understand influencer analytics. You’ll save a lot of time and effort if you let the software do the dirty work.
These are the different metrics you’ll see while using Heepsy, as well as some tips on how to use them to detect fake influencers:
Heepsy’s quality score shows you an overall rating of the influencer’s profile, displayed as one clear, concise metric. When you look at an influencer’s quality score, you’ll see a score in the form of a number (from 100), a color (ranging from red to green) and a word (good, bad, etc.). The quality score gives you a general sense of if the account is healthy or suspicious.
Engagement rate is the level of interaction a profile has when compared to its number of followers. It’s measured in likes and comments. Good engagement is good for your brand, as people who trust an influencer are more likely to trust brands the influencer promotes.
The average engagement rate depends on how many followers the influencer has. Profiles with 10K followers won’t have the same engagement as those with 1M. Heepsy will show you an influencer’s engagement compared to others in their followers segment, alongside a qualification ranging from “very low” to “suspiciously high”.
If an influencer has acquired their followers through buying them or using follow/unfollow, they’ll probably have very low engagement. Equally suspicious is very high engagement, which may suggest fake likes or comments. As engagement is one of the most important details in influencer campaigns, make sure you check it out before setting up any collaboration.
Follower growth rate is the increase/decrease of an account’s followers over time. The best influencers grow their follower base through a steady commitment to quality content creation. It may take them years to earn their followers, but here, “slow and steady wins the race” is definitely true.
A healthy growth rate should be a steady climb. If you see sudden peaks and drops, something’s up. First, check to see if the influencer has recently hosted a giveaway. These often require a follow, and people love the chance to win free stuff. Therefore, this could be visualized as a peak (loads of people joining) and then a dip (unfollowing once the giveaway is over). Other legitimate reasons for spikes in follower growth could be that the influencer became famous from appearing on TV, going viral, or linking up with a more famous influencer or celebrity.
If none of these are true, a spike in followers may show that they were bought. Really, what can’t money buy these days?
FOLLOWER GROWTH RATE
The comments/likes ratio shows just that: how many comments does a profile have compared to likes? This metric is useful because some influencers buy fake likes bot not fake comments. Analyzing this ratio could give you insight into the authenticity of a profile’s likes. Heepsy also generates the average comments/likes for an influencer segment, so you can have a clearer perspective on how a specific influencer stacks up to their peers.
The followers/following ratio can show you if the influencer might have used the follow/unfollow method. Under this strategy, an influencer follows a bunch of accounts just to get a “follow back”. Later on, the influencer can unfollow them.
If this ratio is close to 1:1, it could be an indication that the influencer is using this tactic. And while this tactic may grow followers, it does nothing to grow engagement. These followers aren’t genuinely interested in the influencer’s message, they’re just trying to be polite on social media.
Heepsy shows you a breakdown of an influencer’s audience, according to country, age, gender, language and interests. You should pay special attention to the country demographics. Check to see if most of the influencer’s followers are from their country of origin or residence.
For example, an Italian-born influencer who now lives in Los Angeles may have an audience that mostly comes from Italy and the USA. If you see that most of an influencer’s followers are from countries that have no connection to them whatsoever, it could be a sign of bought followers.
Heepsy provides another metric, which shows you the percentage of followers that appear to be authentic. AI helps to detect the types of behaviors typical in bots, and suggests which portion of an influencer’s following are suspicious of such. As you don’t want to invest your marketing budget in bots or fake followers, make sure to take a look at this metric.
After searching and checking that influencers look legit, you should have a list of some who look interesting for your campaign. Don’t forget that you’ll want to contact double what you think you’ll need. If you want 5 influencers, reach out to 10. Not all will be available, and some might not even respond.
Regardless of the number you’re working with, it’s important to keep your information well-organized to avoid confusion and oversight. There are two ways you can do this.
Organizing your influencer search results
Create a spreadsheet that includes the following key info:
Simple enough. But there’s a much more efficient and comprehensive way to organize your influencers.
Heepsy lets you keep customized lists of influencers for various campaigns, countries, categories, or however you prefer to organize your information. Once you build your list, you can access it directly in Heepsy or download it as an XML or CSV file.
To access your influencer lists, look for My Influencers at the top right of Heepsy’s interface.
This will open the page called My Influencers, where you can manage your lists. On the left side of the screen, you can see your existing lists, as well as the option to create a new one.
To add influencers to a list, look for the same banner icon while viewing their card or report. When you click the banner icon, you can choose to add the influencer to an existing list or create a new one on the spot.
In addition, from this page you can manage your lists by adding:
Heepsy’s lists allow you to easily compare influencers across various metrics, and provides you all the information necessary for you to reach out.
At the top of a list, you’ll see the Aggregated Metrics, which show you aggregates or averages of all the influencers in that list. Beneath the aggregates, you’ll find the influencer-specific metrics:
Further, when you download the list as a spreadsheet, you’ll find all the information from the influencer analytics, including the audience metrics, brand mentions and contact emails.
With Heepsy’s lists, you have all the information necessary to choose influencers, get them approved by your client or manager, and start reaching out for collaborations.
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