How to choose an influencer for your campaign

Audience relevance should come first when selecting an influencer. A large follower count does not guarantee trust, reach or sales. Definitions of micro and macro influencers vary, so these labels should not determine a partnership by themselves.

Review the audience and content

Examine recent topics, the substance of comments and compatibility with your brand. Ask for audience location and language information, reach for the relevant formats and measurable outcomes from previous collaborations. A single successful post is not a reliable forecast for every campaign.

Agree the terms in writing

• Formats, number of publications and delivery dates.
• The main message, accurate product information and approval process.
• Clear disclosure of paid collaboration.
• Rights to reuse the material or promote it through advertising.
• Reporting, revisions and cancellation arrangements.

Measure against the objective

For awareness, assess relevant reach and audience response. For acquisition, review the quality of enquiries and sales. Tagged links or offer codes can help, but cannot capture every indirect effect. Artificial engagement and implausible promises deserve additional scrutiny.

Explore our influencer agency service, read about ethics in influencer marketing and connect campaigns with social media management.