It’s undeniable that influencer marketing has quickly become one of the most effective ways to persuade your target audience, with 71% of consumers saying they are more likely to make a purchase based on a social media recommendation.
But the question remains, how do you choose which influencers to work with?
The most common answer is simply to choose the influencer with the most followers and reach as many people as possible. However, this is also the most common mistake in influencer marketing, because number of followers alone doesn’t accurately measure the effectiveness of an influencer.
At FrontRow, we take a more in-depth approach, assessing influence based on three key parameters:
REACH: The number of followers who have subscribed to the influencer.
RELEVANCE: The extent to which the influencer’s image, values, and target audience are aligned with your own.
RESONANCE: The level of audience engagement the influencer achieves with their content.
Each variable in this equation is equally important and focusing too much on any one piece of the puzzle will mean neglecting the other two. This is the most common reason behind failed influencer marketing campaigns and it’s exactly why reaching a high number of followers will not guarantee success.
The number of people you reach is no more important than who you reach and how you reach them. As a result, it’s a much more effective to reach 20,000 followers who match your brand’s target audience, than 200,000 who don’t.
How do you find the right influencer? Simply sign up to FrontRow – the region’s first online influencer directory, built to connect your brand with the right people.
Start your free trial today and find influencers with the right reach, relevance and resonance – to achieve the results you need.