79% of entrepreneurs cited discovering the fitting influencers as a prime problem for his or her model (Supply: Econsultancy). Through the use of a data-driven method that focuses on the content material your prospects care about, you’ll find magnificence influencers who align along with your model story.
Let’s take a deep dive into the highest 3 ways to search out magnificence influencers by matter, together with influencers already speaking about:
- Your model
- Your competitors
- Related conversations you care about
Whereas guide identification processes could be helpful within the infancy of your influencer program, they typically gained’t scale. Cobbling collectively adhoc strategies to search out influencers isn’t solely time consuming however it could additionally trigger a cognitive bias to happen. Bringing know-how to help your identification processes eliminates any biases that you just or your group may need about who influences your purchaser. This lets you make data-driven choices that scale.
Uncover Influencers utilizing Contextually Related Matters
The next outlines a content-led identification method leveraged by Traackr prospects when implementing their influencer advertising. Observe 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 advocate utilizing key phrases being talked about in content material when figuring out new influencers. These key phrases ought to be area of interest matter dialog phrases.
For instance, if you’re launching a brand new eyeliner and looking for material specialists, your key phrases may embrace “cat eye”, “angled eyeliner brush”, “gel eyeliner” and “liquid eyeliner”. Then again, if you’re in search of 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’ll find contextually related key phrases throughout influencer content material, trending hashtags, and fashionable search phrases. See beneath for a normal make-up and cosmetics key phrase set from the Traackr platform.
If you enter key phrases in Traackr, our algorithm scans hundreds of thousands of posts throughout social platforms to see who’s speaking about these matters. The extra key phrases and phrases you enter the extra exact your outcomes shall be. Listed here are three dependable methods you’ll find new influencers utilizing key phrases:
1. Influencers already speaking about your model
Let’s say you’re seeking to see which influencers are speaking about an up-and-coming magnificence model, comparable to Glossier. By inputting primary 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 probably the most on-line, gives hyperlinks to all their social profiles, and offers us a glimpse at their whole viewers measurement. 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 prime influencers. Govt affect is gaining recognition as a result of it not solely elevates the corporate’s affect but additionally helps to humanize the model picture.
Key Takeaway: When in search of influencers already speaking about your model seek for phrases, phrases, hashtags, and handles related to your model throughout the platforms which can be most related to you.
2. Influencers speaking about your rivals
Let’s fake that Anastasia Beverly Hills is a competitor of yours. Through the use of the key phrases beneath you may rapidly 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 rivals are working with, search phrases, phrases or hashtags related to their model. This may provide help 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 along with your model mission is necessary to constructing long-term relationships. Let’s say Origins is looking for 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 take a look at their merchandise, to their Plant-A-Tree program, Origins retains the impression on the earth in thoughts. For this search, the key phrases beneath have been used as a result of they contact upon Origins values. Prime influencers on these matters embrace Amber Felce, Andrea Lee, and Ailish Lucas.
Key Takeaway: By looking for 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 shall be extra prone to share your model’s story and have concepts for long-term partnerships.
Vetting Your Influencers to Affirm the Finest Match
After you might have picked out which magnificence influencers can be a very good match to your model, the guide 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 could 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 really perceive who precisely the influencer influences
- Understanding what platforms the influencer is most impactful on when it comes to whole viewers measurement 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 previously
Figuring out influencers with key phrases is just an introduction into the methods a platform will help streamline discovering influencers. Traackr allows entrepreneurs to establish which influencers are trending and filter by tier (micro, center, macro), location, demographics, and social channel. Keep tuned for the subsequent submit on this magnificence collection to see step-by-step how this works.
We hope you’re feeling impressed to search out the fitting influencers to your model, then begin constructing relationships with them. Take a look at our newly refreshed Information to Influencer Advertising to grow to be much more acquainted with influencer identification (and what comes subsequent).
When you’re curious to study extra about how Traackr allows enterprises and businesses to construct, scale, and measure influencer relations, be part of an upcoming demo and see the software in motion.
