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Rohith R
I help businesses to... • 2m
If you're planning to invest in influencers to promote your brand, keep these things in mind: - Is the influencer aligned with your industry? Let’s take Medial as an example. They ran influencer campaigns by collaborating with creators like Think School and Backstage with Millionaires. These influencers create content around startups, business, and economics—topics that perfectly align with Medial’s target audience. This alignment ensures that the audience consuming the content is likely to resonate with Medial’s offerings. - How strong are their engagement metrics? Again, using Medial as an example, Think School attracts a variety of audience: VC’s and Directors who want to understand how businesses work, their competitors, potential investing opportunities etc.. Employees dreaming about starting their own ventures Students curious about the business world. A smaller segment just looking to pass time or explore something out of curiosity. When you look at it, only a small chunk of this audience might not be relevant to Medial’s target. rest are a perfect fit. Before partnering with any influencer, ensure that at least 75-85% of their engaged audience matches your ideal customer base. - Don’t get carried away by views It’s tempting to go after influencers with massive views, but ask yourself: is their audience relevant? I’ve seen brands partner with irrelevant influencers purely based on views and then wonder why the campaign didn’t convert. For instance, if Medial collaborated with CarryMinati or Dhruv Rathee instead of Think School, would conversions be higher? Maybe, but it’s a gamble. Can you be sure their audience aligns with your brand’s target market? The number of views isn’t as important as the quality of those views. - Does the influencer fit your brand tone? It’s not just about what they say; it’s how they say it. Imagine a serious B2B company partnering with a humorous tone creator—it’ll feel out of place, right? Make sure the influencer’s tone, style, and persona align with your brand’s tone. It’s about authenticity. If the audience doesn’t see that natural fit, your campaign might feel forced or inauthentic. At the end of the day, choosing the right influencer is more about strategy than popularity. Focus on alignment, quality engagement, and authenticity, and your campaigns will thank you for it.
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