Influencer Recruitment Strategies
Influencer marketing is all about finding the right person to promote your product, service, or event. To maximize ROI from your influencer efforts you need to first find the right people. By ‘right people” I mean influencers whose interests and audience matches your target demographic. But where, and how, do you find potential influencers. An advertiser looking for influencers for a campaign has three choices:
This is a great place to start if you’re new to influencer marketing and want to learn the process on a small budget. Manual means you are the one searching for, discovering, communicating with, and hiring influencers through direct communication. You will most likely be looking on Instagram or browsing the web to find people that may be a good fit for your campaign. It can be very tedious, just keep searching and keep trying to contact people until you find the right ones for you.
Pros & Cons
- Low upfront cost to get started.
- You will need a third party analytics tool.
- Time intensive. (It will take approximately 200 hours to find and negotiate with influencers.)
#2 Semi Automatic
Here, you could be using a semi automatic platform like Niche, a Twitter owned company, to match you with influencers that fit your needs. You will be reviewing influencers that are already relevant to your campaign instead of looking across the whole internet. But, usually you will have to communicate with each influencer directly. This type of influencer marketing will save you time of the initial discovery process.
Pros & Cons
- Save time.
- You still negotiate pricing and placement details with influencer.
- You will still need a strong analytics tool to target efficiently.
- They don’t support Micro Influencers.
Programmatic is the future of native influencer marketing. Platforms like Gnack automatically find and approve the optimum influencers for a given campaign by matching your specific set of target demographics with relevant influencers with an audience that matches your target. By far, this option saves you the most time, and specific targeting data delivers the best ROI. Prepare to give up some control over content creation, but you still have the option to review and stop any posts if they don’t align with the brand or campaign. Before using this kind of platform make sure you have nailed down your target demographic.
Pros & Cons
- The fastest way to generate and distribute influencer content.
- No negotiating with influencers on pricing or terms.
- Analytics are built into the system and targeting is state of the art.
- Less control over content creation.