When it comes to working with creators, many brands think that they can use human-led intuition alone to make decisions on which influencers will work best for their brand. Whilst it is true that intuition will tell you whether a creator feels right for the brand, data and analytics also need to be taken into consideration to ensure you pick the right creator for you.
Picking the right creators to collaborate with is about much more than simply choosing creators based on their feed aesthetic or engagement rates, and new technology is helping brands find the most authentic and relevant creators, based on data and intuition combined.
To help you discover how to use the right tools to pick the right creators, and which figures you should be looking at to do so, we’re rounding up how to find the right creator for your brand.
So, you’ve found a creator and you like the content they produce. You feel that they’re well-aligned with your brand and reflect the brand values in an authentic way - these are great first steps.
The next thing you need to look at is what audience they are reaching and whether that correlates with the audience you’re trying to reach. It sounds obvious, but if a creator doesn’t resonate with your target audience, no matter how amazing their content is, a collaboration isn’t going to help you reach your goals.
A good way to start planning which creators you want to collaborate with is to define the target audience that you are going for and assess the type of followers that each creator is reaching. With the most advanced discovery tools, it’s possible to select creators with specific audience features that will allow you to target your ideal audience.
One of the most crucial things to look at when choosing a creator is how engaged their community is with the content they produce. A creator’s engagement rate is a useful metric, as it shows you how likely a profile is to generate interactions.
That being said, the engagement rate is usually calculated using vanity metrics, like follower numbers and likes. When analysing a creator’s engagement, brands should instead analyse deeper metrics such as saves and shares; metrics that show true interest, and even intent. This kind of data is only available to third parties who have been given access to the data by a creator - which is why it can be helpful to work with an agency who can analyse a creator’s metrics and present you with the best match for your brand.
Beyond looking at how well their content performs, and whether they are reaching your target audience, looking at content analysis on a broader scale can be helpful. A quick and easy way to analyse which creator will authentically be able to represent your brand, is to see which creators are already organically mentioning or using your product and approach them for collaboration.
By searching in this manner, you’ll be able to see those people who are creatively promoting your product or service and will be able to find those creators with the most engaged followings.
Finding the right influencers for your brand is an essential part of running a successful campaign. For more information on how to find the right influencers for your brand, and how to work with them as if they’re part of your team, learn more about what we do at Influencer today!