Profiles of influencers chosen by brands and agencies
In order to increase market share, all types of marketing strategies are welcome. One of the most popular is influencer marketing. This discipline is applicable for both large brands and local markets. Moreover, it is enough to ask for the intervention of an influencer agency or an influencer to make this kind of marketing strategy bear fruit. However, the ideal profile of the opinion leader to be hired must be clearly identified. The latter is the key to the success of your campaign.
What is the role of an influencer?
First of all, influence marketing is a marketing strategy based on the notoriety of an influencer. Through his followers on social networks, the latter takes care of increasing or maintaining the visibility of a brand. As each influencer agency or influencer has their own speciality, your brand will have a well-targeted audience. In other words, the influencer mediates between the brand and its followers. The final objective is none other than to transform the audience into a potential consumer. In any case, the success of your manoeuvre largely depends on the profile of the influencer agency or influencer, his notoriety as well as his authenticity.
Influencer profile selection by brands and agencies
The first step in the success of your influencer marketing campaign starts with the choice of the influencer's profile. This choice implies respecting a few criteria. Your selection must take into account the notoriety of the influencer. It is not enough to be famous to become an influencer. His capacity to influence makes him a good influencer. Therefore, we can say that the influencer has authenticity. He really has followers who are interested in his profile. As a reminder, some influencers buy their subscribers, hence the existence of fake subscribers. This can distort the result of your influencer marketing campaign. So the number of followers also comes into play when choosing an influencer profile. More followers means more audience.
Brands prefer micro-influencers
The budget parameter encourages brands to opt for the services of micro-influencers. Offering reasonable rates, they are very effective and influential when it comes to promoting a brand or product locally. In other words, they remain very well known in the region, in the city and even in the neighbourhood. This makes it easier to promote the product in question. In short, hiring a micro-influencer optimises the success of an influencer marketing campaign in a specific geographical area (regional or local).
On the other hand, promoting a product or service at national or international level requires the intervention of a mega-influencer. While taking into account the profile of the mega-influencer, you must also be prepared for the budget parameter. In most cases, hiring a mega-influencer will require you to spend more money. That's why you need to choose your influencer agency or your influencer carefully. Alternatively, you can also use an influencer talent manager for the selection.
To conclude, the choice of an influencer profile depends on your geographical target. A micro-influencer is perfectly suited to a local influencer marketing campaign, while a mega-influencer is best suited to a national or international influencer marketing project.
