Today more people than ever are using social media. As a business, there are a myriad of ways to reach a broad audience just by advertising on various social media platforms. In this regard, it certainly pays to have an influencer at your disposal to raise brand awareness and capture an audience that you may not otherwise reach. Unfortunately, more often than not, our imaginations get the best of us. We think someone might be right for the job only to find out their personality clashes with our own. So how do you know whether a specific influencer is right for you? Read on to learn some of the most important things to look for when vetting influencers.
What Is Their Engagement Rate?
When vetting an influencer, one of the first things you will want to note is their engagement rate. Ideally, you will want to look for someone with a knack for consistently engaging followers. Be careful of those who have a lot of followers but show very little engagement, obviously they are not very good influencers. Look for someone with a 2 to 5 percent engagement rate, but know that anything beyond 5 percent is well above average. Again, consistency is key. Make sure this is something they can repeat whenever you need them to.
How High Is Their Image Quality?
Social media is a visual medium. As such, high quality images are imperative to high engagement rates. So when vetting an influencer make sure their image quality is exactly what you are looking for. Obviously, the content of the images themselves is extremely important—however, there are a few other factors that merit consideration. For example, make sure the images are not gratuitously edited. Authenticity is key when it comes to maintaining high engagement rates and people can spot fakes from a mile away.
Do They Write Effective Captions?
When it comes to selecting the right influencer, odds are you are looking for someone with personality. Otherwise why not just give the job to your pet goldfish? Someone with personality will likely be able to represent your brand well and will write effective posts that capture the attention of prospective buyers. When reviewing captions, pay attention to the type of words they use, as well as their phrasing. Are their captions too sparse or verbose? Do they sound too generic? Is the content itself too dull or incompatible with your brand identity?
How Is Their Comment Quality?
The most effective influencers have a knack for getting people to comment on their photos. More than that, they understand how to start and maintain a conversation in a way that promotes intrigue and drives sales. After all, no one wants to buy from someone who makes them feel devalued and ignored. Watch out for posts with generic, one word comments, as these were likely bought and are inauthentic. Additionally, pay attention to how people are responding to the influencer. Are they asking any questions? Are the posts themselves generating intrigue?