79% of entrepreneurs cited discovering the appropriate influencers as a high problem for his or her model (Supply: Econsultancy). By utilizing a data-driven strategy that focuses on the content material your prospects care about, yow will discover magnificence influencers who align together with your model story.
Let’s take a deep dive into the highest 3 ways to search out magnificence influencers by subject, together with influencers already speaking about:
- Your model
- Your competitors
- Related conversations you care about
Whereas handbook identification processes may be useful within the infancy of your influencer program, they typically gained’t scale. Cobbling collectively adhoc strategies to search out influencers will not be solely time consuming however it may additionally trigger a cognitive bias to happen. Bringing know-how to help your identification processes eliminates any biases that you just or your staff may need about who influences your purchaser. This lets you make data-driven choices that scale.
Uncover Influencers utilizing Contextually Related Subjects
The next outlines a content-led identification strategy leveraged by Traackr prospects when implementing their influencer advertising and marketing. Be aware that the next knowledge is publicly sourced and is an instance of the searches that our prospects can run.
The important thing to discovering influencers begins and ends with context. That’s why we suggest utilizing key phrases being talked about in content material when figuring out new influencers. These key phrases must be area of interest subject dialog phrases.
For instance, in case you are launching a brand new eyeliner and trying to find material consultants, your key phrases may embrace “cat eye”, “angled eyeliner brush”, “gel eyeliner” and “liquid eyeliner”. Alternatively, in case you are searching for influencers to companion with for a pure make-up look your key phrases may embrace “pure look”, “glowy basis”, and “no-makeup look”.
Professional tip: You will discover contextually related key phrases throughout influencer content material, trending hashtags, and common search phrases. See under for a basic make-up and cosmetics key phrase set from the Traackr platform.
Once you enter key phrases in Traackr, our algorithm scans tens of millions of posts throughout social platforms to see who’s speaking about these subjects. The extra key phrases and phrases you enter the extra exact your outcomes will likely be. Listed below are three dependable methods yow will discover new influencers utilizing key phrases:
1. Influencers already speaking about your model
Let’s say you’re trying to see which influencers are speaking about an up-and-coming magnificence model, similar to Glossier. By inputting fundamental data together with model title, model deal with, and some product key phrases, Traackr is ready to inform us who’s mentioning these key phrases essentially the most on-line, gives hyperlinks to all their social profiles, and provides us a glimpse at their complete viewers dimension. The search outcomes embrace Kelsey Dadmun, Sofiia Strykova, Grace Tan, Stephanie Zheng, plus Glossier’s Founder and CEO, Emily Weiss. As an enormous Glossier fan, I liked seeing Emily Weiss listed amongst Glossier’s high influencers. Government affect is gaining recognition as a result of it not solely elevates the corporate’s affect but in addition helps to humanize the model picture.
Key Takeaway: When searching for influencers already speaking about your model seek for phrases, phrases, hashtags, and handles related to your model throughout the platforms which are most related to you.
2. Influencers speaking about your opponents
Let’s faux that Anastasia Beverly Hills is a competitor of yours. By utilizing the key phrases under you may shortly see which influencers are mentioning your competitors. Influencers that rank extremely for Anastasia embrace An Knook (1,068 mentions!), Selma Alidini-Memic, Tati Westbrook, Katy Komaromi, Tammy Williams, and Lotte De Jonge.
Key Takeaway: To find which influencers your opponents are working with, search phrases, phrases or hashtags related to their model. This may allow you to higher perceive which influencers they’re already working with and spotlight alternatives so that you can get on these influencers’ radar.
3. Influencers having conversations related to your model
Figuring out influencers who’re aligned together with your model mission is necessary to constructing long-term relationships. Let’s say Origins is trying to find like-minded influencers. Whereas Origins creates all pure skincare merchandise they’re additionally dedicated to their buyer’s nicely being along with the planet’s. From how they check their merchandise, to their Plant-A-Tree program, Origins retains the influence on the earth in thoughts. For this search, the key phrases under have been used as a result of they contact upon Origins values. Prime influencers on these subjects embrace Amber Felce, Andrea Lee, and Ailish Lucas.
Key Takeaway: By trying to find influencers aligned to your model’s core values, it is going to be simpler to show them into model advocates as a result of it is extra genuine. These influencers will likely be extra prone to share your model’s story and have concepts for long-term partnerships.
Vetting Your Influencers to Verify the Greatest Match
After you’ve got picked out which magnificence influencers can be a very good match on your model, the handbook vetting begins. Vetting influencers means understanding their content material, who they’re, what they stand for, and the place your pursuits overlap. This course of takes time, however may be simplified with know-how.
The vetting course of consists of:
- Making certain that an influencer has visually interesting content material that’s genuine and on-brand
- Digging into their viewers to actually perceive who precisely the influencer influences
- Understanding what platforms the influencer is most impactful on by way of complete viewers dimension and engagement metrics
- Looking for previous #advert and #spon posts to know model partnerships and previous efficiency metrics
- Checking if an influencer is at present trending on any social channels
- Gaining perception into different manufacturers they companion with and if they’ve talked about your model prior to now
Figuring out influencers with key phrases is simply an introduction into the methods a platform can assist streamline discovering influencers. Traackr permits entrepreneurs to determine which influencers are trending and filter by tier (micro, center, macro), location, demographics, and social channel. Keep tuned for the subsequent publish on this magnificence sequence to see step-by-step how this works.
We hope you’re feeling impressed to search out the appropriate influencers on your model, then begin constructing relationships with them. Try our newly refreshed Information to Influencer Advertising to turn out to be much more acquainted with influencer identification (and what comes subsequent).
In the event you’re curious to be taught extra about how Traackr permits enterprises and businesses to construct, scale, and measure influencer relations, be part of an upcoming demo and see the software in motion.
