Chapter 2: Campaign Setup
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.
The Definitive Guide to Influencer Marketing
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...
2.1. Finding the right influencers
Searching on Instagram
Here’s another checklist, this time with questions you should ask yourself while looking for influencers directly on Instagram:
Do you have any influencers who are already fans?
Analyze your own brand’s followers. If you find an influencer among them, chances are they’ll want to work with you.
Have you been mentioned?
Look through all the instances in which your brand has been mentioned on Instagram. If you find an influencer who already uses your products, they’d probably be down to collaborate.
Do they produce quality content?
Does the influencer take time to curate their content? Do they have a clear aesthetic? Check to see if their content aligns with your brand’s mission and aesthetic.
What’s the influencer’s follower/following ratio?
Remember that if the influencer has a ratio close to 1, they may be using the follow/unfollow strategy.
Is their engagement good for their industry?
Engagement rates vary based on how many followers an influencer has, and also based on their industry. (You can calculate this using Instagram, but it’s much easier using Heepsy).
How often do they post?
Depending on the goals of your campaign, you may want only one post, or you may want several. If so, make sure the influencer has the capacity to post at the rhythm you want.
Have they collaborated with other brands?
If you see that an influencer has worked on various other campaigns, look at what kind of content they created and the engagement of those posts, particularly for collaborations within your same industry. Check to see if they’ve worked with your competitors, as this could affect a collaboration with you.
Does the influencer’s audience align with your target audience?
Analyze the demographics of the influencer’s audience to see if they’d be interested in your brand. (Not to be too repetitive, but this is something that’s much easier with Heepsy).
Who follows your competitors?
Analyze your competitors’ followers to see what they’re interested in. You may be able to find new people to add to your target audience.
Searching on Heepsy
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.
When you log onto Heepsy, at the very top of the page, you can search for a specific handle, location or a keyword. And beneath that, you can choose from some common categories.
How to search
Once you select one of those criteria, you’ll see some results and at the left hand side, the other search filters:
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
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