Here’s your guide on choosing influencers 📝

Choosing influencers for your brand is not an easy task – in 2023, the number of Instagram accounts is projected to reach nearly 1.2 billion. How to choose influencers for your brand?

Here’s a full guide on choosing influencers, based on their content, previous collaborations, Instagram statistics, audience demographics, followers’ quality and other criteria!

1. Choosing influencers based on their content

1.1 Influencer’s story and values

One thing is sure: you shouldn’t choose influencers based on the numbers only. To start with, you have to open the influencer’s profile and decide if the influencer’s story and values fit with your brand’s.

Since most influencers talk about different aspects of their lives on social media, it cannot be said that only niche-specific influencers should be chosen. For example, if you have a fitness product, you don’t have to choose only fitness influencers – a fashion influencer with a healthy lifestyle might also bring you results!

Thus, you should review their previous content. For example, if an influencer has previously emphasized the importance of clean food or has shared eco-friendly lifestyle tips, they likely fit with an environmentally friendly brand.

Here are some questions you may ask yourself:

• Has the influencer previously talked about topics that are important to the brand?
• What kind of lifestyle do they promote?
• What values are they representing?
• Would you like to have that person represent your brand?

On Promoty, influencers write a short cover letter when applying for campaigns, explaining why they’d be a match for the campaign. That also helps to decide how well the influencer fits with the brand!

finding influencers on instagram - influencers applying to campaign

1.2 The quality of the influencer’s visuals

The importance of the photo quality depends primarily on whether the brand wants to use the visuals in their social media channels. If they do, the influencer’s visual style should match the brand’s. 

However, marketers should keep in mind that most influencers have a well-established visual style. For example, suppose all the content influencer’s previous photos taken with the phone are dark and slightly grainy. In that case, you shouldn’t expect your collaborative post to come in light colors and high quality.

When it comes to collaboration visuals, many marketers prefer photos where the product is in use or in the natural environment to posed “me and the product” photos. Another aspect to keep in mind is that photographs with a human face tend to evoke more emotion and thus produce better results.

finding influencers on instagram - influencers applying to campaign

1.3 Previous collaboration posts

You should also check their previous collaboration post: are they personal, authentic, and informative? Is there enough storytelling or does the influencers’ feed rather look like an advertising catalog? Are comments under collaborative posts supportive and interested or rather negative?

The fewer branded posts on an influencer’s profile, the more carefully they are likely to choose their partners and the more authentic content you can expect.

Another thing you should make sure of is whether the influencer has previously worked with competing brands. In this case, the influencer may not be a good choice as alternating between two competing brands gives the impression of being dishonest and may indicate that the influencers are doing collaborations for money only.

Christiano Ronaldo Instagram insights - brands Ronaldo is working with

2. Choosing influencers based on their statistics

2.1 Influencer’s Instagram statistics

When choosing the perfect influencers, the number of followers is definitely not the most important metric. Instead, you should check their reach – that shows how many people their content is actually reaching.

To know the influencer’s reach rate, you need to know to use an influencer marketing platform or ask the influencer to send screenshots of statistics from previous posts.

Another important metric is the engagement rate: the percentage of influencers’ followers who are liking, commenting, or saving their posts. A high engagement rate means that the influencer’s followers are sincerely interested in them and communicate with them actively.

At the same time, you should keep in mind that the higher the number of influencers’ followers, the lower the engagement rate – for large influencers, 3-5% engagement is quite normal. That’s why we always encourage brands to work with Instagram micro-influencers!

2.2 Audience demographic, interests and brand affinity

Another important thing to check is the followers’ demographics: location, age, and gender. This is especially important for the local brands: for example, for a Stockholm-based business, t’s important to make sure that a large number of influencers’ followers are from Stockholm.

One way to get an overview of the followers’ demographics would be to ask the influencer to send a screenshot of their account from the Audience tab. Another way is to use an influencer marketing platform that shows you the correct data, pulled straight from Instagram.

On Promoty, you can see the followers’ distribution by country, city, age and gender; followers’ credibility, interests, and brand affinity. This way, you can make sure to choose influencers whose audience matches your target group! For example, this is how Ronaldo’s profile looks on Promoty Discovery:

Swedish influencers followers demographics comparison
Christiano Ronaldo Instagram insights - audience ethnicity

2.3 Quality of the influencer’s followers

How to know if the influencer’s followers are real? The easiest thing to do is open the influencer’s followers list: if there are hundreds of empty profiles with foreign names, it’s suspicious. It’s also worth looking at the comments: are these authentic comments or rather bot comments like “Cool post, check out my profile”.

👉🏼 Read more: a full guide on how to check for fake followers

Identifying purchased followers is one issue that we’re paying attention to. Currently, the Promoty algorithm can detect fake followers to some extent by marking them with a red exclamation mark on the platform. On Promoty Discovery, you can also see the followers’ and likers’ credibility of each Instagram influencer.

follower credibility view on promoty
liker credibility view on promoty

3. Choosing influencers for content-only campaigns 

In content-only campaigns, influencers create visuals for the brand but do not post them on their social media. This way, the brands get original, unique, and eye-catching visuals for their social media.

When choosing influencers for content-only campaigns, don’t be too strict with targeting: creators with a small following can create amazing content, too! Thus, there is no need to target influencers with over 1000 or even over 10, 000 followers.

However, you might need to consider their location. If you need to send out products, you should only set filters for the influencers’ locations. Set filters for the influencers’ language depending on the language of your influencer campaign brief (if it’s an international campaign, a brief in English works fine).

What matters is the style of their content: does the tonality match your brand? Does the quality look decent? For example, here are two creators with a very different visual style – which one would match with your brand’s?

katriinm instagram feed

@katriinm has a subtle style with light tones, her style could be great for luxury brands.

example of an influencer with a colorful feed

@that.anioma.expat has a very positive style, she uses bright colors and lots of contrast.

Using an influencer marketing platform makes finding the right influencers for your brand much easier. On Promoty Discovery, you can see the Instagram statistics, audience demographics and interests for every Instagram influencer worldwide. Learn more and try it out for free!

If you’d like to discuss how to leverage influencer marketing for your brand, get in touch with us – we’d be happy to help! 👇🏼

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