Marketing with data

Influencer marketing is now a major strategy for brands looking to grow their audience and boost sales. However, finding the right influencers can be challenging. With so many creators online, knowing who to work with requires careful research and strategy.

This is where influencer discovery comes in. The process involves identifying influencers who align with your brand’s values, audience, and marketing goals.

In this guide, we’ll walk you through how to go about influencer discovery effectively. Whether you’re a small business or a large brand, these steps will help you find the right influencers for your campaigns.

Struggling with influencer marketing? This guide covers how to go about influencer discovery—from finding the right influencers to tracking performance.

1. Define Your Influencer Marketing Goals

Before searching for influencers, you need clear goals. What do you want to achieve with influencer marketing? Some common objectives include:

• Increasing brand awareness.
• Driving website traffic.
• Boosting sales or conversions.
• Growing social media engagement.

Setting goals helps you choose influencers who align with your campaign. For example, if your goal is engagement, working with micro-influencers who have loyal communities is a great option.

2. Identify Your Target Audience

Knowing your audience is key to finding the right influencers. You need to understand:

• Demographics (age, gender, location).
• Interests (fashion, tech, fitness, beauty, etc.).
• Preferred platforms (Instagram, TikTok, YouTube, Twitter).

For example, if you sell beauty products, working with beauty influencers on Instagram and TikTok makes sense. However, if your audience is business professionals, LinkedIn influencers might be more effective.

Most importantly, choose influencers whose followers match your ideal customer.

3. Choose the Right Type of Influencers

Influencers come in different categories based on their follower count and influence. The right choice depends on your budget and marketing goals.

Types of Influencers:

1. Nano-influencers (1K – 10K followers):

• Highly engaged audiences.
• Ideal for local businesses and niche products.
• More affordable compared to bigger influencers.

2. Micro-influencers (10K – 100K followers):

• Strong community engagement.
• Trusted by their audience.
• Great for brand awareness and conversions.

3. Macro-influencers (100K – 1M followers):

• Wider reach and higher visibility.
• Best for large-scale brand campaigns.
• Often require higher budgets.

4. Mega-influencers (1M+ followers):

• Global influence.
• Ideal for big brands with large marketing budgets.
• Usually celebrities or internet personalities.

If your goal is engagement and authenticity, micro and nano-influencers are excellent choices. However, if you want mass exposure, macro and mega-influencers can deliver.

4. Search for Influencers in Your Niche

Once you know what kind of influencers you need, it’s time to find them. There are several ways to discover an influencer:

1. Use Social Media Search Tools

Most social media platforms allow you to find influencers through search features. Try these methods:

• Instagram: Use hashtags like #fashionblogger, #foodie, or #techreview.
• TikTok: Check trending videos and search for keywords related to your industry.
• YouTube: Look for creators who review products similar to yours.
• Twitter: Use Twitter’s advanced search to find relevant conversations.

2. Analyze Your Competitors’ Influencers

See which influencers are promoting brands similar to yours. If an influencer is working with your competitors, they might be a good fit for your business too.

3. Check Influencer Marketing Platforms

Influencer marketing platforms simplify the discovery process. They provide insights like engagement rate, audience demographics, and pricing. Aktivate is one such platform that connects brands with influencers across Africa.

4. Look at Your Brand’s Existing Followers

Some influencers may already be following your brand. Engaging with them can lead to organic collaborations.

5. Evaluate Influencer Credibility and Engagement

Finding an influencer is just the first step. You also need to check if they are credible and have an engaged audience.

Factors to Consider:

• Engagement Rate: High likes, comments, and shares show an active audience.
• Authenticity: Do they genuinely connect with their followers? Avoid influencers who buy fake followers.
• Content Quality: Check if their posts align with your brand’s image.
• Past Collaborations: See which brands they’ve worked with before.

To calculate the engagement rate, use this formula:

Engagement Rate (%) = (Likes + Comments) ÷ Followers × 100

If an influencer has low engagement but a high follower count, they may not be the best choice.

6. Reach Out to Influencers

Once you’ve shortlisted influencers, the next step is outreach.

How to Approach Influencers:

• Send a Direct Message (DM): A simple message on Instagram, Twitter, or LinkedIn works well.
• Email Them: Many influencers list their email in their bio for collaborations.
• Use an Influencer Platform: Platforms like Aktivate make it easier to connect with verified influencers.

Example of an Outreach Message:

Subject: Let’s Collaborate!

Hi [Influencer’s Name],

I love your content on [platform] and admire how you engage your audience. I represent [Brand Name], and we’d love to collaborate with you on an upcoming campaign.

Would you be open to discussing this further? Let me know, and I can share more details!

Looking forward to hearing from you.

Best,

[Your Name]

Keep your message short, clear, and friendly. Personalizing it increases the chances of a response.

7. Track Influencer Performance

After collaborating with influencers, track their performance to measure the impact.

Key Metrics to Monitor:

• Engagement (likes, comments, shares).
• Clicks (how many people clicked on the link or promo code).
• Conversions (sales, sign-ups, or downloads).
• Reach (how many people saw the influencer’s post).

Tools like Google Analytics, Instagram Insights, and TikTok Analytics help track results. You can also use Aktivate’s campaign reporting tools for detailed performance insights.

Final Thoughts

Influencer discovery is a crucial step in influencer marketing. By following these steps—defining goals, identifying the right audience, choosing suitable influencers, and tracking performance—brands can build successful collaborations.

If you’re looking for a seamless influencer discovery process, Aktivate is here to help. Our platform connects brands with African influencers, making it easier to find the right creators for your campaigns.

Ready to find the perfect influencers for your brand? Book a demo session with Aktivate today to take your brand to the next level.