Put simply an influencer is someone who can ‘influence’ your demographic. They can influence by simply making your target audience aware of your product or they can endorse it. Social media is the best place to find these coveted influencers and Twitter is really the easiest way of finding them. Let’s not forget about the other social channels though, YouTube can be great too but you have to really understand the YouTube community to find your perfect influencer there. Whereas Twitter communities can be found and unlocked fairly easily – you just need to know where to look.
Persona, persona, persona
Before you start searching for your influencer, you need to make sure your looking for the right one. Say your target demographic is mostly young teenage girls, finding the hottest YouTube celebrity or a young starlet with a huge following is easy but it’s unlikely to give you the best results. The biggest influencers will hold the most weight generally, therefore giving you the most impressions and mass reach. However, it’s the niche influences who has strong ties with their community and loyal to their followers who will give you the most engagement. Get to know your demographic persona, are they on Tumblr, whose their favourite band, where do shop and where do they wish they could shop?
Most importantly: where is there an audience that (in theory) already wants you, but doesn’t know you yet?
Once you figure out the nitty gritty of your demographic you’re ready to make a long-lasting connection with your influencer.
Needle in a Haystack
Forgive the cliché, but Twitter can sometimes look like a goldmine of influencers and other times a barren desert of absent users. When you’re looking for influencers you’re trying to determine which ones will be an advocate for your brand, reach the right people and also give you the time of day when you connect with them.
Forbes came up the following formula below to determine the right influencer.
Influence = Audience Reach (# of followers) x Brand Affinity (expertise and credibility) x Strength of Relationship with Followers
The formula covers the trifecta of importance when it comes to looking for influencers 1. How many followers, 2. Do they have anything to do with your brand, will they promote it correctly? 3. Are they a broadcaster of a connector? The only issue with the formula is that I wouldn’t place too much importance on how many followers a potential influencer has, we’ve all seen accounts that have 40K followers and then you realise they’re following 70K. When you’re looking for niche influencers they may only have 600 followers, but if they’re only following 170 people and they’re engaging all the time? They’ll be more valuable.
Okay, So How do I Find Them?
One of the most popular tools is Buzzsumo, a great tool that’s easy to use and a good way to taking a step back and looking at the landscape of Twitter. You can search any key phrases that are relevant to your brand and Buzzsumo will provide you with a list of people who hold the most power on Twitter in those specific disciplines. You can also see their engagement levels, follower count and page authority and all this data is easily exportable if you’re in love with excel – which is likely to happen after researching influencers for a couple of days.
If you haven’t used Followerwonk to analyse your Twitter account then stop right now, and go do that. Not only is it is fascinating – you know if you find data fascinating – but it’s a good way to clean up who you’re following as it shows you who hasn’t tweeted in a few years. Back to influencers though, you can see below if you search any term it’ll give you a list of top influencers as well as their Social Authority. They have a great number of tools and there’re lots of different ways to play around with it to find those perfect influencers.
I Found Some Great Influencers!
Fantastic, you’ve got a big spreadsheet with potential influencers which can help you reach your target demographic. Now you just have to connect with them, there are a number of different schools of thought on the best way to connect with
Feeling creative? Great, come connect with our influencers but first take a look at our work.