Sponsored articles , Influence ... audience overlap , content creators ... Camille Jourdain
Today I give you 3 tips for analyzing influencers and making the right profile choices. As an ambassador for Reech , I would like to point out that this content is written as part of a commercial collaboration with this company specializing in influence.
1. Ensure consistency with brand values.
What is the brand's identity and what are its values? What is the influencer's personality and what are their values? These are important questions to ask yourself before choosing a profile. It is essential for a brand to check whether the profile desired for a collaboration as part of an influencer marketing campaign is in line with the brand's rich people database identity and in line with it to avoid taking unnecessary risks. I therefore advise you to carefully monitor your editorial line and thus ensure consistency between the influencer and the brand by checking the published content.
Several steps are thus necessary to know the influencer's values and assess the suitability with the brand:
– List the themes that the influencer addresses in his content.
– Also look at the tone and style used in the text that accompanies the photos and videos.
– Check the different partnerships with other brands made by the targeted profile.
Certain types of profiles are increasingly sought after by brands, in particular ethical and responsible influencers, those who attach importance to environmental, social and economic dimensions. Profiles who care about the well-being of their audience and respect it. CSR communication has become a major issue for brands, influencers can thus become real prescribers of this responsible approach.
The influencer's values are therefore important for these brands, but also for consumers. 87% of them say they are ready to unsubscribe from a creator who crosses the red line with regard to their values (Source: Reech 2023 study). Misinformation and overconsumption are two reasons that lead more than half of consumers to unsubscribe from a creator!
Note that 18-34 year olds are more sensitive to the surplus of partnerships. Influencers know this and are increasingly selecting the brands they collaborate with. They also seek to work with brands they like and this is quite normal. They tend to favor “value-added” partnerships such as the co-creation of products or even exclusivity contracts.
2. Analyze the influencer’s audience and the size of their community.
A good analysis of the influencer's audience is of course crucial. There are several pieces of information to know before working with a content creator:
– Audience data: age, gender, location, language, etc.
– Audience interests: their preference in terms of topics and their affinity with brands.
– Audience quality: authenticity, fake subscriber rate, and audience reach.
Quality is therefore to be favored but quantity also comes into play, the size of the community remains a determining factor for brands. They can work with macro-influencer profiles, middle, micro or even nano, everything will depend on the objectives that the brand aims for and wishes to achieve. We are talking here about the number of subscribers. The choice is made according to the objective, the two main ones being: reaching a fairly large audience or generating engagement. In 2023, brands are advised to bet on the long tail of influence for its potential and its excellent ROI.
A point to remember: it is essential to consider the audience according to the universe of the influencer. The brand must define its needs and the size of the desired influencer according to the targeted universe. To understand this point, a small example: on Instagram, there are more Food influencers of all sizes than Tech influencers. The top Tech influencers therefore have much fewer subscribers than the top Food influencers.
Also note that the number of subscribers is in 4th position of the influencer selection criteria by communication and marketing professionals according to the annual study by Reech. It should be noted that it was the number one criterion at the beginning of Influence Marketing. The engagement rate, the authenticity of the audience and the universe / creativity of the influencer are today the three most used criteria.
