Knowing how to find influencers in your niche is the key to influencer marketing. As influencer marketing grows in popularity, this will only get more important. Anyone using social media for marketing should know how to locate and work with influencers.
Influencers, if you don’t know, are social media personalities with a large, engaged audience. By sponsoring and collaborating with an influencer, you gain access to that following. Every niche has influencers, and those influencers are going to look different in each niche. Additionally, there are two overarching categories of influencer to know – macro-influencers (with a very large following) and micro-influencers (with a smaller, more engaged following.)
You can typically break influencers into a few tiers. The first is the gigantic tier – people like Jake Paul – who are practically A-list celebrities. Then, medium influencers with 1,000,000 to 100,000 followers. Below 100,000 but above 10,000 is a small influencer, and anyone with a following below 10,000 is a micro-influencer.
Using influencers can help to grow a business as it allows you access to an active audience on a given platform. Influencers grant you exposure to your brand, which will lead to growth. This growth is often difficult to measure, but will certainly be noticeable.
That’s why it’s important for you to know how to find influencers in your niche. If you can locate and collaborate with the correct influencers, you can easily grow your brand. Influencer marketing is one of the primary ways to grow a brand heading into 2020, so if you’re working in social media marketing you should be aware of influencer techniques.
The Cost of Influencers
The first step in knowing how to find influencers in your niche and for your business is to know what the cost is going to be. You need to be able to budget to work with influencers. Influencers are well aware of the value of their audience these days, so expect to pay them reasonably.
Generally, you’ll pay around $100 for every $10,000 followers. Newer influencers are likely to charge a little bit less – around 75% of bigger, more established influencers. And smaller influencers are usually happy to do any deal. Any following less than 5,000 will be fairly cheap. Conversely, any influencer with a following of more than 1,000,000 is going to charge significantly more.
The ROI of influencer marketing is difficult to gauge, but you can usually track it by looking at your metrics before and after the influencer has posted. While there will be growth from other areas (assuming you’re doing other marketing work), your numbers should spike significantly. Of course, influencer marketing is also great for brand exposure which is almost impossible to measure.
Influencers are a great way to break into a new market or to rebrand because of this. You can alter the perception of your brand by creating associations with other known quantities. Influencers are also a great part of a PR campaign, and for exposing a product launch. You’re paying for an audience that is already interested in the content, so it should be easy to see how you could leverage that.
How to Find Influencers in Your Niche
There are several tools on the market to help you find influencers in your niche. The tools are going to change based on the platform, so you should have an idea of who you’re going after when you begin your research. Each platform attracts its audience in different ways, so your brand might fit one more than the other. This is intangible, though, and mostly comes down to your own ability to gauge it.
If you’re looking to find influencers on YouTube, there are two major tools that can help you. The first is YouTube itself. Because YouTube makes discovery easy and makes stats very public, it’s easy to find and measure influencers on the platform. Social Blade is also a great help for this. Not only will Social Blade display and calculate relevant metrics, but it also helps you discover new channels and follow trends. Look to hop on board of growing channels.
Instagram similarly makes it easy to determine which influencers are going to be worth it. Go down a hashtag rabbit hole and you’ll find a few interesting people to work with. If that’s not enough for you, you can also take a look at Awario and BuzzSumo. These will help you find pages in your niche, as well as influencers that are open for new sponsors and collaborators.
Facebook is not as good for discovering influencers on your own, but you certainly can. I would look toward alternatives such as Trackrr and BuzzStream. These will display page metrics and help you discover new pages. Tools like these help to make everything clear and show who’s worth working for.
What to Watch for When Looking for Influencers
There are two main things you should know when looking at influencers. First, know that the engagement rate is the most important metric. It’s even more important than followers. A person with a 10% engagement rate and 100,000 followers has a worse audience than a person with a 45% engagement rate and 30,000 followers. Consider the quality of the content – the engagement rate will usually tell you if people like it, but good content and low numbers can be a sign of an influencer on the rise.
The biggest thing you should be aware of, though, is fake followers. There are people who artificially inflate their numbers. You can usually tell a real following from a fake one by looking at the engagement rate, and simply looking critically at their metrics.
When to Use An Influencer
You should use an influencer in one of three cases. First, use an influencer when your company is new to the market. When you’re launching your product, latching on to an influencer is a great way to see quick growth. Second, you can use an influencer to meet a few company goals. If you’re behind on sales goals or looking to increase mentions, an influencer can help.
Finally, use an influencer to scale your company. If you want to grow in your region, use a regional influencer. A great example of influencer marketing is this, where a real estate agent collaborated with an HGTV host.
Using influencers correctly and knowing how to find influencers in your niche is simple if you’re prepared to do it. Get out there and collaborate!