Strategically Selecting Influencers for the Modern Campaign

Influencer marketing is a dynamic and long-standing practice that evolves with technology and society. From Michael Jordan's Nike endorsements in the '80s to the Kardashians' partnerships in the early 2010s, influencers have shaped consumer habits and preferences for decades. 

Today, influencer marketing involves collaborating with individuals who have dedicated online followings. These influencers promote products or ideas, utilizing their authenticity and shared interests to build trust with their audiences.

When done right, influencer marketing can enhance brand awareness, drive conversions and foster long-term loyalty. However, choosing the right influencer goes beyond follower count; it’s crucial to align with someone who fits your brand and goals.

There are a few key points to consider when selecting influencers for a campaign:

Audience alignment

Ensure the influencer connects with your target audience. Analyze demographics, psychographics, interests and content topics to gauge their relevance. If the audience doesn’t resonate with the influencer, the likelihood of influencing their decision-making diminishes. While not as large as nationally or globally recognized individuals, local influencers remain vital for brand awareness and community engagement. Their authentic connection with their audience fosters trust, making it easier to build lasting relationships within the community. 

Engagement metrics

Don’t be swayed by follower counts alone. Look into engagement metrics to understand how actively the audience interacts with the influencer’s content. High engagement levels such as likes, comments and shares indicate that the influencer’s followers are genuinely interested and trust their recommendations. Look for influencers who spark conversations and foster meaningful interactions. 

Content style

Every influencer has their own unique style and it is important to choose influencer partners whose style fits your brand’s voice. This isn’t to say that influencers who create a style of content that is different from your own brand should be ruled out, but if their content style doesn’t fit with what you are trying to convey, it may be best to seek other candidates. 

Content quality

Content quality also matters. A well-shot, well-edited post is more likely to grab attention and hold value than a messy one. The influencer should be given flexibility to create something that feels authentic, so their content comes off as genuine rather than forced for best results with your audience. 

Reputation and credibility

An influencer’s reputation is crucial because it reflects on your brand when you collaborate. If an influencer has been involved in controversial behavior or has a history of working with questionable brands, it can damage your brand’s image. An influencer with a good reputation is seen as more authentic, leading to positive reactions from the audience. 

Overall, selecting an influencer for your campaign is more than just a decision; it’s a process – a process that requires diligent and meticulous research and evaluation. Whether your campaign is a small local project or a nationwide program, keeping the above criteria in mind will help you identify influencer partnerships that not only align with your campaign but drive desirable results. 

Chase with Miss Oklahoma alumni and social media influencer, Ashleigh Robinson, at The College Tour episode premiere at Southwestern Oklahoma State University.