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How to find the perfect influencer

… for your next successful influencer campaign

Author
Portrait von Susanne Esterbauer. | © punkt & komma
Susanne Esterbauer
Content marketer
There are about 70 million blogs out there, not to mention the countless influencers on Instagram and other social media platforms. As you can see, you’re spoilt for choice when it comes to influencers. punkt & komma tells you what to keep in mind when picking the right one for your next campaign …

First things first …

You’ve been wanting to work with influencers and start a collaboration for quite some time now? Then we have some good reasons to finally get your project going:
 
  • Google will love you! Why? Because Google loves blogs and ranks them higher due to their constantly updated content.
  • It’s all about authenticity! A blog gives your products or services personality. The “real-life” reports make your brand more tangible and authentic.
  • Forever and always! A blog article won’t disappear. Unlike a print magazine, it doesn’t end up in the bin.

However, don’t forget that bloggers and influencers are no journalists. In most cases, they don’t make a living from their collaborations and are likely to give an honest review of your product. Whether you like it or not.
Visual-Storytelling auf Instagram. | © punkt & komma

Questions you should ask yourself

Before you go looking for a blogger or influencer for your project, you should ask yourself the following questions:
 
  • What do I want to achieve with this collaboration?
  • How can a blogger support my objective?
  • What can I offer him/her?
  • What can he/she offer me in return?
  • What happens after the collaboration?

Facts & figures

Once you have answered all these questions, you can start your quest for the perfect influencer to represent your products. Luckily, there are some metrics that help you decide whether an influencer is a good match and if he or she is professional and successful in what they are doing.
 
  • Reach and interaction: the two things you should look at first! It’s not just about blog numbers – also take a look at other channels like Instagram or Facebook. Interaction levels give you an idea of whether the influencer does a good job in capturing his or her audience.
  • Quality: … is everything! In addition to reach and interaction, you should also take a look at your influencer’s soft skills. Who are the readers? Who is the blogger? Do their personalities match your product or your service? What about the influencer’s credibility? Does he or she address the target group you’re trying to reach with your collaboration? We know, that’s quite a lot of questions to consider. But if you’re unsure, we’re here to help!
  • Ad disclosure: Actually, this is another quality criterion. However, as the disclosure of paid content is an increasingly important topic across different social media channels, it gets its own bullet point in our article. Before your collaboration, make sure that your blogger or influencer discloses his paid posts, whether it’s on his blog, on Instagram or Facebook.
  • Audience: Analyse your influencer’s new and recurring readers. Recurring readers are a sign of high quality and credibility.

Have you made up your mind yet?

You’re planning to start an influencer campaign? That’s great! There are different ways to find professional bloggers and influencers:
  • Facebook: Become part of the blogger community!
  • Blogger lists on online portals: an undercover search with endless browsing possibilities
  • Blogger conferences: Mingle with the blogging folk!
  • Search engines: Ready, set, google!
  • Agencies: Rope in some support and industry know-how!

These platforms can be useful for your search as well: 
You’ve just realised that there’s still lots for you to learn in terms of blogger & influencer relations? Then how about visiting one of our ContentCampus Blogger Relations Workshops? Find out about upcoming dates right away …
 
Verfassen von SEO-Texten. | © punkt & komma
You’ve just realised that there’s still lots for you to learn in terms of blogger & influencer relations? Then how about visiting one of our ContentCampus Blogger Relations Workshops? Find out about upcoming dates right away …

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