7 Green Flags to Look for When Hiring Influencers
It’s no secret that influencer marketing is now an essential brand strategy tool. With the power to reach niche audiences in authentic ways, influencer content offers brands unique touchpoints with potential consumers. But here’s the rub: As the influencer ecosystem becomes increasingly saturated, it’s even harder for brands to discern the right influencer marketing partnerships. What do big-budget influencer strategists know that you don’t?
Here’s one tip: Follower count isn’t always a great metric for choosing an influencer.
Spend enough time sourcing partnerships on platforms like Tagger, and you’ll learn specific 'green flags' that brands should consider when looking to collaborate with influencers. These are the same green flags every influencer marketing agency looks for and—luckily for you—we’ve distilled them down right here.
Ready? First, some quick basics.
What is influencer marketing?
Influencer marketing is a collaboration between brands and folks popular in social media spaces (aka influencers). These influencers, through their content and endorsements, can shape the opinions, preferences and purchase decisions of their followers. Their credibility, relatability and expertise in certain niches make them valuable assets for brands looking to connect with specific audiences.
How does influencer marketing work?
The process typically begins with brands identifying suitable influencers who resonate with their target demographic. Once a partnership is established, influencers create content around brand offerings, integrating them seamlessly into their usual content narrative.
At least, that’s one way to do it. Any solid influencer marketing agency will have a variety of playbooks and outside-the-box approaches from which to work.
Influencer content is shared with followers, leading to increased brand awareness, engagement and potentially, conversions. The success of an influencer marketing strategy often relies on the authenticity of the partnership and the organic integration of the brand message into the influencer's content.
Does hiring influencers pay off?
Yes, and Harvard agrees! In fact, a recent study in the Harvard Business Review found that most brands experience a 16% boost in engagement via influencer marketing. BUT, the report also suggests that brands can unlock an even greater increase in engagement by simply optimizing their approach to influencer partnerships.
Start optimizing: Look for these 7 green flags when hiring influencers.
Want to build a campaign like a big-time influencer marketing agency? Look for these 7 green flags to create an impactful influencer marketing strategy at any budget.
1. Audience Alignment
The first thing a brand should consider when hiring influencers is whether the influencer content reaches the desired audience. Do your audiences align? It's crucial to ensure the influencer's followers resonate with the brand's target demographic. Factors such as age, interests, location and behaviors play a significant role. A misalignment can lead to wasted efforts, even if the influencer has a massive follower base.
2. Authentic Engagement
Next-level influencer marketing looks at engagement beyond mere numbers. Engagement is about genuine interactions. An influencer might have thousands or millions of followers, but if their posts receive minimal likes, comments, or shares, it indicates a passive audience. On the other hand, an influencer with a smaller, highly-engaged follower base can drive more meaningful interactions, leading to better ROI for brands.
3. Content Quality
First impressions matter—especially with influencer marketing. The visual appeal, style and tone of the influencer content can either elevate or tarnish a brand's image. Brands should ensure that the quality of content aligns with their standards and messaging, creating a harmonious and impactful collaboration.
4. Transparency and Authenticity
In influencer marketing, trust is the true currency between brands and audiences. Influencers who are upfront about their sponsored content, using tags like #ad or #sponsored, build trust with their audience. Such transparency ensures compliance with advertising standards and solidifies the authenticity of the influencer's endorsements. Hiring influencers who understand this can lead to authentic lead generation with sponsored content.
5. Reputation and Professionalism
An influencer's past can have repercussions on a brand's present. It's imperative to vet potential influencers for any controversies or red flags. A reputable influencer marketing agency will always check references, past collaborations and audit industry reputation to provide insights into their level of professionalism and potential impact on the brand's image. You should, too.
6. Shared Values
When an influencer's core values mirror that of the brand, it creates a cohesive and genuine narrative. Collaborations with influencer content like this resonate more with audiences, leading to authentic endorsements and a stronger brand-influencer bond.
7. Open Communication
A successful partnership thrives on clear communication. Brands should prioritize hiring influencers who are approachable, receptive to feedback, and genuinely invested in the collaboration. Open dialogue ensures both parties are aligned in their goals, leading to more successful campaigns.
Let’s face it, right now, the power and potential of influencer marketing is unparalleled. The ability of influencer content to bridge the gap between brands and niche audiences offers an authenticity that traditional advertising often struggles to achieve.